Skip to main content

Cracking the Value Code: Uncovering Strategies for Pricing Your Learning Programs

Cracking the Value Code:
Uncovering Strategies for Pricing Your Learning Programs
Webinar Description
Let’s be honest—COVID-19 disrupted the association industry. Many of us were already on the path to digital transformation and rethinking our educational offerings. But how many of us have taken the critical next step? It’s time to strategize and deeply analyze our offerings to match what members and sponsors need.

When you start taking a hard look at your learning product landscape, common conundrums around “value” and “pricing” often surface. How can you provide value and monetize what you’ve already created and what you create in the future? Join us as we share the 5 steps your team needs to walk through when deciding what to do with your learning programs and pricing and how to sell the value to get buy-in from your board.

This 5-step process can even be applied to sponsorship, membership, certification, education, in-person events, virtual events, or the next big thing your team creates.

Participants will learn:
  • Two types of value propositions you need to utilize
  • How to define your value propositions
  • How to conduct market research for value and pricing
  • Value-based sales and negotiation recommendations

Dr. Michael Tatonetti
Founder and CEO, Pricing for Associations
Dr. Michael Tatonetti is a Certified Association Executive and Certified Pricing Professional on a mission to advance associations in their pricing models for financial sustainability. As the Founder of Pricing for Associations, he and his team work with associations to harmonize pricing and value across membership, education, sponsorship, events, and marketing. Dr. Michael is a proud Association Forum Forty Under 40 honoree for his dedication to the association field. You can learn more about the work his team is doing at