Understanding how people make buying decisions is key to any successful pricing strategy. By grasping the concepts of how humans make decisions, you can be better equipped to price successfully and increase your profitability. This session will provide a look at behavioral economics, marketing strategy, customer psychology and how these principles should be applied to pricing. This course is ideal for any professional who is interested in being among the leaders in the profession, moving away from the old business model of “We sell time” while embracing the critical success factors of the knowledge economy, will find this presentation stimulating, dynamic, and thought-provoking.