Upcoming Events

Pricing for Profit: How to Apply the Psychology of Pricing

  • Webinar

Some of your customers would pay more. Of course, your customers would never tell you this. Which is why pricing is one the most important things for a business to get right, and one of the hardest.

Price too low and you are leaving money on the table. Price too high and you will scare customers away. This is where the Psychology of Pricing comes in.

Your customers – both B2C and B2B - make decisions all day long and many of those decisions are almost all non-conscious. By understanding the psychology behind how people make purchases choices, you can successfully charge a higher price.

Delivered via a series of interactive live webinars over one-day, this programme is designed to be an engaging and practical introduction into the science of pricing. It will introduce you to three core elements: customers, competitors and company success. You will be shown how to capture more value and support smarter pricing decisions.

Course Program

  • Voodoo pricing? There’s a better way.
  • Understanding Customers’ price perceptions
  • Price vs Value
  • Pricing Research
  • Price segmentation
  • Standing out from your Competitors
  • Competing with value players
  • Fighting price wars
  • Fixing the right price – structures, segments and stairways

Key Benefits

Following this training course, you will be able to:

  • Accurately calculate your costs
  • Understand market value
  • Extract your customer’s budget
  • Set the right prices


Marketing Managers, Sales Managers and sales teams, Branch Managers, Business owners and Directors.

Delivery Method

This half-day training will be delivered as live webinar sessions spread over x4 one-hour sessions per day. These sessions will be delivered via the Zoom meeting software platform with extra resources made available on a separate learning management platform.

Your Online Tutor

All sessions will be run by an experienced Google Academy Tutor (Andrew Lloyd Gordon).

Andrew Lloyd Gordon is a Marketing Psychologist, Consultant, Speaker and Google Academy Trainer. Andrew speaks regularly at conferences and events and is a guest lecturer at several universities and business schools including Cambridge, Warwick, Aston and Lancaster.

Course Material
All delegates receive the slides, workbooks and other supporting material.

Date and Timings

8 July, 10.00 – 15.00 – with ‘virtual breaks’

Full Price


IPSE members are entitled to a 20% discount.  Please contact [email protected] to receive your discount code.

Register Your Interest

This is an important subject. Places will be allocated first-come, first-served basis.