august 1-2, 2017 pricing workshops atlanta for - Professional Pricing ...

PRICING WORKSHOPS ATLANTA

summer school FOR

pricing AUGUST 1-2, 2017 GEORGIAN TERRACE HOTEL ATLANTA, GEORGIA

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SUmmER SCHOOL FOR PRICING We here at PPS take our members’ feedback very seriously. You have asked us for a purely educational event featuring more world-class training options offering convenience and flexibility while minimizing travel, cost and time away from the office.

PPS has developed training centered on pricing, revenue management, and related fields for decades. With our connections to experts from across the business world, we have selected some of the best and brightest trainers for the workshops that you asked us to offer. You will receive all of the class materials for your choices, including post-workshop quizzes so you can gauge your acumen on the topics at hand.

We designed our “Summer School for Pricing” Atlanta Workshops with you in mind. There are seven full-day and two-day options for everyone on your team, whether they are brand new employees looking for the basics to experienced practitioners needing more cross-functional skills to senior managers searching for KEVIN MITCHELL corporate strategies to move President, Professional the organization forward. Pricing Society All of the Atlanta workshops count for Certified Pricing Professional (CPP) credits as well, so if you wish to begin your journey to the CPP or if you already have credits and are looking to complete the requirements, then you have lots of options to do so.

We have designed our workshops to be a great investment for your company and you. You will be able to apply the lessons learned to the problems, issues, and opportunities that you will face back at the office.

So please join us in Atlanta on August 1-2 for a lot of training options, a convenient format that offers great value for the money, some of the Southern Hospitality that PPS is known for, and a great opportunity to network and learn.

LOOKING FORwaRD TO SEEING YOU THERE!

FOUNDED: 1984 by Eric Mitchell MEMBERS: 4,813 COMPANIES: 653 GLOBAL PRESENCE: 75 Countries / 6 Continents EVENTS: 5 Major Annual Pricing Conferences

OFFERINGS: •C ertified Pricing Professional • Pricing Training Workshops • Over 30 Online Pricing Courses OTHER SERVICES: • 16 Annual Publications • Pricing Whitepapers • Case Studies • Webinars • Annual Salary Survey

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PRICING TRAINING CERTIFICATION WORKSHOPS & ONLINE COURSES Top 5 Benefits of CPP Pricing Education: 1 Best Practices from Top Pricing Experts 2 Comprehensive Pricing Training 3 Develop an Internal Pricing Culture 4 Rigorous Certification Process 5 Bring Your Pricing Function In-House For More Information about the Certified Pricing Professional program please email [email protected] or visit the PPS website: pricingsociety.com and click on Pricing Training - Certified Pricing Professional (CPP) or Online Pricing Courses. PPS is Proud to Offer an Exclusive Certified Pricing Professional Designation (CPP) Badge to our members that have successfully earned their certification!

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LINKEDIN BADGE DISPLAYS THE WAY TO DISTINGUISH PRICING EXPERTISE ON YOUR PERSONAL PAGE - HERE’S HOW... *Note, neither a license number nor date of completion are necessary to retrieve the Badge.

1 Ensure that all Certified Pricing Professionals are verified through PPS*. Either join the exclusive CPP LinkedIn Group or send a direct email to PPS Membership to [email protected]. 2 Click on the exclusive embed link, given to CPPs that have successfully completed all course work. 3 Copy and paste the link to your personal LinkedIn page. 4 Share with your networks so that everyone can view your new Badge!

CERTIFIED PRICING PROFESSIONAL THE INDUSTRY-STANDARD PROFESSIONAL PRICING CERTIFICATION The PPS Certified Pricing Professional (CPP) Program is academically sound and based on real business experience. The content is delivered via Live Workshops on 4 continents and Online Pricing Courses accessible from anywhere in the world. The CPP curriculum covers core competency areas of price setting, psychological influences to price acceptance, price-variance and discount management, pricing strategy and tactics, and organizational pricing-function development and improvement.

PROGRAM FRAMEWORK The framework provides a sequence you should take to receive a well-rounded education in pricing. If you’re pursuing the CPP designation, you can take any of the Online Pricing Courses or Live Workshops you choose, following this framework.

LEVEL 100:

Foundations of Pricing Foundation courses which should be taken first

LEVEL 200:

Price Setting LEVEL 300:

Price Variance Management LEVEL 400:

Behavioral and Psychological Aspects of Pricing LEVEL 500:

Pricing Electives LEVEL 600:

Pricing and Corporate Strategy

PROFESSIONAL PRICING SOCIETY | SUMMER SCHOOL FOR PRICING | ATLANTA, GA | AUGUST 1-2, 2017

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2-DaY woRKSHOP | aUGUST 1-2, 2017

9:00 am to 4:00 pm

LEVEL 100 COURSE 2 CPP CREDITS

CORE PRICING SKILLS aTTENDEES wILL LEaRN: •W hy pricing is the key profit lever •T he fundamentals of value pricing and key tools & methodologies to quantify product value •E ffective segmentation to drive price differentiation •M aking pricing changes stick through better price implementation

Are you starting out in pricing, or are you a seasoned pricer who needs to take a step back to think again about the core principles of the discipline? In either case, this comprehensive pricing workshop will help you master the essentials of price performance by learning from dozens of cases from a variety of industries that support today’s leading best-pricing methodologies. This one-day workshop will cover the following key areas: Pricing 101: • Why is price the key lever to maximize profit. • Price dictionary: Key price improvement variables (e.g. price elasticity, willingness to-pay).

Price differentiation: • One price does not fit all: Price differentiation and how this can improve profitability. • How to use customer value for segmentation.

Value pricing: • Moving from cost-based to value pricing. • Understanding and quantifying value-to-customer, measuring and understanding price elasticities. • Tools and methodologies for value measurement and best pricing practices.

Price implementation: • How to implement price increases and avoid price wars. • How to design discount systems for growth. This workshop is fully interactive, giving all participants the opportunity to ask questions and add from their own experience.

PRESENTED BY: BRAD SOPER Partner, Simon-Kucher & Partners

PHILIP DAUS Partner, Simon-Kucher & Partners

Brad Soper leads Simon-Kucher’s North American B2B and Sales Effectiveness practice areas in addition to being the head of the firm’s Atlanta office. Brad’s decades of consulting experience span a range of industries and functional areas with a focus on pricing strategy, sales effectiveness and pricing transformation programs. Prior to joining Simon-Kucher, Brad worked as a turnaround specialist for a major PE firm. Earlier in his career, he flew F-14 fighter aircraft for the US Navy. Brad earned a Bachelor of Science from the United States Naval Academy and an MBA from Harvard Business School. Philip Daus is an expert in pricing with a focus in developing resultsoriented pricing programs, optimization of commercial policies and discount and trade term systems. He has 12 years of experience in pricing and strategy advising and has led engagements for clients in the U.S., Latin America and Europe in a broad range of industries, including industrial goods, drilling services, commodities, construction materials, consumer goods, and restaurants, among others. Philip has a master’s degree in Management from the WHU Otto Beisheim School of Management and an MBA from IE Business School.

MORNING BREAK 10:15 am - 10:45 am LUNCH 12:00 pm - 1:00 pm AFTERNOON BREAK 2:15 pm - 2:45 pm


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1-DaY woRKSHOP | aUGUST 1, 2017

9:00 am to 4:00 pm

LEVEL 500 COURSE 1 CPP CREDIT

aTTENDEES wILL LEaRN: •H ow pricing can partner with sales to improve price realization •B ehaviors for influencing customers and the market •H ow to make your smartest price discounting decisions including considering non-price alternative moves

PARTNERING WITH SALES BEST PRACTICES FOR PRICE EXECUTION Your pricing team can set great targets and recommendations for pricing moves, but success always comes down to sales’ ability to execute these recommendations. Each negotiated deal has the potential for the price to be dropped. Often it’s dropped unnecessarily or far deeper than needed. Additionally, when a business decides to raise price, the execution skills of business leaders, marketing and sales are critical for success. Too often price increases fall far short of expectations. Whether sales discounted price or were unable to increase price, the business assumes the competitive and market dynamics were not favorable when the real reason is often weak execution. This workshop covers proven strategies, best practices and tactics the business, marketing and sales teams need in order to successfully negotiate a deal with no or minimal price decreases and to effectively implement price increases. It covers the critical role of the pricing team in encouraging and guiding sales towards these best practices.

PRESENTED BY: JOANNE SMITH President, Price to Profits Consulting

Joanne Smith, President of Price to Profits Consulting, is the author of The Pricing and Profit Playbook and the former DuPont Corporate Head of Marketing, Pricing and Customer loyalty. She transformed DuPont’s pricing from weak to outstanding. With more than 20 years of global business, marketing and pricing expertise, she now works with global companies across a wide range of industries to help them develop world class strategies, pricing transformations, pricing improvements and pricing skills.

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SUmmER SCHOOL FOR PRICING



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aTTENDEES wILL LEaRN:

THE ROLE OF PRICING IN NEGOTIATIONS

9:00 am to 4:00 pm


• Pricing strategy – target pricing objectives going into negotiations with a specific account/account type •A ccount deal scoring review – determine ‘competitive’ market pricing for account vs. comparable cohort, understand where current deal sits above/ below cohort

Typically, business negotiations are riddled with oddities – lack of strategy, fear of pushback, too many conversations and little actions, internal negotiation – the list is endless! As a seller, showcasing value is the most important tool in pricing discussions which includes, understanding buyer’s problem and context of the negotiation and communicating your value proposition. Preparation is key to be successful and is the part that you control the most as a seller. Come join us to learn best practices on how to succeed at negotiations and win in the marketplace.

nderstanding what the •U customer values – what are they likely to prioritize / trade-off in negotiation alue communication / •V presentment – how to stress value and drive for best outcomes in negotiation •N egotiation itself

JEFF ROBINSON Partner & Managing Director, The Boston Consulting Group

SUDIPTO BANERJEE Principal and Pricing Expert, The Boston Consulting Group

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PRESENTED BY: Jeff Robinson is a Partner & Managing Director in the Atlanta office of The Boston Consulting Group and the head of the Pricing practice in North America. He is one of the founding leaders of the Pricing Enablement Center (PEC) in Atlanta. In his 16 years at BCG, Jeff has led more than 70 pricing projects across a very wide range of industries including retail, consumer products, home services, cable/telco, airlines, hotels, B2B distribution, B2B services, oil/gas, and industrial equipment. Jeff has an MBA from Duke University’s Fuqua School of Business, where he was a Fuqua Scholar, and a BS in physics from Brigham Young University. Sudipto Banerjee, CPP, is a Principal in the Atlanta office of The Boston Consulting Group. He is a core member of BCG’s Pricing Practice and one of the founding leaders of the Pricing Enablement Center (PEC) located in Atlanta, Munich, and Paris. He brings more than 17 years of pricing experience across 25+ countries as a practitioner and a consultant. Banerjee holds an MBA in Strategy from Emory University (Atlanta) and a degree in Mechanical Engineering.



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9:00 am to 4:00 pm


aTTENDEES wILL LEaRN: •F ollow a systematic approach for handling change management •R ecognize and manage the organizational stages of change •C learly articulate a business case, objective and vision for the change ain sponsorship and •G engage key stakeholders throughout a change initiative •M anage resistance and barriers to change

START STRONG!

CHANGE MANAGEMENT FOR PRICING MOVERS Time and time again pricing initiatives start, stall and fall apart. We continually read and listen to new ways we can optimize price and margin performance, but seem to have our hands tied when the rubber meets the road. The missing puzzle piece for many Pricing Professionals today is an active change management program. Applying a proper change management program provides the necessary foundation for any type of transition, no matter the scale. During the ‘Start Strong! Change Management for Pricing Movers’ workshop, participants will learn how to create and implement a change management program in order to build organizational commitment and capability, and gain long lasting traction in the volatile world of pricing.

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PRESENTED BY: JUSTIN BANTA

Justin Banta is a Manager in Ernst and Young’s Pricing practice, and has extensive experience with leading change management efforts. Change management is a consistent aspect in his projects and proves to be a key foundational element to success. Justin holds an MBA from DePaul University.

JASON FEHR

Jason Fehr is a Senior Manager in Ernst and Young’s People Advisory Services practice, and has spent the last 17 years focusing on organization and talent related consulting. Specific areas of focus include organizational change management, learning and education, and business transformation. Jason holds an MS in I/O Psychology from the University of Tennessee.

Manager, Ernst & Young Pricing Practice

Senior Manager, Ernst & Young People Advisory Services Practice



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9:00 am to 4:00 pm


aTTENDEES wILL LEaRN: •C orporate structures templates for organizing pricing departments and driving informed pricing decisions reas where pricing •A decisions processes can be made into corporate routines •T he Value-Based Pricing Framework for integrating pricing into corporate strategy across business unit.

PRICING AND CORPORATE STRATEGY THE VALUE-BASED PRICING FRAMEWORK FOR GETTING PRICING DONE RIGHT Pricing challenges and decisions arise early and often. List prices, discounting, new product development, account management, and international variations are just a short list of key pricing challenges facing modern corporations. How should a executives organize and manage the pricing function? In Pricing and Corporate Strategy, Tim J. Smith, PhD will share how leading firms are integrating different pricing and price management techniques throughout the corporation to maximize both growth and profitability. We will discuss the culture, structure, and process for getting pricing done right. Pricing and Corporate Strategy will clarify the areas where technology can accelerate progress and where managerial judgement calls are fundamentally required. This workshop applies concepts from the fields of economics, consumer behavior, business selling, product lifecycles, and competitive dynamics in order to provide executives with a well-rounded view of pricing in business markets. Executives attending this course will be able to identify routes to improve their pricing practices and avoid traps leading to pricing disasters. Pricing and Corporate Strategy concludes with the Value-Based Pricing Framework for managing pricing in a modern corporation developed through both academic research and executive interviews and proven by some of the world’s most profitable and growth oriented firms.

PRESENTED BY: TIM J. SMITH, Ph.D., CPP Founder and CEO, Wiglaf Pricing


Tim J. Smith, Ph.D., CPP is the founder and CEO of Wiglaf Pricing, an Adjunct Professor of Marketing at DePaul University, the Academic Advisor to the PPS Certified Pricing Professional (CPP) program, and the author of Pricing Done Right: The Value-Based Pricing Framework Proven Successful by the World’s Most Profitable Companies (2016) as well as the globally leading textbook Pricing Strategy: Setting Price Levels, Managing Price Discounts and Establishing Price Structures (2012). At Wiglaf Pricing, he has worked with Fortune 500 companies through startups in Helping Executives Manage Price Better™.

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9:00 am to 4:00 pm


aTTENDEES wILL LEaRN: •H ow to improve your bidding strategy • Identify and leverage your pricing strength by utilizing financial value methodology ind 1% improvement •F through cleaning up your legacy pricing structure


LEVERAGE BEST PRACTICES TO DRIVE YOUR B2B PRICING STRATEGY B2B is unique, often struggling to find data, insulated from end customers and usually reliant on disjoint sales input for competitive pricing insight. Revenue management concepts made for data rich B2C companies are regularly forced onto B2B organizations. This results in poor decisions, disenchanted teams and weak results. This one day workshop will focus on providing executives with three key B2B skills that can be applied to their organization for immediate results. Using a practical case based approach, attendees will get their hands dirty with: Bid Pricing: Often seen as an art, organizations usually evaluate production capacity, minimum profit margins and anecdotal sales input. It’s a process that is fraught with high emotion and potentially even higher financial impact. During the course, executives will be given new processes and tools to take the mystery out of bid pricing.

Financial Value Quantification: Value based pricing is often held out as the Holy Grail. Every company should be seeking it, only Indiana Jones finds it and rarely holds onto it. Participants will be stepped through the process of how to concretely derive value and decide what portion should be retained versus shared with customers.

Price Dispersion to Price Strategy: Over time B2B pricing strategies become compromised due to one off deals and exceptions eventually becoming the norm. When looking at your pricing holistically it no longer follows any rational strategy. We will help executives understand the process to manage this dispersion to drive profit improvements and reinstitute pricing integrity.

PRESENTED BY: AVY PUNWASEE Founding Principal, Revenue Management Labs

MICHAEL STANISZ Founding Principal, Revenue Management Labs

Avy Punwasee is a founding principal of Revenue Management Labs, a boutique consultancy dedicated to realizing sustainable bottom line improvements through developing and executing innovative pricing strategies. With over 15 years of senior Revenue Management experience spanning pricing, strategy and analytics, Avy has transitioned from being an in house practitioner with large companies such as Anheuser Busch InBev, Ford Motor Company etc. to consulting for leading companies on a global scale. Avy is a Professional Pricing Society speaker and holds an MBA and BBA from the Schulich School of Business at York University. Michael Stanisz is a devoted practitioner of data driven business solutions and the use of advanced analytics to drive pricing improvements. With a keen eye for details and a history of exploring complex data sets and models, he has a profound ability to understand and interpret trends in data for the benefit of the Client. Michael holds a BSC in Mathematics from McMaster University an MMA, Queens University and MBA, University of Toronto. PROFESSIONAL PRICING SOCIETY | SUMMER SCHOOL FOR PRICING | ATLANTA, GA | AUGUST 1-2, 2017

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woRk 7 shop LEVEL 400 COURSE 1 CPP CREDIT

aTTENDEES wILL LEaRN: •R ecent research insights on human decision making that are helpful no matter in what sector you are working •A conceptual framework to comprehensively leverage Behavioral Economics in the pricing strategy •T he benefits and limits of pricing tools like PSM or Conjoint Analysis and how to modify and complement these methods to avoid risks and pitfalls


9:00 am to 4:00 pm

SHIFTING THE PARADIGM FROM “VALUE-BASED” TO “BEHAVIORAL PRICING” “Value-based Pricing” has been widely accepted as the best approach to pricing. Nevertheless, all classical pricing tools within this approach still build on the assumption that customers behave like the famous “homo oeconomicus” – perfectly informed, selfish and rational decision makers with stable preferences. These assumptions are each contradicted by an overwhelming amount of insights from “Behavioral Economics” and “Neuroscience.” Although this simplification facilitates mathematical modelling and arithmetical price optimisation, it totally ignores margins that arise from the predictably irrational decision strategies which can be found in every sector, be it B2C or B2B. In the end, this inhibits us from defining smarter pricing strategies which are able to leverage the frugal heuristics and systematic biases of the decisions “real” customers are making. Building on a validated and award-winning framework as well as on many case studies from different industries ranging from B2C to B2B, the seminar will systematically convey insights that go beyond the classical assumptions and tools of pricing research and strategy. It will characterize Behavioral Pricing as a general approach to pricing that goes well beyond the classic value-based pricing paradigm. In the course of the seminar, we will show how you can develop more profitable pricing strategies by applying these insights to define price level, price structure, price dynamics as well as price communication.

PRESENTED BY: FLORIAN BAUER, Ph.D. Founder and, Member of the Executive Board, Vocatus AG

Florian Bauer studied Psychology and Economics at the Technical University in Darmstadt, at MIT, and at Harvard University. Starting his career as a strategy consultant at Booz, Allen & Hamilton 1996, he joined with two colleagues in founding Vocatus AG in Munich in 1999, a pricing research and consulting company that now employs about 75 consultants. In 2014 Vocatus was voted to be one of the world’s top 20 innovators in market research. A decorated professional, Florian has earned multiple awards to include the 2005 and 2010 ‘German Market Research Award,‘ 2010 ‘Best Methodological Paper Award’ at the ESOMAR Congress, and 2012 and 2013 ESOMAR ‘Research Effectiveness Award’.

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WORLD-CLASS TRAINING | NETWORKING | PRICING EXPERTISE

HOUSING INFORMATION The elegant Georgian Terrace Hotel is the host for the PPS Pricing Workshops in Atlanta. It is a modern icon among Midtown Atlanta hotels, located near the city’s financial and cultural district.

659 Peachtree Street NE Atlanta, Georgia 30308 +1.800.651.2316 +1.404.897.1991

The hotel opened for business in October 1911. With its floor-to-ceiling windows, crystal chandeliers and white marble columns, The Georgian Terrace had an elegance Atlanta hadn’t known before. As Atlanta modernized its skyline many of its older buildings disappeared, but not The Georgian Terrace Hotel. This beautiful, historic hotel was added to the National Register of Historic Places in 1986 and continues to impress guests today.

Reservations should be made using the link provided on the PPS website: https://aws. passkey.com/event/49125446/owner/1386/ home. The hotel will only hold the PPS block of rooms until July 3, 2017. That is about three weeks before the workshops begin. We advise that you reserve your hotel room when you register for the workshops or even before, if you are fairly certain that you will be attending.

PRICES AND OPTIONS OPTION

OPTION

OPTION

2017 Atlanta

2017 Atlanta

2017 Atlanta

1

2

3

TWO 1-DAY WORKSHOPS

ONE 2-DAY WORKSHOP

ONE 1-DAY WORKSHOP ONLY

Member Rate

Member Rate

Member Rate

Non-Member Rate

Non-Member Rate

Non-Member Rate

Includes Two 1-Day Workshops on August 1st & 2nd. All Non-PPS Members receive a complimentary 6 month membership when a purchase is made at the non-member rate.

Includes a 2-Day Workshop on August 1st. All NonPPS Members receive a complimentary 6 month membership when a purchase is made at the non-member rate.

Includes a 1-Day Workshop on August 1st or 2nd (depending on the workshop selected). All Non-PPS Members receive a complimentary 6 month membership when a purchase is made at the non-member rate.

OPTION

OPTION

OPTION

$1,695

$1,695

$1,995

$1,995

4

2017 Atlanta

5

2017 Atlanta

$995

$1,295

6

2017 Atlanta

TWO 1-DAY WORKSHOPS + ONLINE CPP BUNDLE

ONE 2-DAY WORKSHOP + ONLINE CPP BUNDLE

ONE 1-DAY WORKSHOP + ONLINE CPP BUNDLE

Member Rate

Member Rate

Member Rate

Non-Member Rate

Non-Member Rate

Non-Member Rate

$5,395

$5,395

$5,695

$5,695

$4,695

$4,995

Options 4, 5 & 6 – These packages are designed to get your CPP Certification quickly without having to rely on subsequent budget approvals. The Package will allow you the opportunity to earn 6 CPP Credits. You will receive the Workshop(s), plus 4 or 5 Online Pricing Courses of your choice (depending on the option selected), as well as the CPP Certification Exam package – which includes: the CPP Exam, complete online study guide, online study sessions and extra reading materials.

REGISTER

Register online at https://pricingsociety.com/conferences/atlanta-pricing-workshops Remember the 4th Attendee is FREE! When 3 people from the same firm register at the same time, the 4th registrant can attend FREE of charge.

INCLUDED wITH YOUR REGISTRaTION •W orkshop Attendees who complete and pass the Post-Workshop Quiz will receive credits towards their CPP designation •B reakfast, refreshments and lunch are served during Workshop days. •A ll attendees are invited to the workshop reception on Tuesday afternoon, August 1st.

•A ctive Professional Pricing Society members receive discounts! When registering several people at the Member rate, please make sure that you have one of the Corporate Membership plans to receive discounts for everyone. Individual Annual Membership in PPS is $400. The Corporate 5 Member plan is $1,000; Corporate 10 Member plan is $1,500; and the Corporate 20 plan is $2,500.


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summer school for pricing aUGUST 1-2, 2017 GEORGIAN TERRACE HOTEL ATLANTA, GEORGIA

The PPS Pricing Workshops Atlanta Summer School for Pricing offers the best forum to discuss pricing strategies and tactics worldwide. All attendees are hereby reminded that discussions in and around the event should not violate price fixing laws or international anti-competitive laws.

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