Leeds Business Leaders Briefing – How to price your platypus

Using an understanding of customer psychology to maximise price

Price is one of the most important things for a business to get right, and one of the hardest. It’s too easy to go for a lower price for your product or service to try to get more sales, or to keep launching one discount promotion after another. All you are doing is giving money (and profit!) away.

What is the event about?

‘How To Price Your Platypus’ is a practical workshop that helps you to find ways to increase your price, whether you sell products or services.

Why a platypus? Well, if you had a platypus, what price would you decide to sell it for? You can’t look up other platypus sellers on Google to find a typical price, they don’t exist.

So where do you start? Most businesses have a platypus of their own, a pricing challenge that they would love to find a solution for.

The workshop starts with a review of some simple tools that can be used to help you decide what your pricing potential is – just how much could you try to increase your prices by?

But that’s only half the story. Once you have decided what to charge, how do you communicate those prices successfully? That’s where the psychology comes in.

Each moment we all make multiple decisions about all sorts of things, and those decisions are almost all unconscious. This is true of almost all pricing decisions too, even when selling to a business buyer. By understanding the psychology behind how we make those pricing decisions, you can successfully charge a higher price.

Event timings

- 8:30-9:00: Arrival, coffee and networking
- 9:00 – 9:45: Main speaker
- 9:45-10:00: Q&A session
- 10:00 – 10:15 Quick message from hosts
- 10:30 – 11:00 Coffee and networking

Speakers

David Abbott

Professional Speaker

David has over 35 years multi-sector in B2C and B2B businesses, from start-ups to the UK divisions of major multinationals. He is a an international pricing speaker and author, helping companies maximise their prices.

David focuses on helping organisations achieve their goals and out-compete the competition. His experience covers a breadth of industries including electronics, manufacturing, telecoms, social alarms, distance selling, ecommerce, professional services, charity – selling to consumer, business, and the public sector (including the NHS). The bottom line is this: he focuses on turning complex problems into simple solutions.

This event is brought to you by:

Mazars is a leading international audit, tax and advisory firm. Operating as a united partnership, we work as one integrated team, leveraging expertise, scale and cultural understanding to deliver exceptional and tailored services in audit and accounting, as well as tax, financial advisory, consulting and legal services.

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The Marketing Centre has a mission; provide small and mid-size businesses access to Marketing Directors with a proven track record of delivering significant impact. Giving you in-house access to the knowledge, passion and experience required to build and develop your company at a seniority level you could never afford full-time. Our stringent selection process means we only select the best Marketing Directors – to ensure that you get the best.

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‘The CFO Centre is the world’s number 1 provider of part-time Chief Financial Officers to SMEs with over 450 CFOs operating out of 70+ offices across 5 continents and managing a combined turnover of £5 billion.’

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People Puzzles have decades of expertise in managing people. Our diverse team have seen (nearly) everything before. We regularly peer-check each other’s work to ensure quality, with regular training and professional development to stay up to date and on the ball.

People Puzzles are proud to be an HR consultancy that does things differently. External and objective, our specialists contribute expertise and a ‘big picture’ perspective to help your business grow.

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My Inhouse Lawyer are a combination of individual & team talent, legal tech and specialist lawyers that deliver the best outcomes for your business – swiftly and cost effectively and as if we were one of your own team. It’s what we do every day for hundreds of business like yours.

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Your Right Hand Finance Team give business owners peace of mind that their accounting is being done properly and efficiently at a fraction of the cost of a full time financial manager. We allow you to gain clarity around your financial position today and visibility of what’s coming around the corner, allowing you to make well informed and confident business decisions that result in more cash, more profit and more time to devote to looking at the bigger picture!

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Freeman Clarke is the UK largest and most experienced team of fractional IT directors. We are more than interims, consultants or freelancers. We are impartial IT directors, CIOs and CTOs who can become a part-time, long-term member of your senior team at a fraction of the cost of a full-timer. We create, support and deliver tech strategies that accelerate your business growth. One of our Board-level IT experts can join your senior team to oversee digital innovation, systems and infrastructure. This produces results.

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Kiss the Fish team provides proven Sales Directors On Demand and Sales Training. They know exactly how to accelerate your company’s growth through enhancing sales productivity and performance. They help maximize the people, the process and the performance. You get the right person, the appropriate metrics and management to ensure your company has the best sales direction.

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Graeme Freeman
Co-Founder and Director

Subscribe to our Business Insights

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Call us on 0203 020 1864 with any questions.

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