Association Pricing: Leveraging Value as the Driving Force for Pricing Success with Michael Tatonetti

<p><strong>Michael Tatonetti</strong> is the Founder and CEO of Pricing for Associations. He is also a Pricing and Value Speaker and Consultant and a Certified Association Executive as well as a Certified Pricing Professional.</p> <p>In this episode, Michael discusses the importance of aligning pricing and value with the mission of associations and non-profit organizations. He emphasizes that value should be the central factor in creating a pricing strategy, as it resonates more with members and strengthens their connection to the organization.</p> <p> </p> <p><strong>Why you have to check out today’s podcast:</strong></p> <ul> <li>Discover the three factors that distinguish associations from traditional subscriptions and find out their similarities in some aspects</li> <li>Find out how to price an association and why these two components of value and price tie in together to create the best pricing</li> <li>Learn how associations communicate better value in their pricing and the formula you can use to best convey your pricing</li> </ul> <p> </p> <p><strong>"Focus on the value. Always put the value before the price."</strong></p> <p><em>- Michael Tatonetti</em></p> <p> </p> <p><strong>Topics Covered:</strong></p> <p>01:01 - How he started a career in Pricing</p> <p>02:36 - What differentiates non-profit associations from subscription businesses?</p> <p>03:59 - How does competition feels different in an association space?</p> <p>05:37 - Looking at an associations membership bylaws, pricing objectives, their competitive positions in the space</p> <p>07:16 - Three things that makes an association different from subscription business and what makes them the same with it</p> <p>10:15 - What to consider when shifting from annual to monthly billing for associations and what he advocates as the biggest thing that differentiates association from subscription</p> <p>12:32 - Pricing an association and when does he consider competitors when pricing?</p> <p>15:08 - Questions to ask to come up with the best pricing</p> <p>17:1