professional development courses

  • Professional Development Courses

    Our courses are designed to deliver highly focussed, practical training on an open enrollement basis, covering all professionals, industries and regions.

  • Training by Regional and Sector

    Courses can either isolate regional or sector differences or celebrate them through both course delivery and trainee participation

  • It takes the best to train the best

    We employ the best trainers from unrivalled access to the world's leading minds in all industries and regional markets. Carefully selected for their mix of practical experience, consultative background in a broad range of companies and proven training delivery. You need the best, we insist on it!

  • Our training philosophy

    Our expert trainers combine with our cutting edge course content to focus on delivering content through expert facilitation and dynamic presentations with relevant and transferable practical case studies bringing the theory to life.

Building a Pricing Effective Sales Team

If Price Setting and Price Getting teams are badly disconnected in your company then this course is a Must for you. After taking this course you will have the tools to: • Identify the causes of conflict between those who set prices and those who negotiate them with customers; • Enable pricing and sales professionals to work together more efficiently; • Eliminate unnecessary discounting by focusing propositions on measurable customer value; • Pin-point and eliminate sources of conflict between the two teams - and get them to work as one

Turning 'Theory' into 'Practice'?

This practical and intensive one-day course will help you to achieve planned price targets, to minimise unnecessary discounting and to preserve margin by enabling you to improve cooperation between sales and pricing professionals.

Who should attend?

This event is suitable for C-level and senior executives, especially those with responsibility for revenue management, pricing, marketing and sales.

Key areas to be covered in the programme and documentation

Why should sales and pricing teams work together anyway?
• Better understanding and confident delivery of prices into the market
• Customer value is properly understood by buyer and seller
• Reduce or eliminate damaging discounting behaviour
• Group discussion of a case study where teams are in conflict

Understanding Customer Value
• Defining Value and the Value Triad
• “So What?” Analysis
• Quantifying Customer Value and Customer Business Impact
• Exercise: Analyse the value of an important product in your company

What is the problem?
• Incorrect perceptions of pricing by the sales team
• Unhelpful perceptions of sales by the pricing team
• Exercise: Analyse your company to identify the problems you need to resolve

How can we resolve the problem?
• Identify the real value your company delivers to customers
• Identifying where value is created and destroyed
• Using the Axia Ten Point Plan to resolve the problem
• Exercise: Build a strategy for your own business

Benefits to you

• Be confident of the real value of your company’s products and services
• Be able to communicate this value compellingly to pricing and sales professionals
• Analyse the causes of poor pricing performance in your business
• Bring both teams fully on-board in delivering real and believable value to customers
• Reduce or remove damaging and unnecessary discounting behaviour and increase your revenue
• Develop and implement a practical strategy for your own business

Companies already benefiting include:

Duration of Course

1 Day Course

Course details

This course is currently only available as an in-house option. For more information, and a quote, contact our team on +44 (0)20 3002 3057, or by email at

Looking to train larger teams in this subject?

dzingim@marcusevansuk.comTailored in-house/in-company training courses and bespoke strategy workshops designed and delivered on-site throughout Europe according to your specific requirements.

All management, personal development and project management public courses featured in our Course Directory are also delivered on an In-Company basis.

Click Here for information on how this course can be delivered for you as an In-Company Training Solution


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Further information

UK Enquiries: +44 (0) 203 002 3057

Non-UK Enquiries: +420 (0)2 5570 7246

North American Enquiries: +1 312 540 3000 X6714 or - Marketing Manager EMEA - Professional Training

UK Enquiries: +44 (0)20 7647 2383 :
European Enquiries: +420 (0)2 5570 7246 :


"This course will allow my company to develop its existing strategies to a much greater and hopefully profitable level."

Managing Director, Tarmac