I am EJ Bouter

Author of "Pricing: The Third Business Skill"



What Readers Say

"What I really like about the book is the way in which it's written. Pricing is seen by a lot of people as a complex subject because it has so many dimensions. The book has captured very clear, it makes pricing really clear." --- Erik Brentjens (Marketing Manager)

"EJ’s book is so complete. The 12 C’s for price drivers and the three layers for pricing research are frameworks which define every part of the profession. The book has a lot of examples, which I have been using for all my projects." ---Herman Mentink (Marketing and Pricing Consultant)

"You can read this book beginning to end in one go, and not get bored by it because its easy to understand, dives deep and examples are really well done." --- Rickard Andreasson (Head of Global Pricing)

"I saw the connection with my own experience. The book puts everything together and it's a go to - a handbook forever. EJ's principles, I imagine, will not change so much in the future in spite of the speed of business innovation." --- Nishant Kanneganti (Entrepreneur)

What Readers Say image 1
Book image 1


"Price is a one-figure summary of what a company has to offer."

Pricing: The Third Business Skill explains how to best set prices. It gives you the lowdown on all facets of pricing: pricing strategy, tools, pricing processes, change management, and organizational design.

The book consists of three parts - The Art, Science and Execution of Pricing - which, taken together, present a holistic, integrated view. Such an approach is indispensable, because pricing touches on nearly every part of a company.


After reading this book, pricing will no longer hold any secrets for you, empowering you to improve your profits. The book is available on Amazon. (ISBN 978-90-820693-0-3)



"No-one knows how to apply pricing to daily business, but EJ Bouter. He counts everyone in the audience involved to make them understand value pricing.

After the event, senior directors and vice presidents all came to me to share that EJ’s speech was very good. They said they learnt a lot; it was very positive." --- Savio Soares (Organizer NYPS Europe 2017)

EJ has extensive experience in motivational speaking on pricing topics at Fortune 500 companies and conferences for business executives. He shares both success stories and failures to highlight the critical changes required. He engages on a personal level with your public who appreciates him connecting to their daily reality.

If you are interested, please fill in your name and e-mail address below and we will contact you.

Speaking image 1
Personal image 1


My fascination for pricing arose when I studied for my Masters degree in econometrics. I learnt general economic Economic theory which tells that prices are set when supply meets demand. It made me wonder whether supply and demand is all there is to it in daily reality.

I joined the KLM pricing department in 1998 and I never left the pricing profession ever since. I have been a pricing manager and a pricing advisor at start-ups and multinationals, in B2B, B2C, and retail. I have set prices across 5 continents, in more than 100 countries.

I have become an expert in optimizing the pricing function and in managing the change required. I am currently the global pricing leader for Sandvik Mining and Rock Technology.



Please contact us if you have an inquiry

Contact image 1