Pricing Strategically: Driving business success
Business Management & Organization
Audio Webcast: 2.0
Attend this webcast to uncover and quantify what drives customers' demand on products and services, gain a solid understanding of current pricing practices in product and service industries, and learn how to shift the communication in your organization away from costs and towards value creation for customers.

CGMA designation holders attend for free

When you log into this website with your AICPA member account, the section discount will be automatically applied during checkout. Section discounts cannot be combined with any other offer. Should you have any questions or encounter any issues, please contact the AICPA Service Center at 888-777-7077 or service@aicpa.org.

ON24 Supported System Configurations

  • Windows 7+(Microsoft Edge, Latest Internet Explorer, Firefox, or Chrome)
  • Apple Mac OS 10.9+ (Latest Firefox, Safari, or Chrome)
  • Ubuntu Linux (Firefox only)
  • Android 4.x (Chrome Browser Only)
  • Apple iOs (Latest version, Safari Browser Only)

If you are using an unsupported version of a Windows, Mac, or Linux operating system, you may experience difficulty in viewing and/or listening to the event.

Media Players
In order to access the event, you must have the following streaming media player installed on your computer:

ON24 Supported Browsers

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  • Internet Explorer 9+
  • Mozilla Firefox (Latest)
  • Safari (Latest, Mac Only)
  • Google Chrome (Latest)

Technical Support: For technical support, please contact service@aicpa.org or call 888.777.7077 Mon-Fri 9am-6pm ET.

Detailed information can be found here

Product details

Cost-plus vs value-based pricing

Who Will Benefit?

  • Management Accountants
  • CEOs
  • CFOs
  • Controllers
  • Staff
  • PA Practitioners

Key Topics

  • Strategic pricing
  • Cost-plus pricing
  • Value-based pricing
  • Creating & communicating value

Learning Objectives

  • Understand how to price strategically to maintain market share and profitability in a competitive environment.
  • Quantify the financial benefit customers receive from your products and services.
  • Use effective pricing tools and techniques and choose the right pricing strategy for your product and services.

Do you even know if you're leaving money on the table? How effective is your current pricing process? Value-based pricing is celebrating 25 years of documented success. Is your company still pricing on a cost-plus basis?

Knowing how to profitably create, capture and communicate value to the customer is one of the critical components of maximizing revenue and driving business success.

What you can expect

Attend this webcast to uncover and quantify what drives customers' demand on products and services, gain a solid understanding of current pricing practices in product and service industries, and how to shift the communication in your organization away from costs and towards value creation for customers.


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If you opted for the CPE version of the webcast, then: YES. After the webcast is completed and you have selected all of the qualifying attendance checks, you will have the ability to print/download your CPE certificate. There are a number of ways to access your certificate.

  • At the end of the event, while still logged in, you can click the CPE icon at the bottom of the event player, which will launch a pop-up window containing your certificate.
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NOTE: If you attended the CPE eligible webcast event, but did not click all the required attendance checks, qualifying you for CPE credit, you will NOT be able to use the archive of the event to then qualify for CPE. As a reminder CPE credit cannot be given for watching the archived version of the webcast due to NASBA guidelines.

Yes. All registrants of our webcasts get access to the archive after the event is over. The archive is typically available 24 hours after the event ends and online for 3 months. The same link you receive for accessing the live event can be used for accessing the archive. CPE credit will only be given if you attend the original, live webcast. Credit cannot be given for watching the archive version of any AICPA webcast, due to the National Association of State Boards of Accountancy (NASBA) guidelines issued for CPE.

When the FAQs in the presentation resource list don't resolve your issue, we ask that you contact us immediately for further assistance using the Q&A function in the presentation or one of the following:

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Participation in a live webcast is considered group-study. Credit is based on the scheduled length of the live program, with one 50-minute period equal to one CPE credit. Most webcast are scheduled for 100 minutes or two CPE credits.

You can find more information on the following AICPA Store web page: Important Information on Your CPE Credit.

Yes, you can log in during any portion of the webcast. Please note, however if you do not respond to the required amount of attendance checks, which are randomly distributed throughout the event, you will not qualify to receive your CPE certificate.

You may substitute your registration with another webcast of equal or lesser value if the request is received up to a day prior to the webcast. Refunds, less 50 percent administrative fee, will be issued if cancellation requests are received up to a day prior to webcast. No refunds or substitutions will be issued if cancellation requests are received during the webcast or after the webcast completion. For further information, call the AICPA Service Center at 888-777-7077 or send an email to service@aicpa.org.

Group Access

When a multi-seat group purchase is made, participants will all sit in one room and watch the course together.

After the group purchase is made, the purchaser will receive an email which provides them a direct link to the course. They should use this direct link to access the course.

For those participants sitting together as a group, using a single computer, the person who makes the PURCHASE must be the person logged into the event in order for everyone to receive CPE credit. As the attendance checks are presented on the screen the person logged in must answer them. If all the required checks have been met at the end of the event, the person logged in will click the CPE icon and a form will be provided, so that they can enter each participant who was sitting in the room with them. Once the form is fill out with all the users names/email addresses, then all certificates will be generated for saving/printing.

So what does this mean for my CPE certificate?

If you attended in a group, then the person who is logged in is responsible for responding to the attendance checks. After the event is over and the person logged in selects the CPE icon, they will be required to fill in the name, email and STORE ID of each person sitting in the room. This is why those individuals must have previously registered. Without a valid store ID, the attendee will NOT be able to access their CPE certificate from the MY ACCOUNT option after the event.

Ratings and reviews
Speaker bio

Michael N. Hurwich

Global President, SPMG Strategic Pricing Marketing Group

Michael has consulted to major Fortune 500 and mid-sized firms for the past 20 years. He is one of the foremost pricing consultants known around the globe for his hands-on pragmatic approach integrating Value Based Pricing practices within an organization to Strategy development and tactical pricing. He started his consulting career at Deloitte Consulting.

During his consulting career, Michael has developed numerous corporate and business unit strategies for a broad range of clients in a broad range of industries including: telecommunications, e-services, finance and insurance, logistics and distribution, technology solutions, Oil, Gas & Chemicals, FMCG, pharmaceuticals, retail and not-for-profits.

In 2015, Michael wrote a 325 page book called, "The Joy of Pricing" and is working on his second book about pricing tools and methodologies.

Michael has also written numerous articles on pricing and marketing strategies including, "Pricing in Turbulent Times", "Managing 100 Basis Points", "Pricing for Speed: Pharmaceutical Case", and "Pricing for Channel Management". He periodically writes for PPS and the Pricing Institute. He is also a frequent lecturer in Asia, Europe the United States, and Canada.

Michael has an M.B.A. in Corporate Finance & International Marketing from the Olin School of Business, Babson College, Boston and an Honors BA, Managerial Economics/Marketing.

R James Alerding

R James "Jim" Alerding founded Alerding Consulting, LLC. As the owner and sole professional for Alerding Consulting, Alerding consults with Business Valuation Professionals as to various valuation and litigation projects. Alerding also lectures nationally, conducts and participates in webinars nationally, and writes articles and books on valuation and litigation subjects.

Prior to founding Alerding Consulting, Alerding practiced as a BV Professional for over thirty years with Blue & Co., LLP and Clifton Gunderson, LLP. During that career, Alerding testified in trials over 350 times and in depositions another 200 to 300 times. Alerding has been a CPA since 1969 and was a former member of the AICPA Business Valuation Committee. Alerding was also a member of the Writing Task Force which developed the SSVS#1, and was inducted into the AICPA Business Valuation Hall of Fame.

Alerding received his BS in Accounting, Summa Cum Laude, from Xavier University in 1967. Alerding is a co-author of Financial Valuation: Applications and Models, and has authored or co-authored four other books on business valuation related topics.

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CPE credits
Audio Webcast
: 2.0
NASBA Field of Study
Business Management & Organization
General knowledge of business and product pricing
Delivery Method
Group Internet Based
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