EPSA / Boer & Croon:

Value-based pricing workshops

EPSA Netherlands comprises a group of consultancy and interim firms dedicated to enhancing the efficiency and effectiveness of public and private organizations. Their expertise lies in cost optimization, operational transformations, and digital and AI-driven solutions. One of their most recognized brands in the Dutch market is management consultancy and interim firm Boer & Croon.

A key focus for EPSA’s management is to capture a greater share of the value they deliver to customers, ensuring sustainable margin growth. To achieve this, they identified value-based pricing and selling as a critical area for improvement.

Collaborating closely with EPSA’s CCO, we adopted a straightforward and practical approach to create a value-based pricing and selling framework tailored for the firm’s partners and commercial leaders. This framework was introduced in dynamic, high-impact workshops for both EPSA leadership as well as Boer & Croon’s partner group. The workshops familiarized participants with the framework and its concepts.

Acknowledging the absence of a one-size-fits-all solution for pricing and selling consultancy and interim services, we emphasized the importance of pricing as a driver of profitability and shared actionable strategies. The framework empowered leaders to integrate various methodologies into an adaptable pricing and sales strategy suited to different customer characteristics and selling scenarios.

Key elements of the framework included B2B value elements, price-value positioning, economic value to customer (EVC), outcome-based pricing, and good-better-best pricing. Additionally, a comprehensive process tailored to pricing and managing larger deals and tenders was introduced and explored in depth.

Through engaging workshops, the toolkit was enthusiastically adopted by partners and commercial leaders. This initiative heightened awareness of pricing’s role in profitability and provided practical tools for implementing value-based pricing and selling. As a result, EPSA and Boer & Croon are better equipped to foster win-win outcomes with customers, driving sustained growth and success.