The age of automation is decreasing the cost-to-deliver for services that were once core to our value proposition. This represents a threat and an opportunity. In favor of the latter, an optimist might note that machine intelligence will highlight the value-add that only human beings can deliver – giving high-touch providers a basis to defend fee levels. However, our current proposition and pricing models are not well suited to weather the coming storm, and this leaves higher-value providers vulnerable.
• In this session, we will cover the principles of value proposition design that have been effective in countering commoditization in other professions, the pricing approaches that are required to capture willingness-to-pay, and crucially, how to handle price sensitivity through an understanding of decision making psychology at the point of sale.