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How to Help your Clients with Value Based Pricing

Total Credits: 1 including 1 Business Management & Organization - Non-technical

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Accounting and Auditing |  Professional Development |  Industry
Mark Stiving, PhD, MBA
Course Levels:
1 Hour
Access for 30 day(s) after program date.



Your clients trust you with their most intimate details.  Just like you struggle with your own pricing, your clients do too.  You hold a trusted advisor position in their minds and can provide gentle guidance on how to improve their profitability.  This class won’t make you a pricing expert, but it will teach you the single most profitable pricing decision any firm can make, adopt value based pricing.  You will learn what value based pricing means and how it manifests in many different types of industries and companies.  This class will open your eyes to a different way of looking at pricing.  You may even pick up a pointer or two for pricing your own business. 

Basic Course Information

Learning Objectives
  • To get you comfortable starting a pricing conversation with your clients.

Major Subjects
  • What Value Based Pricing is. 
  • How buyers perceive value.
  • VBP challenges in software vs. hardware companies.
  • VBP challenges in companies that sell services.
  • How you can get better with VBP.

Course Materials


Mark Stiving, PhD, MBA Related seminars and products

Mark Stiving, PhD, MBA, is a widely recognized pricing expert and marketing pro who teaches companies how to boost revenues and realize their true value. With 25+ years experience in price segmentation, pricing product portfolios and visionary pricing, Mark’s analytical skills provide specific direction—and quantifiable results.

Sought after as a trusted advisor, Mark has consulted, trained and/or coached hundreds of companies including Cisco, Procter and Gamble, Grimes Aerospace, Splunk, and Crowdstrike. Mark uses a creative but pragmatic approach to help large businesses and entrepreneurs untangle confusion about pricing. All businesses can benefit from Mark’s value-based pricing strategies to capture their true worth, from start-ups to seasoned enterprises.

Pricing has been a lifelong passion for Mark. As a child, he contemplated why companies always use 99 cent price endings, which led to the question, “Do companies think we’re stupid?” He had a chance to study this question during his doctoral program at the University of California at Berkeley and hasn’t looked back since.

An award-winning speaker, Mark speaks at professional conferences for the Professional Pricing Society, International Quality and Productivity Center (IQPC), American Marketing Association, Consumer Electronics Design and Installation Association (CEDIA), Marketing Science and other professional settings. Mark is also the author of “Win Keep Grow: How to Price and Package to Accelerate Your Subscription Business” and “Impact Pricing: Your Blueprint for Driving Profits”.


Wed, Dec 15, 2021 - 09:00am to 09:58am MST

Additional Info

Basic Course Information

Prerequisites None
Advanced Preparation None
Designed For Accountants who want to give good advice to their clients.
Original Recording Date 04/08/2021
Yellow Book No
Course Developer

Scott Thompson


Date Added to Catalog 02/12/2021

Additional Information

Complaint Resolution Policy

Please contact Anne Taylor for any complaints., (972-377-8199). 

Official Registry Statement

Business Professionals' Network, Inc. is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website:

Instructional Delivery Method

Group Internet Based

Course Registration Requirements

Online Registration

Refund/Cancellation Policy

Please contact the ACPEN help desk 1-877-602-9877 or if you wish to cancel your attendance for a previously purchased webcast and are requesting a refund or transfer.


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