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The Psychology of Pricing

You’ve got a fabulous product or service and you want to get the best price for it. What price will you choose? You don’t want to look to cheap, nor do you want to price yourself out of the market… If you’ve ever struggled with knowing what to charge, then it’s time to get to grips with the science and psychology of pricing. David will introduce you to a range of ideas on pricing decisions, and you will come away with action plans to increase your prices which can be implemented quickly and easily, and with almost no cost.

The Keypoints:

  • How we make decisions
  • Why this applies to B2B as well as B2C
  • Three pricing concepts, so that the audience can choose the one or two most appropriate to their industry
  • The adverse impact of discounts
  • What success looks like when you increase prices
David Abbott

David Abbott

Vistage Speaker

David is an international speaker, helping audiences to discover simple ways to improve their pricing.

After studying Engineering Science and Economics at Oxford he worked in marketing and business management. He ran a £56m mail order company where pricing is crucial, has run businesses from startups to the UK divisions of major multinationals, and has held senior marketing roles in a wide variety of industries. He currently works at an executive level with clients helping them with their marketing and pricing.

David has written a bestselling book about pricing called ‘How To Price Your Platypus’.

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Gordon Hall-1

Gordon Hall

Vistage Chair

Gordon has a background of senior roles in multinational business including Wickes, Jewsons, HSS and AKZO. And as a negotiation consultant and coach with The Gap Partnership, working with organisations to both develop their business and also personal skills. I have experienced first hand the the highs and lows of running business.

In becoming a Vistage Chair, Gordon is passionate in supporting individuals be the best they can be. He currently runs two Vistage groups. 

Married to Niki. 3 children. I love to cycle, golf, swim and more recently grow vegetables!

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12:00 PM - 1:30 PM

Virtual Event


12.00 pm
Welcome and Introductions - Gordon Hall
12.05 pm
David Abbott
1.00 pm
Q&A with David Abbott
1.15 pm
Vistage Member Ambassador Story
1.30 pm
Event Close
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