About the Program

In this online course, you'll gain the skills to effectively quantify, communicate, and leverage economic value in your B2B offerings.

📊 Master the EVC process: Learn how to quantify and substantiate your product's unique value in economic terms.
💰 Drive value-based pricing: Discover how to transform economic value insights into effective pricing strategies.
🗣️ Communicate value compellingly: Develop narratives that highlight differentiators and resonate with your target audience.
🔑 Unlock business potential: Apply EVC across industries, from Manufacturing to SaaS solutions, to gain a competitive edge.
🌍 Global applicability: Tailored for professionals from various B2B sectors, ensuring relevance across diverse business contexts.
🧑‍🏫 Real-world insights: Learn practical techniques to use EVC as an instrument for value creation and decision-making.

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Learning Objectives

This course is perfect for anyone seeking to enhance their understanding and execution of value-based pricing strategies and value-selling techniques. From senior managers to marketing professionals, this program will elevate your ability to communicate and sell differentiated value, ensuring you stand out in competitive B2B markets.

By the end of this course, you will:
🔹 Understand the concept of value and its relativity in various business contexts.
🔹 Apply techniques to map product features to end-user benefits. Identify and distinguish value attributes that set your product apart.
🔹 Calculate the economic value of your offering using EVC methodologies. Utilize EVC as a tool for value pricing and selling strategies.
🔹 Design impactful value communication and customer models based on EVC insights.

Course curriculum

    1. Introduction

    1. What is Value?

    2. The Foundations of Value

    3. Customer Segmentation

    4. Checkpoint 1

    1. Key Buying Factors

    2. Understanding Consumer Benefits

    3. Creating Unique Benefits with Digital Data

    4. Assessment of Full Value Spectrum

    5. Checkpoint 2

    1. What is EVC?

    2. Key Steps for EVC

    3. Value Mapping

    4. Checkpoint 3

    1. EVC as input to Value Based Pricing

    2. Further Considerations

    3. Checkpoint 4

    1. Behavioral Selling

    2. Buyer Segments

    3. Checkpoint 5

About this course

  • €750,00
  • 20 lessons
  • 0.5 hours of video content

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Subject Matter Expert

Founder & Lead Consultant at HOLDEE GmbH Diana Coelho

With 15 years of experience in Commercial Excellence consulting, Diana specializes in Pricing, Revenue & Profitability Management, Customer Segmentation, Market Assessment, and Commercial Analytics. She has worked as both an in-house consultant for manufacturing companies and a leading consulting firm, managing large-scale pricing transformations and optimizing B2B pricing processes.
Diana has led teams of up to 16 people across multiple countries, with expertise in facilitating workshops, managing pricing operations, and driving cross-functional projects for margin improvement. Her hands-on approach ensures that CPM participants can immediately apply their learning to real-world business challenges.

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The difference between 5% and 50% margins starts here...

Why do some companies command premium prices while others race to the bottom? The answer lies in how value is built, communicated, and captured. True pricing power doesn't come from spreadsheets - it starts with understanding the fundamental principles that shape customer perceptions of worth. These invisible foundations determine whether your price is seen as fair, expensive, or cheap.
In the EVC program, we reveal how top performers engineer value at its core - before the first number is ever discussed.

Download th fhe full program

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Why Enroll?

  • Master Value-Based Pricing – Learn to set prices that reflect your product’s true worth.
  • Quantify & Communicate Value – Use EVC to showcase the economic benefits of your offering.
  • Gain a Competitive Edge – Stand out in B2B markets by highlighting your product’s differentiation.
  • Make Data-Driven Decisions – Leverage EVC insights to optimize pricing and sales strategies.
  • Enhance Sales & Marketing Impact – Develop compelling value propositions that resonate with customers.
  • Applicable Across Industries – From Manufacturing to SaaS, drive success in any B2B sector.

Do you have questions?
Contact our team to learn more about our program and clarify any questions you may have.

Get in Touch!