It's time to think differently about how you price learning programs so that you can build confidence and facilitate better pricing conversations with your stakeholders, team, and learners.
The frameworks, examples, and reflection questions speak directly to the reality of pricing conferences, courses, credentials, webinars, and professional development programs where revenue matters.
Includes a bonus exercise from our Pricing Learning Playbook that you can use right away to clarify what your pricing is trying to accomplish and identify the unseen trade-offs underneath.
The pricing pressure is real, and it's increasing
Too often last years' prices get carried forward, adjusted by a small percentage or not at all. Each program gets priced on its own without looking at how it fits into the larger portfolio. Discounting becomes the default response when enrollment lags or a budget gap needs filling. And the pricing across your catalog tells no coherent story, because no one stepped back to look at the full picture. Meanwhile, your organization is looking for nondues revenue sources, and one of the biggest opportunities is already in front of you: learning programs. Whether you're setting prices for the first time, rethinking a catalog that's grown without a pricing strategy, or preparing to defend a price increase to your board, this guide gives you a structured way to approach the conversation.
Meet the Creator
Tracy King (they/them) brings over 20 years of experience in workforce development and education strategy. As the author of the award-winning book Competitive Advantage, Tracy is a master learning designer and thought leader, specializing in the intersection of neurodivergence and learning. Their insights have been featured on major networks like NBC, ABC, and in publications such as USA Today and Forbes. The Pricing Learning Guide draws on a decade of hands-on work helping organizations design, price, and grow their learning portfolios. The frameworks here come from real pricing conversations, real catalog reviews, and real data gathered across the organizations Tracy has served.
Get the guide designed for people making pricing decisions in mission-driven organizations.
Organization still pricing by instinct or by what a competitor charges are finding those approaches harder to sustain. The margin for guessing is shrinking. Find out what to do instead.
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