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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
  • Blogcast: Dynamic vs. Stable Context: A Framework for Smarter Pricing

    Blogcast: Dynamic vs. Stable Context: A Framework for Smarter Pricing
    2025/02/28

    This is an Impact Pricing Blog published on December 23, 2024, turned into an audio podcast so you can listen on the go.

    Read Full Article Here: https://impactpricing.com/blog/dynamic-vs-stable-context-a-framework-for-smarter-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/
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    4 分
  • Mastering Value Conversations: Turning Customer Insights into Profits with Ed Arnold

    Mastering Value Conversations: Turning Customer Insights into Profits with Ed Arnold
    2025/02/24

    Ed Arnold works with B2B companies to develop their value-based pricing strategies. His specialty is translating a company’s competitive advantage into a viable customer value pricing strategy, as well as advising on commercial execution.

    In this episode, Ed shares when value conversations are most effective. He highlights the need to tailor value models to each prospect through open-ended questions that uncover key business drivers. Because when value is clearly demonstrated, price becomes a secondary concern, resulting in smoother sales and fewer pricing objections.

    Why you have to check out today’s podcast:

    • Learn why guiding customers to do their own value math is more persuasive than presenting a pre-made ROI model.
    • Discover how value conversations shift the focus from cost to impact, making price negotiations smoother.
    • Understand why dumping numbers on customers backfires and how to engage them in a way that builds trust and buy-in.

    "As customers, we have a good sense of what a great deal is. But as sellers, we're much less certain about what that value is. You need to have value conversations to get at that."

    - Ed Arnold

    Topics Covered:

    00:57 - How he accidentally got into, left, and keeps returning to pricing

    03:25 - Explaining how pricing challenges often signal deeper business issues

    08:46 - Why customers distrust ROI calculators

    11:05 - What value conversation is all about and how to effectively go through it

    14:00 - Emphasizing that trust is built through reliability and honest engagement

    16:57 - How many good salespeople are there and what make good salespeople

    19:17 - The importance of market focus and playbooks in sales

    20:49 - Showing the most effective value conversation to have

    25:03 - How he trains salespeople on value conversations

    29:53 - Noting that while he focuses on larger customers, the same value-based principles apply to marketing lower-ACV products

    30:24 - Ed's best pricing advice

    Key Takeaways:

    "You cannot solve any pricing issue without tackling the strategy. And if the strategy is flawed, then the pricing isn't going to help you." - Ed Arnold

    "...and this is the thing that I think about value stories. It's not about the product. It's about the customer. The customer is the star of the story." - Ed Arnold

    People/Resources Mentioned:

    • Steven Forth: https://www.linkedin.com/in/stevenforth/
    • Forrester: https://www.forrester.com/bold/
    • Monitor Deloitte: https://www.deloitte.com/global/en/services/consulting/services/monitor-deloitte.html
    • Leverage Point: https://www.leveragepoint.com/

    Connect with Ed Arnold:

    • LinkedIn: https://www.linkedin.com/in/edarnold1/

    Connect with Mark Stiving:

    • LinkedIn: https://www.linkedin.com/in/stiving/
    • Email: mark@impactpricing.com
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    31 分
  • Blogcast: Value Drivers vs. Value Tables: When to Go Broad and When to Be Specific

    Blogcast: Value Drivers vs. Value Tables: When to Go Broad and When to Be Specific
    2025/02/21

    This is an Impact Pricing Blog published on December 16, 2024, turned into an audio podcast so you can listen on the go.

    Read Full Article Here: https://impactpricing.com/blog/value-drivers-vs-value-tables-when-to-go-broad-and-when-to-be-specific/

    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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    4 分
  • The Future of AI Monetization: Trends and Challenges with Steven Forth

    The Future of AI Monetization: Trends and Challenges with Steven Forth
    2025/02/17
    Steven Forth is Ibbaka’s Co-Founder, CEO, and Partner. Ibbaka is a strategic pricing advisory firm. In this episode, Steven shares the potential commoditization of AI pricing agents, explaining how their replication and standardization could drive down differentiation and value. He explores the interplay between AI-driven sales and buying processes, emphasizing that businesses must consider how AI will influence purchasing decisions. He also touches on the potential of AI to simplify legal tasks. Why you have to check out today’s podcast: Learn how AI-powered pricing agents compare to SaaS models and why they might face rapid commoditization in the evolving AI landscape.Discover why AI-driven buying decisions are just as important as AI-powered selling strategies—and what that means for the future of pricing.Find out how DeepSeek’s approach to AI training and pricing could shake up the industry, with potential implications for OpenAI and other major players. "I think that they need to put themselves in the buyer's shoes and ask themselves, how would I be using AI to make a buying decision?" - Steven Forth Topics Covered: 01:23 - Explaining the four types of AI products and how they impact pricing, automation, and value creation 09:51 - Exploring whether AI agents will become commoditized 12:46 - How complex pricing workflows require multiple AI agents working together as a service, rather than a single standalone pricing agent 14:17 - Explaining that differentiated AI agents with better performance will still command higher prices 19:20 - Highlighting how DeepSeek’s advancements in post-training optimization and lower pricing could drive broader AI adoption 21:20 - What makes AI agents more prone to commoditization 23:22 - How SaaS solutions are less prone to commoditization than AI agents 26:32 - Suggesting that tasks like real estate conveyance could be automated by AI agents 29:02 - Steven's best pricing advice Key Takeaways: "A lot of the use cases for outcome-based pricing or results-based pricing really only become relevant when an action is taken on your behalf. And you can evaluate the value of that action and the success of that action." - Steven Forth "Are all agents by nature more subject to commoditization than other parts of the ecology, like copilots or service as software or generators? My gut feeling is that there are going to be agents that are highly differentiated because they rely on highly customized underlying language models and highly tuned prompt sequences that would not be easy for someone else to recreate. And that they'll be able to make better decisions." - Steven Forth "Apart from very specific and narrow cases, I don't think pricing is going to be done by agents. Pricing will be service as software." - Steven Forth People/Resources Mentioned: Grammarly: https://www.grammarly.comCopilot: https://copilot.microsoft.com/onboardingChatGPT: https://chatgpt.com/Hugging Face: https://huggingface.coHubspot: https://www.hubspot.comFinnAI: https://www.finnai.io/enLegalZoom: https://www.legalzoom.comZendesk: https://www.zendesk.comMicrosoft: https://www.microsoft.com/Pros: https://pros.comVendavo: https://www.vendavo.comZilliant: https://zilliant.comPricefx: https://www.pricefx.comMaxio: https://www.maxio.comDeepSeek: https://en.wikipedia.org/wiki/DeepSeek Connect with Steven Forth: LinkedIn: https://www.linkedin.com/in/stevenforth/Email: steven@ibbaka.com Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/Email: mark@impactpricing.com
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    28 分
  • Blogcast: Unlocking Portfolio Value Through Strategic Price Increases

    Blogcast: Unlocking Portfolio Value Through Strategic Price Increases
    2025/02/14

    This is an Impact Pricing Blog published on December 9, 2024, turned into an audio podcast so you can listen on the go.

    Read Full Article Here: https://impactpricing.com/blog/unlocking-portfolio-value-through-strategic-price-increases/

    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