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  • APSMA Masterclass: Successful Premium Pricing

APSMA Masterclass: Successful Premium Pricing

  • 04 April 2017
  • 09:00 - 17:00
  • Quantium, Level 25, 8-12 Chifley Square, Sydney, NSW


  • For members of the Association of Proposal Management Professionals Australia and New Zealand (APMP ANZ) chapter

Registration is closed

APSMA is pleased to offer a Masterclass

Identifying and realising opportunities for

Successful Premium Pricing

We are pleased to advise you of a new, advanced program, designed to assist firms increase sales while simultaneously increasing prices. The workshop, Successful Premium Pricing, explores in detail what leading professional service firms are doing to identify and capture premium pricing opportunities.

The session provides practical guidance on what’s required from both the pricing and sales aspects to increase the average rate charged in the market. It is being led by two leading international consultants, pricing expert Colin Jasper and sales expert Wayne Stewart.


In a “more for less” market, where clients are putting increasing pressure on firms to contain rates, pricing increasingly seems like an exercise in creating a budget then determining how much of a discount is required to win the work. More and more the focus is placed on containing the discounts and putting in place controls to minimise write-offs.

The market noise is all around areas where there is intense pricing pressure and many firms are investing significant resources to cope with these pressures. By contrast, this workshop focuses on the sizable, but silent part of the market where opportunities exist for premium pricing. Opportunities where the work can be costed and a value premium added to create the price.

While controlling costs and managing discounts are important, for many firms the biggest opportunity to improve pricing outcomes is to improve their ability to identify and realise premium pricing opportunities. Firms who are failing to do this consistently are leaving money on the table.

This course is designed for senior practitioners involved in leading sales and pricing within their firms. This full-day workshop will assist participants to:

  • Identify opportunities for premium pricing within their markets
  • Develop processes for realising these premium pricing opportunities, and
  • Improve their ability to sell these opportunities at the desired price.

Topics covered:

  • Understanding client behaviour
  • Differentiating, in the right way
  • Anatomy of a successful pursuit
  • Selling in the era of procurement
  • Pitching to the value

The course is illuminated with numerous examples and case studies of how leading firms are successfully premium pricing their services.


Colin Jasper is the Director of Jasper Consulting whose focus is assisting professional service firms to create greater value for their clients and capture a fair share of that value for themselves. He has consulted to professional services firms for almost 20 years. In this time he has had the opportunity to work with over 200 professional service firms including many of the leading firms in the US, the UK and throughout Asia. Colin has been a keynote speaker at conferences in the UK, the US, China, Singapore, Malaysia and Australia. He has been a guest lecturer at numerous universities and business schools. He authored the pricing chapter in the American Bar Association book, The Power of Legal Project Management (2014) and several chapters in Pricing in the Front Line (2017). Colin conducts regular research amongst clients on their buying behaviour and their attitudes to professional service firms and is the co-founder of the Legal Pricing Roundtable (New York). Colin’s contribution to pricing in the legal market has been recognised by having been elected as a Fellow of The College of Law Practice Management (U.S.).

Wayne Stewart is a world-class facilitator with a background that makes him ideally placed to advise firms on premium pricing. He is an experienced consultant who regularly works with many leading companies on projects across Australia, Asia, Europe and the US.

What makes Wayne’s expertise so rare is that in addition to his work enhancing the BD/pitching skills of professionals he is also engaged to train procurement managers, and their leadership teams, on developing better relationships with their suppliers. Because he sees the supplier/firm interaction from both sides he has a unique perspective on where the opportunities, and threats, lie for professional service firms in the “Age of Procurement.”

Backing up his consulting work Wayne has considerable experience as an in house marketer and executive. He has worked as a BDM, Client Relationship Manager and Director of Marketing meaning that he has "walked the talk” selling to clients, leading BD pursuits, managing key accounts and leading change projects. His background will provide participants with numerous tips, traps and triumphs to help them find the best, and quickest path, to change their firm.

Wayne’s recent projects include:
  • Successfully advising one of the Big 4 accounting firms on two of their most strategically important, and difficult, client pursuits. 
  • Training the elite salespeople in one of the world’s largest IT providers on emerging sales and pursuits strategies. Wayne’s technique and training directly led the company to secure a $25M deal (sole sourced). This pursuit was awarded the company’s Asia Pacific sale of 2015. 
  • Training the Senior Account Managers of the world’s leading technology company on techniques to better engage CEOs in the sales process. 
  • Training the global procurement leadership team of the world’s largest investment bank on relationships and negotiation strategies to enhance supplier (and internal) relationships.

Event Details:

Date: Tuesday 4 April, 2017
Time: 9:00 am to 5:00 pm
Location: Quantium, Level 25, 8-12 Chifley Square, Sydney, NSW
Price: APSMA Members: $1,650 
Non-Members: $1,950
  A 20% discount is provided for three or more attendees from the same firm.

APSMA thanks event host:

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