Pricing: Why Everything You Think You Know is Wrong

Recorded as part of our Nottingham Business Connections: Finance and Investment online alumni event on Saturday 24 February 2024.

Pricing: Why Everything You Think You Know is Wrong

Getting pricing strategy right is the difference between sustainable growth, investing in product development, and happy, engaged customers and employees. Harvard Business Review research shows that pricing has almost 4 times as much influence on a company’s ability to reinvest than top line sales growth. And yet, many companies understand neither the importance of pricing nor the psychology of customer decision making, resulting in incorrect prices which can then undermine their chances for success. The session will include how companies should set price and some insights to help consumers spot common pricing tricks.

Professor David Falzani

David Falzani is a business consultant, entrepreneur and professor, with extensive executive and strategic business development experience in various industries. He has been a trainer for innovation and growth programmes such as Growth100 at Nottingham University, the Goldman Sachs 10,000 Small Business programme at Oxford University Said Business School and The Royal Academy of Engineering's Enterprise Hub/Leaders in Innovation Fellowship programmes - supporting over 850 companies.

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