317: Value-Based Pricing with Dr. Michael Tatonetti

Pricing plays a fundamental role in the success of all learning businesses. But determining appropriate prices can be complex. Dr. Michael Tatonetti is founder and CEO of Pricing for Associations, where he helps associations navigate these pricing complexities. As a certified association executive (CAE) and certified pricing professional (CPP), he speaks, trains, and consults on value-based pricing. In this episode of the Leading Learning Podcast, co-host Jeff Cobb and Michael talk about value-based pricing, including approaches and tools to use; sponsorship; value propositions; pricing online offerings; addressing cannibalization concerns; and much more. Full show notes and a transcript are available at https://www.leadinglearning.com/episode317.