Pricing Strategy: Test Value and Willingness to Pay

This course contains the use of artificial intelligence.

Your competitor raises its price. By the next meeting, someone is asking why you haven’t raised yours.

Before you answer, picture two customers looking at the same offer. One needs the work done by Friday. The other has time to compare three suppliers. What would make each of them say yes at the new price?

I’m Dr. Law Payne. I studied Business Administration and Marketing, and I designed this course for business owners, product managers, marketers, and consultants who need to decide what to charge and explain the decision to their team.

Across ten lectures in two sections, you’ll follow a subscription business weighing a price change. You’ll identify what customers value, compare prices and packages, and use the case to see how delivery costs and customer choices affect the decision.

In the applied workshop, you’ll build a pricing test with a defined customer segment, a comparison, and a decision rule. I designed the case exercises so you can make your own recommendation before looking at the worked reasoning. You’ll practise deciding whether to roll out the change, revise the offer, or collect better evidence first.

Bring one offer you’re responsible for. Maybe you’ve held the price steady for years, or you’re putting together a package for a new group of buyers. Enroll and use that decision to build a test you can explain at your next pricing meeting.