Pricing College Podcast
120 episodes - English - Latest episode: about 1 year ago -Get a free education when you attend Pricing College. Learn everything about pricing, value management, revenue management and how to build a pricing career. Join Joanna Wells and Aidan Campbell for entertaining and informative discussion every week.
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Episodes
Episode #0019 - We discuss Total Cost Of Ownership!
July 06, 2020 02:00 - 9 minutes - 8.42 MBIn this episode of Pricing College - Joanna and Aidan discuss the concept of Total Cost Of Ownership. We all know that Duracell batteries claim to last longer than other batteries - if it lasts longer - could it be cheaper in the long term versus buying cheaper options more frequently? We look at this concept in the world of procurement, value based selling and sectors such as cars etc. Have you ever been in a sales call with procurement and thought, Gosh, I want to get out of this pri...
Episode #0018 - Can you sell more of a product by increasing the price?
July 03, 2020 05:40 - 13 minutes - 11.6 MBIn this episode of Pricing College - Joanna asks a question that every CFO wants to know - can you increase sales by increasing prices? Aidan discusses the concept of a Giffen good in economics and whether anything similar occurs in the 21st century. Ask yourself - have you ever assumed a product must be better just because it costs more? We look at the examples of toothpaste and a nice bottle of red wine! Today, we'll be asking the question. Will people buy more of a product that cost...
Episode #0017 - 5 Value drivers to consider when selling
July 01, 2020 07:00 - 8 minutes - 7.39 MBIn this episode of Pricing College - Joanna and Aidan talk about 5 things to consider when selling anything - and take the example of a TV set. TV watching is still a common pass time - even if it is now more Netflix than broadcast channels. However, when selling any item - what are common value drivers that should be considered. The TV set has technical criteria that customers want - but we explore other value drivers that may be less obvious. Today we're going to talk about value, wh...
Episode #0016 - What is segmentation?
June 29, 2020 04:46 - 9 minutes - 8.15 MBIn this episode of Pricing College - Joanna introduces and explores the concept of segmentation. For the vast majority of businesses - whether selling to consumers or to businesses - you will likely want to tailor your offer, and charge varying types of customers different prices. This could be due to some customers buying much more - or requiring additional services or value adds. Segmentation is vital as a step to understand your customers - and charge the "right" price. Today we're ...
Episode #0015 - Framing and a terrible procurement meeting
June 26, 2020 01:06 - 9 minutes - 8.24 MBIn this episode of Pricing College - Joanna covers the concept of framing - and how it can benefit you in a negotiation. With framing - you can assume dominance or the moral high ground in a meeting or interaction and this can be used to great benefit. This can be a tactic often utilised by procurement professionals. What can pricing managers learn in this regard? In today’s episode we want to cover the concept of framing and framing in any sort of environment such as an interview, any...
Episode #0014 - 5 things to consider when negotiating with procurement
June 24, 2020 00:25 - 5 minutes - 5.39 MBIn this episode of Pricing College we discuss 5 practical things to consider when entering a negotiation or meeting with procurement professionals. Procurement is becoming more and more common in B2B environments - so ensure your pricing and sales team are ready to negotiate effectively. In today's episode, we want to talk about five common mistakes that salespeople in a B2B environment often make when going in to discuss projects or tenders with procurement. Negotiations, ever...
Episode #0013 - What Is Procurement?
June 22, 2020 05:14 - 8 minutes - 7.79 MBIn this episode of Pricing College - it is not exactly about knowing the enemy - but you have to know the enemy. In reality - when selling in a B2B environment - any pricing professional will meet with and build relationships with procurement teams. We ask what is procurement and what should pricing managers know about the procurement approach. In today's episode, we want to cover a topic that will probably strike fear into the hearts of many experienced pricers, and that is the dreade...
Episode #0012 - What Is Anchoring In Pricing?
June 19, 2020 03:01 - 6 minutes - 7.39 MBIn today's episode - Aidan and Joanna discuss what is the concept of anchoring in pricing - and how you can use it to your advantage. We discuss how people generally can only interpret pricing versus other prices. We discuss how anchoring can be used in practise and how it can benefit you from negotiations to simply selling your car! In today’s episode, we want to talk about one of those more dark art style aspects of pricing that isn’t purely cost-plus pricing strategy but the topic o...
Episode #0011 - What Is Price Gouging And Is It Always Wrong?
June 17, 2020 21:00 - 6 minutes - 7.48 MBIn this episode of Pricing College - Aidan and Joanna discuss a very pertinent question in the era of Covid-19. What is price gouging and is it always wrong? We provide a definition of what price gouging is? Why should a business owner not pursue price gouging? Do customers sometimes accept higher prices - and not regard that as price gouging. In today’s episode we want to cover the question, what is price gouging? And when we find out what it is, Is it always wrong? Going throu...
Episode #0010 - 5 Problems With Cost Plus Pricing!
June 16, 2020 09:35 - 5 minutes - 5.54 MBIn today's episode of Pricing College Aidan and Joanna discuss 5 obvious problems with cost plus pricing. If you come to a podcast on pricing - you may not be surprised that cost plus pricing is not a perfect system. We discuss issues such as: - should you lower selling prices if you find a new way of manufacturing - why cost plus can destroy value creation - why choosing a margin often makes little sense - why using cost plus can give procurement teams to push yo...
Episode #0009 - What Is Commoditisation in Pricing?
June 12, 2020 05:22 - 7 minutes - 7.78 MBIn this episode of Pricing College - Aidan and Joanna look at the polar opposite of a value based pricing strategy - i.e. a commoditisation approach. Under commoditisation - we really assume that a product or service has no real value adds - and is identical to other competitors in the market. This approach generally leads to lower prices, less profits and a lack of investment in enhancing value. In today’s episode, we want to take an almost counterintuitive approach and we...
Episode #0008 - What Is Penetration Pricing?
June 10, 2020 02:48 - 9 minutes - 9.64 MBAidan and Joanna discuss the topic of penetration pricing and how and when it can be used. Is it a suitable approach for a new business - or to give people a taste of a service or product. Is it difficult to increase prices once a service becomes associated with low cost in customers minds? Does penetration pricing go against value? In today’s episode we want to talk about, What is a penetration pricing strategy? Basically, it’s when you have a new entrant in the m...
Episode #0007 - The difference between pricing and revenue management?
June 10, 2020 02:18 - 6 minutes - 6.83 MBAidan and Joanna discuss (or some say argue) about the difference between pricing and revenue management. Is revenue management a sub segment of pricing generally - or is it a standalone area. Is revenue management only related to capacity constrained industries - and does Aidan always talk about airlines and apples? In today’s episode, we want to talk about, what is the difference between pricing and revenue management? In broad terms, I would say price management co...
Episode #0006 - How To Know If You Have A Pricing Problem?
June 05, 2020 06:29 - 7 minutes - 6.37 MBDo you think things or great or do you sometimes think your pricing is all wrong? Is this a cold reading? We ask what are the lead indicators as to whether your pricing is great or failing - and why asking the question early can save a lot of problems down the line. Pricing can be the canary in the mine - and it is always best to know early. In today’s episode, we want to ask the question, How do you know when your business has a pricing problem? It sounds like an easy q...
Episode #0005 - What Is Value Based Pricing?
June 04, 2020 07:39 - 7 minutes - 6.52 MBWe know what you came for - it is a chat about value based pricing and what it really means. Lots of people (from outside the pricing profession) have doubts about value based pricing - and whether it can be implemented in your business. We give some simple examples that hopefully make it clear what it is all about. ______________________________________________________________________ We want to cover something slightly more, maybe exciting or interesting. We want to cover, what is...
Episode #0004 - What Is Cost Plus Pricing?
June 03, 2020 01:53 - 5 minutes - 4.87 MBIn this episode of Pricing College - Aidan and Joanna discuss what cost plus pricing really is? We do not focus on the weaknesses or potential negative impacts of cost plus pricing but introduce the topic. Cost plus pricing can be as simple as adding a mark up or margin to your costs. It can be as simple as buying an apple for a dollar and selling it for two dollars. Cost plus pricing can be very appropriate for simple trading or arbitrage style businesses or for simple retail busine...
Episode #0003 - Where Is Pricing Set In 2020?
May 29, 2020 02:13 - 5 minutes - 6.04 MBIn this episode of Pricing College - Aidan and Joanna discuss where pricing is actually set by companies in 2020. Most smaller companies - i.e. with revenue below $100m per annum do not have dedicated pricing teams - and this is perfectly understandable. Pricing is often set somewhere such as finance, marketing, the sales team or sales reps, merchandising or commercial departments. Whilst none of these approaches are automatically wrong - we ask - do you know where pricing is set? _...
Episode #0002 - What is Pricing?
May 29, 2020 02:01 - 5 minutes - 6.38 MBIn today's episode of Pricing College - Aidan and Joanna ask that seemingly easy question - what actually is pricing? And it is not as straightforward as you may expect. What is pricing? A way to charge for the products and services that you sell to customers. Can it be done badly - and can it be done well? What is difference in a good or bad pricing approach. Many companies and company leaders do not know what pricing is or where it sits. _______________________________________...
Episode #0001 - Introduction To Pricing College
May 27, 2020 03:29 - 3 minutes - 4.11 MBIn the first ever episode of Pricing College - the new podcast covering everything about pricing strategy and how to boost your business profitability - we cover the following topics: Who we are Who the podcast is aimed at How often will we podcast What we will cover Where can you find the podcast Tough economy in May 2020 --------------- [0:22] Hello and welcome to Pricing College the new podcast focusing on all things pricing and pricing strategy related, with your host Aid...
EPISODE #1388
May 21, 2020 10:32 - 42 seconds - 650 KBYou know we be testing. We cover lots of stuff like pricing and stuff and other stuff like pricing