Pricing in a Post-Pandemic World: Maximizing Revenue

Learning businesses rely on the revenue that comes from introducing new offerings and growing the adoption of existing offerings. That means they have to know how to determine the best pricing for attracting and converting prospective customers while maintaining—or, better yet, maximizing—revenue levels. In a post-pandemic world, doing that has become harder.

Competition for dollars and attention was an issue before the pandemic. Then, with the massive and quick move to online education during COVID, learner expectations around price and value shifted dramatically. Do traditional one-off registration fees still work? What drives willingness to spend on education now? How can we gauge what learners might pay for a product?

These are the types of questions we address in the Webinar recording you’ll find on this page. In it, we draw on our years of research and consulting experience along with examples to illustrate methods for assessing price sensitivity and willingness to pay. You’ll learn to how to bolster the case for your current pricing, raise prices strategically, and evaluate non-product-specific pricing approaches like subscriptions or folding education into membership fees.

Below the recording you’ll find a links to the Webinar slides as well as to a range of resources mentioned during and/or related the session.

• Download the Webinar slides

Resource Links

The following resource links were shared or mentioned shared during the Webinar—or we’ve added them here because you might find them useful.

• The 2025 Learning Business Summit
  Please save the dates: January 28-30, 2025. And sign up to be notified as more details available and when registration opens (which means you’ll get the best possible rate).
• “How to Maximize Learner Engagement in Continuing Education and Professional Development”
  Save your spot for our next free Webinar on May 16, focused on engagement.
• “Tool Talk: The Product Value Profile”
  We mentioned the Product Value Profile in the Webinar and how to use it to help with pricing. This Leading Learning Podcast episode gives you a fuller introduction to the tool.
• “Tool Talk: The Value Ramp”
  This podcast episode explains the Value Ramp, mentioned in the Webinar, in more detail.
• “3 Principles of Pricing”
  This episode of the Leading Learning Podcast offers a more in-depth discussion of raising and lowering prices than we were able to cover during the Webinar.
• Leading Learning Podcast
  The Leading Learning Podcast offers audio intelligence for learning leaders and those working in learning businesses. We highlighted some specific episodes above, but all the episodes focus on important and practical, actionable topics. Please subscribe!