Impact Pricing

著者： Mark Stiving Ph.D.
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  • 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 2022
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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 2022
マーケティング マーケティング・セールス 経済学
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  • How Bundled Solutions, AI, and the Art of Pricing in B2B Drive Sales and Profitability with Dan Foster

    How Bundled Solutions, AI, and the Art of Pricing in B2B Drive Sales and Profitability with Dan Foster
    2025/03/10
    Dan Foster is a Chief Operating/Revenue Officer, who built and transformed profitable businesses across technology and telecom start-ups as well as industry powerhouses. Companies turn to him to revive struggling businesses by redefining sales, marketing and customer service strategy, scaling infrastructure, and promoting product innovation. In this episode, Dan shares how bundled solutions increase value and close rates. He discusses AI’s growing role in B2B sales and procurement. And stresses using data to understand customer needs and justify pricing. Why you have to check out today’s podcast: Learn how bundling products and services can enhance perceived value, increase close rates, and prevent price-sensitive buyers from deconstructing your offerings.Gain insights into how AI is transforming the sales landscape, from optimizing product recommendations to procurement teams using AI to negotiate better prices.Understand why pricing should be tied to the customer’s business outcomes and how to communicate the true value of your solutions effectively. "You take the data around a pricing example and you really understand the value from the end user's perspective, so you got to have that empathy back in to say what moves their business. And when we understand what moves their business with a few numbers, then you start to give the underpinning for why value pricing matters." - Dan Foster Topics Covered: 02:01 - How his early consulting work made him think about value and led him to pricing 03:23 - Asking about typical reactions to pricing presentations 04:24 - Explaining that selling value starts with understanding product-market fit 07:03 - Highlighting the importance of teaching distribution partners how to sell value, using the Home Depot-SolarCity partnership as an example 10:43 - How can ROI calculators be convincing 14:07 - Explaining that while they don't track proven value directly due to lack of data, anecdotal feedback and supplier insights indicate improved close rates for partners 15:09 - How AI is reshaping product offerings, expanding technology advisors' roles, and influencing cost-cutting for innovation 19:10 - Highlighting that while AI may drive procurement efficiencies complex digital transformation solutions still rely on expertise 20:27 - How bundling simplifies purchasing and reinforce the value of an all-in-one solution 24:27 - Dan's best pricing advice Key Takeaways: "If you want to buy a ton of storage and it's a commodity, we get that. That could go through the marketplace earlier than not. If you want a digital transformation, if you want to change your customer experience, if you want to make your business run faster, if you want business process automation and robotic process automation, that's not going through a dynamic pricing model on a marketplace near-term. Now, can I go out and look at, like, UiPath Licensing versus Automation Anywhere versus whoever Microsoft scooped up next and look at pricing models? The procurement folks are probably smart to do that." - Dan Foster "But the bundled solution specifically is, I think, fundamental because otherwise, when you offer them the menu-based pricing, oftentimes they don't see the full value." - Dan Foster "It [selling value] starts with that product-market fit. We do a lot of enablement of our partners or downstream almost like a two-tier distributor. And in doing that we provide the ability for them to see a higher close rate when they use tools and resources. It alleviates that conversation and it's inherent that there's value pricing there." - Dan Foster "It's critical to think through in a subscription-based model what that value is, because that customer acquisition cost versus the long-term value of a customer, it's a critical ratio to understand when you're thinking through pricing." - Dan Foster People/Resources Mentioned: Cummins Engine Company: https://www.cumminsenginepart.com/Unilever: https://www.unilever.comAlcoa: https://www.alcoa.com/global/en/home/Amazon: https://www.amazon.com/Selling-Value-Deals-Higher-Prices/product-reviews/1737655217/ref=cm_cr_dp_d_show_all_btm?ie=UTF8&reviewerType=all_reviews&SolarCity: https://en.wikipedia.org/wiki/SolarCityHome Depot: https://www.homedepot.comAzure: https://azure.microsoft.com/Google: https://www.google.com/?client=safariLowe's: https://www.lowes.comSun Power: https://us.sunpower.comSunrun: https://www.sunrun.comTD Synnex: https://www.tdsynnex.com/na/us/Ingram Micro: https://www.ingrammicro.comFive9: https://www.five9.comGenesys: https://www.genesys.com/en-sg/NICE inContact: https://www.nice.com/Zoom: https://zoom.usDialpad: incontact.com/content/home.htmChatGPT: https://chatgpt.comWall Street Journal: https://www.wsj.com/Automation Anywhere: https://www.automationanywhere.comMicrosoft: https://www.microsoft.com/en-ph/UiPath Licensing: https://licensing.uipath.com/Hulu: https://www.hulu.com/welcome?orig_referrer=https%3A%2F%2Fwww.google.com...
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    28 分
  • Blogcast: Understanding Context: 4 Key Factors That Influence Customer Willingness to Pay

    Blogcast: Understanding Context: 4 Key Factors That Influence Customer Willingness to Pay
    2025/03/07

    This is an Impact Pricing Blog published on January 6, 2025, turned into an audio podcast so you can listen on the go.

    Read Full Article Here: https://impactpricing.com/blog/understanding-context-4-key-factors-that-influence-customer-willingness-to-pay/

    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/
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    3 分
  • How to Stop Undervaluing Your Product—And Start Getting Paid What It’s Worth with Rich Mironov

    How to Stop Undervaluing Your Product—And Start Getting Paid What It’s Worth with Rich Mironov
    2025/03/03

    Rich Mironov provides product management leadership and coaching to large and small tech companies, with more than 150 clients since 2001. His focus includes: Coaching VPs of Product and CPOs, Organizing the product organization, and Stepping in (occasionally) as a 'smokejumper' VP of Product Management.

    In this episode, Rich shares that product managers must define economic value before development. He believes sales teams should communicate, not calculate, value using simple tools. And he advises focusing on broad market data instead of over-relying on top accounts.

    Why you have to check out today’s podcast:

    • Learn how to define and communicate economic value effectively.
    • Understand how sales teams and product managers can align for better pricing decisions.
    • Gain actionable tips on framing value in sales conversations without overwhelming buyers.

    “You want to look for an aggregate set of data about what's happening in your marketplace as opposed to attaching a lot of overweight to your two largest accounts.”

    - Rich Mironov

    Topics Covered:

    01:22 - Describing his journey into product management and an overview of his role here

    03:40 - Differentiating B2C pricing versus B2B pricing as it relates to product management

    09:33 - Discussing the balance between standardized pricing for most customers and the reality of frequent one-off deals in B2B

    11:28 - How to systematize B2B pricing to reduce one-off deals and encourage standardization

    16:59 - Aligning sales compensation with margin to protect long-term profitability

    18:39 - Highlighting how enterprise sales teams generalize individual client demands as market-wide needs

    20:26 - Why product teams must define economic value before development

    25:00 - Agreeing that product teams must define value early but debates how to present it, with Mark favoring customer-driven insights and Rich emphasizing the need for quantifiable justification to close deals

    26:25 - Acknowledging that while ROI calculators aren’t inherently trusted, they’re valuable as a conversational tool

    28:37 - Rich's best pricing advice

    Key Takeaways:

    "I believe a fundamental obligation of product management if we're building something that needs this kind of discussion [communicate economic value], is to do the economic math before we start the development. Not after." - Rich Mironov

    "Expecting my sales team to be economists is unrealistic. And so, on the product side, I feel like I owe my sales team some narrative that they can read off the page, yes, fill in the numbers, fill in the values, or fill in the quantities. But the value story has to be baked into the product." - Rich Mironov

    "We lead with benefits, we lead with stories, we lead with vignettes, we lead with problems. But the last two paragraphs of that have to justify somebody actually signing a contract." - Rich Mironov

    People/Resources Mentioned:

    • JPMorganChase: https://www.jpmorganchase.com
    • New York Stock Exchange: https://www.nyse.com/index

    Connect with Rich Mironov:

    • LinkedIn: https://www.linkedin.com/in/richmironov/
    • Website: mironov.com
    • Email: rich@mironov.com

    Connect with Mark Stiving:

    • LinkedIn: https://www.linkedin.com/in/stiving/
    • Email: mark@impactpricing.com
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    31 分

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