This document provides an overview of a training module on value-based pricing. The module aims to help participants understand what value-based pricing is, appreciate the conditions necessary for it to succeed, and have tools to discuss this approach with clients. The training will define value-based pricing, discuss its advantages, provide ways to assess the value an organization brings, and how to explain this pricing model to clients. Exercises, group work, and discussion questions are included to help transfer learning. Additional tools and resources that expand on topics like assessing value and pricing options are available for purchase.

2. Value based pricing – Facilitator notes © Copyright 2016 Courses You Present2
Value based pricing
Value generated by this module
Your team will:
• Know what a value-based approach to pricing is and why it has huge attractions.
• Appreciate the conditions that are necessary for a value based approach to pricing to
succeed.
• Realise that a value based approach to pricing is deeply personal, evoking a lot of emotions
and unless you work with those effectively you will always struggle with it.
• Articulate the value that your organisation brings to clients.
• Have a tool that helps them talk to clients about a value-based approach to pricing.
• Appreciate the range of pricing options available and the pros and cons of each.
Tools used in this module to support the transfer of learning into action:
1. Assessing the value you are adding to your clients – without this foundation, you haven’t
got a chance of pricing on value generated.
2. How to talk to your client about value pricing – unless you position it well, you haven’t got a
chance of your client accepting a value based approach to pricing.
3. Pricing options with pros & cons – helps you decide which pricing approach is the most
appropriate for the situation.
To purchase a single user, editable, digital copy of all of these tools for £20, please click here. Please
note that if you purchase the full courseware, the tools are included.
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3. Value based pricing – Facilitator notes © Copyright 2016 Courses You Present 3
How that value is generated: timetable
Elapsed
time at
start
Content
0
1. Introduction and context setting (5)
• Explain course objectives and provide overview of session
• Invite people to share progress in working with the material from previous
module
5
2. What is value based pricing? (10)
• Definition of value based pricing
• Examples of value based pricing
15
3. The conditions necessary for a value based approach to pricing to
succeed (20)
• Define ‘value’
• The link between value pricing, features, advantages, benefits and SPIN
questioning
• Uniqueness and maturity of a service and its impact on ability to value price
• Other factors that influence our ability to value price
35
4. The advantages of a value based approach to pricing (10)
• Advantages of a value based approach to pricing
45
5. Assessing the value that we bring to clients (25)
• Assessing the value we bring during the sales process
• Assessing the value we bring during service delivery
1hour 10
6. How to explain to clients a value based approach to pricing for a
particular engagement (25)
• Importance of mindset
• Roadmap of how to have a conversation with your client about a value based
approach to pricing
• Application to live client situation
1hour 35
7. Pricing options (20)
• Value based pricing options
• Pros and cons of each

4. Value based pricing – Facilitator notes © Copyright 2016 Courses You Present4
Elapsed
time at
start
Content
1hour 55
8. Close (5)
• Summarise the content covered
• Complete progress tracking tool

5. Value based pricing – Facilitator notes © Copyright 2016 Courses You Present 5
What you get in your facilitation
manual
In addition to detailed speaker notes that guide you in leading this workshop, you also get the
following sections that will help you with facilitating a brilliant workshop. They are:
1. Pre-workshop communications to send to your participants.
2. A list of all the handouts (referred to as tools on page 2) used during the workshop.
3. Resources to help you prepare to handle common presenting challenges.
4. A list of the things you need to do before the workshop.
5. A list of the things you need to bring to the workshop.
6. Presenters’ resources – these are materials and resources that participants do not receive but
which may help you to lead certain sessions.
Icons & Symbols
The speaker notes contain visual symbols that show you at a glance what you need to do. Here are
the symbols along with a description of what they mean. There are a different set of visual symbols
for the virtual classroom delivery speaker notes:
Use flip chart/ slide Ask a question Analysis & reflection Writing
Give handout Refer to the course file
or course workbook
Show slide Practice
Discuss in groups / in
neighbours
Share an example Explain/tell
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6. Value based pricing – Facilitator notes © Copyright 2016 Courses You Present6
Sample facilitator notes
Session: What is value pricing?
Session duration: 10 minutes
Elapsed time at start of session: 10 minutes
Read the following
story
SAY: Let me start by reading a story1:
“A man was suffering a persistent problem
with his house. The floor squeaked. No
matter what he tried, nothing worked. Finally,
he called a carpenter who friends said was a
true craftsman.
The craftsman walked into the room and
heard the squeak. He set down his toolbox,
pulled out a hammer and pounded the nail
into the floor with three blows.
The squeak was gone forever. The carpenter
pulled out an invoice slip, on which he wrote
the total of £45. Above the total were two
items:
Hammering: £2.
Knowing where to hammer: £43.”
What is value
pricing?
Pricing that is
driven by the value
we generate
Charging the
ASK: What do you understand by the term value
pricing?
ACKNOWLEDGE responses.
Slide: What is value based pricing?
SAY: Here is what we mean by the term value
pricing:
CLICK AND SAY: It is a basis of pricing that is
driven by the value the client places on our
solution as opposed to paying for the hours we
put into delivering that solution.
CLICK AND SAY: Drawing on economics, value
pricing is, “the maximum amount a given
1 Source: Beckwith H (1997:138) ‘Selling the invisible: A field guide to modern marketing.’ Warner Books, New
York
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7. Value based pricing – Facilitator notes © Copyright 2016 Courses You Present 7
maximum amount
that a client is
prepared to pay
It happens in many
walks of life e.g.
securing a ticket
for a sought after
sporting event
customer is willing to pay for a particular service
before the time of delivery.2”
SAY: Put another way, it is charging the
maximum amount that a client is prepared to
pay. This is also known as pricing on the margin.
We experience this in many walks of life, for
example just say we have one ticket for an
important and sold-out sports event and we
desperately need another. Somebody (who we
don’t know) has a spare ticket. They sell it to us
at double the face price and we are happy.
TRANSITION AND SAY: Let’s begin to bring this
closer to home.
Examples of value
pricing
Charge a client a
fixed price
Reduced rate for
our time but get
paid a percentage
of the savings
a success fee
payment basis
Buy a branded
perfume versus a
cheaper store label
ASK: Do you have any personal or work
examples of value pricing?
Answers may include:
• We charge a client a fixed price for a piece of
work and that price is greater than the hours
we spent on executing it.
• We do some cost management work for a
client and we charge a reduced rate for our
time but get paid a percentage of the cost
savings.
• We do some acquisition search work for a
client on a success fee payment basis.
• An estate agent charges a percentage of the
price that they manage to sell your house for.
No sale, no fee.
• On a personal front – we consider buying
some M&S branded eau de toilette. We try a
Celvin Klein branded eau de toilette which
smells very similar, but it costs more than
three times as much. We buy the CK one
because we value the cache of the CK brand.
It can be complex SAY: Value pricing sounds great, but you may
have noticed that very few professional service
firms do it across all or even many of their
2 Source: Baker R J (2001:139) ‘Professional’s guide to value pricing.’ 3rd Edition, Aspen Law & Business, New
York

8. Value based pricing – Facilitator notes © Copyright 2016 Courses You Present8
Why do few firms
value price
extensively?
Conversation in
pairs
Debrief
service lines. By far the most pervasive approach
to pricing is a time and materials based
approach.
Slide: Very few firms value price
SAY: Turn to the person next to you and share
your thoughts about why you think that is. Take a
couple of minutes.
DO: Debrief by hearing people’s thoughts.
Answers may include:
• It can be the easiest to justify to a client.
• Precedence – it’s always been done that way.
• The way you were trained.
• Some services don’t lend themselves to a
value-based pricing approach - later we will be
exploring the conditions that are necessary for
value based pricing to work.
• A value based approach to pricing smokes out
any chinks in the adviser’s self-esteem – if you
are not convinced yourself on the value you
bring, you haven’t got a hope of convincing a
client to pay you on that basis!
SAY: Please capture the key points that stand
out for you on your action planner.
SAY: In the next session we are going to dig into
some of those complexities and begin to
understand more fully some of the components
that need to be present in order to be able to
value price.
What do the virtual delivery Presenter and Host materials
look like?
Click here to see a sample.

9. Value based pricing – Facilitator notes © Copyright 2016 Courses You Present 9
Ready to purchase or want to find out more?
To purchase an editable, digital copy of everything you need to run this module, or to find out more,
please click here. The following is included in your purchase:
1. Permission for anyone in your organisation to use the materials.
2. The choice between in-person or virtual classroom delivery–similar content
with the same objectives, but choice of delivery medium.
3. Full speaker notes.
4. Pre-work to send to participants.
5. All the handouts (referred to as tools on page 2) used during the module.
6. The slides that support this module.

10. Value based pricing – Facilitator notes © Copyright 2016 Courses You Present10
The experience of someone that has used
these modules 4
I recently had a request to provide Sales Training for a client and
approached Courses YOU Present as I did not have a current, quality training offering in
this area. As a facilitator, I often find using materials others have developed both difficult
to use and frustrating and time consuming to customise to a client’s requirements. My
experience using the courseware provided by Courses YOU Present was the opposite. It
was both easy to use and seamless to customize. The following are the aspects that
added the most value to me:
• Each module was very clearly laid out, indicating exactly what I needed to do to
prepare beforehand.
• The icons identifying different parts of the course, e.g., reflection, questions,
exercises were very easy to follow, so I could use the guide itself during actual
facilitation of the course without having my make my own notes – a MASSIVE
time saver.
• My classes were a mix of extraverted “A type” salespeople with short attention
spans, and introverted “geeks”. This is a mix I usually find difficult to keep
engaged at the same time, however the content and design appealed equally to
both types because of the combination of theory, discussion, practical application
and an opportunity to try things out. They particularly liked how they were able to
easily relate it back to their own individual contexts.
• Having value adding questions to ask participants every step of the way to
facilitate learning and accelerate discussion was invaluable, as this is often the
most difficult part of a training course to prepare when one’s own depth of
knowledge in a subject is limited.
• Participants from both groups provided excellent feedback about how quickly they
were able to apply the tools and concepts back at work with an immediate impact
on both confidence and performance.
In summary, my experience of using the Courses YOU Present Sales Programme was
entirely positive. Not only did it make me look good in the eyes of my client, but it also
gave me the confidence I needed to train concepts, tools, techniques and theory outside
my area of expertise. I highly recommend that if you ever need quality, current,
extremely well designed and practical training, these modules will meet that objective.
— Megan Anderson, Leadership Development Facilitator, Isongo Limited

11. Value based pricing – Facilitator notes © Copyright 2016 Courses You Present 11
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5
Mathew worked with us to
develop our Account Leader development
programme and account management
toolkit. He provided and produced high
quality content and approaches that were
seamlessly integrated with elements of our
own approaches to create a bespoke and
powerful Build Asset Consultancy approach
to client development and relationship
management. A pleasure to work with.
— Tim Neal, Global Director Buildings,
ARCADIS
In response to the biggest
strategic issue facing our business,
Matthew, whilst employed by us,
initiated a change programme, Impact
to Win, which focused on enabling us
to move upmarket. The solution was
bold, brave and far reaching - it had a
transformational impact on our
business."
— Simon Collins, CEO, KPMG
Corporate Finance

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