Impact Pricing

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.

  1. The Four Conversations That Change How Buyers Decide with Blair Enns

    16 HR AGO

    The Four Conversations That Change How Buyers Decide with Blair Enns

    Blair Enns is the founder of Win Without Pitching, author of The Four Conversations, and co-host of the 2Bobs podcast. He helps experts, agencies, and consultants move from being treated like vendors to becoming trusted advisors. In this episode, Blair joins Mark Stiving to unpack the hidden dynamics behind how buyers decide who they trust, who they listen to, and who they ultimately hire. They explore why selling expertise is fundamentally different from selling products, how authority is established long before proposals are presented, and why presenting multiple options changes the psychology of buyer decision-making. If you've ever wondered why some experts command confidence while others get stuck competing like commodities, this conversation will change how you think about selling, value, and buyer behavior.   Why You Have to Listen: Learn how buyers decide who feels like the trusted expert — long before proposals, pricing, or deliverables are discussed. Discover why presenting multiple options changes buyer psychology and keeps you out of "convince mode" during sales conversations. Understand the Four Conversations framework that helps experts move from being treated like vendors to becoming trusted advisors.   "Selling isn't talking people into things. It's helping somebody make a decision." — Blair Enns   Topics Covered: 02:44 — Why Selling Expertise Changes Buyer Behavior. Blair explains why buyers evaluate experts differently from traditional salespeople and why trust starts forming before proposals are discussed. 06:20 — The Four Conversations Behind Every Buying Decision. A breakdown of the four conversations that quietly shape how buyers decide who they trust and hire. 07:41 — Expert vs. Vendor: The Positioning Buyers Feel Immediately. Why buyers instinctively place sellers into categories and how experts avoid becoming "just another option." 11:36 — The Question That Unlocks Better Buyer Conversations. How focusing on a buyer's desired future state changes the entire direction of a sales discussion. 15:51 — Why Multiple Options Change Buyer Psychology. Blair explains why presenting choices keeps you out of "convince mode" and makes buyers feel safer saying yes. 19:17 — Why Value Should Come Before Pricing. A conversation on why buyers think differently when outcomes are discussed before solutions or costs. 23:53 — The Hidden Power of Price Anchoring. How the first numbers buyers hear quietly reshape expectations, negotiations, and decision-making.   Key Takeaways: "Selling isn't talking people into things. It's helping somebody make a decision." — Blair Enns "We rarely do the amount of thinking required to reason ourselves away from the starting point." — Blair Enns on how anchors shape buyer decisions   People and Resources Mentioned: Mahan Khalsa — Referenced for the idea that "the sale is the sample of the engagement to follow" from his book Let's Get Real or Let's Not Play. Thinking, Fast and Slow — Referenced during the discussion on anchoring, heuristics, and buyer decision-making psychology. Daniel Kahneman and Amos Tversky — Mentioned for their work on Prospect Theory and anchoring effects that shape how buyers evaluate pricing and options. 2Bobs — Blair's podcast co-hosted with David Baker, known for conversations on positioning, expertise, and agency growth. The Four Conversations — Blair's book introducing a framework for selling expertise through authority, value conversations, and buyer trust.   Connect with Blair Enns: LinkedIn: https://www.linkedin.com/in/blairenns/  Website: https://www.winwithoutpitching.com/ Books: https://www.winwithoutpitching.com/books    Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com

    29 min

  2. 3 DAYS AGO

    Buyer Insight: Why AI Is Making SaaS Metrics Grow Up

    This is an Impact Pricing Blog published on February 23, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/why-ai-is-making-saas-metrics-grow-up/ 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/

    5 min
  3. Why the Same Product Shouldn't Have One Price (And What to Do Instead) with Bobby Moesta

    4 MAY

    Why the Same Product Shouldn't Have One Price (And What to Do Instead) with Bobby Moesta

    Bobby Moesta is the President & CEO of The Re-Wired Group, where he helps companies understand why customers buy.He is the co-creator of Jobs to Be Done alongside Clayton Christensen, and has spent decades studying the demand side of innovation—what actually drives people to change, choose, and pay. In this episode, Bobby joins Mark Stiving to challenge some of the most common assumptions behind pricing and decision-making—starting with how buyers really think (and why it's not what most companies expect). They explore what's actually happening beneath the surface of a purchase decision—and why understanding that can completely shift how you approach pricing. If you've ever felt like your pricing "should work" but doesn't—this conversation will make you rethink what's really going on.   Why You Have to Listen: Understand why context + outcome determines willingness to pay (not features). Learn why buyers don't "choose" instead they eliminate options and build confidence. Discover why most companies underprice by targeting the average instead of high-value contexts.   "Pricing is contextual. It's based on the context they're in and the outcome they want." — Bobby Moesta   Topics Covered: 02:21 – Why buyers don't change (until something breaks). The hidden trigger that forces people out of the status quo 04:41 – What buyers actually expect when they pay. Why value isn't what you think—and where expectations really come from 06:30 – The invisible forces behind every purchase. Push, pull, anxiety, and habit—and how they quietly control decisions 12:13 – How buyers really decide (it's not what you think). Why people don't "choose"—and what they actually do instead 18:17 – Why confused buyers walk away. The simple reason deals stall (and how to fix it) 20:06 – What creates buyer confidence. How people convince themselves to finally say yes 23:20 – What "I need to think about it" really means. The hidden signals behind hesitation—and how to uncover them 27:41 – Why one price doesn't fit all. How context changes what customers are willing to pay 29:37 –Every decision is a purchase decision. Why pricing thinking applies far beyond products and sales   Key Takeaways: "We can't convince them of anything. They have to convince themselves." — Bobby Moesta "Most of the time we end up pricing at the bottom of the market… and we're giving away the high end." — Bobby Moesta   Resources Mentioned: Jobs to Be Done – Framework for understanding customer decisions The Re-Wired Group – Bobby's firm focused on demand-side insight Demand-Side Sales – Bobby's book on how customers actually buy   Connect with Bobby Moesta: LinkedIn: https://www.linkedin.com/in/bobmoesta/  Website: https://therewiredgroup.com/    Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com

    31 min

  4. 1 MAY

    Buyer Insight: Credits Are Both Billing and Currency and That's the Problem

    This is an Impact Pricing Blog published on February 16, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/credits-are-both-billing-and-currency-and-thats-the-problem/ 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/

    5 min
  5. How to Change Prices and Predict Them Without Guessing with Felix Hoffmann

    27 APR

    How to Change Prices and Predict Them Without Guessing with Felix Hoffmann

    Felix Hoffmann is the co-founder of 7Learnings, where he helps companies move from intuition-based pricing to predictive, data-driven pricing systems. He previously led pricing optimization at Zalando, managing pricing across millions of products and markets—giving him a front-row seat to how pricing actually behaves in the real world. In this episode, instead of relying on gut feel or delayed results, Felix introduces predictive pricing—a system that forecasts the impact of price changes before you make them. They break down why most pricing decisions today are still reactive, how companies are leaving profit on the table by not simulating outcomes, and why testing alone isn't enough anymore. If you've ever changed prices and hoped for the best—this episode will challenge that approach.   Why You Have to Listen: If you're changing prices without knowing what will happen—this episode shows you a better way. Understand why testing pricing isn't enough—and what comes after testing. Discover how companies are using simulations to make faster, smarter pricing decisions.   "You shouldn't decide based on gut feeling—you should decide based on what you predict will happen." — Felix Hoffmann   Topics Covered: 01:30 – What Is Predictive Pricing? How to forecast the impact of price changes before making them 04:00 – Why "Should We Change Price?" Is the Wrong Question The real question: what happens if you change it 07:00 – What You Need to Predict (Beyond Sales) Profit, costs, returns, and long-term effects of pricing decisions 13:30 – Why Testing Alone Isn't Enough You can't test everything—so you need simulations 17:00 – Competitor Pricing: Guessing vs Predicting Why most companies match competitors blindly—and how to avoid it 20:30 – The Role of External Signals (Weather, Seasonality, Trends) How real-world factors shape pricing decisions 23:30 – B2B vs B2C Pricing Reality Why predictive pricing is easier in high-volume environments 29:00 – Final Advice: Predict First, Decide Second Why simulation is the missing layer in pricing strategy   Key Takeaways: "The question is not: should I change my price? The question is: what happens if I change it?" — Felix Hoffmann "Nobody is doing perfect decisions today… perfect decisions would require mathematical optimization." — Felix Hoffmann   Resources Mentioned: 7Learnings – Platform for predictive pricing and revenue optimization Zalando – Example of large-scale pricing optimization   Connect with Felix Hoffmann: LinkedIn: https://www.linkedin.com/in/felix-hoffmann-7learnings/  Website: https://7learnings.com/    Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com

    29 min

  6. 24 APR

    Buyer Insight: Pricing Theory vs. Buying Reality: Why Usage-Based Pricing Still Wins in Enterprise AI

    This is an Impact Pricing Blog published on February 9, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/pricing-theory-vs-buying-reality-why-usage-based-pricing-still-wins-in-enterprise-ai/ 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/

    4 min
  7. "How Would You Like to Pay?" Rethinking Pricing Strategy with Mark Walker

    20 APR

    "How Would You Like to Pay?" Rethinking Pricing Strategy with Mark Walker

    Mark Walker, CEO at Nue.io, helps companies design pricing models that align with how customers actually experience value—across usage, subscriptions, and hybrid approaches. In this episode, he joins Mark Stiving to unpack a growing tension: companies are pushing more flexible pricing models—but customers don't always want them. At the center is a simple question that changes everything: "How would you like to buy?" They explore why pricing isn't about finding one perfect model, but about giving customers the right options—while avoiding the complexity that slows decisions. If you're trying to evolve your pricing so customers can decide faster (without overwhelm), this is a conversation you'll want to hear.   Why You Have to Check Out Today's Podcast: Understand why the future of pricing isn't choosing the "right" model—but giving customers the right options. See why customers don't want to decode your pricing—and how simplifying it builds trust faster. Learn how to experiment with pricing without breaking your business—or your customer relationships.   "You need to introduce your customers to what you're going to be changing about your product set and ask them to tell you how they would relate that to value." — Mark Walker   Topics Covered: 02:26 – What is a revenue architecture system? Why pricing, billing, and quoting can't live in silos anymore—and how unifying them enables pricing flexibility 05:11 – Aligning pricing models to customer value Why the same product needs different pricing models depending on how customers experience value 08:11 – What "hybrid pricing" really means Breaking down how companies combine subscription and usage to better reflect real-world value 19:29 – Why changing pricing is so hard The hidden risk: once a pricing model is live, you're locked into it longer than you think 21:39 – Optionality as a pricing strategy Why giving customers multiple ways to buy may outperform forcing a single pricing model 25:42 – Outcome-based pricing: what it actually means Why outcome-based pricing isn't new—and really comes down to who takes the risk 29:36 – Don't guess pricing—ask your customers  Why involving customers early can prevent costly pricing mistakes 30:44 – How to talk to customers about pricing changes The role of communication in introducing new pricing without creating resistance   Platforms & Pricing Model Examples: Amazon Web Services – Example of committed spend and consumption-based pricing at scale Snowflake – Known for credit-based pricing, highlighting the tradeoff between flexibility and pricing clarity DocuSign – Example of outcome-based pricing where customers pay per completed transaction ZoomInfo – Combines seat-based pricing with credits, illustrating hybrid pricing in practice   Key Takeaways: "The more abstract you make the relationship between what the person is doing and what that costs, the harder it is to get the customer to budget for it." — Mark Walker "Outcome-based pricing is not a real thing. It is just a subset of usage-based pricing." — Mark Walker "You need to introduce your customers to what you're going to be changing… and ask them to tell you how they would relate that to value." — Mark Walker "Align your pricing to how your customer measures value." — Mark Walker   People Mentioned: Steven Forth – Pricing thought leader referenced in discussions about credit-based pricing and abstraction Ray Tetlow – Mark Walker's mentor; known for simplifying business models and influencing his perspective on pricing structures   Connect with Mark Walker: LinkedIn: https://www.linkedin.com/in/markwalker/   Website: https://www.nue.io/    Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com

    32 min

  8. 17 APR

    Buyer Insight: The Three Value Disciplines: Why Price Takes the Blame When Buying Gets Hard

    This is an Impact Pricing Blog published on February 2, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/the-three-value-disciplines-why-price-takes-the-blame-when-buying-gets-hard/ 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/

    6 min
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About

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.

Information

  • Creator
    Mark Stiving, Ph.D.
  • Years Active
    2019 - 2026
  • Episodes
    500
  • Rating
    Explicit
  • Copyright
    © Impact Pricing 2022
  • Show Website
    Impact Pricing

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