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.
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:
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.
Special pricing options are available for participants who wish to join our programs. Please contact our team before registering so we can assist you, answer any questions, and guide you through the process.
What is Value?
The Foundations of Value
Customer Segmentation
Checkpoint 1
Key Buying Factors
Understanding Consumer Benefits
Creating Unique Benefits with Digital Data
Assessment of Full Value Spectrum
Checkpoint 2
What is EVC?
Key Steps for EVC
Value Mapping
Checkpoint 3
EVC as input to Value Based Pricing
Further Considerations
Checkpoint 4
Behavioral Selling
Buyer Segments
Checkpoint 5
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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Learn how to quantify and communicate what makes your offer worth paying for, and use that insight to price smarter, sell better, and win in competitive B2B markets.
Master Value-Based Pricing:
Set prices that truly reflect the value your product delivers.
Quantify & Communicate Value
Use EVC to build strong, data-backed value propositions for your customers.
Boost Sales & Marketing Alignment
Create messaging that resonates, and closes, with the right buyers.
Drive Results Across Industries
Whether in Manufacturing, SaaS, or Services - apply EVC to optimize pricing and profitability.
You will have 12 months of access to the course materials, giving you the flexibility to learn at your own pace and revisit the content whenever you need.
- 100% online, self-paced, you learn at your own rhythm.
- 12 months of full access to all modules and materials.
- Mix of video lectures, case studies, readings, quizzes, and practical templates.
- Continuous support from the EPP eLearning team.
Yes. Upon completion of the program, you will receive an official EPP certificate, recognized internationally, that you can share on LinkedIn and add to your professional profile.
Our eLearning team is available throughout your learning journey to provide technical support, guidance, and direct contact with trainers if needed.
You only need a stable internet connection and a device (computer, tablet, or smartphone). The platform is browser-based and does not require additional software.
Yes. When applicable, you will have access to presentations, tools, and other resources used during the program. These remain available to revisit throughout your access period.
Our programs are designed and delivered by leading industry experts with extensive hands-on experience in pricing, revenue growth, and commercial excellence.
Yes. In addition to the self-paced modules, we offer the possibility to book a Q&A session with the trainers, where you can clarify questions and discuss applications of the concepts in practice.
Yes. Enrollment is open year-round, and you can start whenever it suits you best.
