What will we cover?
This webinar then builds confidence by introducing the essentials of cashflow.
It introduces the familiar maxim that sales are vanity, profit is sanity, and cash is king. A
business will only succeed if its numbers add up, so we look at cashflow forecasting as an
essential way of ensuring the long-term sustainability of the business.
The webinar then looks at one of the most important decisions a business can make –
pricing – and how most firms get it wrong by focusing on cost rather than value.
We take a look at conventional wisdom and learn how it falls short, before first, exploring
the danger of discounts and their impact on cashflows; and second, the difference between
‘differentiating’ and ‘discriminating’ on price and cashflows.
We then move on to the psychology of pricing, learning how to create value with price by
discussing real world examples where this happens – and, crucially, the effect on your
A key point is that humans are not perfect, so we need to identify the shortcuts on which
they rely and understand their impact on profits. The workshop ends with an astonishing
conclusion: could you sell more by raising your prices?
What will I learn?
• how to manage cashflow to ensure your short term survival
• the dangers of discounting
• the psychology of pricing
Who should attend?
Any entrepreneur, director, or manager who is keen to manage their cashflow more
The course consists of pre-recorded material, which you can work through at your own pace,
followed by a live two hour webinar to apply what you’ve learned to your own business.