What Buyers Actually Pay For (Hint: It's Not Your Product) with Mark Stiving and Rebecca Kalogeris

If buyers are predicting the future… and confidence determines when they act… what are they actually paying for?

In Episode 3 of the Buyer Decision Series, Mark Stiving and Rebecca Kalogeris explore the next piece of the puzzle; and challenge a common assumption about value.

Because what buyers pay for may not be what you think.

Discover what buyers are really evaluating; and why understanding it can completely change how you talk about value and pricing.

Why You Have to Listen:

• Understand what buyers are really paying for—and why it's rarely the product itself
• Learn the Second Law of Value and how it reshapes the way pricing conversations work
• See how B2B buyers think about results through revenue, cost savings, and risk
• Recognize the hidden personal outcomes buyers consider—even in business decisions
• Build the next layer of the Buyer Decision framework introduced in Episodes 1 and 2

Catch Up on the #buyerDecisionSeries:

• Episode 1: Buying Is a Prediction of the Future https://impactpricing.com/podcast/buying-is-a-prediction-of-the-future/
• Episode 2: Buyers Buy Futures, Not Features https://impactpricing.com/podcast/buyers-buy-futures-not-features/

"Value is the result of solving problems."
— Mark Stiving

Topics Covered:

00:22 - Recapping the First Two Episodes. Buying is prediction, and confidence determines when someone acts
01:32 - Confidence Threshold in Buying Decisions
02:11 - Introduction to Laws of Value
02:42 - Umbrella Law: Buyers Trade Money for Value
03:14 - Law One: Buyers Make Predictions
04:02 - Law Two: Value is the Result of Solving Problems
05:02 - Confidence Components: Payoff, Probability, Anticipated Regret
06:07 - B2B Results: Incremental Profit + Reduced Risk in B2B
08:22 - Results in B2C: Functional, Social, and Emotional Value. Consumers buy outcomes like better performance, social perception, or emotional satisfaction
10:43 - Why Individual Buyers Still Matter in B2B. Even business decisions include personal outcomes like reputation and career impact
12:50 - What Comes Next: Quantifying Value. How sellers can help buyers understand the payoff they expect

Key Takeaways:

"Value is the result of solving problems." — Mark Stiving

"Individual buyers inside companies still care about how decisions make them look and feel." — Rebecca Kalogeris

Connect with Rebecca Kalogeris:

• LinkedIn: https://www.linkedin.com/in/rebecca-kalogeris

Connect with Mark Stiving:

• LinkedIn: https://www.linkedin.com/in/stiving/
• Email: mark@impactpricing.com