Pricing is a powerful driver of profitability, yet many organisations struggle to turn pricing strategy into consistent results. This program helps you connect strategy with execution and build the capabilities needed to protect margins and support sustainable growth. Through real business cases, practical tools, and interactive discussions, you’ll learn how to assess your current pricing approach, compete on customer value, strengthen pricing governance, and make more confident commercial decisions.
Who is this program for?
The Pricing Training Program 2.0 is designed for business leaders and professionals who want to make better pricing decisions and strengthen their organisation’s profitability. It is particularly relevant for senior managers in Finance, Sales, Marketing, Operations, and General Management who oversee or collaborate with pricing, as well as professionals entering a pricing role for the first time.
The program draws primarily on B2B experience across industries, including logistics, manufacturing, technology, distribution, and professional services. Its frameworks can also be adapted to relevant B2C contexts.
Jorge Olivares
Program characteristics
Delivery method: Live, online, interactive sessions via Microsoft Teams or Zoom. Each session includes discussions, activities, Q&A, and application to participants’ own business context. Sessions are recorded for reference, although live attendance is strongly encouraged.
Duration: Seven modules of approximately 3 hours and 15 minutes each, including a 15-minute break. The total program duration is approximately 24–25 hours, including the final exam.
Program dates: January 11th–March 1st, 2027, with sessions on Mondays from 13:30 to 16:45.
Target audience: Senior leaders and managers in Finance, Sales, Marketing, Operations, and General Management, alongside professionals moving into pricing roles who need a structured foundation.
Training material: Practical frameworks, templates, case studies, and tools, including pricing strategy and model selection guides, discount governance tools, a pricing KPI dashboard template, an automation readiness checklist, and Vesper’s PricePulse pricing maturity self-assessment.
Pricing Expert: Jorge Olivares is a Certified Pricing Professional (CPP) with more than 18 years of pricing experience. He spent much of his career at DHL Express, where his last role was Senior Director of Customer Pricing for EMEA. He holds a degree in Industrial Engineering from IPN Mexico and a Master’s in Project Management from Keller Graduate School of Management. Since 2024, he has been a Senior External Advisor at Vesper Commercial Excellence, helping B2B organisations build pricing capabilities that support profitability.
Assessment: The final module includes a capstone and a 35-question exam, with a pass mark of 74%.
Certificate of completion: Participants receive a certificate signed by Jorge Olivares and Gerben Willemsen, Managing Partner at Vesper Commercial Excellence.
Program structure
Module
Topic
Main objective
1
Pricing as a Profit Engine
Understand how pricing affects profitability and how price, cost, value, and margin interact. Explore price elasticity, six main pricing strategies, and a pricing roadmap that connects strategy with execution.
2
Pricing Models & Settings
Explore seven main pricing models and learn how to select the right approach for your business context. Discover how bundling, anchoring, rounding, and other commercial settings influence customers’ perception of value.
3
Why Initiatives Fail
Examine the main causes of pricing failure, including misaligned incentives and discount behaviour. Understand leadership’s role in pricing transformation and how governance, customer profitability analysis, and competitive intelligence support better decisions.
4
Competing on Value Pricing Power
Learn how to build pricing power, recognise the triggers of price wars, and develop strategies to avoid or exit them. Explore segmentation and a practical value-based selling framework to identify, quantify, communicate, and defend customer value.
5
Price Realization & Revenue Growth Management
Close the gap between pricing strategy and the revenue achieved in practice. Explore price list design, discount policies, approval authority, and annual price increases, alongside Revenue Growth Management, automation readiness, CPQ systems, and the role of AI in pricing.
6
Behavioral Pricing and the Pricing Function
Understand how behavioural principles shape pricing decisions and commercial interactions. Explore centralised, decentralised, and hybrid pricing functions, alongside the KPIs, dashboards, and cross-functional collaboration needed for consistent execution.
7
The Pricing Journey Maturity + Capstone & Exam
Assess your organisation’s position across five levels of pricing maturity: Firefighter, Policeman, Partner, Scientist, and Master. Challenge common pricing myths, identify priorities for improvement, and understand what progressing to the next level requires. The module concludes with the capstone and final exam.
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Whitepaper
The Pricing Journey
In this fifth and final whitepaper of our Pricing for Profitable Growth series, "The Pricing Journey", Jorge Olivares explores how organisations can turn pricing strategy into sustainable profitability. The paper examines the role of governance, technology, and human behaviour in strengthening pricing execution and protecting margins. It also presents the five stages of pricing maturity, offering a practical roadmap for building lasting capabilities through continuous improvement.
In competitive markets, the instinct to match or undercut a competitor’s price can quickly lead to margin erosion and price wars. This whitepaper explores how segmentation, competitive intelligence, differentiation, and value-based selling can help organizations strengthen their market position, protect profitability, and compete on value rather than price.
Most pricing initiatives stall not because of poor strategy, but because organizations lack the right structures, leadership focus, cross-functional alignment, and incentives to make pricing stick. This whitepaper addresses the root causes of pricing failure and provides business leaders with the essential strategies and governance frameworks needed to build a sustainable commercial culture.
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