Sales and MarketingPricing Strategy and Revenue Management
Price is the fastest lever on profit and the one most organisations set by adding a margin to cost, which ignores what the customer is willing to pay and what competitors are doing. This course covers setting it deliberately. Delegates work through cost, competitor and value based approaches and when each applies, willingness to pay and the research that estimates it, and price structure including tiers, bundles and the options that shape a choice. Discounting is addressed directly, since discretionary discount usually costs more margin than any competitor. Price increases and how to implement one without losing the account are covered. Segment and channel pricing follow. The course closes on measuring price performance and on the legal limits around pricing conduct.
Course objectives
- Apply cost, competitor and value based pricing appropriately
- Estimate willingness to pay through structured research
- Design price structures using tiers, bundles and options
- Control discretionary discounting and quantify what it costs
- Implement a price increase without losing the account
- Price differently across segments and channels defensibly
- Measure price performance and stay within legal limits
Who should attend
- Pricing and revenue managers
- Sales leaders authorising discounts
- Product and commercial managers
- Finance staff analysing margin
- Business owners setting their own prices
Course outline
- 01Cost plus a margin, ignoring the customer
- 02Cost, competitor and value based approaches
- 03Willingness to pay and how to estimate it
- 04Price structure, tiers and bundles
- 05Discounting and its real cost
- 06Implementing a price increase
- 07Segment and channel pricing
- 08Measuring performance and legal limits
Scheduled sessions
| Dates | Venue | Format | Price | Register |
|---|---|---|---|---|
| 18 to 20 November 2026 | Lusaka, Zambia | Classroom | USD 995 per delegate | Register Now |
| 25 to 27 November 2026 | Pretoria, South Africa | Classroom | R14,950 per delegate | Register Now |
| 2 to 4 December 2026 | Harare, Zimbabwe | Classroom | USD 995 per delegate | Register Now |
| 6 to 8 January 2027 | Online | Online | R6,500 per delegate | Register Now |
| 27 to 29 January 2027 | Johannesburg, South Africa | Classroom | R14,950 per delegate | Register Now |
| 10 to 12 February 2027 | Cape Town, South Africa | Classroom | R14,950 per delegate | Register Now |