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Alice Alessandri Alberto Aleo

The pricing strategy
and the defence of economic value

The course will deal with the price setting strategy aimed at obtaining a correct positioning of the offer and a fair value remuneration. Participants will learn how to present and uphold their quotations, overcoming customers’ objections.

Target audience

  • Sales agents
  • Salespeople
  • Sales staff
  • Freelancers
  • Start-up companies


  • Single-company  (dedicated to individual companies)
  • Inter-company  (open to multiple companies and individuals)

Modes of delivery

  • In-class meetings
  • Online lessons
  • Blended learning (online training and assessment meetings)

Course contents 

Comprehensive Compact
Duration in hours168
The price in economy and its importance in budgetary terms
Externalities and asymmetries in the price setting process
Strategic positioning against competitors and pricing strategies
The concept of price lever
Effective price lists
Sales promotions
Price presentation technique
Effective quote writing
Recognizing and overcoming price objections
Managing discount requests
Different types of customers and their price approach
Prices, discounts and customer loyalty

Course structure
The course can be structured in either 8-hour full days or 4-hour half days. The interval between lessons goes from a minimum of 7 to a maximum of 30 days, according to specific needs. Between one meeting and the next, participants will be assigned tasks and exercises in order to experience what they have learnt and to engage with the teachers during assessment. The basic principle underlying Passodue training courses is that of training to actionthe exercises and case studies discussed in the classroom will be taken from participants’ real lives so that, in addition to their training, they can obtain advice immediately applicable to their roles.

Number of participants

  • Max 20 (inter-company)
  • Max 15 (single company)
  • Max 10 (web)

Expected results
A “good price” is the result of careful internal evaluations – related to the analysis of the  cost/income ratio of our business – and external evaluations linked to the strategic positioning of our products and services against the market and our competitors. However a good price becomes useless if we are not able to defend it against a customer who might not understand the value of what is being offered. Giving a discount or offering a promotion isn’t always an effective strategy to close a sale. During the comprehensive course participants will learn how to best use all of these concepts, becoming aware of the opportunities and of the risks they may hide. The compact course is aimed at those who want to quickly learn the right tools to improve their ability to speak about prices and uphold the value of their offers.

Team of trainers
All Passodue trainers have years of corporate experience as consultants, managers or entrepreneurs. The techniques explained are the result of constant research and innovation. The consultants active in this field are Alice Alessandri and Alberto Aleo.

How much does training with Passodue cost?

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on how to set prices, present and uphold quotations, overcoming customers’ objections.

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