If Prices Could Talk

Holden Advisors
  • 5.0 (7)
  • BUSINESS

Welcome to If Prices Could Talk, the podcast where we explore the strategies and tactics that drive effective pricing, sales, and negotiations in B2B. Join us for candid conversations with thought leaders and industry experts as we dive into what’s working, what’s changing, and how to build and sustain pricing power in today’s markets. We’ll explore tactical approaches to value-based pricing, improving sales effectiveness, and best practices for negotiating with backbone.

  1. 12H AGO

    The shift from selling to strategic partner with John La Vecchia

    In today’s world, procurement teams are more sophisticatedthan ever—and most sales teams are still playing by outdated rules. In this episode of If Prices Could Talk, Holden Advisors CEO Brian Doyle and host Travis Umpleby sit down with John La Vecchia, Chief Revenue Officer at Equifax Canada, to unpack what’s really happening inside modern negotiations. They explore: - Why procurement teams are winning more deals - How sales organizations fall into the "commodity trap" - The critical difference between selling to procurement vs. the business - Why value must be quantified - not just communicated - How elite sales teams position themselves as strategic partners This conversation goes beyond tactics. It’s about themindset shift required to defend value in a world where buyers are trained toreduce it. If your team is feeling pressure on price, this episode willhelp you rethink how you show up in the conversation. Chapters 00:00 Intro: Why Negotiation Has Changed02:30 Meet John Lavecchia (Equifax CRO)05:30 The Evolution of Procurement Power07:00 Why Sales Teams Struggle Against Procurement10:00 The “Commodity Trap” (And How Buyers Use It)12:00 Selling to Procurement vs. Selling to the Business15:30 Why Value Must Be Quantified (Not Just Claimed)18:30 The Role of Executive Conversations in Winning Deals22:00 Silence, Timing, and Negotiation Strategy25:00 Building Sales Teams That Act Like Strategic Partners30:00 Final Thoughts: The Future of Value-Based Selling Connectwith John: https://www.linkedin.com/in/johnlavecchia/ Connectwith Brian: https://www.linkedin.com/in/brianadoyle/ Connectwith Travis: https://www.linkedin.com/in/travis-umpleby/   About Holden Advisors Holden Advisors is a boutique consulting firm specializing in B2B pricing and sales performance. We help companies understand their value through the eyes of their customers and use these insights to develop, price, and sell solutionsthat meet evolving market demands. Our tailored strategies are designed to improve differential value and go-to-market execution. With decades of expertise in value-based pricing, sales implementation, and negotiation, we partner with companies to build and protect their pricing power. https://holdenadvisors.com/

    42 min

  2. MAR 18

    The companies powering smart manufacturing with Adrienne Meyer

    Modern factories rely on a complex network of automation systems, software platforms, and industrial equipment. But behind the scenes, there is a group of companies responsible for making those technologies actually work together: system integrators. In this episode of If Prices Could Talk, Tracy Dent and Brian Doyle sit down with Adrienne Meyer, CEO of the Control System Integrators Association (CSIA), to explore the companies quietly powering today’s smart manufacturing ecosystem. System integrators connect machines, robotics, and software inside modern factories. Their work sits at the intersection of engineering, technology, and business leadership — and it often determines whether complex industrial projects succeed or fail. The conversation explores how system integrators operate, why many engineering leaders find themselves running businesses without formal business training, and what executives can learn from the challenges of delivering large-scale automation projects. Topics discussed: What system integrators actually do inside modern factoriesThe hidden industry behind smart manufacturingWhy engineers often end up running businessesThe leadership challenges inside engineering-driven companiesWhat happens when complex industrial projects go wrongHow long-term client relationships influence pricing behaviorWhat CEOs and commercial leaders can learn from system integrators For leaders operating in industrial, manufacturing, engineering, or technology-driven businesses, this episode provides a look inside the companies connecting the modern factory. Chapters: 00:00 Introductions  03:58 The Control System Integrators Association and the hidden industry powering smart manufacturing 06:03 The challenges inside engineering and integration firms 09:00 What the best integrators are doing right with AI 10:45 Understanding and communicating value for system integrators 16:03 Lessons from tough negotiations in non-profits and academia 26:20 Driving collaboration and problem solving with associations 28:39 Upcoming innovation with AI and new technology  Connect with Adrienne: https://www.linkedin.com/in/adriennemeyer/ Connect with Brian: https://www.linkedin.com/in/brianadoyle/ Connect with Tracy: https://www.linkedin.com/in/tracyleighdent/ Learn more about CSIA: https://controlsys.org/ About Holden Advisors  Holden Advisors is a boutique consulting firm specializing in B2B pricing and sales performance. We help companies understand their value through the eyes of their customers and use these insights to develop, price, and sell solutions that meet evolving market demands.  Our tailored strategies are designed to improve differential value and go-to-market execution. With decades of expertise in value-based pricing, sales implementation, and negotiation, we partner with companies to build and protect their pricing power.  https://holdenadvisors.com/

    35 min

  3. MAR 11

    Pricing power in automotive: Lessons from Kelley Blue Book with Randy Kobat

    Pricing power rarely disappears overnight. More often, it erodes slowly as markets become more transparent, buyers gain more information, and sellers struggle to defend value. The automotive industry has lived through this transformation for decades.   In this episode of If Prices Could Talk, Partner Patrick McCullough and host Tracy Dent sit down with Randy Kobat, a longtime automotive industry executive, to discuss how pricing, negotiation, and market transparency evolved in the car business—and what other industries can learn from it.   From the early days of Kelley Blue Book to today’s data-driven pricing models, the conversation explores how information changed the balance of power between buyers and sellers.   We discuss: ·       Why some sellers consistently defend price while others default to discounting ·       How inventory transparency reshaped negotiation dynamics ·       What pricing discipline actually looks like inside dealerships ·       The role of algorithms and data in modern pricing decisions ·       Lessons B2B companies can apply to protect pricing power For executives responsible for revenue, pricing, and sales strategy, the automotive market offers a powerful case study in how pricing power evolves—and how companies can protect it. Chapters   00:00 Introductions 03:58 How to think about value in automotive software 05:17 Sustaining trust in pricing for a 100 year old brand 09:54 The economics behind dealer pricing decisions 13:40 Give-Gets and other negotiation dynamics between buyers and dealers 18:05 Pricing to value with tiered offers to drive and sustain growth 26:45 Algorithmic pricing and the future of car sales 34:42 Lessons and final takeaways for B2B pricing leaders     Connect with Randy: https://www.linkedin.com/in/randykobat/   Connect with Patrick: https://www.linkedin.com/in/pmccullough-holdenadvisors/   Connect with Tracy: https://www.linkedin.com/in/tracyleighdent/     About Holden Advisors Holden Advisors is a boutique consulting firm specializing in B2B pricing and sales performance. We help companies understand their value through the eyes of their customers and use these insights to develop, price, and sell solutions that meet evolving market demands.    Our tailored strategies are designed to improve differential value and go-to-market execution. With decades of expertise in value-based pricing, sales implementation, and negotiation, we partner with companies to build and protect their pricing power.    https://holdenadvisors.com/

    39 min

  4. JAN 29

    The most common mistakes in pricing for B2B services

    In this episode of If Prices Could Talk,  Tracy Dent sits down with Jeet Mukherjee (Chief Strategy Officer) to unpack why pricing services feels more emotional, more political, and more fragile than pricing products - and why that can quietly destroy pricing power inside otherwise strong companies. We’ll explore why discounts show up late in the deal, why confidence matters more than math, and what leaders can do to stop services pricing from going off the rails. In this episode, we discuss: Why services pricing breaks down faster than product pricingHow internal alignment (or lack thereof) sabotages price executionHow discounting creeps in even when value is obviousWhat leaders get wrong about buyer types, value, and negotiation when selling services 00:00 Introductions 01:43 Why B2B services pricing feels so much harder than products 04:47 Most common way to price in B2B professional services 09:31 What’s my differentiation and how do I charge for it? 12:34 How to put the client in control when they’re buying 14:26 Understanding your client’s price sensitivity 21:55 When AI pushes us towards outcome-based pricing 28:10 Understanding your market and benchmarking Connect with Jeet: https://www.linkedin.com/in/jeet-mukherjee-58462a1/ Connect with Tracy: https://www.linkedin.com/in/tracyleighdent/ ABOUT HOLDEN ADVISORS Holden Advisors is a boutique consulting firm specializing in B2B pricing and sales performance. We help companies understand their value through the eyes of their customers and use these insights to develop, price, and sell solutions that meet evolving market demands.  Our tailored strategies are designed to improve differential value and go-to-market execution. With decades of expertise in value-based pricing, sales implementation, and negotiation, we partner with companies to build and protect their pricing power. Learn more at www.holdenadvisors.com

    32 min

  5. JAN 13

    Why price changes fail

    Without strong execution from client facing teams, even the best price model will underperform. In this episode of If Prices Could Talk, Tracy Dent sits down with Jeet Mukherjee (Chief Strategy Officer) and Travis Umpleby (Negotiation Master Facilitator) to unpack why price increases derail once they hit the field. This episode breaks down why price increases collapse in the real world: misaligned leadership, weak discount governance, poor preparation for pushback, and sales teams left with no tools beyond discounting.  Join us for practical stories and tactics in using service levels to create choice, tightening escalation paths, and rolling out changes to decrease risk and ensure smooth execution. Key topics:  The 3 most common reasons price changes fail (and how to prevent them)How discount approval behavior quietly trains buyers to escalateWhy quotes are fuel for sales confidenceHow to use service levels and packaging to give buyers choices and decrease pushbackWays to drive executive alignment and ensure teams have the right tools to go get the new pricing Chapters 00:00 Introductions 01:01 The human and emotional aspects of a price change 04:53 Building belief in your value so sellers can negotiate with backbone 10:11 The top 3 issues in price changes: executive alignment, preparation, and tool kits for sellers 19:47 How to reduce negotiation pressure through choices and tiered offerings 25:41 How to think about timelines for executing a price change 32:25 Learnings from early price changes and key takeaways from trial and error Connect with Jeet: https://www.linkedin.com/in/jeet-mukherjee-58462a1/  Connect with Travis: https://www.linkedin.com/in/travis-umpleby/  Connect with Tracy: https://www.linkedin.com/in/tracyleighdent/ ABOUT HOLDEN ADVISORS Holden Advisors is a boutique consulting firm specializing in B2B pricing and sales performance. We help companies understand their value through the eyes of their customers and use these insights to develop, price, and sell solutions that meet evolving market demands.  Our tailored strategies are designed to improve differential value and go-to-market execution. With decades of expertise in value-based pricing, sales implementation, and negotiation, we partner with companies to build and protect their pricing power. Learn more at www.holdenadvisors.com

    39 min

  6. 07/17/2025

    Value selling in the age of AI with MG Gurbaxani, CEO of Cuvama

    In this episode, Cuvama CEO MG Gurbaxani joins Jeet Mukherjee and Tracy Dent to break down myths in value based selling and what it takes to succeed when AI is no longer a differentiator. Learn how to sell on value versus features, what CROs are saying behind closed doors about the pressure to scale sales with automation, and how to maintain the human element of discovery. Topics: What value-based selling looks like (done right)How to sell a value story instead of insist on ROIHow to fix discovery so pricing reflects impact, not costWays companies are quantifying impact to build and protect pricing power Chapters 00:00 Introductions 02:38 The value selling illusion and what CEOs think is happening 11:21 How to navigate a large buying center 20:51 CRO insights on AI and value selling  35:46 Stories of how value quantification builds pricing power 44:08 What B2B SaaS CEOs need to get right in H2  About MG MG Gurbaxani is the co-founder and CEO of Cuvama, a Customer Value Management platform designed to help B2B GTM teams uncover and communicate value at scale. Over the last two decades, he has guided more than 80 global B2B clients across industries to sharpen pricing strategies, accelerate sales cycles, and enhance customer retention. Cuvama is MG’s answer to the persistent failures he witnessed in value-based selling - transforming his advisory IP into software that empowers sales teams to drive real business outcomes. Connect with MG: https://www.linkedin.com/in/mg-gurbaxani/ Connect with Jeet: https://www.linkedin.com/in/jeet-mukherjee-58462a1/ Connect with Tracy: https://www.linkedin.com/in/tracyleighdent/ About Cuvama Cuvama is a London-based Customer Value Management platform that empowers B2B sales and customer success teams to sell business outcomes, not just products. Founded in 2022, Cuvama guides teams to run expert discovery, link buyer needs to impact, and reinforce success post-sale.  By codifying your unique value proposition into structured workflows, Cuvama enables consistent messaging, higher win‑rates, better pricing, and improved customer lifetime value. https://cuvama.com/ About Holden Advisors Holden Advisors is a boutique consulting firm specializing in B2B pricing and sales performance. We help companies understand their value through the eyes of their customers and use these insights to develop, price, and sell solutions that meet evolving market demands.  Our tailored strategies are designed to improve differential value and go-to-market execution. With decades of expertise in value-based pricing, sales implementation, and negotiation, we partner with companies to build and protect their pricing power. https://holdenadvisors.com/

    48 min

  7. 07/10/2025

    How to break out of the cost-plus pricing trap

    Many B2B companies still rely on cost-plus pricing. For good reason! It’s clear, it’s simple to explain and defend, and it’s predictable. But when buyers use it as an excuse to call you a commodity and demand discounts, it can lead to extremely thin margins and dilute your pricing power.  In this episode, Tracy Dent and Jeet Mukherjee discuss five levers to escape the cost-plus pricing trap without blowing up your commercial model.  Key topics covered: The basics in quantifying differential value and understanding quality of revenueHow to differentiate beyond the product itselfWays to reevaluate your price metric to be outcome-specificHow to protect resources and assets in a scarce marketHow to build rules to price with confidence and reward the right customer behaviors   If your commercial team struggles to defend pricing in the face of buyer pressure, this episode will help you start making the shift one step at a time. Chapters 00:00 Introductions 01:32 Why cost plus pricing still dominates 06:05 When buyers call you a commodity 11:45 Handling price negotiations at the time of renewal 19:39 Reframing price from SKUs to outcomes 22:38 Understanding your quality of revenue 25:49 Rules-based pricing that reflects value https://holdenadvisors.com/how-to-break-out-of-the-cost-plus-pricing-trap/ Connect with Jeet: https://www.linkedin.com/in/jeet-mukherjee-58462a1/ Connect with Tracy: https://www.linkedin.com/in/tracyleighdent/ ABOUT HOLDEN ADVISORS Holden Advisors is a boutique consulting firm specializing in B2B pricing and sales performance. We help companies understand their value through the eyes of their customers and use these insights to develop, price, and sell solutions that meet evolving market demands.  Our tailored strategies are designed to improve differential value and go-to-market execution. With decades of expertise in value-based pricing, sales implementation, and negotiation, we partner with companies to build and protect their pricing power. Learn more at www.holdenadvisors.com

    31 min

  8. 06/26/2025

    AI price wars and the new rules of SaaS differentiation

    In this episode, we unpack the impact of AI on SaaS pricing, differentiation, and value - and a rundown of pricing related pops and flops. From Notion’s bundling strategy to the GenAI price war and Reddit’s data lawsuit against Anthropic, this episode digs into how commoditization is forcing B2B software leaders to rethink what they’re really selling—and what buyers are still willing to pay for. Roundtable episode with host Tracy Dent and in-house pricing experts Jeet Mukherjee, Pete Morelli, and Richard Klein. Key topics: Notion AI’s move from add-on to bundled featureAmex vs. Chase value messaging strategiesGenAI price wars and what they mean for innovationPricing around compute vs. value deliveredReddit vs. Anthropic and data monetization implicationsWhat to do when AI features are table stakes Chapters 00:00 Introductions 01:09 Price pops and flops: Amex, Chase, Cox Internet, and Notion AI 12:29 G2 buyer behavior report and where we are in the AI market lifecycle https://learn.g2.com/hubfs/G2-2025-Buyer-Behavior-Report-AI-Always-Included.pdf 19:36 When AI becomes a commodity, how can a business differentiate itself? https://techstrong.ai/articles/when-ai-becomes-a-commodity-how-can-a-business-differentiate-itself/ 21:49 Monetizely: The Gen AI price war is coming and customers will lose https://www.getmonetizely.com/blogs/the-genai-price-war-is-coming-and-customers-will-lose 27:03 WSJ: Reddit sues Anthropic, Alleges unauthorized use of site’s data https://www.wsj.com/tech/ai/reddit-lawsuit-anthropic-ai-3b9624dd? https://fortune.com/2025/06/11/nvidia-jensen-huang-disagress-anthropic-ceo-dario-amodei-ai-jobs/  https://searchengineland.com/openai-may-pay-reddit-70m-for-licensing-deal-451882  Connect with Jeet: https://www.linkedin.com/in/jeet-mukherjee-58462a1/ Connect with Pete: https://www.linkedin.com/in/petermorelli/  Connect with Richard: https://www.linkedin.com/in/richardfgklein/ Connect with Tracy: https://www.linkedin.com/in/tracyleighdent/  Learn more at www.holdenadvisors.com

    30 min
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Ratings & Reviews

5
out of 5
7 Ratings

About

Welcome to If Prices Could Talk, the podcast where we explore the strategies and tactics that drive effective pricing, sales, and negotiations in B2B. Join us for candid conversations with thought leaders and industry experts as we dive into what’s working, what’s changing, and how to build and sustain pricing power in today’s markets. We’ll explore tactical approaches to value-based pricing, improving sales effectiveness, and best practices for negotiating with backbone.

Information

  • Creator
    Holden Advisors
  • Years Active
    2024 - 2026
  • Episodes
    49
  • Rating
    Clean
  • Copyright
    © Holden Advisors
  • Show Website
    If Prices Could Talk