Sales Pricing Course

Lesson 1 • Supply, Demand, and Price Sensitivity

Introduces microeconomic principles that govern how markets respond to price changes. Provides the analytical basis for elasticity concepts used throughout the course.

Lesson 2 • Core Pricing Terminology

Establishes shared vocabulary essential for all subsequent chapters. Covers markup, margin, list price, net price, and discount structures.

Lesson 3 • The Role of Price in Business

Defines price as a strategic lever, not just a number. Connects pricing decisions to profitability, brand perception, and market positioning.

Lesson 1 • Break-Even Analysis

Quantifies the sales volume needed to cover all costs at a given price. Connects directly to pricing floor decisions and sales target setting.

Lesson 2 • Pricing Floors and Guardrails

Establishes the minimum acceptable price based on cost and strategic intent. Introduces approval thresholds and floor-price policies used in sales organizations.

Lesson 3 • Fixed, Variable, and Semi-Variable Costs

Distinguishes cost types and explains how each behaves as volume changes. Accurate cost classification is the prerequisite for all margin calculations.

Lesson 4 • Cost-Plus Pricing Mechanics

Teaches the most widely used pricing method: adding a target margin to total cost. Students practice applying markup formulas across product and service scenarios.

Lesson 1 • Value-Based Pricing Principles

Introduces the logic that price should reflect customer-perceived value, not just cost. Establishes the conceptual shift from cost-out to value-in pricing.

Lesson 2 • Communicating Value to Justify Price

Translates quantified value into sales narratives and ROI tools. Equips sales professionals to defend price with evidence rather than discounting.

Lesson 3 • Measuring Willingness to Pay

Covers research methods that reveal the price range customers will accept. Results feed directly into price-setting and segmentation decisions.

Lesson 1 • Competitive Pricing Strategies Overview

Maps the spectrum from price leadership to price following. Clarifies when each competitive stance is appropriate given market structure and objectives.

Lesson 2 • Price Wars: Prevention and Exit

Examines the dynamics and costs of price wars and how to avoid them. Provides de-escalation tactics grounded in competitive strategy.

Lesson 3 • Conducting a Competitive Price Audit

Provides a structured process for gathering and organizing competitor price data. Builds the analytical foundation for competitive positioning decisions.

Lesson 4 • Responding to Competitive Price Moves

Develops decision frameworks for reacting to competitor price cuts or increases. Prevents reactive discounting by introducing structured response protocols.

Lesson 1 • Tiered and Good-Better-Best Pricing

Teaches how to structure multiple price points to capture different customer segments. Directly applies value segmentation concepts from Chapter 3.

Lesson 2 • Transactional Pricing Models

Covers one-time purchase pricing structures including unit, bundle, and project-based models. Establishes the baseline before introducing recurring and dynamic alternatives.

Lesson 3 • Subscription and Recurring Revenue Pricing

Explores pricing structures built on ongoing customer relationships and predictable revenue. Connects to customer lifetime value and retention economics.

Lesson 4 • Geographic and Channel Pricing

Addresses how price must adapt across regions and distribution channels. Prevents channel conflict and margin erosion from inconsistent pricing.

Lesson 1 • Fences and Versioning Tactics

Teaches mechanisms that prevent customers from self-selecting into lower price tiers. Fences make segmentation sustainable and defensible in practice.

Lesson 2 • Negotiated and Custom Pricing

Addresses enterprise and B2B contexts where price is individually negotiated. Provides guardrails and frameworks to maintain consistency and margin.

Lesson 3 • Customer Segmentation for Pricing

Applies segmentation variables—firmographic, behavioral, and needs-based—to pricing design. Builds on value driver analysis from Chapter 3.

Lesson 4 • Volume and Loyalty Pricing

Designs discount structures that reward purchase volume and long-term relationships. Balances revenue capture with customer retention incentives.

Lesson 1 • Types of Discounts and Promotions

Catalogs the full range of discount and promotional tools available to sales teams. Provides a taxonomy for evaluating and selecting the right tool for each situation.

Lesson 2 • Evaluating Promotion ROI

Provides a framework for measuring whether a promotion generated net positive value. Enables data-driven decisions about repeating or retiring promotional tactics.

Lesson 3 • Designing Effective Promotional Offers

Teaches how to structure promotions that achieve specific business objectives. Connects promotional design to customer behavior and margin targets.

Lesson 4 • Discount Governance and Approval Processes

Establishes controls that prevent unauthorized or excessive discounting. Builds on pricing floor concepts from Chapter 2 with operational governance tools.

Lesson 1 • Pricing Strategy and Corporate Objectives

Aligns pricing strategy with growth, profitability, and market share goals. Demonstrates how pricing decisions cascade from corporate strategy to individual deals.

Lesson 2 • Price Change Management

Provides a structured process for implementing price increases or restructuring. Addresses internal alignment, customer communication, and timing strategy.

Lesson 3 • Pricing Metrics and Performance Management

Defines the KPIs that reveal pricing health and guide improvement. Connects metrics to the margin, volume, and competitive concepts from prior chapters.

Lesson 4 • Continuous Pricing Improvement

Establishes a cycle of testing, learning, and refining pricing decisions over time. Positions pricing as a dynamic capability rather than a static policy.