Pricing College Podcast

Joanna Wells and Aidan Campbell

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Marketing
Updated Weekly

Get a free education when you attend Pricing College. Learn everything about pricing, value management, revenue management and how to build a pricing career. Join Joanna Wells and Aidan Campbell for entertaining and informative discussion every week.

11h ago

Dear CEO Episode 2 : The Information You Receive About Pricing Has Been Designed By The Wrong People.

By the time pricing data arrives on your desk, in your board pack, or in your leadership meetings, it has already been shaped, structured, filtered, and framed. In this episode, we pull back the curtain on corporate pricing reporting. This isn't a story of fraud or bad intentions; it is a breakdown of a rational corporate system where everyone is answering a different question, except yours. Discover how Finance, Sales, and Commercial teams naturally curate data to "survive the room," how leadership culture accidentally encourages the filtering of uncomfortable truths, and how you can change your perspective to see the real story behind your margins. 📌 Key Takeaways from This Episode The Ownership of the Story: Why the person who owns the data ultimately owns the narrative your business believes. The Three Filters: How Finance focuses on margin percentages, Sales focuses on top-line volume, and Commercial teams protect accounts, leaving nobody looking at the whole picture. The Three Hidden Conversations: A step-by-step breakdown of how uncomfortable data gets "contextualised" and curated long before the CEO review. Surviving the Room: How executive reactions inadvertently train teams to hide structural pricing flaws. Moving Upstream: Why changing your dashboard won't solve your pricing problem, but changing which room you sit in will. ⏱️ Timestamps 00:00 – Introduction: The data on your desk isn't what you think it is 01:12 – The 3 owners of pricing data (Finance, Sales, and Commercial) 03:45 – The 3 hidden conversations that curate your data 06:20 – "Surviving the Room": How corporate culture filters uncomfortable truths 08:15 – The final filter: Why leaders accept confirmation over reality 10:10 – What you aren't receiving: The missing customers and conversations 12:35 – How to fix it: Moving upstream to change your pricing reality 🔔 Connect & Subscribe If you found this episode valuable, please Like, Comment with your biggest takeaway, and Subscribe for more deep dives into executive leadership, strategy, and corporate truth. #ExecutiveLeadership #BusinessStrategy #PricingStrategy #CEOInsights #DataTransparency #CorporateCulture #FinanceAndSales #BusinessGrowth #DataAnalytics

14 min
2d ago

Episode #132 - From 1 July Coles Will Have to Justify Their Price, Then They'll Start With Yours

A massive shift is hitting Australian retail. Under the mandatory food and grocery code of conduct, Coles and Woolworths are legally required to justify their shelf prices to regulators based on a strict standard: cost of supply plus a reasonable margin. But if you think this law stays at the checkout, you are missing the real commercial threat. The pressure is about to travel directly into the range review room. When a retailer has to prove their numbers to the ACCC, the very first thing they will do is demand that you justify yours. In this episode, we break down exactly how this law changes your next buyer negotiation, the critical question your current price list can't answer, and why this "justification framework" is about to spread far beyond the grocery sector into mining, construction, and manufacturing. ⏱️ Key Timestamps 00:00 – The hidden consequence of the new pricing laws. 00:29 – The $10M ACCC penalty: Cost of supply vs. reasonable margin. 01:40 – Why the commercial logic forces buyers to audit your supply chain. 02:53 – What happens in a range review when a supplier isn't ready. 04:37 – Why offering a discount is actually an admission of defeat. 05:36 – How to defend your margin without using "cost-plus" pricing. 07:22 – B2B Warning: Why this pricing question will travel to other industries. 09:05 – A price without a reason is just a discount waiting to happen. #ColesAndWoolworths #ACCC #PricingStrategy #FMCG #RangeReview #B2BNegotiation #SupplyChain #AustralianBusiness #MarginProtection #PodcastEpisode132

11 min
Jun 22

Dear CEO Episode 1 : Your Pricing Problem Is Not What You Think It Is.

As a CEO, you look at board reports, summaries, and high-level margins. But what happens when you actually open up the raw, transactional data? In this episode, we dive into the hidden layers of corporate defense mechanisms—from recruitment filters and executive stakes to "the shield" of trusted staff and an over-protectiveness in corporate culture—that unintentionally keep CEOs in the dark about their actual pricing structure. When the real data is finally brought into the room, the reaction is almost always the same: the numbers are challenged, the atmosphere shifts, and the problem gets wrapped up in a "project" rather than a decision. Meanwhile, your sales team is discounting in the field under pressure, margin is leaking, and your customers are starting to feel the inconsistency. Your pricing problem isn't a systems problem, and it isn't a sales team problem. It is a visibility problem. Tune in to discover why the commercial story you inherited might be protecting you from the very information you need to lead, and how you can find the courage to dismantle the wall and look at the real numbers. 📌 What We Discuss in This Episode: The Four Invisible Layers: How your recruitment, executive team, internal shields, and company culture unconsciously distort your commercial reality. The Deflection Routine: Why raw data gets challenged, questioned, and institutionalized into endless committees instead of driving swift decisions. The Cost of Silence: How margin leaks quietly through thousands of field transactions while your best customers sense something is uneven. The CEO's Ultimate Responsibility: Why you are the only person who can break the cycle and demand a pricing architecture over a pricing preference. #CEO #BusinessStrategy #PricingStrategy #CorporateLeadership #DataVisibility #MarginOptimization #Podcast

10 min
Jun 22

Episode #0131 - Is Your Pricing Protecting Margin Or Destroying It

When you sit down with a CEO or commercial team and open up the actual transactional data, that is the exact moment a chilling realisation sets in. More often than not, the answer is: "Nobody knows." In this episode, we pull back the curtain on what pricing actually looks like inside a business that's been operating for 20+ years. It's not a story of intentional strategy—it's a story of accumulated chaos. From legacy discounts and old competitor responses to forgotten volume rebates and manual overrides, we look at how unexamined pricing complexity quietly destroys profitability. If your business is growing revenue but stalling on profitability, you don't have a sales problem or a margin problem. You have a price architecture problem. Tune in as we break down why a deep-dive pricing analysis is no longer optional—especially under current regulatory scrutiny—and how the businesses that hold genuine pricing power rely on clear, defensible reasons for their prices, not just a spreadsheet. #PricingStrategy #PricingAnalysis #ProfitMargin #BusinessStrategy #B2BBusiness #MarginProtection #CEO #Finance

10 min
Jun 22

What Bunnings Teaches Suppliers About Margin Loss

Bunnings suppliers face a challenge that extends far beyond a single retailer. Margin pressure rarely arrives as a crisis. It arrives as a request. Support this promotion. Fund this campaign. Sharpen the price just this once. Each decision feels manageable on its own. But over time, temporary concessions become commercial expectations, and suppliers end up carrying costs that were never theirs to begin with. In this episode, we discuss what Bunnings suppliers can teach us about margin loss, channel relationships, and why defending value becomes harder once discounting becomes the norm. #PricingStrategy #B2B #Industrial #Manufacturing #Retail #MarginManagement #PricingPower #CommercialLeadership

11 min
Jun 22

The Pricing Lesson Most Suppliers Missed in the Coles Case

Most people see the Coles pricing case as a retail story. It's not. It's a pricing story. And for suppliers, the lesson is much bigger than supermarket promotions. When discounts become frequent, customers stop trusting the full price. Promotional activity starts to shape expectations. Pricing power weakens long before margins show the damage. In this episode, we explore what suppliers can learn from the Coles pricing case, why pricing credibility matters more than ever, and what commercial leaders can do to protect value before it's too late. #PricingStrategy #FMCG #Retail #ConsumerGoods #PricingPower #CommercialStrategy #Profitability #Leadership

10 min
Jun 15

Episode #0130 - The JB Hi-Fi Lesson Every B2B CEO Needs to Hear

The discount reflex doesn't just lower your margin; it teaches the market what your product is worth. And once you've taught that lesson, you don't get to unteach it. In this episode, we break down the recent ACCC findings against retail giant JB Hi-Fi for systematic "was/is" pricing misconduct, and why this isn't just a retail story. It is a critical warning for every B2B supplier, distributor, and manufacturer navigating rising costs and softening demand. When growth slows and the board demands revenue, the easiest lever to pull is discounting. It looks like action. It feels like a strategy. But most of the time, it's just a business running out of better ideas. What you will learn in this episode: The JB Hi-Fi Reality Check: Why eroding consumer trust destroys the reference value of your product. The Danger of the Discount Reflex: How you subconsciously train trade buyers, distributors, and channel partners to hold orders and wait for a deal. The Margin Transfer Mechanism: How B2B suppliers are inadvertently funding the promotional responses of major retailers (like Bunnings, Coles, or Woolworths) to solve demand problems that aren't theirs to solve. Building a Price Floor: Why the most successful businesses don't just "will" pricing discipline into existence, they build and defend a precise commercial value position before the pressure arrives. Stop managing the symptom while the disease compounds underneath. It's time to define exactly what your product is worth, quantify it, and build a position strong enough to defend your margin.

10 min
Jun 5

Episode #0129 - What Bunnings Teaches Us About Pricing Power

What does true pricing power look like when dominant buyers consolidate, overseas competitors slash prices, and your market options shrink all at once? In this episode of the Pricing College Podcast, we explore the deep strategic lessons concerning B2B pricing power following Wesfarmers' announcement that Blackwoods is moving under the Bunnings umbrella. When major channels merge, the balance of power shifts dramatically. For suppliers, this means you aren't just losing a sale; you are losing an independent buyer and finding yourself fighting for dwindling shelf space against a consolidated giant. We unpack the three structural pressures squeezing profit margins right now: Buyer Power & Channel Concentration (The reality of sudden tenders and lost accounts) The Overseas Under-Cut (How supply chains built without your overheads erode your premium) A Contracting Independent Network (The quiet disappearance of distributors and trade accounts) If your only leverage in a consolidated market is a low price, your brand's inherent pricing power has already vanished. Discover how to transition from being treated as mere expendable inventory to building a precise, quantified commercial value position that buyers are forced to respect. #pricingcollegepodcast #taylorwellspricing #PricingPower #Bunnings #BusinessStrategy #B2BMarketing #SupplyChain #ChannelConsolidation #ValueProposition #AustralianBusiness #MarginProtection

11 min

Get a free education when you attend Pricing College. Learn everything about pricing, value management, revenue management and how to build a pricing career. Join Joanna Wells and Aidan Campbell for entertaining and informative discussion every week.

Creator

Joanna Wells and Aidan Campbell
Years Active

2020 - 2026
Episodes

100
Rating

Clean
Copyright

Copyright © 2020. All rights reserved.
Show Website

Pricing College Podcast

Business

Business

Updated Mar 18