Pricing & Value Conversations
Instructor: Cognosco Learning · Duration: Full Day · In-Person
One-day, in-person course — $595 per person · 3–4 seats save 10% · 5+ seats save 20%
About This Course
Most sellers can present a product and survive a friendly meeting. The conversation that undoes them is the one about money. The price comes out late, or fragmented, or wrapped in apology. The customer asks for a discount and the seller either gives one before the sentence has finished — teaching the customer that the first price was theater — or digs in so hard that a question about scope becomes a quarrel about character. Procurement arrives with its own discipline and the seller treats a professional process as a personal attack. And underneath all of it sits the quietest failure of all: the seller does not believe his own price, because the price was never built on anything — not on the customer's confirmed need, not on what that need already costs them, not on a scope he can defend line by line. This course teaches the other way of talking about price: when it should enter and how to state the whole of it plainly; how to build value from the customer's own confirmed need and its cost, in their terms; how to hear a discount request as a question before answering it as a demand; how to trade scope and terms openly, work with procurement as a professional counterpart, say so and reprice honestly when your price is genuinely wrong, and walk away from a price that would make your promise undeliverable. By the end you will have a pricing standard of your own, written and signed, and the conversations to back it.
What You'll Learn
- State price whole and plainly, at the right moment, without apology or fog
- Build value from the customer's confirmed need and its cost, in their own terms
- Answer discount pressure by trading scope and terms openly — never by reflex, collapse, or silent shrinking
- Handle the hardest conversations honestly — procurement, a genuinely wrong price, and the walk-away — and sign a pricing standard you can keep
What's Included
- A full day of in-person training, led by a Cognosco Learning instructor
- A printed participant manual for every attendee
- All course materials, exercises, and practice scenarios
- Guided practice and small-group work throughout the day
- Group savings built in: 3–4 seats save 10%, 5+ seats save 20%
Who It's For
Sales professionals, service teams, and anyone whose work turns on understanding and serving a customer well.
Your session’s training location, date, and start time are set by Cognosco and confirmed with you after registration — the scheduling is handled for you.
Looking to train a whole team? See corporate training →
Enroll in This Course
In-person · Full day · Taught by Cognosco Learning instructors
Add 2 more seats to save 10%.
No account required · Secure checkout
What happens next
- Choose your seats and enroll — no account required.
- Cognosco sets your training location, date, and start time, and confirms them with you.
- Check out securely; your confirmation is sent immediately.
Before You Enroll
What's included in a course day?
A full day of in-person training led by a Cognosco Learning instructor, a printed participant manual for every attendee, and all course materials and exercises. One flat rate per person — no proposal required.
How are the training location, date, and start time set?
They are set by Cognosco. When you register, we confirm your session’s location, date, and start time with you directly — you don’t need to propose or hold dates on your own.
How do the group savings work?
Automatically, at registration: 3–4 seats save 10%, and 5 or more seats save 20% off the $595 per-person rate. The discount is applied in the seat selector before you check out — no code, no negotiation.
Can we train a large group or a whole department?
Yes. Online registration handles up to 50 seats per course. For a larger group, a multi-course plan, or training across several locations, email us at hello@cognoscolearning.com and we’ll plan it with you.
What if we need to change our date?
Email us at hello@cognoscolearning.com as soon as you know — we’ll work with you to move your session to a date that works.