The Psychology of Pricing Masterclass:
B2B Influence Strategy
In collaboration with Tecmotiv Solutions, Knowledge & Industry Partner for B2B Growth, Market Development & Technology Businesses.
Anchoring, Framing, Loss Aversion, Choice Architecture, and Decoy Effect
| Online |
|---|
| 30 Sep 2026 |
| 4 pm to 6 pm |
Why Join This Masterclass
- You want to sell at a fair price to generate profits, but do you feel pressured to discount? If you know this pain, then this Masterclass is the solution. Create a pricing strategy based on B2B buyer psychology.
- See how to present your price in a way that increases the probability of closing the deal.
- Understand the underlying behavioral principles that determine how buyers perceive your price.
Specific, tangible, research-backed insights that you can apply right away.
Certificate of Completion for participants
Key Takeaways
Discover powerful behavioral insights that maximize the probability of your buyer accepting your price.
- Anchor in Reference Points
- Loss Aversion and Scarcity biases
- Choice Architecture and Framing
- Decoy Effect
Facilitators
Suhasini is a former Chief of Marketing at GS Lab and served as Director of the British Trade Office in Pune, part of the UK Trade & Investment division of the British High Commission in India. She holds an MBA from NMIMS, Mumbai University, and is currently pursuing her PhD at NMIMS University. Suhasini was recognised as one of the 100 Most Influential Marketing Technology Leaders at the World Marketing Congress in Mumbai in 2015.
Her career spans advertising, account planning, client acquisition, communication strategy, and enterprise learning leadership. Having worked across FMCG, Telecom, BFSI, technology, education, and professional services, she brings a unique blend of commercial insight and behavioural expertise.
Shyama designs and delivers programs in leadership, communication, sales effectiveness, customer engagement, professional effectiveness, and capability development. Her approach combines business strategy, human behaviour, and practical application to help professionals influence stakeholders, strengthen client relationships, and improve performance.
Every learning experience is grounded in real-world scenarios, simulations, and actionable workplace practice.
Participant Testimonials
I attended Suhasini’s session and it immediately struck a chord. Having been part of large B2B sales efforts at TCS, I could clearly see how her behavioral insights map to real‑world enterprise selling. The way she simplifies buyer psychology, trust signals, and influence patterns is outstanding. The masterclass distills concepts that every sales team should internalize, right from framing choices to reducing perceived risk to building authentic credibility. Highly recommended.
Amit Ravankar, Founder & CEO, BloomingPros.aiI attended an excellent masterclass where Suhasini Kirloskar of B2B Growth Essentials presented their latest study on behavioral insights for B2B sales and marketing. What stood out was how the session connected timeless research on human psychology and behavioral science with the cognitive biases that influence a buyer’s decision-making journey. The insights were thoughtfully curated and mapped to real-world B2B sales and marketing situations, making the content both intellectually rich and highly practical. I believe this is essential knowledge for any sales or marketing professional who wants to better understand buyer behavior and apply these insights meaningfully in their work. I am certainly looking forward to exploring this subject in greater depth with Suhasini.
Gautam Sathe, Founder, PravencoYour Content Goes Here
Get Your B2B Sales Superpower Today!
Brought to you by
Automotive & Technology | Market Intelligence | GTM & Market Development
Behavioral Insights Research | Knowledge Content Creation | Training
Last Weekend Masterclass
- Last weekend discount, don’t miss!
- Certificate for participants
Launch Offer Masterclass
- Register after 25 Sep
- Certificate for participants
Masterclass + Consulting Package
- Masterclass plus one-on-one consultation with expert
- Certificate for participants
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