Upcoming Defending Price™ Programs – Automotive & Commercial Vehicle

Suppliers to the automotive and commercial vehicle industries face a challenging sales environment. Defending Price training equips you with proven skills and tools for defending the value of your products and services. View full program brochure (PDF) here.

To register for one of our 2019 programs, please click on the location that you would like to attend. 

21 March, 2019Frankfurt, Germany1,350Register...
March 26, 2019Auburn Hills, MI$1,350Register...
April 25, 2019Auburn Hills, MI$1,350Register...

Participants will:

  • Learn how to quantify the cost savings associated with shorter supply chains, lower defect rates, less scrap and better quality;

  • Hear success stories and best practices from within the automotive supplier community;

  • Understand how to develop effective sales & marketing materials, negotiations and presentations that justify your price.

Attendees will also receive a copy of the VQ™ value quantifier tool - a first-of-its-kind software that enables supplier sales people to educate purchasing about the economic value of their products and services. The software quantifies the dollar value of benefits – e.g. improved quality and performance, faster-time-to-market, reduced weight, improved fuel efficiency and many more.

Instructor Steve Rose has over 30 years of automotive industry and sales experience. He’s a sought-after speaker and expert on the subject of value measurement, negotiations and pricing. Steve has given keynote presentations at many automotive-focused conferences and events in North America, EMEA, and Asia. Steve has personally trained and advised over 3,500 professionals from more than 950 auto and commercial parts suppliers. Program attendees have characterized the workshops that Steve leads as the best training they have ever had.

This training program can also be conducted on-site at your facility. To learn more about what we offer and how we can help, contact us.


who attended

Suppliers from North America, Europe, Africa, and Asia Pacific :

  • 84 of the top 100 suppliers in North America
  • 77 of the top 100 suppliers in EAME
  • 7 of the top 10 suppliers in Japan
  • Over 600 suppliers in total
who attended

Suppliers that have invested in the Defending Price training are able to negotiate more effectively. They are able to:

  • Discount less often then their peers
  • Realize higher gross margins
  • Pass 75-99% of their raw material cost increases on to their customers
who attended

"Worthwhile at twice the price."
                    - Brad Murphy, Director,
                      Business Development
                      GKN Driveline

"Solid industry examples. Digs deeper than most 'Value-based Selling' training. Gets into the nuts and bolts of how to really do it."
                    - Louis J. Bogart, VP Sales & Marketing
                      Borg Warner Torq Transfer Systems

"Interesting; good exercises & many examples of how various suppliers have handled difficult negotiations."
                    - Claudio Magnano, Sales Manager, Lear

"This seminar provides a systematic approach. The software tool, exercises, and tips are down-to-earth and ready to use!"
                    - Dominique Burgeff, Sales Manager




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