Too often owners and managers treat pricing as a tactical marketing challenge or worse an accountant’s financial problem. In reality it is a key business decision that affects your ability to grow and be successful. It affects profit, losses and survival more quickly than any other strategic decision. In this workshop you will learn to: •Use price strategically to guide your business to long-term profitability. •Evaluate the real financial implications of pricing decisions. •Determine when it makes sense to compete on price and when it does not. •Determine which value-added alternatives to price competition are appropriate for your business. •How to change customers’ price perceptions to capture more value. •Why pricing “to achieve sales goals” wastes profit. •When “Price sensitivity” is actually a response to poor pricing policies. •Mastering the pricing “game”. •How to price in a recession.