Consultancy Special Interest Group

How to Price Your Platypus: Applying Customer Psychology to Your Marketing to Get a Better Price - David Abbott - Recording available

Date From: 11 November 2015
Description: Do you ever struggle to set a price for your service? Are you concerned that you settle for a lower price than you ought to achieve? In this webinar, marketing specialist David Abbott discusses how to get the best price for whatever you do by using an understanding of customer psychology in your marketing. The webinar is hosted by the Consultancy Special Interest Group's treasurer, Rob Munro. Members of the Consultancy Special Interest Group can replay a recording of this webinar free of charge. Visit the group's Resources area and log in with your membership number and PIN / password to access the webinar archive.
Event Type: Webinar
Venue: Online
Organiser: Consultancy Special Interest Group


Replay recording

Members of the Consultancy Special Interest Group can replay a recording of this webinar, and view the slides, free of charge. Visit the webinar archive (you'll need to log in with your membership number and PIN / password to see this page).

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What determines what a customer thinks is a fair price to pay? This engaging and fascinating session explores what makes us all tick, and explains how an understanding of human psychology can help you to get a better price for your service.

It is a practical session that introduces different pricing concepts for you to try. These concepts combine academic research with concrete examples from the world of marketing to illustrate the pricing ideas in action.

You will find out how we decide on a price, learn how this applies to business decisions as much as consumer decision-making, and then discover four different ways to get a higher price for whatever you sell. You will leave this engaging presentation with a number of ideas that you can take away and apply to your business immediately, and with almost no cost. 

The speaker

David AbbottDavid Abbott (Insight Best Practice, UK) helps solve business problems, develop and execute marketing strategies, and build ecommerce sales – in other words, he helps clients to grow their business. Working with businesses from startups to multinationals, and with expertise gained across multiple industry sectors in businesses of all sizes, world class marketing and business skills are applied at a local and personal level, developing tailored solutions.

David makes no distinction between his business and personal values: integrity; reliability; persistency; enthusiasm; openness; parsimony; innovation; fun.


A one-hour online session: 40 minutes' presentation + 20 minutes' Q&A.
Duration (for CPD recording purposes): up to one hour.

If you are recording mandatory CPD you should refer to your own regulator's requirements as recognition of CPD hours may vary. Visit for more information.

Webinar archive

This webinar is free of charge and open to all to attend, but if you wish to access the slides and a recording to replay on demand then you'll need to be a member of the Consultancy Special Interest Group.
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