Steven Forth

Steven Forth is Ibbaka’s Co-Founder, CEO, and Partner. Ibbaka is a strategic pricing advisory firm. He was CEO of LeveragePoint Innovations Inc., a SaaS business designed to help companies create and capture value. In this episode, Steven discusses the challenges of pricing AI, primarily due to the limited availability of data. He emphasizes the importance of shortening the time required to build value models in order to easily establish pricing.   What you will learn from this episode:  Discover the complaints and challenges associated with pricing AI Enhance transparency in establishing the price point with creating value models Find out the most recent advancements in AI pricing concerning language models and software, which greatly enhance productivity    "Once you have a good value model, coming up with pricing is maybe not trivial but it's certainly much easier."  - Steven Forth   Topics Covered: 01:15 - Discussing complaints about AI through the Value Models 07:57 - Steven's added thoughts to Mark's suggested solution to achieve pricing transparency [limitations in creating value models] 11:43 - The need for more trainings for language models used in pricing 14:25 - What is Copilot by Microsoft and what it is capable of doing that can help salespeople 17:04 - How is Copilot might disrupt the market especially Google Workspace user 17:50 - Survey of people's willingness to pay $30 a user for Copilot [and whose group is more willing to pay more] 22:20 - How were the users segmented, are they all Copilot users, and finding out people's reaction to AI 23:37 - The amazing capabilities of these two AIs 24:57 - What could happen if Mark Stiving will use AI to write his fourth book [The need for great prompt engineering] 28:12 - How are AIs going to be priced 29:59 - Microsoft Copilot as a 'Will I' question   Key Takeaways: "If you can build a value model and validate a value model, then you can fairly easily, I believe, derive pricing from the value model." - Steven Forth "We should be able to customize a language model based on our training and integrate mathematical AI from a place such as Wolfram/Alpha to greatly scale up our ability to build value models so that we could legitimately do a thousand a year or so." - Steven Forth   Resources/People Mentioned:  Craig Zawada:  https://impactpricing.com/podcast/ep95-defining-no-touch-and-self-serve-pricing-with-craig-zawada/ PROS: https://pros.com/ Vendavo: https://www.vendavo.com/ Zilliant: https://www.zilliant.com/ McKinsey: https://www.mckinsey.com/ Wolfram/Alpha: https://www.wolframalpha.com/ iGenius: https://www.igenius.ai/ Hugging Face: https://huggingface.co/ OpenAI: https://openai.com/ Figma: https://www.figma.com/ Notion:  https://www.notion.so/product    Connect with Steven Forth:  Email: steven@ibbaka.com   LinkedIn: https://www.linkedin.com/in/stevenforth/    Connect with Mark Stiving:  LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com 

Steven Forth is Ibbaka’s Co-Founder, CEO, and Partner. Ibbaka is a strategic pricing advisory firm. He was CEO of LeveragePoint Innovations Inc., a SaaS business designed to help companies create and capture value. In this episode, Steven discusses the challenges of pricing AI, primarily due to the limited availability of data. He emphasizes the importance of shortening the time required to build value models in order to easily establish pricing. What you will learn from this episode: <ul> <li>Discover the complaints and challenges associated with pricing AI</li> <li>Enhance transparency in establishing the price point with creating value models</li> <li>Find out the most recent advancements in AI pricing concerning language models and software, which greatly enhance productivity</li> </ul> "Once you have a good value model, coming up with pricing is maybe not trivial but it's certainly much easier."  - Steven Forth Topics Covered: 01:15 - Discussing complaints about AI through the Value Models 07:57 - Steven's added thoughts to Mark's suggested solution to achieve pricing transparency [limitations in creating value models] 11:43 - The need for more trainings for language models used in pricing 14:25 - What is Copilot by Microsoft and what it is capable of doing that can help salespeople 17:04 - How is Copilot might disrupt the market especially Google Workspace user 17:50 - Survey of people's willingness to pay $30 a user for Copilot [and whose group is more willing to pay more] 22:20 - How were the users segmented, are they all Copilot users, and finding out people's reaction to AI 23:37 - The amazing capabilities of these two AIs 24:57 - What could happen if Mark Stiving will use AI to write his fourth book [The need for great prompt engineering] 28:12 - How are AIs going to be priced 29:59 - Microsoft Copilot as a 'Will I' question Key Takeaways: "If you can build a value model and validate a value model, then you can fairly easily, I believe, derive pricing from the value model." - Steven Forth "We should be able to customize a language model based on our training and integrate mathematical AI from a place such as Wolfram/Alpha to greatly scale up our ability to build value models so that we could legitimately do a thousand a year or so." - Steven Forth Resources/People Mentioned: <ul> <li>Craig Zawada: <a href="https://impactpricing.com/podcast/ep95-defining-no-touch-and-self-serve-pricing-with-craig-zawada/" rel="nofollow" target="_blank"> https://impactpricing.com/podcast/ep95-defining-no-touch-and-self-serve-pricing-with-craig-zawada/</a></li> <li>PROS: <a href="https://pros.com/" rel="nofollow" target="_blank">https://pros.com/</a></li> <li>Vendavo: <a href="https://www.vendavo.com/" rel="nofollow" target="_blank">https://www.vendavo.com/</a></li> <li>Zilliant: <a href="https://www.zilliant.com/" rel="nofollow" target="_blank">https://www.zilliant.com/</a></li> <li>McKinsey: <a href="https://www.mckinsey.com/" rel="nofollow" target="_blank">https://www.mckinsey.com/</a></li> <li>Wolfram/Alpha: <a href="https://www.wolframalpha.com/" rel="nofollow" target="_blank">https://www.wolframalpha.com/</a></li> <li>iGenius: <a href="https://www.igenius.ai/" rel="nofollow" target="_blank">https://www.igenius.ai/</a></li> <li>Hugging Face: <a href="https://huggingface.co/" rel="nofollow" target="_blank">https://huggingface.co/</a></li> <li>OpenAI: <a href="https://openai.com/" rel="nofollow" target="_blank">https://openai.com/</a></li> <li>Figma: <a href="https://www.figma.com/" rel="nofollow" target="_blank">https://www.figma.com/</a></li> <li>Notion: <a href="https://www.notion.so/product?utm_source=google&amp;utm_campaign=2075789713&amp;utm_medium=80211061801&amp;utm_content=453572180157&amp;utm_term=notion&amp;targetid=kwd-312974742&amp;gclid=Cj0KCQjw2qKmBhCfARIsAFy8buIrITOkTitbS5NNMbyPjVWDWsuWzGvijOiwndH0-dJS20fs5HkKj7oaAvWJEALw_wcB" rel="nofollow" target="_blank"> https://www.notion.so/product</a></li> </ul> Connect with Steven Forth: <ul> <li>Email: steven@ibbaka.com  </li> <li>LinkedIn: <a href="https://www.linkedin.com/in/stevenforth/" rel="nofollow" target="_blank">https://www.linkedin.com/in/stevenforth/</a></li> </ul> Connect with Mark Stiving: <ul> <li>LinkedIn: <a href="https://www.linkedin.com/in/stiving/" rel="nofollow" target="_blank">https://www.linkedin.com/in/stiving/</a></li> <li>Email: <a href="mailto:mark@impactpricing.com">mark@impactpricing.com</a></li> </ul>

Challenges of Pricing AI with Steven Forth

This is an Impact Pricing Blog published on July 6, 2023, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/next-book-title/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving:  Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/ 

This is an Impact Pricing Blog published on July 6, 2023, turned into an audio podcast so you can listen on the go. Read Full Article Here: <a href="https://impactpricing.com/blog/next-book-title/" rel="nofollow" target="_blank">https://impactpricing.com/blog/next-book-title/</a> If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact. Connect with Mark Stiving: <ul> <li>Email: <a href="mailto:mark@impactpricing.com">mark@impactpricing.com</a></li> <li>LinkedIn: <a href="https://www.linkedin.com/in/stiving/" rel="nofollow" target="_blank">https://www.linkedin.com/in/stiving/</a></li> </ul>

Blogcast: Next Book Title?

This one is the 2 of Spades from the Selling Value card deck.  You've heard me talk about value conversations before, where value conversations are really the conversation we have with a customer or potential buyer, so they can determine how much additional profit they're going to make when they use your product. And that's awesome when they're only making a 'Will I' decision. Am I going to buy your product or not? Am I going to buy a product in your category or not?  But what happens when they say, "Am I going to buy your product or somebody else's product?" Now what we want to do is understand our differentiation because value in that case comes from the price of our competitor's product plus the value of our differentiation. We need to determine the value of our differentiation. Or said better, we need our customers or buyers to determine the value of our differentiation.  And that's what a relative value conversation is. We want to see what's our differentiation relative to our competitors, and then go through the exact same steps we would with a normal value conversation to help the buyer determine if you have this problem that this differentiator solves, what's the result you might expect? How much additional value do you think you would get? And now we're putting a dollar value on the differentiation.  This is powerful when you're competing. We hope you enjoyed this example of Pricing Table Topics. What you just heard was done without a script. If you want to get better at speaking about pricing and value, grab a deck of our cards, pick a card, read the saying, and then talk for one to two minutes about what that card says. You'll become a better speaker and expert. If you have any questions or feedback, please email me, mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving:   Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/ 

This one is the 2 of Spades from the Selling Value card deck.  You've heard me talk about value conversations before, where value conversations are really the conversation we have with a customer or potential buyer, so they can determine how much additional profit they're going to make when they use your product. And that's awesome when they're only making a 'Will I' decision. Am I going to buy your product or not? Am I going to buy a product in your category or not?  But what happens when they say, "Am I going to buy your product or somebody else's product?" Now what we want to do is understand our differentiation because value in that case comes from the price of our competitor's product plus the value of our differentiation. We need to determine the value of our differentiation. Or said better, we need our customers or buyers to determine the value of our differentiation.  And that's what a relative value conversation is. We want to see what's our differentiation relative to our competitors, and then go through the exact same steps we would with a normal value conversation to help the buyer determine if you have this problem that this differentiator solves, what's the result you might expect? How much additional value do you think you would get? And now we're putting a dollar value on the differentiation.  This is powerful when you're competing. We hope you enjoyed this example of Pricing Table Topics. What you just heard was done without a script. If you want to get better at speaking about pricing and value, grab a deck of our cards, pick a card, read the saying, and then talk for one to two minutes about what that card says. You'll become a better speaker and expert. If you have any questions or feedback, please email me, <a href="mailto:mark@impactpricing.com">mark@impactpricing.com</a>.  Now, go make an impact. Connect with Mark Stiving:  <ul> <li>Email: mark@impactpricing.com</li> <li>LinkedIn: <a href="https://www.linkedin.com/in/stiving/" rel="nofollow" target="_blank">https://www.linkedin.com/in/stiving/</a></li> </ul>

Pricing Table Topics: 2 of Spades – Relative Value Conversations

Sebastian Wrobel

Sebastian Wrobel is an energetic and passionate professional leader, helping companies achieve value and pricing excellence. Pushing digital transformation into lasting integration. Experienced in working closely with the C-suite and senior stakeholders to elaborate and drive major profit &amp; growth optimisation plans. Building high performing teams by leveraging a collaborative and data driven leadership approach. In this episode, Sebastian provides valuable insights on how to create the perfect title for a pricing book. The goal of which is to capture the attention of individuals driving pricing within a company.   What you will learn from this episode:  Understand the discovery process of value generation to come up with best pricing strategies Gain a deep understanding about value and pricing as Mark and Sebastian carefully examine various book titles on the subject Understand the discovery process around value and pricing    "Start your [pricing] journey wherever you are, and accelerate on your journey wherever you are. The investment is paying off, always." - Sebastian Wrobel   Topics Covered: 01:17 - A quick fun story on how he got lost for two days in the mountains 01:55 - What got him into pricing? 03:02 - Valugram as a company -- what it does 07:30 - What most companies are missing out on in regard to value and pricing 08:04 - Understanding the 'discovery process' 11:06 - Thoughts on value and pricing as understood by experts in their own fields 13:31 - Gaining business confidence 15:59 - Challenging the idea behind this title for a book: The Secret to Skyrocketing Profit 18:45 - Feedback on this title - Leveraging Value: CEO's Blueprint for Driving Profits 22:40 - Will addressing CEOs in the book title encapsulates all other people who are driving pricing other than the CEOs? 24:53 - An analysis of the title - The Power of Value: The CEO's Secret Weapon to Driving Profits 30:57 - Sebastian's pricing advice 31:25 - How to connect with Sebastian   Key Takeaways: “Value selling is not applicable to all products. Neither all client segments. Where it is applicable, you should do it properly.” - Sebastian Wrobel "Gartner study shared that this is the critical aspect about winning deals, enabling buyers to make a decision in the right one." - Sebastian Wrobel "As pricing people, we tend to think in profits. But for me, leveraging value is more. Not only profit, but it's about driving revenue, top line growth, and also customer loyalty." - Sebastian Wrobel   Connect with Sebastian Wrobel:  LinkedIn: https://www.linkedin.com/in/sebastian-w/ Website: https://pricingworks.io/ Website: https://www.valugram.com/    Connect with Mark Stiving:  LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com 

Sebastian Wrobel is an energetic and passionate professional leader, helping companies achieve value and pricing excellence. Pushing digital transformation into lasting integration. Experienced in working closely with the C-suite and senior stakeholders to elaborate and drive major profit &amp; growth optimisation plans. Building high performing teams by leveraging a collaborative and data driven leadership approach. In this episode, Sebastian provides valuable insights on how to create the perfect title for a pricing book. The goal of which is to capture the attention of individuals driving pricing within a company. What you will learn from this episode: <ul> <li>Understand the discovery process of value generation to come up with best pricing strategies</li> <li>Gain a deep understanding about value and pricing as Mark and Sebastian carefully examine various book titles on the subject</li> <li>Understand the discovery process around value and pricing</li> </ul> "Start your [pricing] journey wherever you are, and accelerate on your journey wherever you are. The investment is paying off, always." - Sebastian Wrobel Topics Covered: 01:17 - A quick fun story on how he got lost for two days in the mountains 01:55 - What got him into pricing? 03:02 - Valugram as a company -- what it does 07:30 - What most companies are missing out on in regard to value and pricing 08:04 - Understanding the 'discovery process' 11:06 - Thoughts on value and pricing as understood by experts in their own fields 13:31 - Gaining business confidence 15:59 - Challenging the idea behind this title for a book: The Secret to Skyrocketing Profit 18:45 - Feedback on this title - Leveraging Value: CEO's Blueprint for Driving Profits 22:40 - Will addressing CEOs in the book title encapsulates all other people who are driving pricing other than the CEOs? 24:53 - An analysis of the title - The Power of Value: The CEO's Secret Weapon to Driving Profits 30:57 - Sebastian's pricing advice 31:25 - How to connect with Sebastian Key Takeaways: “Value selling is not applicable to all products. Neither all client segments. Where it is applicable, you should do it properly.” - Sebastian Wrobel "Gartner study shared that this is the critical aspect about winning deals, enabling buyers to make a decision in the right one." - Sebastian Wrobel "As pricing people, we tend to think in profits. But for me, leveraging value is more. Not only profit, but it's about driving revenue, top line growth, and also customer loyalty." - Sebastian Wrobel Connect with Sebastian Wrobel: <ul> <li>LinkedIn: <a href="https://www.linkedin.com/in/sebastian-w/" rel="nofollow" target="_blank">https://www.linkedin.com/in/sebastian-w/</a></li> <li>Website: <a href="https://pricingworks.io/" rel="nofollow" target="_blank">https://pricingworks.io/</a></li> <li>Website: <a href="https://www.valugram.com/" rel="nofollow" target="_blank">https://www.valugram.com/</a></li> </ul> Connect with Mark Stiving: <ul> <li>LinkedIn: <a href="https://www.linkedin.com/in/stiving/" rel="nofollow" target="_blank">https://www.linkedin.com/in/stiving/</a></li> <li>Email: <a href="mailto:mark@impactpricing.com">mark@impactpricing.com</a></li> </ul>

Brainstorming the ‘Ultimate Pricing Book Title’ with Sebastian Wrobel

This is an Impact Pricing Blog published on June 29, 2023, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/right-or-effective/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving:  Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/ 

This is an Impact Pricing Blog published on June 29, 2023, turned into an audio podcast so you can listen on the go. Read Full Article Here: <a href="https://impactpricing.com/blog/right-or-effective/" rel="nofollow" target="_blank">https://impactpricing.com/blog/right-or-effective/</a> If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact. Connect with Mark Stiving: <ul> <li>Email: <a href="mailto:mark@impactpricing.com">mark@impactpricing.com</a></li> <li>LinkedIn: <a href="https://www.linkedin.com/in/stiving/" rel="nofollow" target="_blank">https://www.linkedin.com/in/stiving/</a></li> </ul>

Blogcast: Right or Effective?

This one is the 3 of Diamonds from the Selling Value card deck.  The question now, as we're doing our prospecting, is to say which prospects will get the most value. We've talked in the last few weeks about finding prospects who realize they have a problem, finding prospects who we know have the problem, finding prospects who prioritize solving the problem. Now what we're saying is, let's find the prospects who get the most value out of solving that problem. When we think about it, if a customer gets a ton of value from solving the problem, they're much more likely to say yes and move forward than somebody who gets a small amount of value from solving the problem.  So, one way to think about that, as a pricing expert, I'll give you a quick hint. I work with software companies, I work with hardware companies. And sure, I love working with all of them. And I could work with software companies because there's great flexibility in the way they create their products or stick features into product options, and I love that.  But when you think about a hardware company, the margins for hardware companies are so small and they have real hard costs. So, if we could improve their pricing by just a little bit, the percent profitability goes up dramatically. And so I would say, from my perspective, helping hardware companies, they have higher value in solving a pricing problem than a software company does.  How does it work in your business? Which of your customers get the most value out of solving the problem that you solve. We hope you enjoyed this example of Pricing Table Topics. What you just heard was done without a script. If you want to get better at speaking about pricing and value, grab a deck of our cards, pick a card, read the saying, and then talk for one to two minutes about what that card says. You'll become a better speaker and expert. If you have any questions or feedback, please email me, mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving:   Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/ 

This one is the 3 of Diamonds from the Selling Value card deck.  The question now, as we're doing our prospecting, is to say which prospects will get the most value. We've talked in the last few weeks about finding prospects who realize they have a problem, finding prospects who we know have the problem, finding prospects who prioritize solving the problem. Now what we're saying is, let's find the prospects who get the most value out of solving that problem. When we think about it, if a customer gets a ton of value from solving the problem, they're much more likely to say yes and move forward than somebody who gets a small amount of value from solving the problem.  So, one way to think about that, as a pricing expert, I'll give you a quick hint. I work with software companies, I work with hardware companies. And sure, I love working with all of them. And I could work with software companies because there's great flexibility in the way they create their products or stick features into product options, and I love that.  But when you think about a hardware company, the margins for hardware companies are so small and they have real hard costs. So, if we could improve their pricing by just a little bit, the percent profitability goes up dramatically. And so I would say, from my perspective, helping hardware companies, they have higher value in solving a pricing problem than a software company does.  How does it work in your business? Which of your customers get the most value out of solving the problem that you solve. We hope you enjoyed this example of Pricing Table Topics. What you just heard was done without a script. If you want to get better at speaking about pricing and value, grab a deck of our cards, pick a card, read the saying, and then talk for one to two minutes about what that card says. You'll become a better speaker and expert. If you have any questions or feedback, please email me, <a href="mailto:mark@impactpricing.com">mark@impactpricing.com</a>.  Now, go make an impact. Connect with Mark Stiving:  <ul> <li>Email: mark@impactpricing.com</li> <li>LinkedIn: <a href="https://www.linkedin.com/in/stiving/" rel="nofollow" target="_blank">https://www.linkedin.com/in/stiving/</a></li> </ul>

Pricing Table Topics: 3 of Diamonds – Prospect for Buyers Who Get More Value from Your Solution

Kiran Gange

Kiran Gange founded RapidPricer and is currently working on automated pricing and promotions for retailers using image processing, spectral images, IOT data and artificial Intelligence. In this episode, Kiran shares a dynamic pricing strategy for retailers that increases profits while providing greater value to customers.   What you will learn from this episode:  Develop a dynamic pricing strategy that prioritizes maintaining long-term customer trust rather than solely focusing on profit Discover opportunities for retailers to implement dynamic pricing strategies Learn about a pricing strategy that reduces food wastage in the retail industry    "Take a look at your data to understand how customers are reacting to price changes." - Kiran Gange   Topics Covered: 01:16 - What inspired him to write the book 'The Expert Guide to Retail Pricing' 02:55 - The reason for suboptimal pricing in most retail companies he works with 06:13 - Pricing in B2B versus B2C as it relates to value associated with the product or service 07:51 - Explaining about the lagged reaction between the value and the price of the product 09:22 - Illustrating the work they do at RapidPricer when it comes to dynamic pricing 13:16 - What helps customers in their decision when choosing stores to buy from 15:05 - Frameworks used and discussed in Kiran's book 16:16 - Identifying products that are profit drivers or traffic drivers 17:45 - Determining individual product elasticity even without changing prices [plus a discussion on category and product elasticity] 20:30 - Seeing opportunities for retailers to do dynamic pricing [Costco having a brilliant customer level analysis] 22:30 - What is the ‘minimum margin rule’ 23:26 - How does pricing improve value 24:58 - Kiran’s best pricing advice    Key Takeaways: "There's so much more value to be achieved in actually selling the product at a lower price than to take this incremental profit and to lose the trust of the customer, which is much more important than your profit in the long run." - Kiran Gange "It was Jeff Bezos who once said that our elasticity numbers always show that people are inelastic, but that's not true in the long run. You don't want to take prices up and lose the customer's trust. You might as well use a system to build trust while reducing the wastage and increasing the customer satisfaction." - Kiran Gange "It's not about what the customer is going to see while he is already inside the store, but giving them a fair value where it matters." - Kiran Gange   People/Resources Mentioned:  The Expert Guide to Retail Pricing by Kiran Grange:  https://www.linkedin.com/posts/kirangange_retailpricing-booklaunch    Connect with Kiran Gange:  Website: https://www.rapidpricer.com/ LinkedIn: https://www.linkedin.com/in/kirangange/     Connect with Mark Stiving:  LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com 

Kiran Gange founded RapidPricer and is currently working on automated pricing and promotions for retailers using image processing, spectral images, IOT data and artificial Intelligence. In this episode, Kiran shares a dynamic pricing strategy for retailers that increases profits while providing greater value to customers. What you will learn from this episode: <ul> <li>Develop a dynamic pricing strategy that prioritizes maintaining long-term customer trust rather than solely focusing on profit</li> <li>Discover opportunities for retailers to implement dynamic pricing strategies</li> <li>Learn about a pricing strategy that reduces food wastage in the retail industry</li> </ul> "Take a look at your data to understand how customers are reacting to price changes." - Kiran Gange Topics Covered: 01:16 - What inspired him to write the book 'The Expert Guide to Retail Pricing' 02:55 - The reason for suboptimal pricing in most retail companies he works with 06:13 - Pricing in B2B versus B2C as it relates to value associated with the product or service 07:51 - Explaining about the lagged reaction between the value and the price of the product 09:22 - Illustrating the work they do at RapidPricer when it comes to dynamic pricing 13:16 - What helps customers in their decision when choosing stores to buy from 15:05 - Frameworks used and discussed in Kiran's book 16:16 - Identifying products that are profit drivers or traffic drivers 17:45 - Determining individual product elasticity even without changing prices [plus a discussion on category and product elasticity] 20:30 - Seeing opportunities for retailers to do dynamic pricing [Costco having a brilliant customer level analysis] 22:30 - What is the ‘minimum margin rule’ 23:26 - How does pricing improve value 24:58 - Kiran’s best pricing advice  Key Takeaways: "There's so much more value to be achieved in actually selling the product at a lower price than to take this incremental profit and to lose the trust of the customer, which is much more important than your profit in the long run." - Kiran Gange "It was Jeff Bezos who once said that our elasticity numbers always show that people are inelastic, but that's not true in the long run. You don't want to take prices up and lose the customer's trust. You might as well use a system to build trust while reducing the wastage and increasing the customer satisfaction." - Kiran Gange "It's not about what the customer is going to see while he is already inside the store, but giving them a fair value where it matters." - Kiran Gange People/Resources Mentioned: <ul> <li>The Expert Guide to Retail Pricing by Kiran Grange: <a href="https://www.linkedin.com/posts/kirangange_retailpricing-booklaunch-learning-activity-7079502481717628929-PyVh/?utm_source=share&amp;utm_medium=member_desktop" rel="nofollow" target="_blank"> https://www.linkedin.com/posts/kirangange_retailpricing-booklaunch</a></li> </ul> Connect with Kiran Gange: <ul> <li>Website: <a href="https://www.rapidpricer.com/news" rel="nofollow" target="_blank">https://www.rapidpricer.com/</a></li> <li>LinkedIn: <a href="https://www.linkedin.com/in/kirangange/" rel="nofollow" target="_blank">https://www.linkedin.com/in/kirangange/</a> </li> </ul> Connect with Mark Stiving: <ul> <li>LinkedIn: <a href="https://www.linkedin.com/in/stiving/" rel="nofollow" target="_blank">https://www.linkedin.com/in/stiving/</a></li> <li>Email: mark@impactpricing.com</li> </ul>

Maximizing Value in Retail Pricing with Kiran Gange

This is an Impact Pricing Blog published on June 22, 2023, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/help-whats-bigger-than-pricing/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com. Now, go make an impact.   Connect with Mark Stiving:  Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/ 

This is an Impact Pricing Blog published on June 22, 2023, turned into an audio podcast so you can listen on the go. Read Full Article Here: <a href="https://impactpricing.com/blog/help-whats-bigger-than-pricing/" rel="nofollow" target="_blank">https://impactpricing.com/blog/help-whats-bigger-than-pricing/</a> If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com. Now, go make an impact. Connect with Mark Stiving: <ul> <li>Email: <a href="mailto:mark@impactpricing.com">mark@impactpricing.com</a></li> <li>LinkedIn: <a href="https://www.linkedin.com/in/stiving/" rel="nofollow" target="_blank">https://www.linkedin.com/in/stiving/</a></li> </ul>

Blogcast: Help! What’s Bigger than Pricing?

This one is the 3 of Clubs from the Selling Value card deck.  It really is easier to sell to someone who's already trying to solve a problem or realizes they have a problem and wants to go solve it.  As I've mentioned previously, as a pricing expert, I believe that almost every company can use my services. Almost every company will benefit dramatically. And yet for me to go knock on a door of a company and say, "Hey, I'm a pricing expert. Would you like some help with your pricing," probably isn't going to be that fruitful because not many companies say, "Hey, I've got a pricing problem."  But as soon as someone says, "Hey, I have a pricing problem." Now, what do they do? They start to look for someone who could possibly solve that problem. Maybe they go to professional pricing society meetings. Maybe they do Google searches on how to find pricing experts. Maybe they look up content and see who the experts are that are writing about it. And then they reach out to me, or to one of my competitors. But the point is, when someone reaches out to me, they've already said to themselves, "Hey, I have a pricing problem. Maybe someone can help me fix it."  So, what about your business? If you know you can solve someone's problem, but they don't either know they have the problem or maybe they just know they have it but they haven't prioritized it. It isn't a big enough deal for them to go say, "Hey, I'm going to go fix that problem now." It's probably better if we can find a way to find customers who've already prioritized solving your problem. We hope you enjoyed this example of Pricing Table Topics. What you just heard was done without a script. If you want to get better at speaking about pricing and value, grab a deck of our cards, pick a card, read the saying, and then talk for one to two minutes about what that card says. You'll become a better speaker and expert. If you have any questions or feedback, please email me, mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving:   Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/ 

This one is the 3 of Clubs from the Selling Value card deck.  It really is easier to sell to someone who's already trying to solve a problem or realizes they have a problem and wants to go solve it.  As I've mentioned previously, as a pricing expert, I believe that almost every company can use my services. Almost every company will benefit dramatically. And yet for me to go knock on a door of a company and say, "Hey, I'm a pricing expert. Would you like some help with your pricing," probably isn't going to be that fruitful because not many companies say, "Hey, I've got a pricing problem."  But as soon as someone says, "Hey, I have a pricing problem." Now, what do they do? They start to look for someone who could possibly solve that problem. Maybe they go to professional pricing society meetings. Maybe they do Google searches on how to find pricing experts. Maybe they look up content and see who the experts are that are writing about it. And then they reach out to me, or to one of my competitors. But the point is, when someone reaches out to me, they've already said to themselves, "Hey, I have a pricing problem. Maybe someone can help me fix it."  So, what about your business? If you know you can solve someone's problem, but they don't either know they have the problem or maybe they just know they have it but they haven't prioritized it. It isn't a big enough deal for them to go say, "Hey, I'm going to go fix that problem now." It's probably better if we can find a way to find customers who've already prioritized solving your problem. We hope you enjoyed this example of Pricing Table Topics. What you just heard was done without a script. If you want to get better at speaking about pricing and value, grab a deck of our cards, pick a card, read the saying, and then talk for one to two minutes about what that card says. You'll become a better speaker and expert. If you have any questions or feedback, please email me, <a href="mailto:mark@impactpricing.com">mark@impactpricing.com</a>.  Now, go make an impact. Connect with Mark Stiving:  <ul> <li>Email: mark@impactpricing.com</li> <li>LinkedIn: <a href="https://www.linkedin.com/in/stiving/" rel="nofollow" target="_blank">https://www.linkedin.com/in/stiving/</a></li> </ul>

Pricing Table Topics: 3 of Clubs – Sell to Someone Actively Trying to Solve a Problem

Robert Edwards

Robert Edwards specializes in delivering consulting and training for company executives to understand how to optimally price their products and services, monetize their products, maximize value generation and extraction from their product portfolio, and develop their promotions and competitive strategy to increase profit. He holds a PhD in Pricing and Competitive Strategy. In this episode, Robert shares how to simplify your pricing and effectively communicate its benefits and what value it generates.   What you will learn from this episode:  Understand how to use price to generate value for your product or services Learn to use pricing to attract the customers you want Find out about the connection between behavioral economics and pricing    "Creating value for your pricing could be an extra dimension to what we talk about regularly when we're thinking about designing our products and pricing those products."  - Robert Edwards   Topics Covered: 01:25 - How he found his route into pricing 03:15 - Discussing the idea about complicated and simple pricing 04:55 - How Ryanair creates a perception of simple pricing 05:55 - Why make your pricing simple 07:04 - Robert's important thoughts on creating value for your pricing 08:48 - How to add value through pricing 10:42 - LinkedIn as an example in the way of creating value and not just extracting value 14:34 - Thinking in terms of the buyer composition and not just the number of units bought 16:35 - Examples that uses price to attract the customers you want 19:50 - An example that uses pricing as an attention grabber to make all else reasonable 21:09 - A case of sellers focusing on different dimensions in attracting customers and not just pricing 22:57 - How pricing and behavioral economics tie into each other 25:36 - Considering behavioral economics at the beginning rather than at the end of the pricing process 26:18 - Understanding the pricing strategy around rebates 27:01 - Using value-based pricing and having the clarity of message why you're pricing in such a way   Key Takeaways: "I would definitely recommend in a lot of cases simplifying your prices adds value to the products and service that you're offering because consumers have a really strong preference for this as well." - Robert Edwards "Behavioral economics is increasingly at the heart of real pricing strategies because you can design a pricing strategy with rational consumers in mind, and it completely does not work the way you intended because consumers have these biases and they're susceptible to framing effects." - Robert Edwards "A lot of the companies that I speak to, there's an opportunity to add value to their product by using a different pricing metric. And the only reason that pricing metric is really valuable is because of the behavioral biases of the consumers." - Robert Edwards   People / Resources Mentioned:  Ryanair: https://www.ryanair.com/gb/en LinkedIn: https://www.linkedin.com/ Subway:https://www.subway.com/en-us    Connect with Robert Edwards:   LinkedIn: https://www.linkedin.com/in/edwardsra/     Connect with Mark Stiving:  Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/ 

Robert Edwards specializes in delivering consulting and training for company executives to understand how to optimally price their products and services, monetize their products, maximize value generation and extraction from their product portfolio, and develop their promotions and competitive strategy to increase profit. He holds a PhD in Pricing and Competitive Strategy. In this episode, Robert shares how to simplify your pricing and effectively communicate its benefits and what value it generates. What you will learn from this episode: <ul> <li>Understand how to use price to generate value for your product or services</li> <li>Learn to use pricing to attract the customers you want</li> <li>Find out about the connection between behavioral economics and pricing</li> </ul> "Creating value for your pricing could be an extra dimension to what we talk about regularly when we're thinking about designing our products and pricing those products."  - Robert Edwards Topics Covered: 01:25 - How he found his route into pricing 03:15 - Discussing the idea about complicated and simple pricing 04:55 - How Ryanair creates a perception of simple pricing 05:55 - Why make your pricing simple 07:04 - Robert's important thoughts on creating value for your pricing 08:48 - How to add value through pricing 10:42 - LinkedIn as an example in the way of creating value and not just extracting value 14:34 - Thinking in terms of the buyer composition and not just the number of units bought 16:35 - Examples that uses price to attract the customers you want 19:50 - An example that uses pricing as an attention grabber to make all else reasonable 21:09 - A case of sellers focusing on different dimensions in attracting customers and not just pricing 22:57 - How pricing and behavioral economics tie into each other 25:36 - Considering behavioral economics at the beginning rather than at the end of the pricing process 26:18 - Understanding the pricing strategy around rebates 27:01 - Using value-based pricing and having the clarity of message why you're pricing in such a way Key Takeaways: "I would definitely recommend in a lot of cases simplifying your prices adds value to the products and service that you're offering because consumers have a really strong preference for this as well." - Robert Edwards "Behavioral economics is increasingly at the heart of real pricing strategies because you can design a pricing strategy with rational consumers in mind, and it completely does not work the way you intended because consumers have these biases and they're susceptible to framing effects." - Robert Edwards "A lot of the companies that I speak to, there's an opportunity to add value to their product by using a different pricing metric. And the only reason that pricing metric is really valuable is because of the behavioral biases of the consumers." - Robert Edwards People / Resources Mentioned: <ul> <li>Ryanair: <a href="https://www.ryanair.com/gb/en" rel="nofollow" target="_blank">https://www.ryanair.com/gb/en</a></li> <li>LinkedIn: <a href="https://www.linkedin.com/" rel="nofollow" target="_blank">https://www.linkedin.com/</a></li> <li>Subway:<a href="https://www.subway.com/en-us" rel="nofollow" target="_blank">https://www.subway.com/en-us</a></li> </ul> Connect with Robert Edwards: <ul> <li> LinkedIn: <a href="https://www.linkedin.com/in/edwardsra/" rel="nofollow" target="_blank">https://www.linkedin.com/in/edwardsra/</a> </li> </ul> Connect with Mark Stiving: <ul> <li>Email: mark@impactpricing.com</li> <li>LinkedIn: <a href="https://www.linkedin.com/in/stiving/" rel="nofollow" target="_blank">https://www.linkedin.com/in/stiving/</a></li> </ul>

Create Value Through Pricing with Robert Edwards

The Impact Pricing Podcast will help you win more business at higher prices by teaching you about pricing and value.  Once you understand how your buyers perceive the value of your product, you can build, market and sell products that win at higher prices.  Pricing is really about creating, communicating and capturing value.

I’ve been an avid listener for the past 6 months or so, and can’t recommend this podcast highly enough. Mark has a great selection of guests in and outside of pricing (but all who share perspectives on understanding value). He has a great format for the show (opens with 3 tidbits about the guest, ends with asking each guest to offer advice on pricing), and asks interesting questions throughout.

If you’re curious about pricing and want a great education on the go - check this out!

Absolutely wonderful pricing podcast!

Marks insights on pricing are spot on and love the guest interviews.

Great Content

The Impact Pricing Podcast will help you win more business at higher prices by teaching you about pricing and value. Once you understand how your buyers perceive the value of your product, you can build, market and sell products that win at higher prices. Pricing is really about creating, communicating and capturing value.

Impact Pricing

Chris Hopf

Why you have to check out today’s podcast:  Discover how Chris Hopf's pricing metric decision guide can help you evaluate your options and confirm your existing pricing approach The difference between pricing metrics and value metrics and discover why not all value metrics should be used as a pricing metric Know how understanding your customer better through metrics can help you achieve your revenue goals faster and with more confidence    Chris Hopf worked for more than twenty-five years as an owner, employee and as a consultant with small startups, mid-sized mergers and Fortune 50 Corporations such as Microsoft and United Technologies. He helps client companies clearly communicate their value advantages, convert more prospects, keep more customers and capture their markets' full profit potential. His experience spans a number of industries including software, technology, IoT, AI, ML, digital media, retail, publishing, general and specialty contractors, industrial suppliers and wholesale distribution and more. In this episode, Chris shares his pricing journey, all about his decision guide tool for pricing that helps determine business profit, and the importance of understanding the customer to help you increase your pricing confidence.    “Pricing confidence comes from value clarity.” - Chris Hopf   Stay updated on all thing pricing.   Subscribe to 'The Pricing Perspective' here     Topics Covered:  01:10 - Chris’s pricing backstory and how he got involved in pricing in  every company he worked for  02:37 - The story behind his ‘Decision Guide for Pricing Metric’  03:26 - The difference between value metric and pricing metric  04:15 - Mark’s insight on value metric versus pricing metric  11:20 - Different evaluation example using his ‘Decision Guide for Pricing Metric’   19:45 - How pricing metric encourages per use or charging per user   22:40- Examples of what a company don’t measure in terms of internal execution   23:49- Creating your pricing metric, differences and cost impact 26:08 - Chris valuable advice: "Give your pricing a chance. One of the best ways to really inform your pricing should always start to understand your customer.’"  Key Takeaways:   “Pricing metric is what we look at the seller side and the value metric is what we look at the buyer side.”- Mark Stiving  “Pricing confidence comes from value clarity. So the more you increase your value clarity the better you understand your customer and the difference you make and what they care about what they’re trying to accomplish, you will simultaneously also be increasing your pricing confidence.” - Chris Hopf    Connect with Chris Hopf  pricingwire.com  LinkedIn  Twitter  Instagram     Connect with Mark Stiving   Email: mark@impactpricing.com  LinkedIn  Twitter  

Why you have to check out today’s podcast: <ul> <li>Discover how Chris Hopf's pricing metric decision guide can help you evaluate your options and confirm your existing pricing approach</li> <li>The difference between pricing metrics and value metrics and discover why not all value metrics should be used as a pricing metric</li> <li>Know how understanding your customer better through metrics can help you achieve your revenue goals faster and with more confidence</li> </ul> Chris Hopf worked for more than twenty-five years as an owner, employee and as a consultant with small startups, mid-sized mergers and Fortune 50 Corporations such as Microsoft and United Technologies. He helps client companies clearly communicate their value advantages, convert more prospects, keep more customers and capture their markets' full profit potential. His experience spans a number of industries including software, technology, IoT, AI, ML, digital media, retail, publishing, general and specialty contractors, industrial suppliers and wholesale distribution and more. In this episode, Chris shares his pricing journey, all about his decision guide tool for pricing that helps determine business profit, and the importance of understanding the customer to help you increase your pricing confidence.  “Pricing confidence comes from value clarity.” - Chris Hopf Stay updated on all thing pricing.   Subscribe to 'The Pricing Perspective' <a href="https://markstiving.us2.list-manage.com/subscribe?u=24f91ef021c099022c1b179e8&amp;id=45a3f4dd5b" rel="noopener nofollow" target="_blank">here </a> Topics Covered:  01:10 - Chris’s pricing backstory and how he got involved in pricing in  every company he worked for  02:37 - The story behind his ‘Decision Guide for Pricing Metric’  03:26 - The difference between value metric and pricing metric  04:15 - Mark’s insight on value metric versus pricing metric  11:20 - Different evaluation example using his ‘Decision Guide for Pricing Metric’   19:45 - How pricing metric encourages per use or charging per user  22:40- Examples of what a company don’t measure in terms of internal execution  23:49- Creating your pricing metric, differences and cost impact 26:08 - Chris valuable advice: "Give your pricing a chance. One of the best ways to really inform your pricing should always start to understand your customer.’"  Key Takeaways:  “Pricing metric is what we look at the seller side and the value metric is what we look at the buyer side.”- Mark Stiving  “Pricing confidence comes from value clarity. So the more you increase your value clarity the better you understand your customer and the difference you make and what they care about what they’re trying to accomplish, you will simultaneously also be increasing your pricing confidence.” - Chris Hopf  Connect with Chris Hopf <ul> <li><a href="https://www.pricingwire.com/" rel="noopener nofollow" target="_blank">pricingwire.com </a></li> <li><a href="https://www.linkedin.com/in/chrishopf/" rel="noopener nofollow" target="_blank">LinkedIn </a></li> <li><a href="https://twitter.com/pricing" rel="noopener nofollow" target="_blank">Twitter </a></li> <li><a href="https://www.instagram.com/pricing/" rel="noopener nofollow" target="_blank">Instagram</a> </li> </ul> Connect with Mark Stiving  <ul> <li>Email: <a href="mailto:mark@impactpricing.com">mark@impactpricing.com </a></li> <li><a href="https://www.linkedin.com/in/stiving/" rel="noopener nofollow" target="_blank">LinkedIn </a></li> <li><a href="https://twitter.com/markstiving?lang=en" rel="noopener nofollow" target="_blank">Twitter </a></li> </ul>

Chris Hopf – PricingWire: You are Worth the Price You Accept

Ron Giuntini

Why you have to check out today’s podcast: Learn how Ron and his aftermarket service expertise help clients favorably impact the availability, reliability, support resource footprint and capability level of a product or system for an end-user.  Find out why cash flow is a huge challenge in a subscription model and why you need finance people to help you with that Find out why the price is an emotional driver of B2B and B2C brands    Ron Giuntini is the Principal of Giuntini &amp; Company, Inc. since 1990.  He is in charge of overseeing the day to day business operations, managing various consultants, and heading the business development.  He also founded G35 Software, Inc. in 2016 where they employ a start-up, cloud-based, subscription-free application software which enables B2B sales teams to Configure &amp; Price a Quote (CPQ) engaged in Aftermarket solutions. In this episode, Ron shares his expertise about the aftermarket service, gave an in-depth comparison about subscription and product service models, the challenges involved in developing a subscription model for your business and why you need to involve the leaders and decision makers of the company in the modeling and pricing process.   Tune in till the end of this episode and get that one piece of actionable subscription advice that will significantly impact your business.     “You must model your subscription financially to present to your leadership. If you're interested in moving towards that, you have to have the backup of the CFO because of the risks.” – Ron Giuntini   Stay updated on all thing pricing. Subscribe to ‘The Pricing Perspective’ here   Topics Covered:   01:12 – Ron defines what aftermarket is all about, what the biggest aftermarket sector is and how massive this industry is 05:29 – Difference between subscription and product as service business models 08:17 – Citing Ron’s reasons why robotics leads the subscription pricing model – protecting the brand and IP 10:56 – Subscription lesson from the Hughes Drill Bit, how it started the subscription model for drill bits 11:39 – The interesting antitrust case of United Shoe Machinery Corp. 13:24 – The reason why robotics leads the ‘product as a service’ model – the original equipment manufacturer (OEM) getting the constant feedback 14:09 – Mark tells value-based pricing as the reason why he thinks robotics leads the ‘product as a service’ model 16:00 – Ron narrates a detailed description of his other company G35 17:07 – Explaining further how the probability analysis in configuring price quotes was done 20:13 – How understanding a customer’s willingness to pay and the manufacturer’s willingness to accept relates in estimating costs 21:41 – Definition of forecasted cost 22:41 – The idea of creating a new company role called “price accounting” 23:01 – Pricing as emotional drivers of B2B and B2C brands 24:07 – Wrapping up with subscription advice from Ron – “You must model it financially to present to your leadership. If you're interested in moving towards that, you have to have the backup of the CFO because of the risks.  You must model it. That's my recommendation.” 25:21 – Why cash flow is a huge challenge with subscriptions and why you need finance people to help you with that.   Key Takeaways: “It could sell separately, the hardware and the service. It's all about protecting your brand and your IP. That's very, very important.” – Ron Giuntini “What I would love to see pricing people do is completely ignore cost. Come up with a price, hand it to the finance people and say, can we sell it for this and let finance decide if it's profitable or not.” – Mark Stiving “In the B2B world, we have to understand the way buyers make decisions, and we have to think about that. We can't just rely on the data, which is pretty interesting.” – Mark Stiving “Never talk about subscriptions without having that model, having developed it and going to the leadership (team). If you don't, they'll throw you out of the room and ask you - When you're an adult, come back.” – Ron Giuntini “Cost estimation is an art form itself and what always confuses me is that a lot of pricing people don't really look under the ‘comoda’ in regards to what, what makes up that cost.” – Ron Giuntini   Connect with Ron Giuntini:  Email: ron@g35software.com giuntinicompany.com g35software.com LinkedIn    Connect with Mark Stiving  Email:mark@impactpricing.com LinkedIn Twitter 

Why you have to check out today’s podcast:<ul> <li>Learn how Ron and his aftermarket service expertise help clients favorably impact the availability, reliability, support resource footprint and capability level of a product or system for an end-user. </li> <li>Find out why cash flow is a huge challenge in a subscription model and why you need finance people to help you with that</li> <li>Find out why the price is an emotional driver of B2B and B2C brands  </li> </ul> Ron Giuntini is the Principal of Giuntini &amp; Company, Inc. since 1990.  He is in charge of overseeing the day to day business operations, managing various consultants, and heading the business development.  He also founded G35 Software, Inc. in 2016 where they employ a start-up, cloud-based, subscription-free application software which enables B2B sales teams to Configure &amp; Price a Quote (CPQ) engaged in Aftermarket solutions. In this episode, Ron shares his expertise about the aftermarket service, gave an in-depth comparison about subscription and product service models, the challenges involved in developing a subscription model for your business and why you need to involve the leaders and decision makers of the company in the modeling and pricing process.   Tune in till the end of this episode and get that one piece of actionable subscription advice that will significantly impact your business.   “You must model your subscription financially to present to your leadership. If you're interested in moving towards that, you have to have the backup of the CFO because of the risks.” – Ron Giuntini Stay updated on all thing pricing. Subscribe to ‘The Pricing Perspective’ <a href="http://markstiving.com/the-pricing-perspective/" rel="nofollow" target="_blank">here</a> Topics Covered: 01:12 – Ron defines what aftermarket is all about, what the biggest aftermarket sector is and how massive this industry is 05:29 – Difference between subscription and product as service business models 08:17 – Citing Ron’s reasons why robotics leads the subscription pricing model – protecting the brand and IP 10:56 – Subscription lesson from the Hughes Drill Bit, how it started the subscription model for drill bits 11:39 – The interesting antitrust case of United Shoe Machinery Corp. 13:24 – The reason why robotics leads the ‘product as a service’ model – the original equipment manufacturer (OEM) getting the constant feedback 14:09 – Mark tells value-based pricing as the reason why he thinks robotics leads the ‘product as a service’ model 16:00 – Ron narrates a detailed description of his other company G35 17:07 – Explaining further how the probability analysis in configuring price quotes was done 20:13 – How understanding a customer’s willingness to pay and the manufacturer’s willingness to accept relates in estimating costs 21:41 – Definition of forecasted cost 22:41 – The idea of creating a new company role called “price accounting” 23:01 – Pricing as emotional drivers of B2B and B2C brands 24:07 – Wrapping up with subscription advice from Ron – “You must model it financially to present to your leadership. If you're interested in moving towards that, you have to have the backup of the CFO because of the risks.  You must model it. That's my recommendation.” 25:21 – Why cash flow is a huge challenge with subscriptions and why you need finance people to help you with that. Key Takeaways: “It could sell separately, the hardware and the service. It's all about protecting your brand and your IP. That's very, very important.” – Ron Giuntini “What I would love to see pricing people do is completely ignore cost. Come up with a price, hand it to the finance people and say, can we sell it for this and let finance decide if it's profitable or not.” – Mark Stiving “In the B2B world, we have to understand the way buyers make decisions, and we have to think about that. We can't just rely on the data, which is pretty interesting.” – Mark Stiving “Never talk about subscriptions without having that model, having developed it and going to the leadership (team). If you don't, they'll throw you out of the room and ask you - When you're an adult, come back.” – Ron Giuntini “Cost estimation is an art form itself and what always confuses me is that a lot of pricing people don't really look under the ‘comoda’ in regards to what, what makes up that cost.” – Ron Giuntini Connect with Ron Giuntini: <ul> <li><a href="mailto:ron@g35software.com" rel="noopener noreferrer">Email: ron@g35software.com</a></li> <li><a href="http://www.giuntinicompany.com/" rel="noopener noreferrer nofollow" target="_blank">giuntinicompany.com</a></li> <li><a href="http://g35software.com/" rel="noopener noreferrer nofollow" target="_blank">g35software.com</a></li> <li><a href="https://www.linkedin.com/in/rongiuntini/" rel="noopener noreferrer nofollow" target="_blank">LinkedIn</a></li> </ul> Connect with Mark Stiving <ul> <li>Email:mark@impactpricing.com</li> <li><a href="https://www.linkedin.com/in/stiving/" rel="noopener noreferrer nofollow" target="_blank">LinkedIn</a></li> <li><a href="https://twitter.com/markstiving?lang=en" rel="noopener noreferrer nofollow" target="_blank">Twitter</a></li> </ul>

Ron Giuntini – Aftermarket Solutions  Expert

Ralph Zuponcic

Why you have to check out today’s podcast:   Why it is not a good idea to use Cost-Plus pricing in the manufacturing and distribution channels  Which tool to use to provide data for a favorable Pricing when you can’t obtain data from distribution channels  Find out favorable arguments, from a pricing standpoint, to go direct selling rather than by way of distribution channels     Ralph Zuponcic is the president and co-founder of PricePoint Partners, LLC., a company that enables wholesale distributors and manufacturing companies to improve margin performance through price optimization initiatives, margin management tools, and highly effective pricing training programs. He is now a national authority on strategic pricing and margin management.  Ralph has lectured at The Ohio State University Fisher College of Business and at associations and companies across the country. He has also been featured in publications including The Wall Street Journal, Fortune Small Business, CFO Magazine, and Marketing News.  In this episode, Ralph shares about pricing in the manufacturing and distribution channels industry.    “Focus on smaller accounts to start with. And see what kind of improvement you can get there. And look for that price variation. And you don’t need to boil the ocean just start getting some improvement. Start small with pricing. Get some early wins. And move on from there.”   – Ralph Zuponcic   Get COV’s Pricing Metrics: The Most Important Pricing Decision in a Subscription Business Course at https://www.championsofvalue.com   Topics Covered:     01:26 – Ralph’s path to Pricing  04:07 – Reasons why he is not for Cost-Plus Pricing  07:08 – Why is there a lot of focus on cost in manufacturing companies  08:33 – What happens when you use Cost-Plus Pricing and you lower your cost by a certain percentage  09:03 – What do most distributors use other than Cost-Plus to address competitive pressures  11:32 – What benefit can you get from Price-Variance Analysis  12:59 – How to deal with Pricing with distribution channels who don’t have direct sales forces in the marketplace  16:06 – How to do Pricing for distributors that is advantageous to both manufacturers and distributors  18:18 – Ralph’s thoughts on distributors getting to choose their own prices  21:31 – The difficulty with the manufacturer not having direct access to a distribution channel’s Pricing  24:10 – From a pricing standpoint why is selling directly a better choice than through distribution channels  25:26 – On the idea of manufacturers trading lower price to distributors for their data  26:55 – Valuable pricing advice that can impact one’s business    Key Takeaways:  "If you are obviously pricing too high for the distributor and doesn't leave him enough margin, it disrupts what's going on in their marketplace with the final user or the final buyer. Achieving that balance is difficult. If you can have a relationship, maybe not with all the distributors, but some key distributors that are tight enough that you can have those discussions openly and honestly, it starts to give you some better insight and then you can cooperate right with each other to arrive at a pricing that's going to be meaningful both coming from the manufacturer and coming from the distributor." — Ralph Zuponcic    "If I'm a manufacturer and I have the choice between direct and distribution, I know what I would prefer from a pricing standpoint. I'm ready to go direct. I have more control."— Ralph Zuponcic    "What we do is we take all the data, all the price points that have been charged for a given item. We put them on a scatterplot, and we see how much variance there is. When you look at that scatter plot, we tend to think of it as market research data because it's telling us what customers are willing to pay." — Ralph Zuponcic    “Start small with pricing, get some early wins and move on from there.” — Ralph Zuponcic    Connect with Ralph Zuponcic:   Pricepointpartners.com  Facebook  LinkedIn  Phone number: (330) 342-0923     Connect with Mark Stiving:   Email: mark@impactpricing.com   LinkedIn Twitter 

Why you have to check out today’s podcast: <ul> <li>Why it is not a good idea to use Cost-Plus pricing in the manufacturing and distribution channels </li> <li>Which tool to use to provide data for a favorable Pricing when you can’t obtain data from distribution channels </li> <li>Find out favorable arguments, from a pricing standpoint, to go direct selling rather than by way of distribution channels </li> </ul> Ralph Zuponcic is the president and co-founder of PricePoint Partners, LLC., a company that enables wholesale distributors and manufacturing companies to improve margin performance through price optimization initiatives, margin management tools, and highly effective pricing training programs. He is now a national authority on strategic pricing and margin management.  Ralph has lectured at The Ohio State University Fisher College of Business and at associations and companies across the country. He has also been featured in publications including The Wall Street Journal, Fortune Small Business, CFO Magazine, and Marketing News.  In this episode, Ralph shares about pricing in the manufacturing and distribution channels industry.   “Focus on smaller accounts to start with. And see what kind of improvement you can get there. And look for that price variation. And you don’t need to boil the ocean just start getting some improvement. Start small with pricing. Get some early wins. And move on from there.”   – Ralph Zuponcic Get COV’s Pricing Metrics: The Most Important Pricing Decision in a Subscription Business Course at <a href="https://www.championsofvalue.com/" rel="nofollow" target="_blank">https://www.championsofvalue.com</a> Topics Covered:   01:26 – Ralph’s path to Pricing  04:07 – Reasons why he is not for Cost-Plus Pricing  07:08 – Why is there a lot of focus on cost in manufacturing companies  08:33 – What happens when you use Cost-Plus Pricing and you lower your cost by a certain percentage  09:03 – What do most distributors use other than Cost-Plus to address competitive pressures  11:32 – What benefit can you get from Price-Variance Analysis  12:59 – How to deal with Pricing with distribution channels who don’t have direct sales forces in the marketplace  16:06 – How to do Pricing for distributors that is advantageous to both manufacturers and distributors  18:18 – Ralph’s thoughts on distributors getting to choose their own prices  21:31 – The difficulty with the manufacturer not having direct access to a distribution channel’s Pricing  24:10 – From a pricing standpoint why is selling directly a better choice than through distribution channels  25:26 – On the idea of manufacturers trading lower price to distributors for their data  26:55 – Valuable pricing advice that can impact one’s business  Key Takeaways:  "If you are obviously pricing too high for the distributor and doesn't leave him enough margin, it disrupts what's going on in their marketplace with the final user or the final buyer. Achieving that balance is difficult. If you can have a relationship, maybe not with all the distributors, but some key distributors that are tight enough that you can have those discussions openly and honestly, it starts to give you some better insight and then you can cooperate right with each other to arrive at a pricing that's going to be meaningful both coming from the manufacturer and coming from the distributor." — Ralph Zuponcic  "If I'm a manufacturer and I have the choice between direct and distribution, I know what I would prefer from a pricing standpoint. I'm ready to go direct. I have more control."— Ralph Zuponcic  "What we do is we take all the data, all the price points that have been charged for a given item. We put them on a scatterplot, and we see how much variance there is. When you look at that scatter plot, we tend to think of it as market research data because it's telling us what customers are willing to pay." — Ralph Zuponcic  “Start small with pricing, get some early wins and move on from there.” — Ralph Zuponcic  Connect with Ralph Zuponcic:  <ul> <li><a href="https://pricepointpartners.com/" rel="nofollow" target="_blank">Pricepointpartners.com</a> </li> <li><a href="https://www.facebook.com/PricePointPartners" rel="nofollow" target="_blank">Facebook</a> </li> <li><a href="https://www.linkedin.com/in/pricing-consultants" rel="nofollow" target="_blank">LinkedIn</a> </li> <li>Phone number: (330) 342-0923 </li> </ul> Connect with Mark Stiving:  <ul> <li>Email: mark@impactpricing.com  </li> <li><a href="https://www.linkedin.com/in/stiving/" rel="nofollow" target="_blank">LinkedIn</a></li> <li><a href="https://twitter.com/markstiving?lang=en" rel="nofollow" target="_blank">Twitter</a></li> </ul>

How to Create an Effective Distributor Pricing Strategy with Ralph Zuponcic

Chanan Greenberg

Why you have to check out today’s podcast:  Find out about Model N’s pricing software, how it works and how it differs from other pricing vendors  Understanding the different channels High Tech industries go through and how this affects pricing and value setting  How does price execution play a big part in the price optimization     Chanan Greenberg is a seasoned executive with 25 years of experience in front line leadership roles. He helped build companies from pre-revenue to successful IPO, lead acquisitions, held 2 CEO entrepreneur positions in companies selling to Government IT-Outsourcing Contractors, Service Providers, Aerospace &amp; Defense, Telecommunication, High-Tech, and Multimedia Distributors. He led the first evangelical sales into Fortune 500 companies overcoming resistance to change and fear of working with early-stage companies. Nurtured C-level personal relationships with customers, partners, and investors.   In this episode, Chanan discusses revenue management and what Model N does that differentiates it from other pricing companies.    “If you believe in the value of your product and your differentiation and the reason that you exist, don’t be subservient to the rest of the value chain.”   – Chanan Greenberg     Get Accelerate Your Subscription Business: Your Blueprint to Packaging &amp; Pricing for Growth Course at https://www.championsofvalue.com     Topics Covered:    03:07 – How did he end up in Pricing  04:27 – What industries does High Tech cover  05:37 – The many problem scenarios High Tech help solve  11:49 – How big are the companies that Model N serves  14:51 – Understanding your end customer and why you need to legitimately ask to determine your pricing  17:34 – Difference between Model N’s pricing software and other Pricing companies  23:18 – The importance of having clean data  24:38 – One important pricing advice he has    Key Takeaways:  “Stop thinking about pricing in silos. Pricing has a waterfall that continues well beyond that. It continues into how are you going to do discounting into the channel, whether it’s the ship and debit process or whether you’re paying out a rebate, whether you’re paying out price protection on the inventory that is out there. All these things at the end of the day, bring down that waterfall to its final net results and pricing doesn’t end with optimization. It doesn’t end with analytics and it doesn’t end with the based on the execution of a price and the close of a contract. It continues operating, and unless you can really bring these things into a single continuum, you are invariably going to leave money on the table without any doubt.” – Chanan Greenberg  “If you’re working through channels and you want to understand who is the end customer, what are they willing to pay to determine how much you’re willing to discount, that’s a legitimate ask.” – Chanan Greenberg  “Never assume that you can make up on bad business by scaling the volume. Because bad business is bad business, whether it’s big work or small.” – Chanan Greenberg    “If you have good price execution in place, whether it’s a Model N or a different solution, then bringing in a solution that can help you do the micro-segmentation, try and change the curves of your product lines to adapt to specific market dynamics that you may have in different end markets or different territories, I think definitely has a creative value.” – Chanan Greenberg    “You really need to stick to good price execution because what I’ve found in many companies is they think it’s like a magic formula. You implement it, you did it, and now it just supposed to continue spewing out great pricing for you when in fact you have to keep on feeding that beast every quarter.” – Chanan Greenberg   Connect with Chanan Greenberg:   https://www.modeln.com/  LinkedIn Twitter     Connect with Mark Stiving:      Email: mark@impactpricing.com LinkedIn Twitter https://www.championsofvalue.com 

Why you have to check out today’s podcast: <ul> <li>Find out about Model N’s pricing software, how it works and how it differs from other pricing vendors </li> <li>Understanding the different channels High Tech industries go through and how this affects pricing and value setting </li> <li>How does price execution play a big part in the price optimization </li> </ul> Chanan Greenberg is a seasoned executive with 25 years of experience in front line leadership roles. He helped build companies from pre-revenue to successful IPO, lead acquisitions, held 2 CEO entrepreneur positions in companies selling to Government IT-Outsourcing Contractors, Service Providers, Aerospace &amp; Defense, Telecommunication, High-Tech, and Multimedia Distributors. He led the first evangelical sales into Fortune 500 companies overcoming resistance to change and fear of working with early-stage companies. Nurtured C-level personal relationships with customers, partners, and investors.   In this episode, Chanan discusses revenue management and what Model N does that differentiates it from other pricing companies.  “If you believe in the value of your product and your differentiation and the reason that you exist, don’t be subservient to the rest of the value chain.”   – Chanan Greenberg Get Accelerate Your Subscription Business: Your Blueprint to Packaging &amp; Pricing for Growth Course at <a href="https://www.championsofvalue.com/" rel="nofollow" target="_blank">https://www.championsofvalue.com</a> Topics Covered:  03:07 – How did he end up in Pricing  04:27 – What industries does High Tech cover  05:37 – The many problem scenarios High Tech help solve  11:49 – How big are the companies that Model N serves  14:51 – Understanding your end customer and why you need to legitimately ask to determine your pricing  17:34 – Difference between Model N’s pricing software and other Pricing companies  23:18 – The importance of having clean data  24:38 – One important pricing advice he has  Key Takeaways:  “Stop thinking about pricing in silos. Pricing has a waterfall that continues well beyond that. It continues into how are you going to do discounting into the channel, whether it’s the ship and debit process or whether you’re paying out a rebate, whether you’re paying out price protection on the inventory that is out there. All these things at the end of the day, bring down that waterfall to its final net results and pricing doesn’t end with optimization. It doesn’t end with analytics and it doesn’t end with the based on the execution of a price and the close of a contract. It continues operating, and unless you can really bring these things into a single continuum, you are invariably going to leave money on the table without any doubt.” – Chanan Greenberg “If you’re working through channels and you want to understand who is the end customer, what are they willing to pay to determine how much you’re willing to discount, that’s a legitimate ask.” – Chanan Greenberg “Never assume that you can make up on bad business by scaling the volume. Because bad business is bad business, whether it’s big work or small.” – Chanan Greenberg “If you have good price execution in place, whether it’s a Model N or a different solution, then bringing in a solution that can help you do the micro-segmentation, try and change the curves of your product lines to adapt to specific market dynamics that you may have in different end markets or different territories, I think definitely has a creative value.” – Chanan Greenberg “You really need to stick to good price execution because what I’ve found in many companies is they think it’s like a magic formula. You implement it, you did it, and now it just supposed to continue spewing out great pricing for you when in fact you have to keep on feeding that beast every quarter.” – Chanan Greenberg Connect with Chanan Greenberg:  <ul> <li><a href="https://www.modeln.com/" rel="nofollow" target="_blank">https://www.modeln.com/</a> </li> <li><a href="https://www.linkedin.com/in/chanangreenberg/" rel="nofollow" target="_blank">LinkedIn</a></li> <li><a href="https://twitter.com/chanangreenberg?lang=en" rel="nofollow" target="_blank">Twitter</a> </li> </ul> Connect with Mark Stiving:     <ul> <li>Email: mark@impactpricing.com</li> <li><a href="https://www.linkedin.com/in/stiving/" rel="nofollow" target="_blank">LinkedIn</a></li> <li><a href="https://twitter.com/markstiving?lang=en" rel="nofollow" target="_blank">Twitter</a></li> <li><a href="https://www.championsofvalue.com/" rel="nofollow" target="_blank">https://www.championsofvalue.com</a></li> </ul>

Pricing as a Key Lever to Help Companies Drive More Value with Chanan Greenberg

Steve Johnson

Why you have to check out today’s podcast:  Learn about product management’s role in pricing strategy Learn the importance of having a strategic customer and market-driven business case that will define the direction of your product and what you want to achieve Understand Customer Perceived Value, what appeals to the consumer and why you need to put a dollar value to your product feature/solution     Steve Johnson is the CEO and founder of Under10 Consulting. His focus is on implementing 'just enough' process using proven methods.  Since 1979 he has worked in computer hardware, software, and services. Over the years he has moved up from product manager to CMO and has worked with tens of thousands of product managers and product leaders at thousands of companies.  In this episode, Steve Johnson shares how to implement world-class product management.   “Look at the cost savings or the impact on customers and take 10% or more. You know, if you've got a good brand name, you can charge 15 if you don't, you can charge 10 but you certainly need to be at the end of the day. If you're solving a problem that people don't have 10% enough and is still nothing.” - Steve Johnson      Increase Your Pricing Knowledge: Become a Champions of Value INSIDER! To sign up go to  insider.championsofvalue.com. Use the promo code 'INSIDERNOW'  to take advantage of our special $5 offer for the first month.    Topics Covered:   01:42 - What his product management role look like thirty years ago   03:52 - What are the roles of product managers and product marketing managers   08:48 - Why the need for clarity on buyer persona, market size, and positioning   11:58 - Are product managers thinking about the value or are they just thinking about problems   15:59 - Why write a business case and why the need for due diligence on an idea    17:49 - How to value a feature or solution   21:53 - Stressing about the importance of product strategy, product planning, and product growth   25:03 - The best pricing advice he has   Key Takeaways:   Quoting Luke Hohmann: “A product owner, now a product manager owns pricing, a product owner doesn't.” - Steve Johnson   “Right now, I'm kind of enamored with three brand new titles that I made up, product strategy, product planning, product growth because other people have got all this baggage with product manager or product owner and or product marketing manager. But I like those three titles because it aligns directly with what I'm wanting them to do, which is come up with a strategy for future products or come up with a plan for what we're going to do next or look for ways to grow the products we have now.” - Steve Johnson   “All of my work is really around pretty simple metaphors like, all right, now that you have those three roles or one role, let's write down everything you expect those people to do and I'll show you how to decide whether those things are product things, development things or sales things.” - Steve Johnson   People / Resources Mentioned:  Luke Hohmann Natalie Louie  Innovation Games: Creating Breakthrough Products Through Collaborative Play by Luke Hohmann Quora Reddit Hired Zuora Oracle    Connect With Steve Johnson:  LinkedIn Twitter sjohnson717.com Under10consulting.com    Connect with Mark Stiving:     Email: mark@impactpricing.com     LinkedIn Twitter  

Why you have to check out today’s podcast: <ul> <li>Learn about product management’s role in pricing strategy</li> <li>Learn the importance of having a strategic customer and market-driven business case that will define the direction of your product and what you want to achieve</li> <li>Understand Customer Perceived Value, what appeals to the consumer and why you need to put a dollar value to your product feature/solution </li> </ul> Steve Johnson is the CEO and founder of Under10 Consulting. His focus is on implementing 'just enough' process using proven methods.  Since 1979 he has worked in computer hardware, software, and services. Over the years he has moved up from product manager to CMO and has worked with tens of thousands of product managers and product leaders at thousands of companies.  In this episode, Steve Johnson shares how to implement world-class product management. “Look at the cost savings or the impact on customers and take 10% or more. You know, if you've got a good brand name, you can charge 15 if you don't, you can charge 10 but you certainly need to be at the end of the day. If you're solving a problem that people don't have 10% enough and is still nothing.” - Steve Johnson Increase Your Pricing Knowledge: Become a Champions of Value INSIDER! To sign up go to <a href="https://www.championsofvalue.com/offers/uFkHJHCL/checkout" rel="nofollow" target="_blank"> insider.championsofvalue.com</a>. Use the promo code 'INSIDERNOW'  to take advantage of our special $5 offer for the first month.  Topics Covered: 01:42 - What his product management role look like thirty years ago 03:52 - What are the roles of product managers and product marketing managers 08:48 - Why the need for clarity on buyer persona, market size, and positioning 11:58 - Are product managers thinking about the value or are they just thinking about problems 15:59 - Why write a business case and why the need for due diligence on an idea  17:49 - How to value a feature or solution 21:53 - Stressing about the importance of product strategy, product planning, and product growth 25:03 - The best pricing advice he has Key Takeaways: Quoting Luke Hohmann: “A product owner, now a product manager owns pricing, a product owner doesn't.” - Steve Johnson “Right now, I'm kind of enamored with three brand new titles that I made up, product strategy, product planning, product growth because other people have got all this baggage with product manager or product owner and or product marketing manager. But I like those three titles because it aligns directly with what I'm wanting them to do, which is come up with a strategy for future products or come up with a plan for what we're going to do next or look for ways to grow the products we have now.” - Steve Johnson “All of my work is really around pretty simple metaphors like, all right, now that you have those three roles or one role, let's write down everything you expect those people to do and I'll show you how to decide whether those things are product things, development things or sales things.” - Steve Johnson People / Resources Mentioned: <ul> <li><a href="https://www.innovationgames.com/luke-hohmann/" rel="nofollow" target="_blank">Luke Hohmann</a></li> <li><a href="https://www.linkedin.com/in/natalielouie/" rel="nofollow" target="_blank">Natalie Louie</a></li> <li><a href="https://www.amazon.com/Innovation-Games-Creating-Breakthrough-Collaborative-ebook/dp/B0054KOKFC" rel="nofollow" target="_blank"> Innovation Games: Creating Breakthrough Products Through Collaborative Play by Luke Hohmann</a></li> <li><a href="https://www.quora.com/" rel="nofollow" target="_blank">Quora</a></li> <li><a href="https://www.reddit.com/" rel="nofollow" target="_blank">Reddit</a></li> <li><a href="https://hired.com/" rel="nofollow" target="_blank">Hired</a></li> <li><a href="https://www.zuora.com/" rel="nofollow" target="_blank">Zuora</a></li> <li><a href="https://www.oracle.com/index.html" rel="nofollow" target="_blank">Oracle</a></li> </ul> Connect With Steve Johnson: <ul> <li><a href="https://www.linkedin.com/in/sjohnson717" rel="nofollow" target="_blank">LinkedIn</a></li> <li><a href="https://twitter.com/sjohnson717" rel="nofollow" target="_blank">Twitter</a></li> <li><a href="https://sjohnson717.com/" rel="nofollow" target="_blank">sjohnson717.com</a></li> <li><a href="http://www.under10consulting.com/" rel="nofollow" target="_blank">Under10consulting.com</a></li> </ul> Connect with Mark Stiving:    <ul> <li>Email: mark@impactpricing.com    </li> <li><a href="https://www.linkedin.com/in/stiving/" rel="nofollow" target="_blank">LinkedIn</a></li> <li><a href="https://twitter.com/markstiving?lang=en" rel="nofollow" target="_blank">Twitter</a> </li> </ul>

Features Don't Matter: Why Value-Driven  Product Plans Work with Steve Johnson

Alan Albert

Why you have to check out today’s podcast: What is Value Research Discovery  Identifying what specific values the customers have and letting go over assumptions around that  Why is it not necessary to follow your competitors’ pricing model   Alan Albert is the President of MarketFit, providing strategic services that drive measurable growth. He is a co-founder of three software companies, selling one to Apple Computer. He conceived and led the design and development of multiple top-selling and award-winning products, generating over US$1 billion in cumulative revenue. In this episode, Alan leads us to a discussion about market segment, pricing metrics, and value, how they all relate to value creation and pricing. His vast knowledge about capturing value will give you a clear understanding of what value-based pricing is all about and debunks whys much of what you know now about your customer is wrong.   “Whether your company's biggest challenge is in the area of innovation or in marketing or in product or in pricing, they all tie into customer perception of value. Start by letting go of your own assumptions about what our customers should care about and take the time to truly discover and understand and gain insight into your customer's perception of value.”   – Alan Albert    Get Accelerate Your Subscription Business: Your Blueprint to Packaging &amp; Pricing for Growth Course at https://www.championsofvalue.com   Topics Covered:    01:24 - What is Value Discovery Research?  02:30 - What is Value?   05:58 - Customer Value: What it means and how to create it 07:02 - Walking through the process of Value Discovery Research  11:35 - Why value-based pricing is a misunderstood model  13:56 - Values: Why most companies get it wrong 14:52 - What is Market Segment and how does this relate to Value  16:46 - How does Value Discovery Research drive Pricing Model  17:53 - What is a Pricing Metric  21:05 - Why it is not effective to follow your competitor's pricing model    Key Takeaways:    “The first step in value discovery research is to acknowledge that we do not know our customer's perception of value. My definite definition of value is what something is worth in exchange as perceived by the recipient.” – Alan Albert    “There is a difference though than having the same problem and having the same values about how to go about solving it. Some might want to solve it with a do it yourself approach. Some might want to buy the most expensive product on the market. Some may want to just dip their toes in and try something without being too committal. They all still have the same problem, but the values of the people may be different and that will lead them to different solutions.” – Alan Albert    “Often people think of pricing initially as picking a number, what price should we charge? And by focusing on customer perception of value, I've learned that pricing is actually an area for innovation that by changing the pricing model, companies can do a far better job of generating revenue and distinguishing themselves in the market than just picking a number.” – Alan Albert   “Following your competitor’s pricing is rarely the most effective strategy. Companies like Netflix with their all-you-can-eat subscription pricing or Amazon with Amazon Prime have seen just enormous gains just by coming up with innovative pricing models, by changing what people are paying for.” - Alan Albert    “If we know what our customers value and we can measure the delivery of that value, we can increase the price of our product so that those who are getting and receiving the most value and perceiving the most value are paying the most for it.” – Alan Albert   “One way of distinguishing your product or service in the marketplace is to use a completely different pricing model. This makes it so that your customers cannot directly compare your product to theirs as a commodity.” – Alan Albert    “Understanding the customer's value is, does not mean you need to have a complicated pricing model. In fact, simplicity as you mentioned, is a virtue and that's the beauty of something like Amazon Prime, like Netflix, all-you-can-eat subscriptions, it's relatively easily understood and the value of it is quite clear.” – Alan Albert      Resources / People Mentioned       Infobip    Pragmatic Marketing       Connect with Alan Albert:      MarketFit.com   LinkedIn   Twitter   Email: alan@marketfit.com      Connect with Mark Stiving:        Email: mark@impactpricing.com       LinkedIn   Twitter   https://www.championsofvalue.com 

Why you have to check out today’s podcast:<ul> <li>What is Value Research Discovery </li> <li>Identifying what specific values the customers have and letting go over assumptions around that </li> <li>Why is it not necessary to follow your competitors’ pricing model </li> </ul> Alan Albert is the President of <a href="https://www.marketfit.com/" rel="nofollow" target="_blank">MarketFit</a>, providing strategic services that drive measurable growth. He is a co-founder of three software companies, selling one to Apple Computer. He conceived and led the design and development of multiple top-selling and award-winning products, generating over US$1 billion in cumulative revenue. In this episode, Alan leads us to a discussion about market segment, pricing metrics, and value, how they all relate to value creation and pricing. His vast knowledge about capturing value will give you a clear understanding of what value-based pricing is all about and debunks whys much of what you know now about your customer is wrong. “Whether your company's biggest challenge is in the area of innovation or in marketing or in product or in pricing, they all tie into customer perception of value. Start by letting go of your own assumptions about what our customers should care about and take the time to truly discover and understand and gain insight into your customer's perception of value.”   – Alan Albert Get Accelerate Your Subscription Business: Your Blueprint to Packaging &amp; Pricing for Growth Course at <a href="https://www.championsofvalue.com/" rel="nofollow" target="_blank">https://www.championsofvalue.com</a> Topics Covered:  01:24 - What is Value Discovery Research?  02:30 - What is Value?   05:58 - Customer Value: What it means and how to create it 07:02 - Walking through the process of Value Discovery Research  11:35 - Why value-based pricing is a misunderstood model  13:56 - Values: Why most companies get it wrong 14:52 - What is Market Segment and how does this relate to Value  16:46 - How does Value Discovery Research drive Pricing Model  17:53 - What is a Pricing Metric  21:05 - Why it is not effective to follow your competitor's pricing model  Key Takeaways:  “The first step in value discovery research is to acknowledge that we do not know our customer's perception of value. My definite definition of value is what something is worth in exchange as perceived by the recipient.” – Alan Albert “There is a difference though than having the same problem and having the same values about how to go about solving it. Some might want to solve it with a do it yourself approach. Some might want to buy the most expensive product on the market. Some may want to just dip their toes in and try something without being too committal. They all still have the same problem, but the values of the people may be different and that will lead them to different solutions.” – Alan Albert “Often people think of pricing initially as picking a number, what price should we charge? And by focusing on customer perception of value, I've learned that pricing is actually an area for innovation that by changing the pricing model, companies can do a far better job of generating revenue and distinguishing themselves in the market than just picking a number.” – Alan Albert “Following your competitor’s pricing is rarely the most effective strategy. Companies like Netflix with their all-you-can-eat subscription pricing or Amazon with Amazon Prime have seen just enormous gains just by coming up with innovative pricing models, by changing what people are paying for.” - Alan Albert “If we know what our customers value and we can measure the delivery of that value, we can increase the price of our product so that those who are getting and receiving the most value and perceiving the most value are paying the most for it.” – Alan Albert “One way of distinguishing your product or service in the marketplace is to use a completely different pricing model. This makes it so that your customers cannot directly compare your product to theirs as a commodity.” – Alan Albert “Understanding the customer's value is, does not mean you need to have a complicated pricing model. In fact, simplicity as you mentioned, is a virtue and that's the beauty of something like Amazon Prime, like Netflix, all-you-can-eat subscriptions, it's relatively easily understood and the value of it is quite clear.” – Alan Albert Resources / People Mentioned  <ul> <li><a href="https://www.infobip.com/" rel="nofollow" target="_blank">Infobip</a> </li> </ul> <ul> <li><a href="https://www.pragmaticinstitute.com/" rel="nofollow" target="_blank">Pragmatic Marketing</a> </li> </ul> Connect with Alan Albert:   <ul> <li><a href="https://www.marketfit.com/" rel="nofollow" target="_blank">MarketFit.com</a></li> </ul> <ul> <li><a href="https://www.linkedin.com/in/alanalbert/" rel="nofollow" target="_blank">LinkedIn</a></li> </ul> <ul> <li><a href="https://twitter.com/a_albert" rel="nofollow" target="_blank">Twitter</a></li> </ul> <ul> <li>Email: alan@marketfit.com </li> </ul> Connect with Mark Stiving:     <ul> <li>Email: mark@impactpricing.com    </li> </ul> <ul> <li><a href="https://www.linkedin.com/in/stiving/" rel="nofollow" target="_blank">LinkedIn</a></li> </ul> <ul> <li><a href="https://twitter.com/markstiving?lang=en" rel="nofollow" target="_blank">Twitter</a></li> </ul> <ul> <li><a href="https://www.championsofvalue.com/" rel="nofollow" target="_blank">https://www.championsofvalue.com</a></li> </ul>

Alan Albert – Why Much of What You Know About Your Customers is Wrong

Why you have to check out today’s podcast: Learn when to use pricing metrics and pricing models    Learn how and which pricing model to use to fit your customers’ needs and to  align towards their cost and revenue goals  Learn about how he closed a $200-million dollar deal without having to reduce its price despite the customer’s feedback of such price being triple as the one offered by another vendor      Kota Sarma is a Certified Pricing Professional and passionate Pricing Leader with over 25 years of experience in Pricing of Products, Software and Services, Subscription Pricing, Advanced Pricing Models, Commercial Analysis &amp; Analytics, Business Planning &amp; Modelling in Telecommunications, Polymers, Natural Gas industries.    In today’s episode, Kota shares with us his expertise in pricing especially in terms of using pricing metrics and pricing models which best suit customers’ needs.  Also, learn about how not to reduce your pricing by switching pricing models and setting up price structures that meet customers' cost and revenue goals.    “In some situations, I've seen, the business model itself is a totally new model and customer is not sure of the success. What happens? Customers will try to get the best price from you, which means the lowest price from you. Instead of dropping your price, you can change your total price model, a price structure and see that it needs a kind of risk-sharing model. You can propose your risk-sharing model where you grow with the customer.”   - Kota Sarma    Topics Covered:    02:02 - How did he start his career in Pricing    03:34 - How is a gas transportation sector priced as compared to an ordinary commodity    04:09 - Should you be doing a lot of cost-plus pricing in a regulated commodity    05:12 - Who sets the price in a gas transportation sector    05:45 - Is the cost of raw materials included in the pricing for polymers    07:13 - What are the pricing differentiators for polymers    07:44 - Conjoint analysis and customer value index    08:44 - The different pricing models he uses and how it works    14:01 - Of price metrics and price models    15:00 - Structuring your price based on customer need     19:26 - How to manage to offer different customers with different price models    21:02 - The immense value of a salesperson who does value conversation    24:12 - Pricing advice that will give impact to one’s business    Key Takeaways:    “Anything is possible but if you cannot measure it, then there is no use in using that price metric. It has to be measurable, number one and it should align with a customer revenue model. That is important.” - Kota Sarma    “If their revenue model is per user, I cannot have per usage. I cannot charge them per usage it has to be aligned with their revenue model.” - Kota Sarma    “Price levels are obviously different depending on the value, the scope and configuration, the time. There are so many terms and conditions and in a way each transaction is unique.” - Kota Sarma    “Don't let your salespeople approve your pricing. They should be aware of their proposals, they should propose a price and somebody else has to approve.” - Kota Sarma    Links and Resources Mentioned:    Gallup, Inc     Connect with Kota Sarma    LinkedIn    Connect with Mark Stiving     Email: mark@impactpricing.com    LinkedIn Twitter 

Why you have to check out today’s podcast:<ul> <li>Learn when to use pricing metrics and pricing models </li> </ul> <ul> <li>Learn how and which pricing model to use to fit your customers’ needs and to  align towards their cost and revenue goals </li> <li>Learn about how he closed a $200-million dollar deal without having to reduce its price despite the customer’s feedback of such price being triple as the one offered by another vendor  </li> </ul> Kota Sarma is a Certified Pricing Professional and passionate Pricing Leader with over 25 years of experience in Pricing of Products, Software and Services, Subscription Pricing, Advanced Pricing Models, Commercial Analysis &amp; Analytics, Business Planning &amp; Modelling in Telecommunications, Polymers, Natural Gas industries.  In today’s episode, Kota shares with us his expertise in pricing especially in terms of using pricing metrics and pricing models which best suit customers’ needs.  Also, learn about how not to reduce your pricing by switching pricing models and setting up price structures that meet customers' cost and revenue goals.  “In some situations, I've seen, the business model itself is a totally new model and customer is not sure of the success. What happens? Customers will try to get the best price from you, which means the lowest price from you. Instead of dropping your price, you can change your total price model, a price structure and see that it needs a kind of risk-sharing model. You can propose your risk-sharing model where you grow with the customer.”   - Kota Sarma  Topics Covered:  02:02 - How did he start his career in Pricing  03:34 - How is a gas transportation sector priced as compared to an ordinary commodity  04:09 - Should you be doing a lot of cost-plus pricing in a regulated commodity  05:12 - Who sets the price in a gas transportation sector  05:45 - Is the cost of raw materials included in the pricing for polymers  07:13 - What are the pricing differentiators for polymers  07:44 - Conjoint analysis and customer value index  08:44 - The different pricing models he uses and how it works  14:01 - Of price metrics and price models  15:00 - Structuring your price based on customer need   19:26 - How to manage to offer different customers with different price models  21:02 - The immense value of a salesperson who does value conversation  24:12 - Pricing advice that will give impact to one’s business  Key Takeaways:  “Anything is possible but if you cannot measure it, then there is no use in using that price metric. It has to be measurable, number one and it should align with a customer revenue model. That is important.” - Kota Sarma  “If their revenue model is per user, I cannot have per usage. I cannot charge them per usage it has to be aligned with their revenue model.” - Kota Sarma  “Price levels are obviously different depending on the value, the scope and configuration, the time. There are so many terms and conditions and in a way each transaction is unique.” - Kota Sarma  “Don't let your salespeople approve your pricing. They should be aware of their proposals, they should propose a price and somebody else has to approve.” - Kota Sarma  Links and Resources Mentioned:   <ul> <li><a href="https://en.wikipedia.org/wiki/Gallup_(company)" rel="nofollow" target="_blank">Gallup, Inc</a> </li> </ul> Connect with Kota Sarma   <ul> <li><a href="https://www.linkedin.com/in/ksssarma/" rel="nofollow" target="_blank">LinkedIn</a></li> </ul> Connect with Mark Stiving    <ul> <li>Email: mark@impactpricing.com   </li> <li><a href="https://www.linkedin.com/in/stiving/" rel="nofollow" target="_blank">LinkedIn</a></li> <li><a href="https://twitter.com/markstiving?lang=en" rel="nofollow" target="_blank">Twitter</a></li> </ul>

Kota Siva Sarma – How to Use Pricing Models to Minimize Discounting

Scott Miller

Why you have to check out today’s podcast:   Learn practical and sellable solutions transforming your clients from perpetual to subscription   Know the challenges on shifting revenue model from perpetual to subscription  Discover how to craft your pricing based on customer perceived value and what appeals to them     Scott Miller is a senior advisor, an active speaker in North America and Europe, workshop facilitator, and a leading global expert in B2B pricing with a specialization in B2B &amp; B2G software pricing (both large enterprise and start-ups). He works as a consultant, trainer, and coach on the topics of product and marketing strategy, as well as pricing and offer design.    In this episode, Scott talks about his pricing framework in transforming companies from perpetual to subscription and the different nuances of pricing and monetization that go with it.    “Our world is becoming more about solution-based pricing where you have this combination of some hardware plus software plus some services. And so pricing teams are really struggling these days trying to figure out ’Well, how do I holistically price all of these components together?’” – Scott Miller   Increase Your Pricing Knowledge: Become a Champions of Value INSIDER!  To sign up go to  insider.championsofvalue.com. Use the promo code ‘INSIDERNOW’  to take advantage of our special $5 offer for the first month.   Topics Covered:   01:16 – How Scott started in Pricing  03:07 – What is Software Pricing Framework  04:33 – Pricing as a process according to Scott  05:41 – The concept of transforming companies from perpetual licensing to subscription  07:20 – The hurdles SaaS companies have to deal with in transforming from perpetual to subscription  13:15 – How to set  a successful pricing conversation with clients  16:17 – Handling clients objections about shifting from perpetual to subscription  14:33 – Strategies of migrating a client from perpetual to subscription  18:17 – The complexity of sales compensation when you go from perpetual to subscription  22:38 – The offer design process and the pricing metrics used when shifting from perpetual to subscription  27:29 – Scott’s pricing advice    Key Takeaways:   “Tell me how much we’re supposed to price a product and then we’ll know that it’s not about me being good at coming up with the price point or you coming up with a price point. It’s the process that you need to go through to come up with the right offer design.”  – Scott Miller  “If you struggle articulating your value proposition then you’re going to struggle with the pricing strategy.” – Scott Miller  “As part of the process for offer design, when you’re thinking about, ‘How do I want to package our SaaS solution?’ One of the questions is going to be around. ‘What’s the right metrics that we want to use?’ The metrics that you want to have is it’s going be a good reflection of the value that your software delivers to a client.” – Scott Miller  “A lot of people do a lot of socialization internally and make sure everyone’s onboard, but we leave out that client part and that’s a really valuable piece of information that a lot of folks neglect.” – Scott Miller    Resources / People Mentioned:   Spotify  Netflix     Connect With Scott Miller:   Miller-advisors.com  LinkedIn     Connect with Mark Stiving:      Email: mark@impactpricing.com      LinkedIn Twitter  

Why you have to check out today’s podcast:  <ul> <li>Learn practical and sellable solutions transforming your clients from perpetual to subscription  </li> <li>Know the challenges on shifting revenue model from perpetual to subscription </li> <li>Discover how to craft your pricing based on customer perceived value and what appeals to them </li> </ul> Scott Miller is a senior advisor, an active speaker in North America and Europe, workshop facilitator, and a leading global expert in B2B pricing with a specialization in B2B &amp; B2G software pricing (both large enterprise and start-ups). He works as a consultant, trainer, and coach on the topics of product and marketing strategy, as well as pricing and offer design.  In this episode, Scott talks about his pricing framework in transforming companies from perpetual to subscription and the different nuances of pricing and monetization that go with it.  “Our world is becoming more about solution-based pricing where you have this combination of some hardware plus software plus some services. And so pricing teams are really struggling these days trying to figure out ’Well, how do I holistically price all of these components together?’” – Scott Miller Increase Your Pricing Knowledge: Become a Champions of Value INSIDER!  To sign up go to <a href="https://www.championsofvalue.com/offers/uFkHJHCL/checkout" rel="nofollow" target="_blank"> insider.championsofvalue.com</a>. Use the promo code ‘INSIDERNOW’  to take advantage of our special $5 offer for the first month. Topics Covered: 01:16 – How Scott started in Pricing  03:07 – What is Software Pricing Framework  04:33 – Pricing as a process according to Scott  05:41 – The concept of transforming companies from perpetual licensing to subscription  07:20 – The hurdles SaaS companies have to deal with in transforming from perpetual to subscription  13:15 – How to set  a successful pricing conversation with clients  16:17 – Handling clients objections about shifting from perpetual to subscription  14:33 – Strategies of migrating a client from perpetual to subscription  18:17 – The complexity of sales compensation when you go from perpetual to subscription  22:38 – The offer design process and the pricing metrics used when shifting from perpetual to subscription  27:29 – Scott’s pricing advice  Key Takeaways: “Tell me how much we’re supposed to price a product and then we’ll know that it’s not about me being good at coming up with the price point or you coming up with a price point. It’s the process that you need to go through to come up with the right offer design.”  – Scott Miller  “If you struggle articulating your value proposition then you’re going to struggle with the pricing strategy.” – Scott Miller  “As part of the process for offer design, when you’re thinking about, ‘How do I want to package our SaaS solution?’ One of the questions is going to be around. ‘What’s the right metrics that we want to use?’ The metrics that you want to have is it’s going be a good reflection of the value that your software delivers to a client.” – Scott Miller  “A lot of people do a lot of socialization internally and make sure everyone’s onboard, but we leave out that client part and that’s a really valuable piece of information that a lot of folks neglect.” – Scott Miller  Resources / People Mentioned:  <ul> <li><a href="https://www.spotify.com/ph/" rel="nofollow" target="_blank">Spotify</a> </li> <li><a href="https://www.netflix.com/ph/" rel="nofollow" target="_blank">Netflix</a> </li> </ul> Connect With Scott Miller:  <ul> <li><a href="https://www.miller-advisors.com/" rel="nofollow" target="_blank">Miller-advisors.com</a> </li> <li><a href="https://www.linkedin.com/in/scott-miller-cpa/" rel="nofollow" target="_blank">LinkedIn</a> </li> </ul> Connect with Mark Stiving:     <ul> <li>Email: mark@impactpricing.com     </li> <li><a href="https://www.linkedin.com/in/stiving/" rel="nofollow" target="_blank">LinkedIn</a></li> <li><a href="https://twitter.com/markstiving?lang=en" rel="nofollow" target="_blank">Twitter</a> </li> </ul>

How to Shift Revenue Model from Perpetual to Subscription with Scott Miller

Mark Stiving

Kevin Christian

Why you have to check out today’s podcast: Difference between talking to customers about the value of the solution versus the price of the solution  How do people make purchase decisions  How to use choice-based conjoint analysis to determine consumers' perception of value and willingness to pay     Kevin Christian is a highly accomplished pricing leader with 20+ years of track record overseeing pricing strategy, pricing operations, licensing, and packaging for various technology-focused organizations. Leverages expertise in pricing strategy to maximize profits, as well as pricing operations, quoting, and capturing pricing of products inside third party systems.   He has experience at technology companies in Silicon Valley and beyond, with strong knowledge of portfolio packaging strategies for hardware, software, cloud, Web 2.0, professional services, SaaS, and IT products and services.  In this episode, Kevin deep dives into the topic of conjoint analysis, how to use it to help in pricing decisions. Though it has its own limitations, he will also discuss how it can be improved upon.    “ If you’re only talking about the price of the item without talking about the value, then you’re really in the buyer’s territory.” – Kevin Christian   Get Accelerate Your Subscription Business: Your Blueprint to Packaging &amp; Pricing for Growth Course at https://www.championsofvalue.com     Topics Covered:      04:04 – How do people make purchase decisions  05:56 – How do businesses decide to raise the prices  without affecting demand  07:41 – Kevin’s career background and making a headstart at the conjoint model of pricing  08:27 – Mark’s discussion on the difference of conjoint model between B2B versus B2C  09:47 – Kevin’s thoughts on where the conjoint model works best or less  10:51 – The interesting thing as well as the problem with B2B in using conjoint analysis  11:52 – Behavioral factors and negotiation skills involved in conjoint analysis  12:50 – Limitations of conjoint model and how it can be improved  15:28 – How conjoint analysis is done according to Kevin  19:17 – Difference between talking to customers about the value of the solution versus the price of the solution      Key Takeaways:    “Seeing what that means to me in the real world is that a lot of businesses probably have an opportunity to raise prices by a little bit, which could make a huge difference to them at the end of the year in terms of their profitability and probably wouldn’t make much of a difference to their customers if it’s small-dollar item.” – Kevin Christian    “I guess what I’ve seen a lot in the B2B space is you’re typically dealing with situations where it’s a direct sales force. The deals are highly negotiated and the deal sizes are typically six figures or more and so in the B2B space, in my experience, just conjoint isn’t as obviously the right way to get your optimal price as it is in the B2C space where you’ve got lower selling prices, higher volume of items.” – Kevin Christian    “One thing that I’ve seen with conjoint is that sometimes there’s a difference between what happens in the study, which is a lab situation or an experiment when you’re doing your market research study. And then what happens in the real world, and sometimes the purchase behavior in the real world is not exactly the same as the purchase behavior inside the conjoint study itself.” – Kevin Christian    “If the bear gets in a fight with an alligator who wins. think it depends on where they’re fighting and if they’re fighting on land, the bear is more likely to win. And if they’re fighting in water, the alligator is more likely to win. And what I like about this for pricing is when you talk about the difference between talking to your customers about the value of the solution and talking to your customers about the price of the solution.” – Kevin Christian    “I think when you’re talking about the value of the solution, you’re in the seller’s territory and you’re talking about something where you know the seller is going to benefit from that conversation. If you’re only talking about the price of the item without talking about the value, then you’re really in the buyer’s territory.” – Kevin Christian    Connect With Kevin Christian:     LinkedIn   Email:kevinckevinc@yahoo.com     Connect with Mark Stiving:      Email: mark@impactpricing.com     LinkedIn Twitter https://www.championsofvalue.com 

Why you have to check out today’s podcast:<ul> <li>Difference between talking to customers about the value of the solution versus the price of the solution </li> <li>How do people make purchase decisions </li> <li>How to use choice-based conjoint analysis to determine consumers' perception of value and willingness to pay </li> </ul> Kevin Christian is a highly accomplished pricing leader with 20+ years of track record overseeing pricing strategy, pricing operations, licensing, and packaging for various technology-focused organizations. Leverages expertise in pricing strategy to maximize profits, as well as pricing operations, quoting, and capturing pricing of products inside third party systems.   He has experience at technology companies in Silicon Valley and beyond, with strong knowledge of portfolio packaging strategies for hardware, software, cloud, Web 2.0, professional services, SaaS, and IT products and services.  In this episode, Kevin deep dives into the topic of conjoint analysis, how to use it to help in pricing decisions. Though it has its own limitations, he will also discuss how it can be improved upon.  “ If you’re only talking about the price of the item without talking about the value, then you’re really in the buyer’s territory.” – Kevin Christian Get Accelerate Your Subscription Business: Your Blueprint to Packaging &amp; Pricing for Growth Course at <a href="https://www.championsofvalue.com/" rel="nofollow" target="_blank">https://www.championsofvalue.com</a> Topics Covered:  04:04 – How do people make purchase decisions  05:56 – How do businesses decide to raise the prices  without affecting demand  07:41 – Kevin’s career background and making a headstart at the conjoint model of pricing  08:27 – Mark’s discussion on the difference of conjoint model between B2B versus B2C  09:47 – Kevin’s thoughts on where the conjoint model works best or less  10:51 – The interesting thing as well as the problem with B2B in using conjoint analysis  11:52 – Behavioral factors and negotiation skills involved in conjoint analysis  12:50 – Limitations of conjoint model and how it can be improved  15:28 – How conjoint analysis is done according to Kevin  19:17 – Difference between talking to customers about the value of the solution versus the price of the solution  Key Takeaways:  “Seeing what that means to me in the real world is that a lot of businesses probably have an opportunity to raise prices by a little bit, which could make a huge difference to them at the end of the year in terms of their profitability and probably wouldn’t make much of a difference to their customers if it’s small-dollar item.” – Kevin Christian “I guess what I’ve seen a lot in the B2B space is you’re typically dealing with situations where it’s a direct sales force. The deals are highly negotiated and the deal sizes are typically six figures or more and so in the B2B space, in my experience, just conjoint isn’t as obviously the right way to get your optimal price as it is in the B2C space where you’ve got lower selling prices, higher volume of items.” – Kevin Christian “One thing that I’ve seen with conjoint is that sometimes there’s a difference between what happens in the study, which is a lab situation or an experiment when you’re doing your market research study. And then what happens in the real world, and sometimes the purchase behavior in the real world is not exactly the same as the purchase behavior inside the conjoint study itself.” – Kevin Christian “If the bear gets in a fight with an alligator who wins. think it depends on where they’re fighting and if they’re fighting on land, the bear is more likely to win. And if they’re fighting in water, the alligator is more likely to win. And what I like about this for pricing is when you talk about the difference between talking to your customers about the value of the solution and talking to your customers about the price of the solution.” – Kevin Christian “I think when you’re talking about the value of the solution, you’re in the seller’s territory and you’re talking about something where you know the seller is going to benefit from that conversation. If you’re only talking about the price of the item without talking about the value, then you’re really in the buyer’s territory.” – Kevin Christian Connect With Kevin Christian:   <ul> <li><a href="https://www.linkedin.com/in/kevinchristian1/detail/contact-info/" rel="nofollow" target="_blank"> LinkedIn</a> </li> <li> Email:kevinckevinc@yahoo.com </li> </ul> Connect with Mark Stiving:     <ul> <li>Email: mark@impactpricing.com    </li> <li><a href="https://www.linkedin.com/in/stiving/" rel="nofollow" target="_blank">LinkedIn</a></li> <li><a href="https://twitter.com/markstiving?lang=en" rel="nofollow" target="_blank">Twitter</a></li> <li><a href="https://www.championsofvalue.com/" rel="nofollow" target="_blank">https://www.championsofvalue.com</a></li> </ul>

Two Pricing Experts Talk Pricing  with Mark Stiving and  Kevin Christian

Why you have to check out today’s podcast: Learn about why the accounting world, as well as the cars industry, are leaning towards subscription pricing these days  Discover why timesheets focus firm leaders on the wrong things especially in pricing and value setting  No Timesheets? Is it Possible?     Ronald  J. Baker is the founder of VeraSage Institute, a reformed CPA and cost accountant who has changed his mind on the value of timesheets and cost accounting. His quest is to bury the billable hour and timesheets.   He is also a radio talk-show Host, The Soul of Enterprise: Business in the Knowledge Economy heard on www.voiceamerica.com.  In this episode, Ron articulated so well his arguments over not using timesheets in setting up pricing. He has refuted all defenses for use of timesheets. At the same time listen to him as he gives profound examples and explanations as to why certain pricing value and cost models are appropriate for particular industries.    “If we took the time that we spend [or waste] doing timesheets and did after-action reviews instead. I think we'd be much further ahead.” - Ronald J. Baker     Get Accelerate Your Subscription Business: Your Blueprint to Packaging &amp; Pricing for Growth Course at https://www.championsofvalue.com      Topics Covered:    02:18 - Talking about four defenses for timesheets in relation to Pricing  03:34 - Taking into consideration the Cost of Goods Sold in setting the price  06:58 - Difference between a metric and measurement type of cost allocations  09:16 - Of Opportunity Cost and Sunk Cost  10:25 - Is time really considered in setting up pricing  14:23 - Project management as a way of making better decisions in the future  17:25 - The best advantage of niching your expertise on  20:01 - The start of subscription pricing in the accounting world  22:13 - Insurance classified as subscription pricing  25:11 - What's the best thing about hiring an accounting firm rather than accounting staff for your business  28:34 - His thoughts on cars leaning towards a subscription model    Key Takeaways:    “Prices to me are like agents. Why do sports stars and actors and authors have agents not because they like to pay these people 15% of their gross revenue, but because these people can get them higher prices and your prices are your agents. So even if you're a solo entrepreneur, have somebody else help you with pricing because it will put a spine in you and you won't give yourself away because I think all of us are terrible at pricing ourselves.” - Ron Baker   “Keep in mind that I don't need to see timesheets to know your firm's costs. I need to know, I need to see your GL, your income statement and I need to know what your labor and all of that is. I'd much rather track revenue per person or labor cost per person, profit per person in a professional firm because that's a true measurement.” - Ron Baker    “Even if they're just starting out as a sole solo. Don't have any employees. I still think they can put a price on things consistent with their opportunity cost and what they want, willingness to accept and function fine, and this is an integral part of this, as long as they step back after the job is completed and do an after-action review and learn from it.” - Ron Baker   “If you're niched, if you specialize, it's much easier to know what something's going to take once you build up some experience.” - Ron Baker    “A subscription model is a way to lock customers in for life. So in value pricing to Oh you're pricing, not the customer. And this is the subtle difference, but bear with me, you're pricing the relationship and your pricing the portfolio because you're looking at it as a portfolio rather than a project or just a customer. You're actually looking at the entire portfolio.” - Ron Baker    “We're too busy. I think we confuse being busy with being effective and being profitable. And I'll see a correlation there.” - Ron Baker      Links and Resources Mentioned:   Bain and Company  Mckinsey and Company  Porsche  Canvas + Fair     Connect With Ron Baker:   Verasage Institute  LinkedIn  Twitter  Email: ron@verasage.com     Connect with Mark Stiving:     Email: mark@impactpricing.com    LinkedIn Twitter https://www.championsofvalue.com  

Why you have to check out today’s podcast:<ul> <li>Learn about why the accounting world, as well as the cars industry, are leaning towards subscription pricing these days </li> <li>Discover why timesheets focus firm leaders on the wrong things especially in pricing and value setting </li> <li>No Timesheets? Is it Possible? </li> </ul> Ronald  J. Baker is the founder of VeraSage Institute, a reformed CPA and cost accountant who has changed his mind on the value of timesheets and cost accounting. His quest is to bury the billable hour and timesheets.   He is also a radio talk-show Host, The Soul of Enterprise: Business in the Knowledge Economy heard on <a href="http://www.voiceamerica.com/" rel="nofollow" target="_blank">www.voiceamerica.com</a>.  In this episode, Ron articulated so well his arguments over not using timesheets in setting up pricing. He has refuted all defenses for use of timesheets. At the same time listen to him as he gives profound examples and explanations as to why certain pricing value and cost models are appropriate for particular industries.  “If we took the time that we spend [or waste] doing timesheets and did after-action reviews instead. I think we'd be much further ahead.” - Ronald J. Baker   Get Accelerate Your Subscription Business: Your Blueprint to Packaging &amp; Pricing for Growth Course at <a href="https://www.championsofvalue.com/" rel="nofollow" target="_blank">https://www.championsofvalue.com </a> Topics Covered:  02:18 - Talking about four defenses for timesheets in relation to Pricing  03:34 - Taking into consideration the Cost of Goods Sold in setting the price  06:58 - Difference between a metric and measurement type of cost allocations  09:16 - Of Opportunity Cost and Sunk Cost  10:25 - Is time really considered in setting up pricing  14:23 - Project management as a way of making better decisions in the future  17:25 - The best advantage of niching your expertise on  20:01 - The start of subscription pricing in the accounting world  22:13 - Insurance classified as subscription pricing  25:11 - What's the best thing about hiring an accounting firm rather than accounting staff for your business  28:34 - His thoughts on cars leaning towards a subscription model  Key Takeaways:  “Prices to me are like agents. Why do sports stars and actors and authors have agents not because they like to pay these people 15% of their gross revenue, but because these people can get them higher prices and your prices are your agents. So even if you're a solo entrepreneur, have somebody else help you with pricing because it will put a spine in you and you won't give yourself away because I think all of us are terrible at pricing ourselves.” - Ron Baker  “Keep in mind that I don't need to see timesheets to know your firm's costs. I need to know, I need to see your GL, your income statement and I need to know what your labor and all of that is. I'd much rather track revenue per person or labor cost per person, profit per person in a professional firm because that's a true measurement.” - Ron Baker “Even if they're just starting out as a sole solo. Don't have any employees. I still think they can put a price on things consistent with their opportunity cost and what they want, willingness to accept and function fine, and this is an integral part of this, as long as they step back after the job is completed and do an after-action review and learn from it.” - Ron Baker “If you're niched, if you specialize, it's much easier to know what something's going to take once you build up some experience.” - Ron Baker “A subscription model is a way to lock customers in for life. So in value pricing to Oh you're pricing, not the customer. And this is the subtle difference, but bear with me, you're pricing the relationship and your pricing the portfolio because you're looking at it as a portfolio rather than a project or just a customer. You're actually looking at the entire portfolio.” - Ron Baker  “We're too busy. I think we confuse being busy with being effective and being profitable. And I'll see a correlation there.” - Ron Baker Links and Resources Mentioned:  <ul> <li><a href="https://www.bain.com/" rel="nofollow" target="_blank">Bain and Company</a> </li> <li><a href="https://www.mckinsey.com/" rel="nofollow" target="_blank">Mckinsey and Company</a> </li> <li><a href="https://en.wikipedia.org/wiki/Porsche" rel="nofollow" target="_blank">Porsche</a> </li> <li><a href="https://drivecanvas.com/" rel="nofollow" target="_blank">Canvas + Fair</a> </li> </ul> Connect With Ron Baker:  <ul> <li><a href="https://verasage.com/" rel="nofollow" target="_blank">Verasage Institute</a> </li> <li><a href="https://www.linkedin.com/in/ronbaker1" rel="nofollow" target="_blank">LinkedIn</a> </li> <li><a href="https://twitter.com/RonaldBaker" rel="nofollow" target="_blank">Twitter</a> </li> <li>Email: ron@verasage.com </li> </ul> Connect with Mark Stiving:    <ul> <li>Email: mark@impactpricing.com   </li> <li><a href="https://www.linkedin.com/in/stiving/" rel="nofollow" target="_blank">LinkedIn</a></li> <li><a href="https://twitter.com/markstiving?lang=en" rel="nofollow" target="_blank">Twitter</a></li> <li><a href="https://www.championsofvalue.com/" rel="nofollow" target="_blank">https://www.championsofvalue.com</a> </li> </ul>

Ronald J. Baker – Trash the Timesheet: Exploring Opportunities in Subscription Businesses

Bri Williams

Why you have to check out today’s podcast:   Understand the behavioral economics of consumers in order to overcome barriers to their buying decisions  How to overcome barriers of apathy, anxiety, and paralysis to get more people on board and encourage retention  How to structure your offer in a way that it will be easy for customers to make buying decisions     Bri Williams is the Behavioral Explainer, Managing Director and Behavioural Specialist of People Patterns Pty Ltd. She works with clients to maximize each and every interaction using behavioral economics. That might include your proposals and presentations, letters and emails, websites and apps, product and brand development, sales and customer service scripts, stakeholder meetings and staff performance.    In this episode, Bri talks about the importance of behavioral economics in influencing people’s decision-making to buy.     “You cannot ‘not’ influence people. Anything you do in any direction, you are influencing people.”   - Bri Williams      Increase Your Pricing Knowledge: Become a Champions of Value INSIDER! To sign up go to  insider.championsofvalue.com. Use the promo code 'INSIDERNOW'  to take advantage of our special $5 offer for the first month.      Topics Covered:    01:07 - Bri's response to  Mark’s Blog titled says, ’Why Behavioral Economics Doesn't Work with Subscriptions.’    02:31 - Behavioral techniques companies used for retention or expansion    04:21 - Why she calls herself a behavioral explainer    06:21 - The dichotomy of rational and irrational decision-making    09:19 - Three barriers businesses need to think through and overcome to onboard and retain customers     12:49 - Apathy as being the status quo    15:05 - Decision paralysis as a speech paradox of choice    17:06 - Anxiety being the third barrier to getting people to buy and the proven ways to overcome it    21:13 - Is behavioral economics a manipulation game? Is it good or bad?    25:11 - What's the idea behind behavioral economics    Key Takeaways:    “I agree the good, better, best is a really appropriate sort of structure to work on the cues. Like this is the bestseller or this is what most other people buy. The use of social proofing and social norms to perhaps suggest to people what the preferred option should be. When in doubt, people tend to do what other people do. So signal that to them.” - Bri Williams   “And this is what happens throughout our decision-making. We're playing tennis all the time. When there's nothing at stake to lose, we're going to be more aggressive. We're going to be more open to risk. But as soon as those stakes have changed, then we're going to withdraw a little. So as a business, we want people to feel very confident that if they take the desired action, it's going to be okay.” - Bri Williams   “We're endeavoring any way to try and get people to do things. Unfortunately, people's lack of understanding of behavioral science or behavioral economics means that they're doing it based on this assumption that people do make decisions rationally when in fact we don't.” - Bri Williams   “Always think of price in context. So oftentimes we think of price as a number when in actual fact the person receiving that price, it's going to be receiving it in a whole range of contexts. And so it's your opportunity and in fact, your responsibility as a business to set that context.” - Bri Williams    People / Resources Mentioned:  Daniel Kahneman   Thinking, Fast and Slow by Daniel Kahneman   Behavioral Economics for Business by Bri Williams  The Little Book of Pricing and Payment by Bri Williams     Connect With Bri Williams:   BriWilliams.com.au   LinkedIn     Connect with Mark Stiving:    Email: mark@impactpricing.com    LinkedIn Twitter  

Why you have to check out today’s podcast:  <ul> <li>Understand the behavioral economics of consumers in order to overcome barriers to their buying decisions </li> <li>How to overcome barriers of apathy, anxiety, and paralysis to get more people on board and encourage retention </li> <li>How to structure your offer in a way that it will be easy for customers to make buying decisions </li> </ul> Bri Williams is the Behavioral Explainer, Managing Director and Behavioural Specialist of People Patterns Pty Ltd. She works with clients to maximize each and every interaction using behavioral economics. That might include your proposals and presentations, letters and emails, websites and apps, product and brand development, sales and customer service scripts, stakeholder meetings and staff performance.  In this episode, Bri talks about the importance of behavioral economics in influencing people’s decision-making to buy.   “You cannot ‘not’ influence people. Anything you do in any direction, you are influencing people.”   - Bri Williams Increase Your Pricing Knowledge: Become a Champions of Value INSIDER! To sign up go to <a href="https://www.championsofvalue.com/offers/uFkHJHCL/checkout" rel="nofollow" target="_blank"> insider.championsofvalue.com</a>. Use the promo code 'INSIDERNOW'  to take advantage of our special $5 offer for the first month.  Topics Covered:  01:07 - Bri's response to  Mark’s Blog titled says, ’<a href="https://impactpricing.com/blog/why-behavior-economics-dont-work-with-subscriptions/" rel="nofollow" target="_blank">Why Behavioral Economics Doesn't Work with Subscriptions</a>.’  02:31 - Behavioral techniques companies used for retention or expansion  04:21 - Why she calls herself a behavioral explainer  06:21 - The dichotomy of rational and irrational decision-making  09:19 - Three barriers businesses need to think through and overcome to onboard and retain customers   12:49 - Apathy as being the status quo  15:05 - Decision paralysis as a speech paradox of choice  17:06 - Anxiety being the third barrier to getting people to buy and the proven ways to overcome it  21:13 - Is behavioral economics a manipulation game? Is it good or bad?  25:11 - What's the idea behind behavioral economics  Key Takeaways:  “I agree the good, better, best is a really appropriate sort of structure to work on the cues. Like this is the bestseller or this is what most other people buy. The use of social proofing and social norms to perhaps suggest to people what the preferred option should be. When in doubt, people tend to do what other people do. So signal that to them.” - Bri Williams “And this is what happens throughout our decision-making. We're playing tennis all the time. When there's nothing at stake to lose, we're going to be more aggressive. We're going to be more open to risk. But as soon as those stakes have changed, then we're going to withdraw a little. So as a business, we want people to feel very confident that if they take the desired action, it's going to be okay.” - Bri Williams “We're endeavoring any way to try and get people to do things. Unfortunately, people's lack of understanding of behavioral science or behavioral economics means that they're doing it based on this assumption that people do make decisions rationally when in fact we don't.” - Bri Williams “Always think of price in context. So oftentimes we think of price as a number when in actual fact the person receiving that price, it's going to be receiving it in a whole range of contexts. And so it's your opportunity and in fact, your responsibility as a business to set that context.” - Bri Williams <ul> <li>People / Resources Mentioned: </li> <li><a href="https://en.wikipedia.org/wiki/Daniel_Kahneman" rel="nofollow" target="_blank">Daniel Kahneman</a> </li> <li><a href="https://www.amazon.com/Thinking-Fast-Slow-Daniel-Kahneman/dp/0374533555" rel="nofollow" target="_blank"> Thinking, Fast and Slow by Daniel Kahneman</a> </li> <li><a href="https://www.amazon.com/Behavioural-Economics-Business-Bri-Williams/dp/1367507316" rel="nofollow" target="_blank"> Behavioral Economics for Business by Bri Williams</a> </li> <li><a href="https://www.briwilliams.com.au/About-Me-Books" rel="nofollow" target="_blank">The Little Book of Pricing and Payment by Bri Williams</a> </li> </ul> Connect With Bri Williams:  <ul> <li><a href="https://www.briwilliams.com.au/" rel="nofollow" target="_blank">BriWilliams.com.au</a> </li> <li><a href="https://www.linkedin.com/in/bri-williams-peoplepatterns/?originalSubdomain=au" rel="nofollow" target="_blank"> LinkedIn</a> </li> </ul> Connect with Mark Stiving:   <ul> <li>Email: mark@impactpricing.com   </li> <li><a href="https://www.linkedin.com/in/stiving/" rel="nofollow" target="_blank">LinkedIn</a></li> <li><a href="https://twitter.com/markstiving?lang=en" rel="nofollow" target="_blank">Twitter</a> </li> </ul>

Is Behavioral Economics a Manipulation Game to Retain and Expand Customers with Bri Williams

Liz Heiman

Why you have to check out Today’s podcast:   Learn how pricing and sales process are connected  Discover what sales team needs from the product or marketing team to help them sell value  Know who in charge in prospecting   Liz Heiman is the Chief Strategy Officer and Sales Leadership Coach at Alice Heiman, LLC wherein they help B2B companies grow rapidly by developing strategies that drive revenue and sales organizations to support it.   In this episode, Liz will give us an in-depth understanding of how pricing and sales process are very closely tied and how these areas will substantially help the salespeople understand pricing through their sales process.        "Every time we drop the price in a negotiation, we're dropping profit way more than the percentage of the product. So we want salespeople to do everything possible to not negotiate on price."  – Liz Heiman    Topics Covered:  03:20 – Liz explains how capturing prices help salespeople understand the value of products  06:52 – What a salesperson needs in terms of the value proposition  10:38 – What sales team needs from the product or marketing team to help them sell value  11:59 – Importance of collaboration in crafting the value proposition between the marketing and the design team   14:21 – Building products that solve problems in the marketplace: Don't just start a business, solve a problem  17:01 – Product-Market Fit: Two examples of creating a solution but it wasn’t a problem people wanted to be addressed   21:10 – Dealing with the psychological aspects of pricing  23:24 – Talking about prospecting and identifying whose job is it  26:13 – Pricing advice from Liz: “Make sure your salespeople understand when they negotiate on price and drop that price, they set an expectation in the future, and we do not want to do that.    Key Takeaways:    “I don't think that sales or marketing ever stands alone in any solution. If we're not bridging the gap between sales and marketing.  If they're not partnering in solutions, then you have a problem.”  – Liz Heiman   “Not only do people have a problem, but they're willing to spend the money to solve the problem before you go out and spend a lot of money creating a solution.” – Liz Heiman   “In a lot of ways, a salesperson has to deal with all of these emotions and overcome them.  And sometimes look at a situation and go. There's no way this guy, we talk about certain kinds of basic objections that you can't overcome.” – Liz Heiman   “What's important when you're prospecting is to have a very clear definition about ideal customer profile and also a qualified lead. So, what marketing identifies as a qualified lead, and what sales identify as qualified lead may be very different.  What we want to do is merge those two things.” – Liz Heiman    Connect with Liz Heiman:   mailto:liz@regardingsales.com aliceheiman.com  LinkedIn   Twitter  Facebook     Connect with Mark Stiving   Email: mark@impactpricing.com  LinkedIn  Twitter  

Why you have to check out Today’s podcast: <ul> <li>Learn how pricing and sales process are connected </li> <li>Discover what sales team needs from the product or marketing team to help them sell value </li> <li>Know who in charge in prospecting </li> </ul> Liz Heiman is the Chief Strategy Officer and Sales Leadership Coach at Alice Heiman, LLC wherein they help B2B companies grow rapidly by developing strategies that drive revenue and sales organizations to support it.   In this episode, Liz will give us an in-depth understanding of how pricing and sales process are very closely tied and how these areas will substantially help the salespeople understand pricing through their sales process.  "Every time we drop the price in a negotiation, we're dropping profit way more than the percentage of the product. So we want salespeople to do everything possible to not negotiate on price." – Liz Heiman Topics Covered:  03:20 – Liz explains how capturing prices help salespeople understand the value of products  06:52 – What a salesperson needs in terms of the value proposition  10:38 – What sales team needs from the product or marketing team to help them sell value  11:59 – Importance of collaboration in crafting the value proposition between the marketing and the design team   14:21 – Building products that solve problems in the marketplace: Don't just start a business, solve a problem  17:01 – Product-Market Fit: Two examples of creating a solution but it wasn’t a problem people wanted to be addressed   21:10 – Dealing with the psychological aspects of pricing  23:24 – Talking about prospecting and identifying whose job is it  26:13 – Pricing advice from Liz: “Make sure your salespeople understand when they negotiate on price and drop that price, they set an expectation in the future, and we do not want to do that.  Key Takeaways:  “I don't think that sales or marketing ever stands alone in any solution. If we're not bridging the gap between sales and marketing.  If they're not partnering in solutions, then you have a problem.”  – Liz Heiman “Not only do people have a problem, but they're willing to spend the money to solve the problem before you go out and spend a lot of money creating a solution.” – Liz Heiman “In a lot of ways, a salesperson has to deal with all of these emotions and overcome them.  And sometimes look at a situation and go. There's no way this guy, we talk about certain kinds of basic objections that you can't overcome.” – Liz Heiman “What's important when you're prospecting is to have a very clear definition about ideal customer profile and also a qualified lead. So, what marketing identifies as a qualified lead, and what sales identify as qualified lead may be very different.  What we want to do is merge those two things.” – Liz Heiman Connect with Liz Heiman:  <ul> <li><a href="mailto:liz@regardingsales.com">mailto:liz@regardingsales.com</a></li> <li><a href="https://aliceheiman.com/" rel="nofollow" target="_blank">aliceheiman.com</a> </li> <li><a href="https://www.linkedin.com/in/lizheiman/" rel="nofollow" target="_blank">LinkedIn</a> </li> <li><a href="https://twitter.com/LizRHeiman?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor" rel="nofollow" target="_blank"> Twitter</a> </li> <li><a href="https://www.facebook.com/liz.zagorodney" rel="nofollow" target="_blank">Facebook</a> </li> </ul> Connect with Mark Stiving  <ul> <li>Email: mark@impactpricing.com </li> <li><a href="https://www.linkedin.com/in/stiving/" rel="nofollow" target="_blank">LinkedIn</a> </li> <li><a href="https://twitter.com/markstiving?lang=en" rel="nofollow" target="_blank">Twitter</a> </li> </ul>

Liz Heiman – Why Pricing Should Focus on Sales Processes

Ed Kless

Why you have to check out today’s podcast:  Learn why without the ability to have this conversation, value pricing is dead on arrival  Know why value conversation is the most valuable skill in business  Learn how to discipline yourself not to be a ‘solutionist’ and  not offer solutions too early in the process   You can't do value pricing without having a conversation about the prospects problems and pain points. The way you talk to customers has a significant impact on your brand, and nothing delivers customer satisfaction quite like consistently valuable communication.     Ed Kless is an expert in value conversation, the Senior Director of Partner Development and Strategy at Sage - a SaaS-based product company, and the co-host The Soul of Enterprise with another value pricing expert, Ron Baker.     In this episode, Ed will dissect the process of creating value discussion, how to do value billing. Ditch the time sheets, frustrated clients and employees, and make more profits.      “How you sell is a free sample of how you will solve.”  – Ed Kless, quoting Mahan Khalsa   Stay updated on all thing pricing.   Subscribe to 'The Pricing Perspective'  here    Topics Covered:  01:30–Ed’s back story how he got introduced into the pricing industry through Ronald Baker book - Professional's Guide to Value Pricing  ￼02:28 –Ed does not believe in  timesheets, moving away from billing via the hour  04:10 – Comparison between a consultant and a technician in terms of delivering service  05:00 – Value conversation components: the cost, the price, and the perceived value  8:27 – Value conversation explained - ‘How you sell is a free sample of how you solve.’ - Ed quoting Mahan Khalsa  11:33 – People need to be heard -  why it is crucial in your value conversation  16:44 – Mahan Khalsa’s Five Golden Questions   How do you measure it?  What is it now?   What do you want it to be?   What is the value of the difference?   Over time (usually one year)?   17:39 – Value conversation for product marketing as suppose to making sales   22:01 – The four steps to move off the solution: Listen, Assuage, Move and Close  27:12 – A piece of pricing advice from Ed– “Offer choices. Do not hesitate to come up and compete with yourselves to try to develop choices for the customers.”  Key Takeaways:   “What people want is that they want to felt listened to.” – Ed Kless  “Prospects as other human beings can sense that [when you are not listening] as well.” – Ed Kless  “Even when there is competition, and we make value conversation, people trust us more. They believe us more.” – Mark Stiving, quoting Ed Kless    People and Resources Mentioned   Ronald Baker  ￼Peter Black  Mahan Khalsa Let's Get Real or Let's Not Play   ￼The Soul of Enterprise: Episode 182 - How to Have a Value Conversation   ￼  Connect with Ed Kless   www.edkless.com  ￼Facebook  Linkedin ￼The Soul of Enterprise   ￼  Connect with Mark Stiving    Email: mark@impactpricing.com   LinkedIn Twitter    Connect with Mark Stiving   Email: mark@impactpricing.com  LinkedIn  Twitter  

Why you have to check out today’s podcast: <ul> <li>Learn why without the ability to have this conversation, value pricing is dead on arrival </li> <li>Know why value conversation is the most valuable skill in business </li> <li>Learn how to discipline yourself not to be a ‘solutionist’ and  not offer solutions too early in the process </li> </ul> You can't do value pricing without having a conversation about the prospects problems and pain points. The way you talk to customers has a significant impact on your brand, and nothing delivers customer satisfaction quite like consistently valuable communication.   Ed Kless is an expert in value conversation, the Senior Director of Partner Development and Strategy at <a href="https://www.sage.com/" rel="nofollow" target="_blank">Sage</a> - a SaaS-based product company, and the co-host <a href="https://www.thesoulofenterprise.com/" rel="nofollow" target="_blank">The Soul of Enterprise</a> with another value pricing expert, Ron Baker.   In this episode, Ed will dissect the process of creating value discussion, how to do value billing. Ditch the time sheets, frustrated clients and employees, and make more profits.  “How you sell is a free sample of how you will solve.”  – Ed Kless, quoting Mahan Khalsa Stay updated on all thing pricing.   Subscribe to 'The Pricing Perspective' <a href="https://markstiving.us2.list-manage.com/subscribe?u=24f91ef021c099022c1b179e8&amp;id=45a3f4dd5b" rel="nofollow" target="_blank"> here</a> Topics Covered:  01:30–Ed’s back story how he got introduced into the pricing industry through Ronald Baker book - Professional's Guide to Value Pricing  ￼02:28 –Ed does not believe in  timesheets, moving away from billing via the hour  04:10 – Comparison between a consultant and a technician in terms of delivering service  05:00 – Value conversation components: the cost, the price, and the perceived value 8:27 – Value conversation explained - ‘How you sell is a free sample of how you solve.’ - Ed quoting Mahan Khalsa  11:33 – People need to be heard -  why it is crucial in your value conversation  16:44 – Mahan Khalsa’s Five Golden Questions  <ol> <li>How do you measure it? </li> <li>What is it now?  </li> <li>What do you want it to be? </li> <li> What is the value of the difference?  </li> <li>Over time (usually one year)? </li> </ol> 17:39 – Value conversation for product marketing as suppose to making sales   22:01 – The four steps to move off the solution: Listen, Assuage, Move and Close  27:12 – A piece of pricing advice from Ed– “Offer choices. Do not hesitate to come up and compete with yourselves to try to develop choices for the customers.”  Key Takeaways:   “What people want is that they want to felt listened to.” – Ed Kless “Prospects as other human beings can sense that [when you are not listening] as well.” – Ed Kless “Even when there is competition, and we make value conversation, people trust us more. They believe us more.” – Mark Stiving, quoting Ed Kless  People and Resources Mentioned  <ul> <li><a href="https://www.linkedin.com/in/ronbaker1" rel="nofollow" target="_blank">Ronald Baker </a></li> <li>￼<a href="https://www.linkedin.com/in/peterblackexecutivecoach/?originalSubdomain=au" rel="nofollow" target="_blank">Peter Black</a></li> <li><a href="https://www.amazon.com/Lets-Get-Real-Not-Play/dp/1596592060" rel="nofollow" target="_blank"> Mahan Khalsa Let's Get Real or Let's Not Play  </a></li> <li>￼T<a href="https://www.thesoulofenterprise.com/tsoe/valueconversation" rel="nofollow" target="_blank">he Soul of Enterprise: Episode 182 - How to Have a Value Conversation</a> </li> </ul> ￼  Connect with Ed Kless  <ul> <li><a href="http://www.edkless.com" rel="nofollow" target="_blank">www.edkless.com </a></li> <li>￼<a href="https://www.facebook.com/edkless" rel="nofollow" target="_blank">Facebook </a></li> <li><a href="https://www.linkedin.com/in/edkless" rel="nofollow" target="_blank">Linkedin</a></li> <li>￼<a href="https://www.thesoulofenterprise.com/" rel="nofollow" target="_blank">The Soul of Enterprise </a></li> </ul> ￼  Connect with Mark Stiving   <ul> <li>Email: mark@impactpricing.com  </li> <li><a href="https://www.linkedin.com/in/stiving/" rel="nofollow" target="_blank">LinkedIn</a></li> <li><a href="https://twitter.com/markstiving?lang=en" rel="nofollow" target="_blank">Twitter</a></li> </ul> Connect with Mark Stiving  <ul> <li>Email: mark@impactpricing.com </li> <li><a href="https://www.linkedin.com/in/stiving/" rel="nofollow" target="_blank">LinkedIn</a> </li> <li><a href="https://twitter.com/markstiving?lang=en" rel="nofollow" target="_blank">Twitter</a> </li> </ul>

Ed Kless – Without the Conversation, There is No Value Pricing

Blair Enns

Why you have to check out Today’s podcast:    Learn the rules and tactics to charge more for new work and run a more profitable business   Know the pricing training his company offers to creative companies and how it benefits them   Discover and learn the four conversations in a sale and how to successfully apply it to boost your sales conversation and presentation     Blair Enns is the author of The Win Without Pitching Manifesto and Pricing Creativity: A Guide to Profit Beyond the Billable Hour. He co-hosts, along with David C. Baker, and the podcast 2Bobs: Conversations on the Art of Creative Entrepreneurship. Based on the remote mountain village of Kaslo, British Columbia, Canada, Blair lectures throughout the world on how creative professionals can win more business at higher prices and lower cost of sale.  In this episode, Blair shares the ups and downs of the business side of creativity. He takes us into the pages of his books sharing the principles behind pricing creativity, sales conversation and winning without pitching. He also deep dives into the rules and tactics to help creative professionals charge more for work and how to train their clients to a value-based pricing rather than hourly billable hours.    “I cannot think of a more valuable skill in all of business than the ability to conduct a value conversation which is to essentially  find out what the client or the customer wants, and what they would  be  willing to pay if you could help create that  value ”  – Blair Enns  Topics Covered:  02:31 – How Blair got into pricing  02:59 – What his company does and the type of professionals they serve   05:33 – Citing examples of creative companies  06:42 – Talking about the training on pricing his company also offers   07:38 – Blair explains putting a stake in the ground which is detailed in his book -  The Win Without Pitching Manifesto  10:09 – Two most essential lessons for creative firms  12:52 – How they train their clients to a value-based pricing  15:00 – The four-step framework and four-step pricing guidance discussed in his book  Pricing Creativity: A Guide to Profit Beyond the Billable Hour  19:05 – The four conversations in the sale  26:37 – Mark asks for feedback on the ways they apply value conversations in product companies  29:35 – Advice for product managers  32:05 – Blair explains why and how he priced his book that much  34:56 – A piece of pricing advice that would impact the business of the listeners    Key Takeaways:    “You need to put a stake in the ground. And the mistake that people make is that stake or that claim of expertise is too broad in terms of both the discipline on the market. It should be narrow enough in a way that allows you to be compelling and meaningfully different.” – Blair Enns    “A customized service means you have a small number of clients at any one time.” – Blair Enns    “If you can help this client create the value that you've uncovered, then your idea of fair compensation for yourself really needs to transcend the idea of your inputs or how long it's taken you to do to help create that value.” – Blair Enns    “The goal of value-based pricing is to create an organization filled with people like that who are laser-focused on the client and how they can help create value for the client.” – Blair Enns    “Options with a high anchor. If you just always put forward options, three options and lead with the most expensive one. Your average settled price will go up, I promise you.” – Blair Enns      Resources Mentioned:    Pricing Creativity: A Guide to Profit Beyond the Billable Hour   The Win Without Pitching Manifesto     Connect with Blair Enns:   winwithoutpitching.com   LinkedIn   Twitter     Connect with Mark Stiving   Email: mark@impactpricing.com  LinkedIn  Twitter  

Why you have to check out Today’s podcast: <ul> <li> Learn the rules and tactics to charge more for new work and run a more profitable business </li> <li> Know the pricing training his company offers to creative companies and how it benefits them </li> <li> Discover and learn the four conversations in a sale and how to successfully apply it to boost your sales conversation and presentation </li> </ul> Blair Enns is the author of <a href="https://www.amazon.com/Win-Without-Pitching-Manifesto/dp/1605440043" rel="noopener nofollow" target="_blank">The Win Without Pitching Manifesto</a> and <a href="https://www.winwithoutpitching.com/pricing-creativity/" rel="noopener nofollow" target="_blank">Pricing Creativity: A Guide to Profit Beyond the Billable Hour</a>. He co-hosts, along with David C. Baker, and the podcast <a href="https://www.winwithoutpitching.com/tag/podcast/" rel="noopener nofollow" target="_blank">2Bobs: Conversations on the Art of Creative Entrepreneurship</a>. Based on the remote mountain village of Kaslo, British Columbia, Canada, Blair lectures throughout the world on how creative professionals can win more business at higher prices and lower cost of sale.  In this episode, Blair shares the ups and downs of the business side of creativity. He takes us into the pages of his books sharing the principles behind pricing creativity, sales conversation and winning without pitching. He also deep dives into the rules and tactics to help creative professionals charge more for work and how to train their clients to a value-based pricing rather than hourly billable hours.  “I cannot think of a more valuable skill in all of business than the ability to conduct a value conversation which is to essentially  find out what the client or the customer wants, and what they would  be  willing to pay if you could help create that  value ”  – Blair Enns Topics Covered:  02:31 – How Blair got into pricing  02:59 – What his company does and the type of professionals they serve   05:33 – Citing examples of creative companies  06:42 – Talking about the training on pricing his company also offers   07:38 – Blair explains putting a stake in the ground which is detailed in his book - <a href="https://www.amazon.com/gp/product/1605440043/ref=s9_simh_gw_p14_i1?pf_rd_m=ATVPDKIKX0DER&amp;pf_rd_s=center-2&amp;pf_rd_r=0T47259JQFSFRJQWY4P9&amp;pf_rd_t=101&amp;pf_rd_p=470938631&amp;pf_rd_i=507846" rel="nofollow" target="_blank"> The Win Without Pitching Manifesto</a> 10:09 – Two most essential lessons for creative firms  12:52 – How they train their clients to a value-based pricing  15:00 – The four-step framework and four-step pricing guidance discussed in his book <a href="https://www.winwithoutpitching.com/pricing-creativity/" rel="nofollow" target="_blank"> Pricing Creativity: A Guide to Profit Beyond the Billable Hour</a> 19:05 – The four conversations in the sale  26:37 – Mark asks for feedback on the ways they apply value conversations in product companies  29:35 – Advice for product managers  32:05 – Blair explains why and how he priced his book that much  34:56 – A piece of pricing advice that would impact the business of the listeners  Key Takeaways:  “You need to put a stake in the ground. And the mistake that people make is that stake or that claim of expertise is too broad in terms of both the discipline on the market. It should be narrow enough in a way that allows you to be compelling and meaningfully different.” – Blair Enns “A customized service means you have a small number of clients at any one time.” – Blair Enns “If you can help this client create the value that you've uncovered, then your idea of fair compensation for yourself really needs to transcend the idea of your inputs or how long it's taken you to do to help create that value.” – Blair Enns “The goal of value-based pricing is to create an organization filled with people like that who are laser-focused on the client and how they can help create value for the client.” – Blair Enns “Options with a high anchor. If you just always put forward options, three options and lead with the most expensive one. Your average settled price will go up, I promise you.” – Blair Enns Resources Mentioned:  <ul> <li><a href="https://www.winwithoutpitching.com/pricing-creativity/" rel="nofollow" target="_blank"> Pricing Creativity: A Guide to Profit Beyond the Billable Hour</a> </li> <li><a href="https://www.amazon.com/gp/product/1605440043/ref=s9_simh_gw_p14_i1?pf_rd_m=ATVPDKIKX0DER&amp;pf_rd_s=center-2&amp;pf_rd_r=0T47259JQFSFRJQWY4P9&amp;pf_rd_t=101&amp;pf_rd_p=470938631&amp;pf_rd_i=507846" rel="nofollow" target="_blank"> The Win Without Pitching Manifesto</a> </li> </ul> Connect with Blair Enns:  <ul> <li><a href="https://www.winwithoutpitching.com/" rel="nofollow" target="_blank">winwithoutpitching.com</a> </li> <li><a href="https://www.linkedin.com/in/blairenns/?originalSubdomain=ca" rel="nofollow" target="_blank"> LinkedIn</a> </li> <li><a href="https://twitter.com/blairenns?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor" rel="nofollow" target="_blank"> Twitter</a> </li> </ul> Connect with Mark Stiving  <ul> <li>Email: mark@impactpricing.com </li> <li><a href="https://www.linkedin.com/in/stiving/" rel="nofollow" target="_blank">LinkedIn</a> </li> <li><a href="https://twitter.com/markstiving?lang=en" rel="nofollow" target="_blank">Twitter</a> </li> </ul>

Blair Enns – Pricing Creativity Applied to Products

Laura Fay

 Why you have to check out today’s podcast:  Learn the not-so-good strategies that companies do using subscription pricing Know the pitfalls in subscription pricing Discover what a pricing roadmap is and how is it related to big business decisions    Laura Fay is currently the VP Research &amp; Advisory of XAAS Product Management for Technological Services Industry Association (TSIA) and founding member of Health Tech Capital.  Laura is a technology industry veteran with over 30 years of experience driving business growth in the enterprise software industry via leadership roles in product management, general management, product development, and customer success. In this episode, Laura, who is a results-driven person and a very successful in driving enterprise software growth shares her perspectives about the role of pricing on subscription-type businesses and the relationship between pricing and product management.  She will also reveal the pitfalls that she found out in subscription pricing and how value metric and pricing metric are differentiated.     “If you’re going to build a pricing model based on your value proposition, you've got to understand at a deep level how the customer is getting value from the solution.”  – Laura Fay   Stay updated on all thing pricing.   Subscribe to 'The Pricing Perspective'  here    Topics Covered:  01:20 – Laura tells a brief background and the business model of TSIA 03:13 – Her role in TSIA 04:08 – How pricing fits with product management 05:13 – The role of pricing on subscription-type businesses 07:13 – Relationship of pricing and product management 08:38 – What companies don’t do well when it comes to subscription pricing 13:35 – Estimated percentage of businesses that will not transition to subscription pricing in the next five years 16:22 – Two pitfalls that Laura sees in subscription pricing 18:58 – The difference between value metric and pricing metric 23:06 – Two stages of the pitfall in timing when product management starts to think about pricing 26:18 – Pricing roadmap and what it means 27:49 – A piece of pricing advice which could impact the listeners’ business   Key Takeaways:   “Understanding the value proposition that's being delivered and getting into those level of detail of understanding the customer process, how they use the product so that you can start doing that alignment of value and pricing.  It's not something you can turn on a dime overnight once you suddenly decide to do it. So, having a point of view on that earlier in the game and evolving it is pretty critical.” – Laura Fay “I know the timing thing is only thinking about pricing at the launch phase and not thinking about pricing during the product design, and the offer design phase because they are interdependent. You might choose to move things around and how you put your packages or your solutions together, how you put your product suite together and what features, functions and capabilities and use cases and value go into each element in the portfolio. And that's going to pose how you price it. But if you don't think about that until the very end, you're probably missing an opportunity.” – Laura Fay “Product managers should be called value managers because ultimately, that's what their job is.  The promise of that value proposition is the promise of the product, and that is to put a value proposition that you're going to realize when you purchase whatever solution they're defining and building.”  – Laura Fay “The remit of product management to understand how the customer is perceiving that value that they're creating and then leverage that in into their pricing design.” – Laura Fay   Connect with Laura Fay:  mailto:laura.fay@tsia.com tsia.com LinkedIn Twitter    Connect with Mark Stiving  Email: mark@impactpricing.com LinkedIn Twitter 

Why you have to check out today’s podcast: <ul> <li>Learn the not-so-good strategies that companies do using subscription pricing</li> <li>Know the pitfalls in subscription pricing</li> <li>Discover what a pricing roadmap is and how is it related to big business decisions</li> </ul> Laura Fay is currently the VP Research &amp; Advisory of XAAS Product Management for Technological Services Industry Association (TSIA) and founding member of Health Tech Capital.  Laura is a technology industry veteran with over 30 years of experience driving business growth in the enterprise software industry via leadership roles in product management, general management, product development, and customer success. In this episode, Laura, who is a results-driven person and a very successful in driving enterprise software growth shares her perspectives about the role of pricing on subscription-type businesses and the relationship between pricing and product management.  She will also reveal the pitfalls that she found out in subscription pricing and how value metric and pricing metric are differentiated. “If you’re going to build a pricing model based on your value proposition, you've got to understand at a deep level how the customer is getting value from the solution.”  – Laura Fay Stay updated on all thing pricing.   Subscribe to 'The Pricing Perspective' <a href="https://markstiving.us2.list-manage.com/subscribe?u=24f91ef021c099022c1b179e8&amp;id=45a3f4dd5b" rel="nofollow" target="_blank"> here</a> Topics Covered:  01:20 – Laura tells a brief background and the business model of TSIA 03:13 – Her role in TSIA 04:08 – How pricing fits with product management 05:13 – The role of pricing on subscription-type businesses 07:13 – Relationship of pricing and product management 08:38 – What companies don’t do well when it comes to subscription pricing 13:35 – Estimated percentage of businesses that will not transition to subscription pricing in the next five years 16:22 – Two pitfalls that Laura sees in subscription pricing 18:58 – The difference between value metric and pricing metric 23:06 – Two stages of the pitfall in timing when product management starts to think about pricing 26:18 – Pricing roadmap and what it means 27:49 – A piece of pricing advice which could impact the listeners’ business Key Takeaways: “Understanding the value proposition that's being delivered and getting into those level of detail of understanding the customer process, how they use the product so that you can start doing that alignment of value and pricing.  It's not something you can turn on a dime overnight once you suddenly decide to do it. So, having a point of view on that earlier in the game and evolving it is pretty critical.” – Laura Fay “I know the timing thing is only thinking about pricing at the launch phase and not thinking about pricing during the product design, and the offer design phase because they are interdependent. You might choose to move things around and how you put your packages or your solutions together, how you put your product suite together and what features, functions and capabilities and use cases and value go into each element in the portfolio. And that's going to pose how you price it. But if you don't think about that until the very end, you're probably missing an opportunity.” – Laura Fay “Product managers should be called value managers because ultimately, that's what their job is.  The promise of that value proposition is the promise of the product, and that is to put a value proposition that you're going to realize when you purchase whatever solution they're defining and building.”  – Laura Fay “The remit of product management to understand how the customer is perceiving that value that they're creating and then leverage that in into their pricing design.” – Laura Fay Connect with Laura Fay: <ul> <li>mailto:laura.fay@tsia.com</li> <li><a href="https://www.tsia.com/" rel="nofollow" target="_blank">tsia.com</a></li> <li><a href="https://www.linkedin.com/in/laurafay/" rel="nofollow" target="_blank">LinkedIn</a></li> <li><a href="https://twitter.com/lauramfay" rel="nofollow" target="_blank">Twitter</a></li> </ul> Connect with Mark Stiving <ul> <li>Email: mark@impactpricing.com</li> <li><a href="https://www.linkedin.com/in/stiving/" rel="nofollow" target="_blank">LinkedIn</a></li> <li><a href="https://twitter.com/markstiving?lang=en" rel="nofollow" target="_blank">Twitter</a></li> </ul>

Laura Fay – Why the Product Team Must Own Pricing

Why you have to check out today’s podcast: Learn what are the key things you have to learn to become a pricing champion  Know why listening to your market is a key thing to deliver value  Discover the critical role of a pricing manager      Vignesh Thiyagarajan has been a strategy and pricing manager at Sears Holding Corporation. And is now doing the same for a large German company named Trelleborg Sealing Solutions. He got his MBA from the Fisher College of Business at Ohio State University.  In this episode, Vignesh talks about how to become a pricing champion and the skills you need to employ to be able to help businesses determine and set competitive value-based prices to gain market share and achieve revenue goals.    “You need to truly understand the customers problems by just asking one question and let the customer talk and reinforce the pain point to the customer if you use that approach across every interaction that’d be phenomenal.” – Vignesh Thiyagarajan Topics Covered:    03:01– How Vignesh got into a pricing career, being in the retail industry then joining Sears    05:00 – Hi thoughts about people’s understanding and perception about pricing, is it still ‘the blind leading the blind’ scenario?     05:15 – Importance of influence in the pricing industry, being in the tipping point of pricing adoption     14:00 – How value-based pricing is transforming the B2B and B2C industry    16:20 – How data help you determine and calculate customer’s willingness to pay     20:23 – His strategy as a pricing manager, how he leads and influence his team?    25:03 – Vignesh’s pricing advice: “Always experiment and always learn. Never set and forget about it.”      Key Takeaways:    “Upstream possibilities of product development, and trying to increase the perceived value, and the different tactics or the marketing tactics to capture that will be dramatic. All the industry excites me.” – Vignesh Thiyagarajan    “What is value-based pricing. It is about truly bringing an optimization to deliver value, which means the customer should feel that.” – Vignesh Thiyagarajan    Connect with Vignesh Thiyagarajan:   mailto:vigneshahob@gmail.com     LinkedIn     Connect with Mark Stiving   Email: mark@impactpricing.com  LinkedIn    Twitter  

Why you have to check out today’s podcast:<ul> <li>Learn what are the key things you have to learn to become a pricing champion </li> <li>Know why listening to your market is a key thing to deliver value </li> <li>Discover the critical role of a pricing manager  </li> </ul> Vignesh Thiyagarajan has been a strategy and pricing manager at Sears Holding Corporation. And is now doing the same for a large German company named Trelleborg Sealing Solutions. He got his MBA from the Fisher College of Business at Ohio State University.  In this episode, Vignesh talks about how to become a pricing champion and the skills you need to employ to be able to help businesses determine and set competitive value-based prices to gain market share and achieve revenue goals.  “You need to truly understand the customers problems by just asking one question and let the customer talk and reinforce the pain point to the customer if you use that approach across every interaction that’d be phenomenal.” – Vignesh Thiyagarajan Topics Covered:  03:01– How Vignesh got into a pricing career, being in the retail industry then joining Sears  05:00 – Hi thoughts about people’s understanding and perception about pricing, is it still ‘the blind leading the blind’ scenario?   05:15 – Importance of influence in the pricing industry, being in the tipping point of pricing adoption   14:00 – How value-based pricing is transforming the B2B and B2C industry  16:20 – How data help you determine and calculate customer’s willingness to pay   20:23 – His strategy as a pricing manager, how he leads and influence his team?  25:03 – Vignesh’s pricing advice: “Always experiment and always learn. Never set and forget about it.” Key Takeaways:  “Upstream possibilities of product development, and trying to increase the perceived value, and the different tactics or the marketing tactics to capture that will be dramatic. All the industry excites me.” – Vignesh Thiyagarajan “What is value-based pricing. It is about truly bringing an optimization to deliver value, which means the customer should feel that.” – Vignesh Thiyagarajan Connect with Vignesh Thiyagarajan:  <ul> <li><a href="mailto:vigneshahob@gmail.com">mailto:vigneshahob@gmail.com</a> </li> </ul> <ul> <li><a href="https://www.linkedin.com/in/vignesh-thiyagarajan-5b649416/" rel="nofollow" target="_blank"> LinkedIn</a> </li> </ul> Connect with Mark Stiving  <ul> <li>Email: mark@impactpricing.com </li> <li><a href="https://www.linkedin.com/in/stiving/" rel="nofollow" target="_blank">LinkedIn</a> </li> </ul> <ul> <li><a href="https://twitter.com/markstiving?lang=en" rel="nofollow" target="_blank">Twitter</a> </li> </ul>

Vignesh Thiyagarajan – Becoming a Pricing Champion

Bill Wilson

Why you have to check out today’s podcast:  Learn the two mistakes Bill encountered in his journey in pricing and avoid making them  Know how the sales enablement tool works during the late-stage deals  Discover how SaaS salespeople were compensated     Bill Wilson is the co-founder and CEO of SalesRight. Over his two decades of working in the Canadian software industry, he has closed millions of dollars in deals — all driven by his dedication to enhancing Canada’s software industry. Bill’s thoughtful and team-centric approach to leadership builds environments that promote innovative thinking and passionate problem-solving.  Previous to SalesRight, Bill was the CEO of app-agency MindSea, which has developed some of the top rating apps in North America, often featured by Apple.  How does an expert in developing apps found his way to be an industry thought leader in pricing?  And how he effectively channeled his knowledge in complex SaaS pricing to offering intelligent and interactive pricing solutions?  Bill Wilson will answer all these questions in today’s episode. Tune in and learn more about the SaaS pricing structure and metrics, how sales enablement tool works, and his concept on sales compensation plans.    “You’ve got to be confident that what you’re doing is worth the money.”  – Bill Wilson     Topics Covered:  01:32 – Bill narrates how he shifted from creating apps to become an expert in pricing  03:33 – Two things that he considers his biggest mistakes in pricing  05:37 – What he found out with value-based pricing  06:19 – Bill explains what the late-stage deals in SaaS are all about  08:50 – Bill tells about the sales enablement tool they used for late-stage deals  12:26 – How to structure pricing  15:39 – How to present complex pricing models  16:29 – Talking about the metrics they use to understand how customers buy  19:38 – Insights on the sales compensation plans for SaaS  21:50 – Bill details what an average contract value (ACV) means  24:37 – A price of pricing advice that would impact the business of the listeners    Key Takeaways:    “We started selling things more in a packaged way. And that was sort of my real introduction into the pricing space because I realize now that it’s basically the core of pretty much everything. One of the surefire ways you want to increase your revenue is to raise your prices, like all of the pricing and context around that. So that’s how I got into it. It was sort of a requirement as I grew the business.” – Bill Wilson    “During discovery and during qualification, we get as much information as we can, and we should know what’s important to our prospects. But there’s nothing like them telling you by actually interacting with the pricing, and they’re looking at some scenarios that you didn’t think of. And that’s the kind of metrics I’m talking about, understanding how they buy.” – Bill Wilson    “If someone sells a deal, don’t dribble in their commission every month.  As you get paid, pay them the commission upfront. They’ve got to eat, and they’ve got to see the upside. And if there’s a deal that is sliding sideways and they churn out in six months, will you just clot back off a future deal? Like you don’t.  It requires a bit of accounting magic, but you can make it work. And I think it gives the upside and the right place for the salesperson incentivizes them correctly, and also incentivizes them not to bring in people who are going to churn out good clients that see the value.” – Bill Wilson    “I think the biggest thing for me is choice and being able to give people a few options that make sense for them and allow them to participate in that pricing conversation and surface it as early as you can.” – Bill Wilson      Connect with Bill Wilson:   mailto:bill.wilson@salesright.co  LinkedIn     Connect with Mark Stiving   Email: mark@impactpricing.com  LinkedIn  Twitter  

Why you have to check out today’s podcast: <ul> <li>Learn the two mistakes Bill encountered in his journey in pricing and avoid making them </li> <li>Know how the sales enablement tool works during the late-stage deals </li> <li>Discover how SaaS salespeople were compensated </li> </ul> Bill Wilson is the co-founder and CEO of SalesRight. Over his two decades of working in the Canadian software industry, he has closed millions of dollars in deals — all driven by his dedication to enhancing Canada’s software industry. Bill’s thoughtful and team-centric approach to leadership builds environments that promote innovative thinking and passionate problem-solving.  Previous to SalesRight, Bill was the CEO of app-agency MindSea, which has developed some of the top rating apps in North America, often featured by Apple.  How does an expert in developing apps found his way to be an industry thought leader in pricing?  And how he effectively channeled his knowledge in complex SaaS pricing to offering intelligent and interactive pricing solutions?  Bill Wilson will answer all these questions in today’s episode. Tune in and learn more about the SaaS pricing structure and metrics, how sales enablement tool works, and his concept on sales compensation plans.  “You’ve got to be confident that what you’re doing is worth the money.”  – Bill Wilson Topics Covered:  01:32 – Bill narrates how he shifted from creating apps to become an expert in pricing  03:33 – Two things that he considers his biggest mistakes in pricing  05:37 – What he found out with value-based pricing  06:19 – Bill explains what the late-stage deals in SaaS are all about  08:50 – Bill tells about the sales enablement tool they used for late-stage deals  12:26 – How to structure pricing  15:39 – How to present complex pricing models  16:29 – Talking about the metrics they use to understand how customers buy  19:38 – Insights on the sales compensation plans for SaaS  21:50 – Bill details what an average contract value (ACV) means  24:37 – A price of pricing advice that would impact the business of the listeners  Key Takeaways:  “We started selling things more in a packaged way. And that was sort of my real introduction into the pricing space because I realize now that it’s basically the core of pretty much everything. One of the surefire ways you want to increase your revenue is to raise your prices, like all of the pricing and context around that. So that’s how I got into it. It was sort of a requirement as I grew the business.” – Bill Wilson “During discovery and during qualification, we get as much information as we can, and we should know what’s important to our prospects. But there’s nothing like them telling you by actually interacting with the pricing, and they’re looking at some scenarios that you didn’t think of. And that’s the kind of metrics I’m talking about, understanding how they buy.” – Bill Wilson “If someone sells a deal, don’t dribble in their commission every month.  As you get paid, pay them the commission upfront. They’ve got to eat, and they’ve got to see the upside. And if there’s a deal that is sliding sideways and they churn out in six months, will you just clot back off a future deal? Like you don’t.  It requires a bit of accounting magic, but you can make it work. And I think it gives the upside and the right place for the salesperson incentivizes them correctly, and also incentivizes them not to bring in people who are going to churn out good clients that see the value.” – Bill Wilson “I think the biggest thing for me is choice and being able to give people a few options that make sense for them and allow them to participate in that pricing conversation and surface it as early as you can.” – Bill Wilson Connect with Bill Wilson:  <ul> <li>mailto:bill.wilson@salesright.co </li> <li><a href="https://www.linkedin.com/in/wdrwilson/" rel="nofollow" target="_blank">LinkedIn</a> </li> </ul> Connect with Mark Stiving  <ul> <li>Email: mark@impactpricing.com </li> <li><a href="https://www.linkedin.com/in/stiving/" rel="nofollow" target="_blank">LinkedIn</a> </li> <li><a href="https://twitter.com/markstiving?lang=en" rel="nofollow" target="_blank">Twitter</a> </li> </ul>

Bill Wilson – Close More Deals by Arming Them with Interactive and Intelligent Pricing

Paul Klein

Why you have to check out today’s podcast: Learn about Paul’s ‘3 Pillars Of Revenue Generation’ to help you avoid underpricing your service  Discover why you should charge clients more than you think you’re worth  Learn how to price your service premium without getting objections   Paul Klein is a Business Scaling + Pricing Strategy Consultant for Existing (and Aspiring!) Business Coaches &amp; Consultants.   In this episode, Paul shares how he helps clients charge what they truly worth, diving into an in-depth discussion on pricing strategies, how to set up long term pricing and positioning and a discussion on why your willingness to lose a deal is key to get your price.    “Your client is saying to you that you ‘never’ negotiate. That means two things to me – you positioned yourself to command that greater value, and you’re not wavering on your value.” – Paul Klein      Get Accelerate Your Subscription Business: Your Blueprint to Packaging &amp; Pricing for Growth Course at https://www.championsofvalue.com     Topics Covered:    01:15 – The government job he had and what it was like 03:14 – How he got started in Pricing  04:47 – An analogy of Pricing through Sports  06:04 – Why he named his podcast as Pricing Is Positioning  08:16 – Why solopreneurs tend to underprice themselves  11:48 – What does it mean when your client tells you you never negotiate  13:26 – Why it is hard to do value-based pricing  16:39 – Why is the willingness to losing a deal a key for a solopreneur to get his price  20:07 – How not to look desperate to close a deal  22:01 – How he got his Fortune 500 client    Key Takeaways:  “You have to provide the value and there are three parts to every brand, a visual identity, verbal identity, and valued identity. And if all three of those things aren’t in direct correlation with each other, it’s not gonna work.” – Paul Klein    “Be all in. If you don’t value your services and your products, neither will the market and you’ve got to believe in it first before anybody else will ever pay you for.” – Paul Klein   “Would you rather have four quarters or a hundred pennies so you could serve a hundred people or you could have four big fish? I’d rather have the four big fish.” – Paul Klein    “I think you have to be, whenever you make a pivot or whether you’ve already made a pivot, you to have three pillars of revenue for every successful solopreneur consulting business.”- Paul Klein    People / Resources Mentioned:    Ron Baker  Blair Enns  Alan Weiss  Neiman Marcus  Walmart  Yum! Brands  Target  KFC  Cracker Barrel  J.C. Penney   Pricing Creativity: A Guide to Profit Beyond the Billable Hour by Blair Enns     Connect with Paul Klein:   Pricing Is Positioning Podcast  PaulKlein.net LinkedIn Twitter  Instagram  YouTube     Connect with Mark Stiving:      Email: mark@impactpricing.com LinkedIn Twitter https://www.championsofvalue.com 

Why you have to check out today’s podcast:<ul> <li>Learn about Paul’s ‘3 Pillars Of Revenue Generation’ to help you avoid underpricing your service </li> <li>Discover why you should charge clients more than you think you’re worth </li> <li>Learn how to price your service premium without getting objections </li> </ul> Paul Klein is a Business Scaling + Pricing Strategy Consultant for Existing (and Aspiring!) Business Coaches &amp; Consultants.   In this episode, Paul shares how he helps clients charge what they truly worth, diving into an in-depth discussion on pricing strategies, how to set up long term pricing and positioning and a discussion on why your willingness to lose a deal is key to get your price.  “Your client is saying to you that you ‘never’ negotiate. That means two things to me – you positioned yourself to command that greater value, and you’re not wavering on your value.” – Paul Klein  Get Accelerate Your Subscription Business: Your Blueprint to Packaging &amp; Pricing for Growth Course at <a href="https://www.championsofvalue.com/" rel="nofollow" target="_blank">https://www.championsofvalue.com</a> Topics Covered:  01:15 – The government job he had and what it was like 03:14 – How he got started in Pricing  04:47 – An analogy of Pricing through Sports  06:04 – Why he named his podcast as Pricing Is Positioning  08:16 – Why solopreneurs tend to underprice themselves  11:48 – What does it mean when your client tells you you never negotiate  13:26 – Why it is hard to do value-based pricing  16:39 – Why is the willingness to losing a deal a key for a solopreneur to get his price  20:07 – How not to look desperate to close a deal  22:01 – How he got his Fortune 500 client  Key Takeaways:  “You have to provide the value and there are three parts to every brand, a visual identity, verbal identity, and valued identity. And if all three of those things aren’t in direct correlation with each other, it’s not gonna work.” – Paul Klein “Be all in. If you don’t value your services and your products, neither will the market and you’ve got to believe in it first before anybody else will ever pay you for.” – Paul Klein “Would you rather have four quarters or a hundred pennies so you could serve a hundred people or you could have four big fish? I’d rather have the four big fish.” – Paul Klein “I think you have to be, whenever you make a pivot or whether you’ve already made a pivot, you to have three pillars of revenue for every successful solopreneur consulting business.”- Paul Klein People / Resources Mentioned:   <ul> <li><a href="https://verasage.com/" rel="nofollow" target="_blank">Ron Baker</a> </li> <li><a href="https://www.winwithoutpitching.com/" rel="nofollow" target="_blank">Blair Enns</a> </li> <li><a href="https://alanweiss.com/" rel="nofollow" target="_blank">Alan Weiss</a> </li> <li><a href="https://www.neimanmarcus.com/" rel="nofollow" target="_blank">Neiman Marcus</a> </li> <li><a href="https://en.wikipedia.org/wiki/Walmart" rel="nofollow" target="_blank">Walmart</a> </li> <li><a href="https://en.wikipedia.org/wiki/Yum!_Brands" rel="nofollow" target="_blank">Yum! Brands</a> </li> <li><a href="https://en.wikipedia.org/wiki/Target_Corporation" rel="nofollow" target="_blank">Target</a> </li> <li><a href="https://en.wikipedia.org/wiki/KFC" rel="nofollow" target="_blank">KFC</a> </li> <li><a href="https://en.m.wikipedia.org/wiki/Cracker_Barrel" rel="nofollow" target="_blank">Cracker Barrel</a> </li> <li><a href="https://en.wikipedia.org/wiki/J._C._Penney" rel="nofollow" target="_blank">J.C. Penney</a> </li> <li><a href="https://www.goodreads.com/book/show/37905646-pricing-creativity" rel="nofollow" target="_blank"> Pricing Creativity: A Guide to Profit Beyond the Billable Hour by Blair Enns</a> </li> </ul> Connect with Paul Klein:  <ul> <li><a href="https://www.paulklein.net/podcast.html" rel="nofollow" target="_blank">Pricing Is Positioning Podcast</a> </li> <li><a href="https://www.paulklein.net/" rel="nofollow" target="_blank">PaulKlein.net</a></li> <li><a href="https://www.linkedin.com/in/paulkleintv/" rel="nofollow" target="_blank">LinkedIn</a></li> <li><a href="https://twitter.com/PaulKleinTV" rel="nofollow" target="_blank">Twitter</a> </li> <li><a href="https://www.instagram.com/paulkleinTV/" rel="nofollow" target="_blank">Instagram</a></li> <li><a href="https://www.youtube.com/channel/UCoQRkgXR4ClPAub12lXgPwg" rel="nofollow" target="_blank"> YouTube</a> </li> </ul> Connect with Mark Stiving:     <ul> <li>Email: mark@impactpricing.com</li> <li><a href="https://www.linkedin.com/in/stiving/" rel="nofollow" target="_blank">LinkedIn</a></li> <li><a href="https://twitter.com/markstiving?lang=en" rel="nofollow" target="_blank">Twitter</a></li> <li><a href="https://www.championsofvalue.com/" rel="nofollow" target="_blank">https://www.championsofvalue.com</a></li> </ul>

How to Price Your Products and Services: Pricing & Positioning with Paul Klein

Amy Konary

Why you should check out today’s podcast:   Find out the basic differences between SaaS, subscription and traditional perpetual licenses  Learn about subscription pricing decision and how to set-up the revenue buckets for acquisition, retention, and monetization  Discover why it is important that your pricing and packaging  be aligned to the buyer journey     Amy Konary has more than 20 years of experience advising companies on subscription business strategies.   She is the founder and chair of  The Subscribed Institute presented by Zuora, a think tank for the subscription economy. Through The Subscribed Institute Amy brings together a community of business executives, thought leaders, and industry experts at a series of Executive Summits and events, and generates research and industry benchmarks on subscription transformation topics. Amy also advises Zuora customers on subscription business strategy development, execution, and maturity.     In this episode, Amy talked about the strategies and different pricing models used to craft the revenue buckets for acquisition, retention and monetization of your subscription business.      "When you're selling a subscription, you have to take people on a journey."   - Amy Konary    Increase Your Pricing Knowledge: Become a Champions of Value INSIDER!  To sign up go to  insider.championsofvalue.com. Use the promo code ‘INSIDERNOW’  to take advantage of our special $5 offer for the first month.   Topics Covered:    02:14 - How she got started in Pricing  04:35 - Pricing and packaging in traditional businesses as compared with subscriptions  08:11 - What to focus on in subscriptions and the challenges that go with subscriptions  12:54 - Her thoughts on this particular difference between a traditional business and subscriptions  15:04 - Why consumption pricing isn't the most viable option in subscription pricing  15:54 - What is Subscribed Institute and what does it do  19:07 - Her best Pricing advice that would greatly impact your business    Key Takeaways:    "You're selling relationships when you're selling subscriptions." - Amy Konary  "All of the sorts of principles about how people make decisions and the balance of simplicity with flexibility and the paradox of choice, all these sorts of behavioral economic concepts seemed very, very strong when it comes to subscription pricing." - Amy Konary  "In subscription, rather than selling all the value upfront, you have to make sure they can see value really quickly and you'll also have to give them a path forward." - Amy Konary  "For a new business, you absolutely have to focus on new subscriber acquisition and that might dictate or it does dictate how you price and package." - Amy Konary    "In subscription, you can't monetize unless you have that relationship, have that subscriber." - Amy Konary    Resources:    Subscribed: Why the Subscription Model Will Be Your Company's Future - and What to Do About It by Tien Tzuo     Connect With Amy Konary:   E: akonary@zuora.com  LinkedIn     Connect with Mark Stiving:      Email: mark@impactpricing.com        LinkedIn Twitter 

Why you should check out today’s podcast:  <ul> <li>Find out the basic differences between SaaS, subscription and traditional perpetual licenses </li> <li>Learn about subscription pricing decision and how to set-up the revenue buckets for acquisition, retention, and monetization </li> <li>Discover why it is important that your pricing and packaging  be aligned to the buyer journey </li> </ul> Amy Konary has more than 20 years of experience advising companies on subscription business strategies.   She is the founder and chair of <a href="https://www.zuora.com/subscribed/institute/" rel="nofollow" target="_blank"> The Subscribed Institute presented by Zuora</a>, a think tank for the subscription economy. Through The Subscribed Institute Amy brings together a community of business executives, thought leaders, and industry experts at a series of Executive Summits and events, and generates research and industry benchmarks on subscription transformation topics. Amy also advises Zuora customers on subscription business strategy development, execution, and maturity.   In this episode, Amy talked about the strategies and different pricing models used to craft the revenue buckets for acquisition, retention and monetization of your subscription business.  "When you're selling a subscription, you have to take people on a journey."   - Amy Konary Increase Your Pricing Knowledge: Become a Champions of Value INSIDER!  To sign up go to <a href="https://www.championsofvalue.com/offers/uFkHJHCL/checkout" rel="nofollow" target="_blank"> insider.championsofvalue.com</a>. Use the promo code ‘INSIDERNOW’  to take advantage of our special $5 offer for the first month. Topics Covered:  02:14 - How she got started in Pricing  04:35 - Pricing and packaging in traditional businesses as compared with subscriptions  08:11 - What to focus on in subscriptions and the challenges that go with subscriptions  12:54 - Her thoughts on this particular difference between a traditional business and subscriptions  15:04 - Why consumption pricing isn't the most viable option in subscription pricing  15:54 - What is Subscribed Institute and what does it do  19:07 - Her best Pricing advice that would greatly impact your business  Key Takeaways:  "You're selling relationships when you're selling subscriptions." - Amy Konary  "All of the sorts of principles about how people make decisions and the balance of simplicity with flexibility and the paradox of choice, all these sorts of behavioral economic concepts seemed very, very strong when it comes to subscription pricing." - Amy Konary  "In subscription, rather than selling all the value upfront, you have to make sure they can see value really quickly and you'll also have to give them a path forward." - Amy Konary  "For a new business, you absolutely have to focus on new subscriber acquisition and that might dictate or it does dictate how you price and package." - Amy Konary  "In subscription, you can't monetize unless you have that relationship, have that subscriber." - Amy Konary  Resources:  <ul> <li><a href="https://www.amazon.com/Subscribed-Subscription-Model-Companys-Future/dp/0525536469" rel="nofollow" target="_blank"> Subscribed: Why the Subscription Model Will Be Your Company's Future - and What to Do About It by Tien Tzuo</a> </li> </ul> Connect With Amy Konary:  <ul> <li>E: akonary@zuora.com </li> <li><a href="https://www.linkedin.com/in/amy-konary-1351911/" rel="nofollow" target="_blank">LinkedIn</a> </li> </ul> Connect with Mark Stiving:     <ul> <li>Email: mark@impactpricing.com     </li> </ul> <ul> <li><a href="https://www.linkedin.com/in/stiving/" rel="nofollow" target="_blank">LinkedIn</a></li> <li><a href="https://twitter.com/markstiving?lang=en" rel="nofollow" target="_blank">Twitter</a></li> </ul>

Mastering  Pricing and Packaging  for Your Subscription Business:  Taking People on a Journey with Amy Konary

Kevin Lemke

Why you have to check out today’s podcast: What does factors like leadership and influence have to do in pricing  your product and service  Pricing lessons you need to know to understand your business better  Discover how to organize your pricing leadership function for your business success     Kevin Lemke is a commercial executive with a passion for fixing and creating businesses. Strong record of delivering revenue and margin upside. Career-to-date benefits generated are greater than $500M of additional margin – an average of .5% return on sales. His specialties include organizational Leadership, Innovation Strategy, Turnarounds &amp; Business Transformation, Digital Marketing, B2B Sales, Pricing Strategy, Go-to-market Model Development, Value Proposition Development, Whitespace Identification, Organization structure development, and alignment.   In this episode, Kevin shares with us his expertise in setting up pricing in B2B and B2C businesses.    Bring your sales guys into the conversation and have them be part of making sure that we’ve got the price, the right pricing programs, and discipline. I think they need to be part of this. They benefit. We all benefit.” – Kevin Lemke     Get Accelerate Your Subscription Business: Your Blueprint to Packaging &amp; Pricing for Growth Course at https://www.championsofvalue.com      Topics Covered:    01:08 – What does he do as VP of innovation   01:54 – How did his career in Pricing start  03:05 – How was it like learning the systems and processes already in place at the time he entered the aviation industry  05:20 – Thoughts about “pricing is the sales prevention team”  06:29 – Talking about Leadership in Pricing  07:16 – Describing his stint at Zilliant and where this company is focused at  08:53 – Leading a pricing initiative when he got back to Dell  10:15 – What does internal product management entail  11:01 – Lessons he learned in pricing that helps in understanding business  11:49 – The hard part of doing internal sales  13:27 – Hints on how to be doing internal sales  14:57 – What has contributed to his vast knowledge about pricing  17:37 – What happens when we focus on value  18:24 – What differentiates B2B pricing from B2C pricing  19:47 – One valuable pricing advice he has    Key Takeaways:    “To be successful, to do things right, it’s very much a team effort, you know, and you can imagine, especially in these large fields you’re at in the center of things. So, it’s bringing a team of sales, finance, marketing, operations folks together.” – Kevin Lemke    “To be successful, to do things right, it’s very much a team effort, and you can imagine, especially in these large fields, you’re at in the center of things. So, it’s bringing a team of sales, finance, marketing, operations folks together.” – Kevin Lemke     People/ Resources Mentioned    Stanley Black &amp; Decker  Continental Airlines  American Airlines  Dell Computer  Zilliant  Chris Mitchell     Connect with Kevin Lemke:   LinkedIn  E:kevin.lemke@sbdinc.com      Connect with Mark Stiving    Email: mark@impactpricing.com   LinkedIn Twitter https://www.championsofvalue.com 

Why you have to check out today’s podcast:<ul> <li>What does factors like leadership and influence have to do in pricing  your product and service </li> <li>Pricing lessons you need to know to understand your business better </li> <li>Discover how to organize your pricing leadership function for your business success </li> </ul> Kevin Lemke is a commercial executive with a passion for fixing and creating businesses. Strong record of delivering revenue and margin upside. Career-to-date benefits generated are greater than $500M of additional margin – an average of .5% return on sales. His specialties include organizational Leadership, Innovation Strategy, Turnarounds &amp; Business Transformation, Digital Marketing, B2B Sales, Pricing Strategy, Go-to-market Model Development, Value Proposition Development, Whitespace Identification, Organization structure development, and alignment.   In this episode, Kevin shares with us his expertise in setting up pricing in B2B and B2C businesses.  Bring your sales guys into the conversation and have them be part of making sure that we’ve got the price, the right pricing programs, and discipline. I think they need to be part of this. They benefit. We all benefit.” – Kevin Lemke Get Accelerate Your Subscription Business: Your Blueprint to Packaging &amp; Pricing for Growth Course at <a href="https://www.championsofvalue.com/" rel="nofollow" target="_blank">https://www.championsofvalue.com</a>  Topics Covered:  01:08 – What does he do as VP of innovation   01:54 – How did his career in Pricing start  03:05 – How was it like learning the systems and processes already in place at the time he entered the aviation industry  05:20 – Thoughts about “pricing is the sales prevention team”  06:29 – Talking about Leadership in Pricing  07:16 – Describing his stint at Zilliant and where this company is focused at  08:53 – Leading a pricing initiative when he got back to Dell  10:15 – What does internal product management entail  11:01 – Lessons he learned in pricing that helps in understanding business  11:49 – The hard part of doing internal sales  13:27 – Hints on how to be doing internal sales  14:57 – What has contributed to his vast knowledge about pricing  17:37 – What happens when we focus on value  18:24 – What differentiates B2B pricing from B2C pricing  19:47 – One valuable pricing advice he has  Key Takeaways:  “To be successful, to do things right, it’s very much a team effort, you know, and you can imagine, especially in these large fields you’re at in the center of things. So, it’s bringing a team of sales, finance, marketing, operations folks together.” – Kevin Lemke “To be successful, to do things right, it’s very much a team effort, and you can imagine, especially in these large fields, you’re at in the center of things. So, it’s bringing a team of sales, finance, marketing, operations folks together.” – Kevin Lemke People/ Resources Mentioned  <ul> <li><a href="https://en.wikipedia.org/wiki/Stanley_Black_%26_Decker" rel="nofollow" target="_blank"> Stanley Black &amp; Decker</a> </li> <li><a href="https://en.wikipedia.org/wiki/Continental_Airlines" rel="nofollow" target="_blank">Continental Airlines</a> </li> <li><a href="https://en.wikipedia.org/wiki/American_Airlines" rel="nofollow" target="_blank">American Airlines</a> </li> <li><a href="https://en.wikipedia.org/wiki/Dell" rel="nofollow" target="_blank">Dell Computer</a> </li> <li><a href="https://www.linkedin.com/company/zilliant/" rel="nofollow" target="_blank">Zilliant</a> </li> <li><a href="https://www.linkedin.com/in/chris-mitchell-67a4933/" rel="nofollow" target="_blank">Chris Mitchell</a> </li> </ul> Connect with Kevin Lemke:  <ul> <li><a href="https://www.linkedin.com/in/kevinlemke/" rel="nofollow" target="_blank">LinkedIn</a> </li> <li>E:kevin.lemke@sbdinc.com </li> </ul>  Connect with Mark Stiving   <ul> <li>Email: mark@impactpricing.com  </li> <li><a href="https://www.linkedin.com/in/stiving/" rel="nofollow" target="_blank">LinkedIn</a></li> <li><a href="https://twitter.com/markstiving?lang=en" rel="nofollow" target="_blank">Twitter</a></li> <li><a href="https://www.championsofvalue.com/" rel="nofollow" target="_blank">https://www.championsofvalue.com</a></li> </ul>

How to Make Sales More Effective with Value-Based Pricing with Kevin Lemke

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