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A consistent pricing model is only credible if it stays fair across customers, channels, and exceptions.

Why “Fair” Pricing Is a System, Not a Discount Policy

In B2B, pricing decisions are made at scale, often by large sales teams, across thousands of SKUs, and under constant pressure to tailor offers in the moment. That creates a familiar tension: customers expect consistency, sales needs flexibility, and the business needs governance.

In this session, Hilti shares how it moved from transactional, negotiation-heavy pricing to a model built for long-term customer relationships. Nazar Lukasevych breaks down the foundations of Hilti’s Fair Pricing approach, including how it stays consistent across channels, adapts to customer potential, and still allows controlled flexibility through agreements and overrides.

What You'll Learn

How Hilti’s Fair Pricing model reduces negotiation without removing flexibility. The structure behind consistent pricing across account managers, stores, customer service, and e-business, while still enabling exceptions in a controlled way. [11:28]
How customer potential is translated into prices at scale. Why Hilti segments customers into potential classes and uses that segmentation to drive transparent, repeatable pricing decisions. [13:58]
How to separate price setting from price getting, and why both must improve together. The systems, processes, and analytics required to manage millions of annual pricing decisions with less price scattering. [22:28]
How value-based pricing is operationalized through product marketing. How product managers identify value drivers and quantify economic value, supported by direct customer access. [18:14]
How analytics becomes usable for non-pricing specialists. Why Hilti introduced a price acceptance score to convert multiple KPIs into a clear “green/yellow/red” signal that supports faster decisions. [35:16]

Meet the Speaker

Nazar Lukasevych

Head of Global Pricing Competence Center at Hilti Group

Nazar leads the Fair Pricing Competence Center at Hilti, a global leader in construction technology. Since joining Hilti in 2010, he has held marketing and pricing roles across Ukraine, Liechtenstein, Czechia, and Germany. Nazar and his team are driving Hilti's Fair Pricing strategy globally, developing solutions for better pricing decisions and governance.

Session Highlights

Why B2B pricing breaks first in the field. [9:05]
Nazar shares how deal-closing can stall when account managers do not have clear, fair rules and must rely on tribal knowledge to set prices.

The four principles behind Fair Pricing. [11:34]
Consistency across channels, simplicity, transparency, and customer segmentation are treated as design requirements, not slogans.

The three building blocks: price engine, agreements, overrides. [13:24]
Hilti runs a large share of its business through a price engine (potential-based prices), with agreements for select high-potential customers and overrides as controlled exceptions.

Potential-based pricing shifts the mindset from transactions to relationships. [14:45]
Pricing is determined by customer potential, not by how long they have been a customer or how aggressively they negotiate.

Value-based pricing lives with product marketing, not just pricing teams. [17:27]
Regional product managers balance global product input with local willingness to pay and competition to set price engine levels.

Making analytics usable with a price acceptance score. [34:35]
Multiple KPIs are translated into a traffic-light system that helps product managers interpret pricing health quickly and consistently.

Price getting requires governance at scale. [22:49]
With millions of pricing decisions per year, Hilti focuses on systems, processes, and peer pricing analytics to reduce unfair variability and guide selling behavior.

Q&A

How does Hilti balance consistent pricing with local market flexibility?
Price levels are not set purely centrally or purely locally. Hilti aims to set pricing at the regional level to combine global product context with local market realities, while improving cross-border harmonization as price visibility rises. [30:43]

How many value drivers are considered in the price engine?
There is no fixed universal set across portfolios. Common recurring themes include productivity, safety, and lifetime performance, but product teams identify value drivers by portfolio and market because willingness to pay differs by application and region. [32:12]

How does the price acceptance score work?
It was created to simplify interpretation for product managers by converting several core pricing KPIs into an easy traffic-light signal using thresholds and weighting, so teams can quickly see what is healthy and what needs action. [35:16]

Is customer classification (A–E) defined globally or locally?
Hilti uses the same A–E framework everywhere, but it reflects relative customer potential within each country, serving as a proxy for customer size and opportunity. [38:20]

How do you balance AI and automation with human input in pricing?
Hilti is using machine learning primarily to generate better insights (for example, elasticity learning and decision support), not to replace decision ownership. The focus is on strengthening decisions and reducing guesswork rather than handing pricing over to AI. [39:39]