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Mark Burton

Pricing authority Burton offers action plans that build revenues and profits while sustaining prices … and outperforming the competition!

Mark Burton is a leading marketing and pricing strategist with more than 16 years of experience in fast-paced industries, like IT outsourcing, semiconductor, financial and business services, and enterprise software maintenance. As co-founder and vice president of Holden Advisors, Mark is responsible for client deliverables and the firm's consulting operation. Prior to Holden Advisors, he was a director at Strategic Pricing Group, where he was known as the architect of several groundbreaking solutions to client pricing problems.

Mark conducts workshops and speaks at Fortune 200 company events and B2B marketing conferences. He co-developed and leads the Services Pricing Certification program for The Professional Pricing Society. When sharing his expertise with audiences, Mark often peppers his presentations with examples and insights from his recently released book, Pricing with Confidence: 10 Ways to Stop Leaving Money on the Table (John Wiley & Sons, 2008). Further, Mark's writings are frequently published in business periodicals like Marketing Management, The Journal of the Professional Pricing Society, and The Journal of Financial Transformation.

Whether you need a keynoter, breakout session speaker, or workshop leader, this pricing guru has the right program for your audience and event. Some of Mark's popular programs include:

When to Fire a Customer—and Why You Might Not Have to
Do you have a customer who never deliver the volume promised … or hounds your customer service people … or always pay late? Mark says think about firing such customers. He will explain how to:

Identify customer who cost you money
Turn unprofitable customers into profitable ones
Fire high-maintenance customers
Gain a negotiating edge over price-focused buyers

Kick the Discounting Habit
Prices must reflect the value of the offering, be acceptable to the customer, and ‘work' within current market conditions. In this session, Mark teaches:

How to determine the real value drivers in a customer's business
How to reliably predict the right price for the right solution
The basics of bundling products, services and solutions to create pricing leverage

Do You Really Know Your Buyers?
Only by having a deep understanding of the different types of buyers that you will encounter, can you customize your offerings and prices for each. In this program, Mark will share how you can:

Identify customer types
Develop the best pricing strategies for each type
Recognize that pricing is wrong for a customer type

* speaker fees subject to changes without notice