Introduction
The programme “Pricing Strategies and Their Relationship to Sales Growth” develops professional practice in Marketing and Sales. It connects the subject with workplace challenges by examining existing evidence and practices and choosing methods appropriate to the organization and its available resources.
The learning progresses from cost accounting and resource pricing to customer experience development and complaint handling, with practical work on sales management, negotiation, and relationship development, strategy formulation and prioritization, market analysis and marketing strategy development. Participants prepare outputs to support workplace application and review the quality and results of implementation.
Learning objectives
- Select a costing basis and variance analysis that support a specific operational decision in an application related to “Pricing Strategies and Their Relationship to Sales Growth”.
- Build a sales process connecting opportunity qualification with customer needs and disciplined follow-up.
- Translate strategic direction into actionable objectives and initiatives.
- Design a marketing direction based on a defined segment and measurable value.
- Design a service journey and complaint response based on customer needs and follow-up evidence.
Learning areas
1. Cost Accounting and Resource Pricing
- Identify cost objects, cost centers, and cost drivers, and distinguish direct and indirect costs and fixed and variable costs.
- Select an overhead allocation and apportionment method suited to the business, documenting estimation bases and limits to comparisons between alternatives.
- Calculate a product or service cost using training data, and analyze the effects of unused capacity, rework, and waste.
- Analyze price, quantity, and efficiency variances, connect them to operational causes, and identify responsibilities beyond merely describing the variance.
- Compare pricing, make, or buy alternatives in terms of contribution margin, constraints, and risks, and document the reasons for the decision. The application examines a case related to “Pricing Strategies and Their Relationship to Sales Growth”.
2. Sales Management, Negotiation, and Relationship Development
- Identify the right customer and qualify the opportunity in terms of need, decision-making, budget, and timing, documenting missing information.
- Conduct a discovery interview focused on the customer's problem and intended result, distinguishing the stated request from the actual need.
- Write a proposal connecting the solution to value, evidence, scope, and terms, and address objections through questions and checks on understanding.
- Prepare a negotiation identifying interests, alternatives, and authority limits, and document both parties' commitments and the closing and handover steps.
- Manage follow-up in an opportunity register with evidence-based forecasts, and measure conversion, sales cycle length, and relationship quality after delivery.
3. Strategy Formulation and Prioritization
- Analyze the internal and external environment using available data, and distinguish opportunities from assumptions that require verification.
- Define a specific strategic problem and connect it to the organization's mission and the value sought by beneficiaries and stakeholders.
- Set measurable objectives with a baseline, target, and time horizon, and assign a clear owner to each objective.
- Prioritize initiatives according to impact, feasibility, resources, risks, and interdependencies, explaining the reasons for the trade-offs.
- Build an implementation roadmap covering phases, owners, resources, review gates, and a mechanism for adjusting priorities when circumstances change.
4. Market Analysis and Marketing Strategy Development
- Analyze the market, competitors, and customers using appropriate data, and identify sample limitations and assumptions requiring testing.
- Segment the market, select the priority segment, and describe customer needs, behavior, and decision-making criteria.
- Build a clear value proposition and positioning, connecting them to service features and evidence supporting the marketing promise.
- Select the channel mix, content, and budget according to the customer journey, and define messages suited to each stage without overstating claims.
- Prepare a campaign pilot with reach, engagement, conversion, and cost indicators, and analyze results to adjust targeting, messages, and resource allocation.
5. Customer Experience Development and Complaint Handling
- Define customer groups, expectations, and touchpoints, and map an actual journey including waiting, effort, and information exchange.
- Analyze the voice of the customer, complaints, and feedback, classifying recurring causes and linking them to the process, product, or communication channel.
- Set response, resolution, and escalation standards that consider the problem's impact, staff authority, and message clarity for the customer.
- Simulate a difficult service situation, applying listening, empathy, and fact verification, and offer a feasible solution or alternative.
- Build indicators for resolution time, complaint recurrence, and experience quality, and use results to address root causes and monitor impact.
Practical outputs
- A cost model, variance analysis, and memo on improvement alternatives.
- A customer account plan, opportunity pipeline, and proposal and follow-up template.
- A strategy map and a priority matrix for proposed initiatives.
- A marketing plan covering segments, value proposition, channels, and outcome measures.
- A customer journey map, complaint response guide, and service quality cards.
Who should attend
- Practitioners, specialists and supervisors whose work relates to the programme subject.
- Managers and teams working in marketing and sales, according to their practical responsibilities.
- Professionals responsible for applying the outputs of “Pricing Strategies and Their Relationship to Sales Growth” within their organizations.
Prerequisites
- Working familiarity with the programme field and the ability to discuss a professional case or challenge.
- Confirm the suitability of your experience and any specialist prerequisites with the Union before participation.
Conclusion
The programme “Pricing Strategies and Their Relationship to Sales Growth” brings together concepts, case review and a practical application. Participants prepare steps that can be adapted to their responsibilities and organizational resources, with an indicator to follow application and review results after returning to work.
Participation arrangements and any special requests are specified in the confirmation issued by the Union.