Value, Pricing and Conversion

Value, Pricing and Conversion

Strengthening commercial discipline to improve win rates, protect margin and accelerate decisions. A practical session for senior leaders translating capability into confident commercial outcomes.

Date: Monday 6th July 2026

Time: 12:00 - 16:00

Location: Portland Building, Room 3.31

Many SMEs invest heavily in product, service and capability, yet underperform at the point where value must be translated into revenue. When value is not fully articulated, profits leak: sales cycles lengthen, pricing comes under pressure, and decisions default to lower-cost alternatives.

We rebuild the commercial case around customer outcomes, measurable impact, differentiation and decision dynamics, using a live opportunity from your business.

This workshop is Designed for leaders and commercial decision makers, in small and medium size enterprises, to enhance their value and pricing strategy with confident to close. From a realignment of your value proposition to a defined closing plan to move opportunities forward.

Participants will learn:

• Stronger articulation of value at the point of sale – consistent across the team

• Improved price realisation and reduced unnecessary discounting

• Selling with limited resources

• Shorter, more controlled sales cycles

• Greater confidence in handling negotiation and procurement pressure

• Clearer progression of high-value opportunities toward decision

About the Facilitator

Andrew Hough is the Founder and Director of the Institute of Sales Professionals (ISP), the global professional body dedicated to elevating sales to a recognised profession on par with law, medicine, and accountancy. He is a Lecturer in Sales Leadership and Performance at Cranfield School of Management and a DBA candidate at Cranfield, where his research examines the relationship between sales knowledge, adaptive behaviour, and formal learning. He hosts SalesTV.live, co-authors books on Key Account Management and professional selling in the age of AI, and works directly with organisations including Royal Mail, Westfield Health, and Equans on building measurable sales capability.

If you have any questions about this event, please contact [email protected]