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Get a Handle on the Right Price

Pricing a product correctly can be a difficult task, even for those with decades of experience in business! Understand pricing theory and learn to eliminate much of the guesswork by using Value Prop Interactive’s unique Pricing Positioning Model.

Pricing your product right, relative to its market and solution category, is key. This is a moving target, as competitors vie for your customers. In this Workshop, you will explore key questions such as: How do your best prospects perceive your pricing model? Is your pricing based on your needs or on your customers’ interests? How does your pricing compare to competitors’ on a “whole solution” basis? What is your “Ideal” Price?

The classic supply and demand curves for determining pricing work well in books and in college classrooms, but it is near impossible for businesses to replicate that model. The sheer amount of data required is well beyond the reach of any business. Pricing in the real world belies expectations and almost always appears vague and fuzzy. The unfortunate truth, however, is that pricing math will always be fuzzy math.

At Value Prop Interactive, we have developed a model for sharpening your understanding of pricing as much as possible. In this Workshop, we will review the concepts behind pricing, introduce the pricing model and help you to find your target price.

This is one of the five Pre-Program Workshops in the Value Prop Method.

Who Should Attend:

This Workshop is designed for anyone who desires to better understand how to price their product or service. While this Workshop may be taken at any time, we strongly recommend that Members do so after completing the three Context Workshops and the Value Prop Workshop.


At the end of this Workshop you will know:

  • How your prospects perceive your pricing.
  • How your pricing compares with your competitors’.
  • What aspects from the customers’ point of view will raise or lower prices.
  • What aspects from your company’s point of view will raise or lower prices.
  • The proper pricing range for your go-to-market initiative.

You will also complete the Pricing Model Worksheet and be prepared to communicate what you have learned with team members at your company.

Workshop Format:

As with all Value Prop Workshops, the Pricing Workshop is a four-hour session limited to no more than fifteen Members to ensure a truly interactive and immersive experience. Also, as with all our Workshops, we ask you to come ready to “roll up your sleeves” and work on your most pressing initiative.

  • Participants receive a Workbook.
  • Participants will receive instruction as they update their Workbook with information pertaining to their real initiatives.
  • Participants will work with their peers in this session, discussing approaches for and receiving input on their initiatives.

Note: Participants are not expected to share any sensitive or confidential information but only that which they are comfortable sharing with a group of business peers.

Prerequisites and Tools:

You will receive the Pricing Model Worksheet via email upon registering for this Workshop. Please invest 20 minutes in reviewing the Worksheet before the Workshop.

This Workshop is led by one of these individuals:

Jose Palomino, Value Prop Interactive CEO

Karen Davis, Value Prop Interactive Chief Operating Officer

Matthew Gorman, Value Prop Interactive Director of Consulting

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