500 episodes

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 Mark Stiving, Ph.D.

    • Business
    • 4.8 • 47 Ratings

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.

    Blogcast: The Price is NEVER Right!

    Blogcast: The Price is NEVER Right!

    This is an Impact Pricing Blog published on May 30, 2024, turned into an audio podcast so you can listen on the go.
    Read Full Article Here: https://impactpricing.com/blog/the-price-is-never-right/
    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/

    • 2 min
    Pricing for the Planet: Leveraging Sustainability as a Competitive Advantage with Fabien Cros

    Pricing for the Planet: Leveraging Sustainability as a Competitive Advantage with Fabien Cros

    With 10+ years in strategic data-marketing, digital, AI and management consulting across sectors like automotive, travel, pharma, and BPO, Fabien Cros has been recognized for his knack to develop and deploy impactful, data-driven solutions. His expertise spans data consulting, AI solutions, UX, marketing analytics, and more.
    In this episode, Fabien shares successful case studies, such as Patagonia and Decathlon, demonstrating how companies can transition to more sustainable business models and achieve higher profitability. Also, learn practical advice and strategies that can be directly applied to a company's business operations, helping make informed decisions and drive impact. 
     
    Why you have to check out today’s podcast:
    Discover how to incorporate sustainability into your business models and pricing strategies, gaining valuable insights along the way Gain in-depth knowledge and practical advice on leveraging sustainability as a competitive advantage, backed by real-world examples and data Learn why there is a significant untapped market for sustainability-focused products and services, making it relevant for businesses aiming to capture new customer segments and drive profitability  
    "Go in depth, over-segment your market because you need to understand this new trend emerging around sustainability. Because it's a major untapped market for a lot of brands and companies."
    - Fabien Cros 
     
    Topics Covered:
    01:52 - How he got into pricing
    03:43 - Introducing the concept of integrating pricing strategies with sustainability goals
    10:25 - Discussing the challenges and benefits of integrating sustainability into pricing strategies
    14:23 - Delving deeper into the concept of sustainability in pricing -- that sustainability is more than just a feature; it's a fundamental shift in business practices
    18:30 - Acknowledging challenges integrating sustainability in pricing but also highlighting growing consumer awareness and regulatory pressures around sustainability
    22:46 - The potential for sustainability as a competitive advantage in pricing strategies
    27:21 - Examples of large companies successfully integrating sustainable practices
    30:23 - Fabien's best pricing advice
     
    Key Takeaways:
    "What we say with Pricing for the Planet is, move to what we call 21st century concept which is value-based pricing. That way you can create additional revenue and additional profits. That way you can invest into sustainability." - Fabien Cros 
    "The data is showing us that you have a subset of the population. They're so passionate and they're so convinced that it's crucial that you cannot forget this market and this market segment could actually fuel a lot of the money and a lot of the financial need that is required to move to a more sustainable business model." - Fabien Cros
    “We are trying to convey this message that sustainability could be viewed as a feature for the end users, but it's a new way of doing business.” - Fabien Cros 
     
    People/Resources Mentioned:
    Accenture: https://www.accenture.com/ Stephan Liozu: https://impactpricing.com/podcast/582-segmentation-strategies-uncovered-driving-revenue-through-focus-and-value-with-stephan-liozu/ Schneider Electric: https://www.se.com/ww/en/ Patagonia: https://www.patagonia.com/home/ Doc Martens: https://us.rewair.drmartens.com/ BCG: https://www.bcg.com Michelin: https://www.michelinman.com Decathlon: https://www.decathlon.com  
    Connect with Fabien Cros:
    LinkedIn: https://www.linkedin.com/in/fabien-cros-3b66a332/ Website: https://www.pricingfortheplanet.com/  
    Connect with Mark Stiving:
    LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com  

    • 31 min
    Blogcast: How Value-Based Selling & Marketing Work Together to Drive Increased Profitability

    Blogcast: How Value-Based Selling & Marketing Work Together to Drive Increased Profitability

    This is an Impact Pricing Blog published on May 23, 2024, turned into an audio podcast so you can listen on the go.
    Read Full Article Here: https://impactpricing.com/blog/how-value-based-selling-marketing-work-together-to-drive-increased-profitability/
    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/  

    • 12 min
    Insights into Value-Based Pricing Strategies for B2B with Tom Nagle

    Insights into Value-Based Pricing Strategies for B2B with Tom Nagle

    Dr. Thomas (Tom) Nagle founded the Strategic Pricing Group (now part of Monitor Deloitte) in 1987 soon after publication of the first edition of The Strategy and Tactics of Pricing. For more than three decades, he has advised companies, primarily in B-to-B markets, on how to manage more profitably the five elements of pricing strategy: Value Creation, Value Communication, Price Structure, Pricing Policy, and Competitive Price Setting.
    In this episode, Tom shares how value is perceived and measured by customers, emphasizing the distinction between economic value and willingness to pay. He also delves into the complexities of pricing negotiations, highlighting the importance of understanding customer perceptions and effectively communicating the impact of products or services on their business outcomes. 
     
    Why you have to check out today’s podcast:
    Understand the intricacies of value-based pricing, distinguishing between economic value and willingness to pay, and providing real-life examples illustrating these concepts effectively Delve into these two critical decisions buyers make to help you better understand and influence customer purchasing behaviors Find out practical advice on handling price negotiations, emphasizing the importance of "gives and gets" and strategies to avoid undermining your pricing integrity  
    "Don't ever believe what the customer is telling you upfront about what their value is. They may believe it, but they don't know the impact."
    - Tom Nagle
     
    Topics Covered:
    01:29 - His early experiences with pricing influenced by his grandmother and how he got into pricing professionally
    03:16 - How it is more effective to focus on market response to price changes and gather qualitative insights from clients than just precisely measuring elasticity
    08:49 - Important thoughts on why pricing didn't matter much then before its deregulation
    11:28 - Explaining the concepts of value and value-based pricing with an example illustrating the point
    16:56 - The need to create policies to maintain price integrity and managing negotiations to prevent undermining value capture
    23:25 - Discussing the concept of value-based pricing and sharing an insightful example where a service's value was evaluated against the status quo rather than a competitor
    26:16 - Tom's best pricing advice
     
    Key Takeaways:
    "The goal is not to try to put a line between them that's a weighted average of the high prices and the low prices, and call it a demand curve. The goal is to figure out why we have all this variation and use that variation to create segments that eliminate the trade off between price and volume." - Tom Nagle
    "The value isn't in the product. You can study the product from now until kingdom come, and you are never going to understand the value by studying the product. You have to study how the products' benefits impact the customer's income statement." - Tom Nagle
     
    People/Resources Mentioned:
    Financial Analysis for Profit-Driven Pricing: https://sloanreview.mit.edu/article/financial-analysis-for-profitdriven-pricing/ Walmart: https://www.walmart.com DuPont: https://www.dupont.com Malcolm Baldrige National Quality Award: http://asq.org/quality-resources/malcolm-baldrige-national-quality-award  
    Connect with Tom Nagle:
    LinkedIn: https://www.linkedin.com/in/thomas-tom-nagle Email: thomasnaglephd@gmail.com  
    Connect with Mark Stiving:
    LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com  

    • 27 min
    Blogcast: ROI Calculators: Busting Myths and Building Trust in B2B Sales

    Blogcast: ROI Calculators: Busting Myths and Building Trust in B2B Sales

    This is an Impact Pricing Blog published on May 16, 2024, turned into an audio podcast so you can listen on the go.
    Read Full Article Here: https://impactpricing.com/blog/roi-calculators-busting-myths-and-building-trust-in-b2b-sales/
    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/  

    • 3 min
    Practical Methods for Competitive Intelligence in Pricing with Jason Covitz

    Practical Methods for Competitive Intelligence in Pricing with Jason Covitz

    Jason Covitz, the Vice President of Commercial Finance at Covetrus, possesses a wide range of expertise including CFO, Business Growth, Value-Based Pricing, Sales Effectiveness, and Product Management, among others.
    In this episode, Jason shares competitive pricing strategies, emphasizing the importance of understanding both inherent and relative value when comparing products to competitors. He shares practical methods for gathering competitive pricing intelligence and highlights the need for combining analytical and creative thinking in pricing.
     
    Why you have to check out today’s podcast:
    Gain valuable insights into how to approach value-based pricing, understand competitor comparisons, and leverage features to maximize your product's value Discover valuable methods for gathering competitive pricing intelligence and innovative techniques to help you make informed pricing decisions Learn to "ruthlessly prioritize" tasks based on their potential value to help you effectively focus your efforts and achieve significant business results  
    "Keep digging. Get your teams comfortable with learning. Be inquisitive, poke around, turn on the lights, and hopefully you find large piles of money."
    - Jason Covitz
     
    Topics Covered:
    02:11 - What led Jason into pricing
    03:17 - Discussing how analytics at Capital One included evaluating factors like the cost of repossessing a car and its post-repossession value
    05:01 - Explaining the difference between a private equity (PE) owned company and a public company
    07:32 - Advocating for a detailed feature-level competitor comparison
    10:45 - Think about ROI conversation
    11:45 - The challenge of determining competitor pricing for value-based pricing
    16:16 - Discussing strategies for competitive pricing and understanding relative value
    20:50 - Important thoughts on the use of conjoint analysis in B2B versus B2C contexts
    22:40 - Talking about the blend of skills required in pricing, noting that it's not about pure numbers
    23:44 - Jason's best pricing advice
     
    Key Takeaways:
    "Competitive intelligence from pricing --- people are like, well, I'm just going to ask them what the number is. Well, the number by itself doesn't stand alone; you got to bring the whole story to the conversation in that case." - Jason Covitz
     
    People/Resources Mentioned:
    Capital One: https://www.capitalone.com First Data: https://www.first-datacorp.com Covetrus: https://covetrus.com/  
    Connect with Jason Covitz:
    LinkedIn: https://www.linkedin.com/in/jcovitz/ Email: jascovitz@gmail.com  
    Connect with Mark Stiving:
    LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com  

    • 25 min

Customer Reviews

4.8 out of 5
47 Ratings

47 Ratings

J.F.R.2 ,

The premier podcast series on pricing

This podcast series is arguably the premier podcast series for pricing. The show covers a wide range of leaders and experts across many industries and markets in the field of pricing, and Mark Stiving is an ideal host. He's an authority in the field, and he's comfortable enough in his own expertise to invite a wide range of guests, ask thoughtful questions, and allow them to express their viewpoints. The combination of his excellent interview skills and the authority he brings to this show makes it a must listen for anyone interested in pricing more effectively.

chelsea-jetpack workflow user ,

Wisdom folded into practical pricing education

This podcast has helped guide me in transforming our accounting and tax firm over the last year. Deep seeded frustration at work led me to discover a whole new path that included better pricing and improve communication around value. I cherish the professional encouragement I receive in this corner of podcasting.

-chelsea Harper

PreggieCoach ,

Insightful and practical

Mark tackles trending issues in a way that's both engaging and insightful. His podcast dives deep, offering practical takeaways you can put into action. It's a must-listen!

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