PRESENTER: Alfred P. Hahn, President, Hahn Consulting, Inc. Al Hahn is a service industry consultant with over 30 years of experience working with technology companies. Mr. Hahn has had hundreds of articles and columns on Selling and Marketing Services published throughout the world. He has presented at conferences in Australia, Canada, Europe, Asia, and the U.S., including teaching service sales and services pricing certification classes. He has appeared four times on the television show World Business Review with Caspar Weinberger and Alexander Haig as a service industry expert. He regularly works with some of the world’s leading IT, medical equipment, networking, electronic and process control firms. The Fundamentals of Services Pricing There are many significant differences between pricing products and pricing services. This presentation will acquaint attendees with the fundamentals of service pricing and buying behavior as well as the most common methods of pricing services. The presenter works mostly with technology companies of all types, including software, hardware, medical equipment, process control, instruments, semiconductor manufacturing, and electronics of all sorts. There is relevance to professional services such as accounting and law. This is a must for anyone new to pricing services as the buying behavior is much different. Attendees will learn about price elasticity for service buyers and other relevant behaviors. The major techniques such as hourly, cost-plus, percent-of-list, market-based, and value-based are all discussed and recommendations are made for when and where to utilize them.