Atenga’s educational services are designed to give our customers the upper hand, allow them to become more competitive, to become more savvy when it comes to pricing practice, pricing strategy and pricing execution - leading ultimately to higher profits and growth. The Pricing Roundtable and Price Training for Sales are both intensely practical, allowing managers to implement business performance and pricing improvements immediately following the seminars.

Pricing Roundtable
The Atenga Roundtable will introduce the team to Best Practice Pricing strategies. It will uncover opportunities for pricing improvement, and educate the team on how to evaluate and leverage them.

Each Pricing Roundtable is customized. However this is a typical agenda:

1. The Important Role of Pricing Strategies
A review of price strategy optimization in the context of other business improvement strategies such as cost reduction and sales improvement, new product innovation, acquisition and geographical expansion.

2. Lessons from the front lines of the pricing wars
This is a summary of Best Practice Pricing at other companies; what they did, what the results were. It introduces the practical pricing steps companies have taken to improve their business performance.

3. Profitability Audit
We will teach the disciplined, rigorous analysis of your internal order data to find opportunities to improve price realization and eliminate profit leaks - and show how other companies have used this to reevaluate their product/services and sales strategy to drive additional revenue and profits.

4. Value Processes
This section covers an overview of how Value Processes are conducted, and by reviewing a large number of case studies, provides an understanding of the benefits companies gain from the Value Processes.

5. Price Training for Sales
The sales force is often the most skeptical to a new pricing strategy. But their support is essential. This review of the Price Training for Sales seminar provides an understanding of the sales training processes and benefits.

6. Discussion and Q&A
An informal discussion with your team of how Best Practice Pricing will work at your company.

 

Price Training for Sales
Price Training for Sales is a full-day training session for sales people. It leverages hard market data to teach sales people to better defend a new price strategy and provides tactics and methods to close the sales with the highest possible price realization. It also provides the tools and methods a company needs to make this training an ongoing exercise, allowing companies to continue price relation improvement.

Each Price Training for Sales seminar is customized to meet the particular needs of the company, however this is a typical agenda:

1. Introduction
We set the stage. We demonstrate the values and gains companies get from knowing the true value perceptions of the market and how these can be leveraged into better sales tactics and sales results.

2. The marketplace’ value perceptions, and perception gaps
Survey results from the marketplace and from an internal perception study is reviewed and discussed. Inevitable gaps in perceptions will be pointed out and remedies suggested.

3. Prepare
Successful price realization execution requires relentless preparation. We will teach the sales force how to prepare and what is important. We will provide the methods on how to control the conversation, how to leverage hard data from the marketplace, how to sell value, how to meet price objections and deal closing.

4. Training
Confidence and success come from “knowing the game”, thus, a significant portion of Price Training for Sales is devoted to hands-on training; using your real customer data to do the preparation and delivering the sales call, with the dreaded role-play, repeated multiple times until the staff is confident.

5. Conclusions and follow up
One-off training has limited value. Thus, we will summarize the learning of the day and the company’s sales management will (should) discuss how Price Training for Sales will become a regular event, with the aim to continuously improve the sale force’s price execution.

Price Training for Sales is typically held in-person, but on-line, video and CD/DVD versions can also be provided.