Pricing to win

To many, pricing still feels like a dark art. While significant effort is placed on developing a creative solution and profiling our unique capabilities, pricing is often the last thing thought about in major pitches. Yet the client feedback often focuses on price.

This session covers:

  • The role of behavioural science in contemporary pricing practices
  • Defining a winning price
  • How to influence a client’s willingness to pay
  • How to build confidence when pricing major projects
  • A broad range of practical pricing strategies to increase success rates in competitive bids
  • Ten pricing tactics (with examples of each) to avoid competing on price
  • When to loss-lead and how to deal with “low ball” competitors

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March 3, 2021 - March 4, 2021


Sofitel Sydney Darling Harbour
12 Darling Drive
Sydney, NSW 2000 Australia
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Need an engaging and informative speaker on pricing for your next event? Contact us today.

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The Pricing Masterclass provided practical strategies to help us win work, analyse pricing risks, and promote value internally and externally. It presents all sides of the equation: clients, partners, back office, and more. We immediately capitalised on what we learned. Thanks for a fantastic and interactive workshop.

Peter Lane Secor
Director of Strategic Pricing and Project Management
Pepper Hamilton, Boston

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