How To Price Your Platypus
Keynote And Main Stage Conference Speaker
Understanding buyer psychology is key to pricing your products effectively.
When you know what motivates your customers to buy, you can use that knowledge to create an irresistible price. For example, if value motivates your customers, you can highlight the benefits of your product and how it can save them money or time. If status motivates your customers, you can emphasize the exclusivity of your product or the prestige of owning it.
Understanding buyer psychology helps you tailoring your prices to your target market and drive more sales.
In his presentation, David covers many different ways of applying buyer psychology in your pricing strategy, here are just a few:
What determines what a customer thinks is a fair price to pay?
Anchoring: A pricing tactic that sets a high anchor price and then offers a lower, more attractive price. For example, a store might sell a dress for £120 and then offer a sale price of £65. The £65 price might seem like a good deal, even though it is still more expensive than the original price.
Scarcity: A pricing tactic that creates a sense of urgency around your product. For example, a store might offer a limited-time sale, “buy one, get one free, while stocks last”. The notion that stocks might run out creates a sense of ‘fear of missing out’ (FOMO) and encourages customers to buy now.
Social proof: A pricing tactic that uses opinions of others to influence customer decisions. For example, a store might display customer testimonials or ratings on their website. This helps build trust and credibility with potential customers.
David confidently engages conference audiences and delivers low-cost pricing ideas that can be implemented quickly. He explains the underlying science accessibly and brings the topic to life with real-world examples. You can rely on David to him to do this in a fun, memorable, and engaging way. In fact, conference delegates frequently describe David as, “the best speaker we’ve ever had”.
Preparation
David carefully customises all his ‘Platypus Pricing’ presentations and can do this in different ways. For example, having companies volunteer their participation works well. In this case, David creates fictitious quotations, to illustrate how particular pricing concepts could be implemented. If the audience is all from one sector, David can create examples that are particular to that sector.
Suitable Events
Sales conferences
Marketing conferences
Entrepreneur & CEO conferences
Trade association conferences
Company sales & marketing conferences
Seminars (including online)
Seminars are the best vehicles for looking at pricing in more detail. Think of them as extended versions of David’s popular keynote. Seminars are typically 90 minutes duration.
Seminars allow for extensive Q&A sessions and an even greater level of customisation. They are applicable to the same audience type and mix as the keynote. The difference is the level of detail addressed.
Workshops and Mastermind Sessions
These sessions typically last between 2 to 3 hours and therefore allow for the greatest level of detail.
These in-depth sessions address up to six key pricing ideas, illustrated with detailed examples from business and consumer marketing. David also uses customised examples, showing participants how they can apply his concepts.
“Quite simply one of the most useful presentations I've ever had the pleasure to experience. Will book again.”
Ian Brodie
Complementary Topics
David developed Pricing Your Platypus to cover the popular topics requested by conference organisers. However, pricing is a huge topic area and sometimes David is booked for a deep-dive in a specific area. Here is an overview of popular niches.
Knowing Your Value
An introduction to pricing tools that help you understand and measure the value you deliver—and therefore, the price you ought to charge.
Embedding Pricing
The details of rolling out a new pricing strategy, so your team gets it, supports it, and sells it.
How to Develop a Business Strategy
Favourite tools and models for developing business strategies.
Building a Brand
The importance of branding offset by their fragility. How to define and build your brand.
Strategic Marketing
A senior leader's primer on marketing strategy.