Why Pricing Training Matters
Most companies spend countless hours refining pricing strategies, running analytics, and developing discount policies. Yet when those strategies meet the market, much of the value is lost. The problem is not the strategy itself, but the execution. Without the right training, even the best pricing frameworks collapse under real-world pressure.
Sales teams often find themselves defending price instead of confidently communicating value. Procurement professionals come prepared with sophisticated tactics, while sellers fall back on concessions that erode profitability. Finance and commercial leaders may be aligned on paper, but misaligned in practice, leading to internal conflict and inconsistent application.
Training changes that dynamic. By investing in the skills and confidence of their people, companies ensure that pricing is not just a strategy written in a slide deck but a discipline practiced in every customer interaction. Training helps commercial teams shift the conversation from “how low can we go” to “how much value do we create.” It builds cross-functional alignment, giving sales, finance, and product leaders a shared language and set of tools. Most importantly, it safeguards profitability, ensuring that margin improvements stick over time instead of slipping away in the field.
When companies equip their teams with structured pricing and negotiation training, they transform pricing from a theoretical exercise into a practical engine of growth. That is why we at RML view training as a critical pillar of business transformation, equal in importance to the strategy itself.
Meet Our Expert Training Partner: John Shulman
To bring this vision to life, Revenue Management Labs is proud to partner with John Shulman, an internationally recognized expert on negotiation, sales effectiveness, and game-based learning.
John has spent decades working with some of the world’s largest purchasing organizations and has a deep understanding of how they operate, how they think, and what they expect from strategic suppliers. He has also partnered with dozens of the world’s leading sales and account management organizations to design and implement successful negotiation and pricing strategies that deliver measurable results.
Over his career, John has trained tens of thousands of leaders, professionals, and managers across North America and around the world. His clients include global brands such as 3M, Air Liquide, AstraZeneca, Cummins, Delta Air Lines, Disney, General Mills, and PepsiCo. Beyond training, John is a sought-after keynote speaker who has presented at dozens of international conferences, earning a reputation for blending practical insight with engaging delivery.
By combining RML’s proven pricing expertise with John’s world-class training programs, we ensure our clients not only design strong pricing strategies but also execute them with confidence and consistency. Together, we help organizations turn pricing into a true driver of sustainable profit growth.
