1-Day Workshop - May 9th

How to Successfully Implement Value Based Pricing in Your Organization



Harry Macdivitt, Director, Axia Value Solutions Ltd



Mike Wilkinson, Director, Axia Value Solutions Ltd

Harry Macdivitt is Director of Axia Value Solutions Ltd, United Kingdom. In his early career, Harry worked as a research chemist. He subsequently gained 15 years of corporate experience in marketing, strategy and business development in blue chip international companies. He has 25 years experience in independent strategic management and marketing consultancy, and specialises in strategic marketing, product management and sales.

Harry has worked with many international companies including Nokia, BT, Vodafone, Huawei, Xerox, Philips, Michelin, Alstom Power and Brother International. He is a specialist in value and value based pricing and, together with his co-director Mike Wilkinson, wrote The Challenge of Value and Value Based Pricing (McGraw Hill). Harry has also contributed to Innovation in Pricing, (Routledge 2012). Harry has a BA in Mathematics & Statistics, an MSc in Marketing and an MBA from Strathclyde Graduate Business School.

He is a Fellow of the Chartered Institute of Marketing and of the Institute of Consultancy and is a Certified Management Consultant.

Mike Wilkinson is a Director of Axia Value Solutions Ltd, United Kingdom. With a degree in Hotel Management, he initially worked with the Trusthouse Forte catering group before pursuing a career in sales, then as an independent consultant in 1988.

Mike’s specialty is in helping businesses and individuals maximize their sales effectiveness through both an enhancement of their sales skills, as well as the development and adoption of robust sales processes. His prime focus is on developing a valuecentered approach, helping clients understand the real value of their products and services to the customer, and using that understanding to help them differentiate, communicate and price their solution more effectively.

Mike is the co-author of The Bluffers Guide to Public Speaking, and has written many articles on managing major sales and value. Together with Harry Macdivitt he wrote The Challenge of Value and Value Based Pricing (McGraw Hill). He is a Fellow of the Institute of Sales and Marketing Management, and a member of the Professional Speakers Association and the Global Speakers Federation.

Once a business has decided to implement Value Based Pricing (VBP), it is often assumed that there is really not much more to the process than changing a few price lists and getting the sales team on board. In fact, effective and successful implementation of VBP in any organization goes much, much deeper than this. It can change the whole way we do business.

Simply stated, implementing VBP demands single-minded orientation towards, and gaining real commitment from, all parts of your Organization – from product competition through customer service, to building a value ethic in the business.

We will highlight the lessons we learned from our case study research – the dos and don’ts; as well as review case studies of those who have been successful and those who are yet to become successful. We will reveal that the road to VBP is a journey, three or more years in duration, with many roadblocks and diversions. We offer a route map for this journey that attendees can take back and work through with their management teams.

Attendees will learn:

  • What motivates the VBP decision – and who needs to be motivated?
  • The Six Key Success Factors to have in place before embarking on the journey.
  • The Seven Point VBP Implementation Framework.

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