Ron Wood

Ron Wood is the Founder and Managing Director of Pricing Insight, a Sydney-based pricing strategy consultancy he established in 2007, and one of Australia’s leading pricing experts. He is a regular speaker for the International CEO Forum, International CFO Forum, American Chamber of Commerce and Chartered Institute of Procurement & Supply. He is also the author of Pricing Insight’s executive training program, Pricing Masterclass, and founder of Pricing University.

Ron has trained more than 5,000 senior executives in value-based pricing techniques and margin enhancement strategies. He leads Pricing Insight’s sales and negotiation training for B2B teams, and its pricing strategy workshops for leadership teams. He has also devised unique and internationally recognised programs that equip executives with the skills they need to deal with pricing challenges in a practical and pragmatic way.

Ron has 30 years of experience in pricing. Before founding Pricing Insight he worked as a pricing manager and commercial manager in industry, across FMCG, building materials and capital equipment. Since 2007 he has worked with more than 160 clients across Australia, New Zealand, South East Asia, India, the United States and the United Kingdom, including ASX and NYSE listed companies. His experience spans manufacturing, financial services, construction, capital equipment, metals, retail FMCG, air freight, tourism and agriculture.

His consulting clients include some of Australia’s largest private equity, ASX and Fortune 500 listed companies, and he works with C-level and senior sales, marketing and finance executives to build commercially effective margin improvement solutions.

Ron works closely with sales, marketing and commercial teams to develop value-based pricing solutions that generate margin and profit improvement.

Speaking and media

In the media

• The psychology of price: What customers really buy, The Sales Revolution Podcast, November 2025. A 48-minute interview on what customers value, inflation, discounting and selling on value, not price.
• How dynamic pricing works (and is it fair for consumers?), In the Black (CPA Australia), 1 June 2024, by Megan Breen. Ron is quoted on dynamic pricing and on the need for governance and guardrails when software sets prices.
• Pricing Principles: Pricing Strategies for Maximising Revenue, First Focus, April 2024. A 63-minute interview covering cost-plus, target and competitive pricing, value-based pricing, value at risk and the pricing maturity model.
• Accounting skills crisis here to stay, recruiter warns, Accounting Times, 21 March 2023, by Miranda Brownlee. Ron is quoted on retaining staff and on being more generous with pay rises.
• A Current Affair: Thieves targeting red meat, Nine, September 2019. Ron is quoted on rising supermarket meat prices, the drought, the exchange rate and the cost of shoplifting passed on to shoppers.
• ‘An apple a day’ keeps the bank balance healthy too, Nine (A Current Affair), 26 October 2017. Ron is quoted on why Coles and Woolworths cut fresh produce prices, and on why narrow margins keep prices high in other areas.
• Woolworths has 99 reasons but a cent ain’t one, news.com.au, 13 April 2017. Ron is quoted as a retail consultant on supermarket price endings.
• Dynamic pricing in online shopping surging with the e-commerce boom, Sydney Morning Herald, 3 February 2017, by Lucy Cormack. Ron is quoted on how online retailers use shoppers’ data to set prices and on how far Australian retailers lag.
• How to put a price on your business, news.com.au, 10 February 2013, by Russell Emmerson. Ron is quoted on why setting price from cost sells a business short and on pricing by the value a product creates for the customer.
• Think of a number, double it, and someone will pay, Sydney Morning Herald, March 2010. Ron describes lifting the price of a $40 tin of instant coffee to $45 for a multinational client, with the market following and $7 million in profit.

Speaking

• Accountex 2023, Sydney. Ron spoke at the conference, as reported by Accounting Times on 21 March 2023.
• Strategic Pricing, International CEO Forum, 2011. Presentation slides on strategic pricing, aligning sales, marketing and finance, and a checklist for evaluating pricing strategy.