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Introduction to Pricing On Purpose - (Ron Baker & Ed Kless)

Introduction to Pricing On Purpose - (Ron Baker & Ed Kless)


This course will give you alternatives to pricing your products and/or services based on customer-perceived value, rather than cost-plus pricing methods. By learning to avoid the deleterious consequences of cost-plus pricing, you will communicate better with customers, be able to discover their expectations up-front, enhance their loyalty and retention, and increase your profitability. Unless businesses adopt new and innovative pricing, rising costs, and increased competition will diminish profit margins and they will not be able to reap the full rewards of technological investments in productivity, quality, R&D, and customer service.

Attendees will learn:

  • The genesis of cost-plus pricing––and why so many businesses still cling to it
  • All customers are not created equal and the economics of price discrimination
  • The First Law of Pricing: all value is subjective
  • The Second Law of Pricing: all prices are contextual
  • Why there is no such thing as a commodity
  • The seven types of customer risk and their impact on value
  • What is a “fair price?”—the ethics of price discrimination

Who Should Attend

Any executive who is interested in being among the leaders in the business world moving away from the cost-plus pricing method to achieve a competitive differentiation and who is tired of sacrificing profits on the altar of costs.

Meet Your Instructors

Ron Baker
Founder, VeraSage Institute

Ronald J. Baker is the founder of VeraSage Institute and a radio talk-show host on the show, The Soul of Enterprise: Business in the Knowledge Economy. He’s the author of seven best-selling books, including The Firm of the Future, Pricing on Purpose, Measure What Matters to Customers, Mind Over Matter, Implementing Value Pricing, and The Soul of Enterprise.

Ed Kless
Senior Director of Partner Development and Strategy, VeraSage Institute

Ed Kless joined Sage in 2003 and is currently the Senior Director of Partner Development and Strategy. He is the author of The Soul of Enterprise: Dialogues on Business in the Knowledge Economy, a compendium of episodes from his talk show The Soul of Enterprise: Business in the Knowledge Economy. He earned his BA in Liberal Studies from Pace University.