Pricing is challenging when things are “normal”. So how can you price with confidence in an environment that is characterized by so much uncertainty? The first step to confidence, in any environment, is understanding the underlying principles that create a firm foundation upon which to build. This series is designed to provide training in and practice applying fundamental principles which will guide you and allow you to price with confidence in any environment.
Session #1: PRICING FUNDAMENTALS
This interactive session introduces the fundamentals of pricing using ESA examples and interactive exercises to provide a hands-on experience. Learn how to properly identify the different costs associated with a product or service and how those costs should impact a good pricing model.
Session #2: PRICING FOR VIRTUAL SERVICES
This session will focus specifically on solutions to the challenges of pricing for services delivered virtually, not face-to-face. Whether the services are brand new or changed from in-person to remote delivery, you will learn various ways to structure your pricing models to preserve customer loyalty and protect your bottom line. Current examples of ESA practice will be provided.
Session #3: PRICING AND EXPERIMENTATION-OVERCOMING THE CHALLENGES
Bolstered with ESA examples, this session will address how to structure meaningful experiments that will inform you on the critical effect of pricing on program enrollment. You will learn how to conduct pricing experiments ethically in the public arena. Strategies will be provided for addressing challenges such as a limited number of customers or the fact that ESA customers communicate frequently with each other.
Purchase the recordings from the original sessions in June for $120. Order a copy of the recordings HERE. (Click on "Register for Event" to access the order site.)
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