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CAPTURE & BUSINESS DEVELOPMENT | Introductory Level

Thursday, May 28, 2015 | 10:00 AM - 11:30 AM
Grand Ballroom A


Real Price and Perceived Value

Tom Sant, CF APMP Fellow
Founder, Hyde Park Partners

In the proposal world, competitors worry about "pricing to win." How do we price our products and/or services to maximize our chance of winning and to optimize our margin? Often the temptation is to cut the price. However, based on abundant research, cutting a price may send a message of inferior quality or poor performance. It takes courage to resist the pressures put on us by purchasing professionals, who want us to cut the price. However, the research suggests that if we can hold the line on price and get past the initial sourcing process, we are likely to end up with happier customers. In this session, we discuss the research that indicates price may influence perceptions of value and discuss how to overcome the "status quo bias" reported by Kahneman and others. We will conclude by looking at the structure of an effective value proposition.



A former college professor, stand-up comic, and founder of two successful firms,
Dr. Tom Sant
was named the world's foremost authority on winning sales proposals by the American Management Association and one of the top ten sales trainers in the world by Selling Power Magazine. He is the author of the best-selling Persuasive Business Proposals, which was named as one of the ten most important books in sales by Geoffrey James of Inc. magazine. He is also the author of the highly acclaimed The Giants of Sales and The Language of Success. As a consultant, Tom has written over $30 billion in winning proposals for clients in every industry sector. In addition, he invented the world's first proposal automation tools, ProposalMaster, RFPMaster and PresentationBuilder, which now form the core of Qvidian’s QPA suite. Tom was named one of the first-ever Fellows of the APMP in 2001.


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Tom Sant
Tom Sant


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