Bob Sherlock is a creative, strategic marketer who helps companies compete more on worth and less on price. He works with businesses to research and pick markets and segments and form a strategy to stand out; to build brand preference by improving how their people work together to sell, serve, and satisfy customers; and to improve pricing capabilities so they get paid for the value they provide to customers. Bob is currently president of Marketwerks. He has also consulted at The ProAction Group, and he founded and ran Delivery Station, a venture-funded logistics service provider operating a network of automated, unmanned delivery drop points. Earlier, Bob served as VP – Marketing for Wickes Lumber, an $850 million distributor and retailer of building materials, and held increasingly responsible marketing and sales management positions in four GE operating businesses and on GE’s corporate marketing staff. Bob has an MBA from Dartmouth’s Amos Tuck School of Business Administration and a BA in Economics from the University of Maine.
Daring Caution Approach to Pricing
The decisions your company makes about pricing can have a dramatic impact on its earnings. Yet many firms fail to set the right prices. They fall prey to adversarial buyers who see virtually every product and service as a commodity and are shopping solely for the lowest price.
It’s essential to turn the tables in your favor to survive in today’s marketplace—and Robert F. Sherlock, president of the consultancy Marketwerks and author of Daring Caution: The Executive’s Guide to Pricing Improvement, has the knowledge to show you how to do it. Sherlock is a strategic marketer who helps companies create more value, get customers to recognize this and get paid appropriately. He earned his MBA from Dartmouth University’s Tuck School of Business.
This seminar will help you:
- Define your pricing goals and strategy
- Improve how your company makes pricing decisions
- Raise prices without driving down your sales volume
- Increase buyers’ willingness to pay
The key to building an attractive price structure is making sure your customers understand that you provide value that transcends delivering the lowest prices, says Sherlock. In this seminar, he’ll give you a roadmap for doing just that—so you can free money to invest in your company and its people, protect your firm against the unexpected and improve your bottom line.