Description

Dr. Michael Tatonetti is the founder of Pricing for Associations -- a training and consulting firm on a mission to advance associations in their pricing models for financial stability.

We're talking about the biggest mistakes associations make in pricing. Pushed by the pandemic, associations are starting to have real conversations about the value they provide and what their sponsors, members, and attendees value. It's really a conversation about innovation — sun-setting things that aren't working and starting new things that can work. Many associations, when they really dig into their pricing, find out they're actually losing money on products and service for which they thought they were making money.

• The right way to use free as a strategy
• Taking incremental steps to improve what we offer and then capture the price so we're not pricing out of fear or worry that no one will pay for it
• How to be deliberate and intentional about pricing
• How to come from a position of strength in pricing to create excellence

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