Get More Money for Your Service Offering

Learn How to Price Based on Customer Value, not Production Costs

Have your team trained in value-based pricing and argumentation, by Dr. Paul Viio.


Base Your Price and Pricing Management on Customer Value to Drive Profits

Are you looking for a professional trainer and value pricing expert to train and guide your team to improve their pricing and pricing management skills to drive profits? Contact Dr. Paul Viio, today!

The Pricing Challenge and How I can Help

Value pricing or value-based pricing aims at you getting a fair share of what your products or services are worth to your customers, i.e. getting more money for your products and services. Most companies today apply cost-based pricing or market pricing, thereby leaving money on the table. 

Only few companies realize the importance and power of professional pricing, and instead stick to old ways of pricing – and giving discounts, thereby eating up their sales margin and profits. Through mastering value pricing or value-based pricing and by properly communicating the value to your customers, you can charge more for your products and services. This means that you will make more money (and can, for example, retire earlier, if you so wish).

Are you ready to develop your value pricing management skills and and start reaping the rewards it offers? My proven in-company value pricing training & workshop brings your pricing management skills to a whole new level. Contact me, today!

Contact Paul!

This is What You and Your Pricing Management Team Will Get

If you want to learn value-based pricing, then my proven value pricing management and value-based pricing training & workshop is the right choice for you and your team.

What You as Business Owner or Sponsor Get from Working with Me

  • Your team gets trained in value pricing management and value-based pricing
  • Your pricing team gets inspired to rethink pricing management
  • Your team's pricing management mindset gets shifted from cost/price to customer value
  • You experience higher profits and less discounts
  • You get an experienced and multilingual expert to train & guide your team

The pricing secrets that I reveal and the insights that my value pricing training & workshop generates are geared to help your pricing team help you increase your profits. This is done by focusing on basing your prices on customer value and avoiding discounts.

What Your Pricing Team Members Get from My Value Pricing Training & Workshop

  • Improved pricing management model and skills that drive profits
  • Focus on customer value as a basis for pricing your offering (goods and services)
  • Identifying and analyzing customer value
  • Learning how to substantiate value for customer
  • Learning how to calculate customer value (value calculation)
  • Learning how to communicate customer value (instead of features and price)
  • Arguing for the price and not give away value (in the form of discounts)
  • Cross-functional collaboration to establish value pricing management

Through my trainings and workshops, which I give in English, Swedish, Finnish and German, I promise that you and your team get new insights and valuable tools that can be applied immediately to get better results.

Background Info of My Value Pricing Training & Workshop

My focus with this training & workshop is to bring new insights and inspire your team to price your products and services based on customer value to get better results.

Having scientifically studied how companies price their products and services, it is clear that most most companies do not price their products and services based on customer value. This is very unfortunate, since pricing based on customer value offers many benefits. Furthermore, it can form a great platform for communicating the value and justifying the price to the buyer/customer.

Pricing Training & Workshop Themes

The main themes that this training & workshop focuses on include:

  • Value Pricing Management and Value-Based Pricing
  • Customer Value
  • Value Calculation and Value Communication

Training and Workshop Topics

To help your pricing team become successful at pricing based customer value, this training & workshop focuses on key topics such as:

  • Understanding value pricing and value-based pricing
  • Understanding customer value
  • Analyzing customer value
  • Co-creating customer value
  • Calculating customer value
  • Developing a value word equation (e.g. for a value proposition)
  • Communicating customer value (instead of price)
  • Argumenting for value (not price & discounts)
  • Managing pricing across business functions

Training Level

This level of this training & workshop is Core, i.e. it is intended for those in your organization who are either directly involved in pricing of indirectly involved in it.

This training takes a cross-functional view on pricing management and pricing work. After all, value pricing should not and cannot be done by e.g. product managers, engineering or any other function alone. Pricing that is based on customer value is at the crossroads of the organizational back end and frontline. 

Prep meeting: Prior to the training & workshop, you and I will have a preparation meeting to go through what your expectations for the training & workshop are and what your goals are. Based on that, I will customize the training & workshop to fit you and your team.

The prep meeting can be held face-to-face, by phone or video call. It's important that I know about your situation, you goals and the participants. This helps me customize the training & workshop to fit your situation, needs and expectations.

Let me know what you need and wish for, so I can better help you.

Contact Paul!

Value Pricing Training & Workshop Outline

This value pricing training & workshop is a combined training and workshop – it combines the best from both worlds. It starts as a training and continues as a workshop session. This is to ensure that theory becomes practice.

The duration of the value pricing training & workshop is typically 1 day (eight hours), but it can also be delivered as a 1,5 or 2 day training, if so needed. The exact length depends on various factors, most importantly on the aim of the training/workshop, i.e. what the participants should lean, which determines the approach and methods that will be used for learning. Additionally, the length also depends on for example number of participants, level of education and work experience, and how far your team already is in terms of focusing on customer value in their daily work.

Like all my trainings, also this one is broken down into parts according to the latest pedagogical guidelines for adult learning and based on what makes sense for your team and their learning experience. Each part includes: me presenting the topic(s); topic-relevant tasks and discussions to connect to your team members' realities and situations; and exercises completed by your teams members (usually in teams/groups) to ensure the desired learning. The exercise in the value pricing training is completed in workshop format.

Note: To enhance learning, the value pricing training & workshop can be combined with pre- and/or post-workshop assignments with follow-up session and personal support, if needed.

Here's what the training (if e.g. delivered as a 1-day training) could look like for you:

Value Pricing Training & Workshop

  • Part 1: Value pricing management and value-based pricing
  • Part 2: Understanding and analyzing customer value
  • Part 3: Calculating and communicating customer value
  • Part 4: Workshop: Value-based pricing in practice

Each part includes a presentation and facilitation by me, discussion and exercises made in teams. The last part is delivered in workshop format. Coffee breaks in the morning and afternoon and a lunch break at noon.

You can get a detailed program outline template upon request. Contact me to discuss what works best for you and your team.

    About Me – Your Value Pricing Trainer and Workshop Moderator & Facilitator

    About me, your value pricing trainer and workshop moderator & facilitator in a nutshell:

    • Inspiring, fun and engaging professional trainer / workshop moderator & facilitator
    • Has already trained and given workshops to hundreds of companies globally
    • Trains MBA and Executive MBA students in value pricing management and value-based pricing
    • Combines hands-on experience, best-practice, and scientifically proven models
    • 20+ years of hands-on experience in selling and sales management for a number of companies internationally
    • Recognized leading expert in value-based selling and value sales management
    • PhD in selling & sales management – one of very few in the world
    • Professorship in selling and sales management – at two 'triple crown' universities*
    • Gives trainings and workshops in four languages (English, Swedish, Finnish, German)
    • Committed to help you and your team improve your pricing performance to succeed in business

    * Triple crown university: Accredited by the leading accreditation organizations for higher-level education AACSB, EQUIS and AMBA. What's makes being 'triple crown' special? Less than 1% of universities and business schools in the world belong to this elite group of schools.

    What People Say About Me as Trainer and Workshop Moderator & Facilitator

    Feedback by customers from previous trainings and workshops:

    "Thanks for the great pricing training. Now we can better price our services and get money for the value we give our customers."

    Marketing Director

    “Great workshop! Helps me get the value message across the different functions.”

    Pricing Manager

    “This is the only pricing workshop / training we have ever had. It gives us what we need to start moving to value based pricing. Thank you, Paul!”

    Sales Manager

    “I’ve been thinking much over your presentations and advice – looking forward to discussing more in the next day or so.”

    Offering Manager

    "Thanks Paul for an excellent training! It helped me understand how customers operate and how we can build on that."

    Sales Manager

    "Your training shows us that pricing is important and that our prices should focus on customer value. This training was really helpful and fun."

    Product Marketing Manager

    Do you want your team also to improve their pricing skills and value-getting capabilities by focusing on customer value in pricing?

    Contact Paul!

    Who Benefits from My Value Pricing Training & Workshop Service

    Like all my services, also the Value Pricing Training & Workshop service is aimed at companies and organizations that want to focus on achieving success in business by focusing on customers, and who want to convey that message in their customer interactions and pricing management towards their customers, partners, staff or stakeholders. 

    What's common for my customers is that they want to transform & improve their sales and business in a sustainable way by focusing on customers and co-creating value.

    Companies and organizations that book me as trainer or workshop moderator & facilitator include:

    • Multinationals and global companies
    • Large enterprises (with a regional or national focus)
    • Medium-sized companies
    • Hospitals and private clinics
    • Special interest groups and associations
    • Governmental organizations striving to become customer-oriented
    • Companies undergoing a transformation (to focus on service business and customer value focus)

    Note: You can ask me for names of companies and organizations that I can mention that have chosen me as trainer or workshop moderator/facilitator.

    Who does Not Benefit from This Service

    My training and workshop services are not for companies and organizations that don't see the point in focusing on customers and co-creating customer value.

    Additionally, if you're looking for a trainer or workshop moderator & facilitator who focuses on production-cost-based pricing or market-based pricing, then neither this training & workshop nor I'm what you're looking for.

    Training & Workshop Fee and Pricing Policy

    My fees and pricing policy are both reasonable and fair. In fact, I don't charge anything for my time & work during the actual training & workshop day(s). What you do have to pay me for, however, is the following:

    • My expertise: My knowledge and skills, gathered from over 25 years in international sales and business development, and over ten years of scientific research and professional executive trainings & workshops
    • My work: Designing, preparing, planning and practicing your customized training / workshop
    • My travel costs (e.g. flight, taxi, hotel, and travel fee*, if applicable)
    • Additional company-specific work (research, interviews,...) prior to or after the training / workshop

    The fee that I charge for trainings or workshops (or actually for customizing: designing, preparing, planning and rehearsing) when booked directly from me, starts at €6450 per day, including light customization of the training. Prices stated in Euro and excluding VAT (national VAT may apply, e.g.: 24% in Finland, 20% in Estonia, but 0% when performed internationally in other EU countries) and travel costs.

    * Travel fee: If your event is held in a location to which I need to travel for more than two hours (from Stockholm, Tallinn or Helsinki), I charge an additional travel fee of €950 per travel day for lost work time (due to traveling).

    Important note: If you have a company internal training academy or should you prefer to book me through an organization you already use for executive education or trainings, I will be glad to collaborate with them. Let me know what works best for your. Your satisfaction is my priority.

    Contact Paul!

    Contact Me for a Free Non-Binding Discussion

    Contact me for a free-of-charge and non-binding discussion so we can talk about your needs, situation and goals. We will then be glad to work out a program outline and send you an offer. 

    Use the contact form below! I will get back to you asap so we can discuss more in detail. Note: If you prefer, you can of course also email, chat or call me directly.

    Contact me today! To secure me as value pricing trainer & workshop moderator and facilitator for your team, please contact me as soon as possible. My calendar fills up quickly.

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    Contact: +358 (0)45 847 6337, info(a), P.O. Box 361, 00151 Helsinki, Finland

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