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Webinar Series

Pricing Primer

May 16 / 12:00 pm - 12:45 pm EDT

Attend this webinar to unlock key strategies to enhance your bottom line through effective pricing.

If you run a for-profit business, profit maximization is your primary objective. Pricing is a major driver of profitability and an important tool in every business owner’s toolkit. Larger companies can afford to maintain dedicated pricing teams that design sophisticated pricing solutions to extract more of the value their companies create. On the other hand, small businesses often rely on simple rules of thumb and cost-driven pricing, which hardly offer a full picture of how much to charge for one’s services. The speaker will address customer- and competition-driven pricing as well as costs that are not relevant for pricing. Of the many pricing strategies available to boost your bottom line, he will discuss vertical and horizontal product lines (a “menu of options”) and bundling.

In this webinar, you will learn how to:

  1. Start your client relationship off on the right foot.
  2. Understand the importance of pricing as a lever of value extraction and profitability.
  3. Determine what you always should and absolutely shouldn’t consider when pricing your services.
  4. Look at every pricing scenario through the lens of the three Cs (cost, customer, and competition).
  5. Determine what “menu of options” may best serve the different needs and budgets of your clients.

About the Presenter

Daniel Sebesta brings over 20 years of expertise working at the intersection of language, business, and technology. He has an MBA with a specialization in pricing and strategy and is a fellow of the Chartered Institute of Linguists as well as a sworn translator in Czechia and Germany. In addition to his translation work, he advises language services providers, toolmakers, and localization buyers on questions concerning pricing, profitability, and language technology. He is the administrator of ATA’s Language Technology Division.

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May 16
12:00 pm - 12:45 pm EDT
Event Categories:
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Event Tags:
Presenter(s): Daniel Sebesta
Presenting Language(s): English
Level: Beginner

Code of Conduct

ATA is committed to providing a safe, productive, and welcoming environment for all participants. By registering for this event, you agree to abide by the Code of Conduct for Virtual Programs.



American Translators Association

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