OnDemand WTP Pricing Research

Pricing Transformation Q&A: Stephan Liozu, pricing expert | Atlanta Business Chronicle

Stephan Liozu, Ph.D., is a pricing expert, sought-after speaker, author of eight pricing books, CVO at Thales Group, and founder of Value Innoruption Advisors.

Known as an agent of disruption with more than 30 years in the business, Liozu has worked with Fortune 500 companies and family-owned businesses to generate ideas, value models, value propositions and innovation strategies.

As president and CEO at Ardex Americas in 2009, he was the first at the company to attain the designation of certified pricing professional (CPP). He recently sat down with us to discuss the importance of formal pricing education and certification.

Why is it important to have an entire pricing team go through the process of certification rather than just the team’s leadership?

When you put an entire team through a certification process, you are asking them to make an effort. Everyone is busy, but you’re asking them to make the same effort. It’s important for the culture of effort.

Some will be done in two days, some may take 18 months.

When I was in a CEO role, I did it first to show how important this was. Leading by example is important. If the CEO made time to make this important, they have no excuse.

It also creates multiple benefits. First is the alignment of knowledge, which comes with an alignment of vocabulary. Your people understand each other, and that’s essential when you are about to undergo a pricing transformation.

Second, it creates a boost in maturity level. Depending on where your company is on the transformation process, you are going to have different levels of pricing maturity.

But I believe it’s important for everyone on the pricing team to go through the same process, take the same exams. As a leader in pricing, you know your people have a basic foundation. This creates a sense of confidence with the company’s leadership.

The third benefit is impact. If you’re a leader of pricing, you want to have impact. Because you are engaged with other teams — marketing, sales, finance — your entire team needs to be seen as professional. If you have a team of 30, and three have gone through certification, that’s good. But if your whole team is certified, you can tell your leadership that my team has “gone through the training and is the best of the best.” That inspires confidence.

Read complete article here:

Pricing Transformation Q&A: Stephan Liozu, pricing expert – Atlanta Business Chronicle.

Post a Comment

WP-SpamFree by Pole Position Marketing