Tuesday 23 January 2024 - London
Leadership Group meeting hosted by Danielle Nash
08:30 start
Leadership group meeting chaired by Peter Rollings and hosted by Property Academy. The meeting is attended by up to 15 non-competing estate agency members for the purpose of sharing, discussing and collaborating on current issues and ideas.
Speaker Sessions
How To Price Your Platypus
Applying customer psychology insights to your marketing to get the best price
Do you ever struggle with pricing for your product or service? Find out how to get a better price than the competition and how to maximise your profitability.
What determines what a customer thinks is a fair price to pay? This engaging and fascinating session, delivered with enthusiasm and energy, explores what makes us all tick, and explains how an understanding of human psychology can help you to get a better price for your product or your service.
It is a practical session that combines academic research (delivered in a highly accessible manner) with concrete examples from the world of marketing of the pricing ideas in action. There are a number of psychological factors that influence customer behaviour, especially with regard to pricing. 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 different ways to get a higher price for whatever you sell or promote. 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.
David Abbott is an international pricing speaker, author of How to Price Your Platypus, and is listed as one of the leading 99 global thought leaders on pricing. Educated at Oxford, David has run businesses from startups to a UK brand of Premier Farnell, a global $1b distribution company, and has held a variety of senior marketing roles promoting everything from commodes for the elderly to widgets for diesel engines; he often wonders how he has contained his excitement all these years. He works directly with businesses on their pricing, achieving dramatic improvements in their profitability. Frequently gaining accolades such as ‘the best speaker we have ever had’, David introduces audiences to simple ways to present their prices in a way that makes higher prices stickier… and he does so with infectious enthusiasm and an engaging style. A lifelong squash player, David’s mid-life crisis was to take up hockey, so he enjoys chasing small balls around courts and pitches; and that energy translates to the stage. His ambition is to never mow a lawn again.
David gave a webinar for the Consultancy Group of the Royal Society of Chemistry. As organiser I found him professional, well prepared and easy to work with. He took time to adapt his material to the target audience of providers of technical and professional services. The presentation was very fluent and he clearly knows his topic. Feedback from participants was uniformly positive. David followed through by providing written answers to questions which he did not have time to address in the session, which was much appreciated.
Stephen Boyde, Royal Society of Chemistry
“I’ve been a motivational speaker for ten years and thought I knew everything. I’ve just listened to David Abbott speak about increasing your pricing and your value to your customers - OMG! I’m going to walk away from here and apply what he’s taught me today! Immediately! I wish I had seen him a few years ago because I would probably have made a lot more money than I have done. So if you want to learn about pricing, how to get more from your customers and clients, listen to David Abbott, he’s a genius.”
Richard McCann, Director, iCan Events
“David gave us a fantastic talk. It was fun, lots of interest, and suddenly at the end I found he’d given me a system, a strategy, that’s going to make money for me - that’s what I want!”
Peter Griffiths, Marketing Economist
“David’s Psychology of Pricing was a real eye opener in how pricing is perceived in both the mind of the customer and the supplier. I have taken some great insight from the seminar and I would recommend it to anyone who is grappling with the issues of how to price their products or services! The presentation flew by as it was both thought provoking and engaging!”
Ian Kirk, Owner, Opportunity Marketing
David Abbott
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