Description

Inside this module:
Most businesses price by comparison — finding out what competitors charge and positioning somewhere in that range. This module covers why that approach systematically undervalues strong offerings and how to build a pricing foundation grounded in value mechanics rather than market convention.

You’ll develop:
– Value perception analysis: how customers assess price relative to outcome rather than absolute cost, and what that means for positioning
– Pricing power indicators: the business characteristics that support above-market pricing and how to build them deliberately over time
– Resistance and elasticity: understanding where price sensitivity comes from in different buyer contexts and how to address it without defaulting to discounting

Duration: +/- 3 hours

What changes in practice:
A commercial foundation for pricing decisions that is built on value analysis rather than competitive approximation — producing prices that are defensible, consistently applied, and less vulnerable to margin erosion.