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Branch Event

IoD North West | Webinar: ''How to price your platypus'' – simple ways to increase your price

21 Mar 2019
IoD North West , Manchester

Most businesses have developed a product or service and there's just one thing left to do - price it.

What price point do you choose? You don't want to look too 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.

We are delighted to welcome you to a practical and insightful workshop aimed at SMEs - CEOs, MDs, Business Owners, Marketing & Sales Directors.

David Abbott is an international speaker who has held senior marketing roles in a wide variety of industries, 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 and ran a £56m mail order company where pricing was crucial. Applying psychology research into consumer behaviour to business and marketing, and illustrating everything with real examples of marketing in action, 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.

After listening to David you will know:

  • How customers make decisions about pricing
  • One simple thing that will increase your average order value
  • How to differentiate your business from your competition, so your customers no longer compare prices
  • An easy change to your price that costs nothing and improves your negotiating position
  • Why you might want to call your product The Super 2400
  • How a zero can boost your sales

Key details

Date & time: 21 Mar 2019 11:30 - 12:30
Location: IoD North West , Manchester
CPD Hours:

Prices from

0.00 GBP + VAT - Member
0.00 GBP + VAT - Non-Member

Event manager:
Miss Lauren Mullan
Contact phone:
0161 806 0890
Contact email:


David Abbott
Part-time Marketing Director
The Marketing Centre

David has over 35 years multi-sector experience in B2C and B2B businesses, from start-ups to the UK divisions of major multinationals. He is an international pricing speaker and author, helping companies maximise their prices.

David focuses on helping organisations achieve their goals and out-compete the competition. His experience covers a breadth of industries including electronics, manufacturing, telecoms, social alarms, distance selling, ecommerce, professional services, charity - selling to consumer, business, and the public sector (including the NHS).  The bottom line is this: he focuses on turning complex problems into simple solutions.




Prices from

0.00 GBP + VAT - Member
0.00 GBP + VAT - Non-Member


Bookings cancelled within 7 days will not be refunded
  • IoD North West
  • XYZ Building
  • 2 Hardman Blvd
  • Manchester
  • M3 3AQ

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