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Pricing to Win Course Overview
Pricing to Win (PTW) focuses on the development and exploitation of competitive intelligence and analysis of relative positions of competitors. PTW is not a cost-estimating workshop. Instead, PTW emphasizes: • Understanding customers’ price/capability trade-offs • Assessing competitors’ likely positions • Targeting a combination of price and capability that takes advantage of the customer’s value system and expected buying behavior
Workshop Description This workshop, in one- and two-day offerings teaches awareness and skills related to: • Customers’ acquisition budgets, including sources and uses • Customer assessments of bidders’ proposed prices • Price-capability trade-offs • Competitors’ probable solutions and likely pricing strategies and tactics • Iteratively adapting one’s solution, price, and capture strategy to improve win probability
• Guiding proposal pricing efforts to ensure the offer places the organization in a position to compete and ultimately in a position to win • Securing the award after proposal submittal by refining and executing pricing strategies In a 2-day, in-person workshop, participants actively engage in hands-on exercises based on a real-world competitive opportunity and explore adaptation of pricing-to-win principles to different business niches and customer types. In a 1-day, online, instructor-led workshop, participant exercises focus on current practices within their organization and identifying priority improvements.
Who Should Attend • Business Development
Workshop Length • 2 Days • 2 Shipley Certification Units Workshop Material • Workshop Manual • Shipley Capture Guide™
Shipley Capture Guide ™
Professionals and Managers • Financial/Technical Professionals
Organized around 20 topics, the Shipley Capture Guide provides tools and templates to help organizations win business in varied selling environments.
• Pricing Managers • Capture Managers
Copyright Shipley Associates.
www.shipleywins.com
Shipley Training Catalog 25
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