Pricing to Win

Workshop Description:

This hands-on workshop will have you analyzing competitive bids from a customer’s perspective to gain understanding of how buyers in structured markets make purchasing decisions. Then, via a case study based on a real-world competitive acquisition, you’ll learn about and follow a process for development and exploitation of competitive intelligence to target a price to win.

You will learn to:

  • Understand customer buying behavior
  • Estimate customer’s budgets and price expectations
  • Predict competitor’s likely solutions and prices
  • Determine a price to win and use it enhance your competitive posture throughout the business development lifecycle

During the workshop, you will work with realistic examples of market research, historical contract information, and data about competitors. These will illustrate the kind of information you should seek and use for your own organization’s business pursuits.

Please note, this workshop does not cover cost estimation techniques, which will be unique to your organization. It focuses on determining a combination of price and capability that will appeal to your customer’s buying style—the price to win.

Who Should Attend
  • Business Development Professionals & Managers
  • Financial/Technical Professionals
  • Pricing Managers
  • Capture Managers
  • Workshop Manual
  • Shipley Capture Guide

Contact Information

Contact Shipley at 888-772-9467 or

    I took a lot of your teachings to heart, especially the pre-proposal planning, proposal development worksheets, and debriefing tips. As a result, my company had its best-ever month in new business acquisition…I now have a win rate of over 60 percent! Thank you for the seminars that have proven so valuable to me, my company, and my professional future.

    Corporate Proposal Manager