AI as a Multiplier for Pricing with Emanuel Martonca

Magdalena Bay has been working in business development for eight years now. She is an expert in the MVNO market, but outside of work, she loves spending time with her kids and showing her golden retrievers at dog shows. In this episode, Magda educates us on how Mobile Virtual Network Operators (MVNOs) work, especially with how Mobile Network Operators (MNOs) and MVNOs price their offers.   Why you have to check out today’s podcast: Learn what the MNO and MVNO are all about; Understand how MNOs and MVNOs provide value to their customers; and Find out how pricing works in the MVNO market   “You need to give time to your customers so they can adjust to the new models you are trying to introduce. And maybe, sometimes, the strategy that you're implementing won't work in the beginning, but if you just wait little by little, then it can bring the results.”  – Magdalena Bay   Topics Covered: 01:45 – How Magda got into pricing 02:10 – Learning how Mobile Network Operators (MNOs) and Mobile Virtual Network Operators (MVNOs) work 07:21 – Why pricing in the MVNO market is interesting 09:27 – Sample scenarios of how MVNO provides value to customers 11:34 – How pricing in MVNO works 14:26 – What it means to play on a breakage when you’re in the MVNO market 16:20 – Magda asks Mark: “How do you approach your consulting when you’re in a totally new industry for you?” 18:18 – Does Mark have plans of getting experience from other countries and industries? 23:14 – Magda’s piece of pricing advice for the listeners   Key Takeaways: “Pricing here is extremely difficult, in the sense that obviously, some of the customers wants to have everything the cheapest possible way. And in this setup, the infrastructure and building, everything cost your investment. You have to get your return on this investment. And as you mentioned before, MVNOs are always competing with these big boys, with MNOs, so this is almost impossible to be on the same pricing level.” – Magdalena Bay “Assuming that you would get also unlimited plans from the MNO, you are very limited on how much you can earn, because you are only limited to this, let's say, two zloty per bundle or two euro per bundle – just any number I’m saying now – and you can't grow on this, if you know what I mean.” – Magdalena Bay   People / Resources Mentioned: AT&T: https://www.att.com/ Verizon: https://www.verizon.com/ Orange: https://www.orange.com/ T-Mobile: https://www.t-mobile.com/ Free: https://www.free.fr/ Teleco: https://www.teleco.com.br/ Affinity Cellular: https://www.affinitycellular.com/ Airvoice Wireless: https://www.airvoicewireless.com/ Assist Wireless: https://www.assistwireless.com/ Beast Mobile: https://beastmobile.net/   Connect with Magdalena Bay:  LinkedIn:https://www.linkedin.com/in/magdalenabay/ Email: baymagda@gmail.com   Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com

6 Kesä 202226min

This is an Impact Pricing Blog published on April 27, 2022, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/the-value-of-selling-value/ 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 Kesä 20222min

Your marketing department, your product managers, somebody in your company has probably created value propositions for your products. And I love these. These are great because hopefully we've taken the time to think about the average customer, the generic customer, what's the real problem they're trying to solve. The key for us though, if we're thinking about selling to individual buyers, is each buyer has a different set of problems. Each buyer is looking for a different set of results. What we want to be able to do is understand those value propositions and then query with the buyer where do they really feel the pain, what are the things this buyer is trying to get accomplished? And a great salesperson is able to take the individual customers, or buyers, problems and translate that into perceived value in their minds. We hope you enjoyed this memecast. This impactful insight came from the book, Selling Value, which I wrote to help salespeople win more deals at higher prices. If you have any questions or feedback, please email me mark@impactpricing.com. Now go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/

1 Kesä 20221min

Barry Edney started his pricing career in Sposea, a digital pricing and consultancy company aiming to drive profitability by simplifying price data optimization, management and execution. It was in May 2021 when he started his own consulting firm called Burning Issues Consulting, where they help businesses deliver better top-line and margin results by focusing on where change needs to happen quickly – the burning issues. In this episode, Barry talks about the importance of knowing the right questions to ask the right people so you can sell value the way your customers need it in their business.   Why you have to check out today’s podcast: The importance of asking the right people the right questions in order to know what your clients really value; Why you should focus on value selling and avoid benefit selling; Why it’s a must for you to make sure that what you’re selling are the products that are giving you the big margin   “Focus on the margin drivers. If you have to be really cautious on your costs, focus on your products that generate your highest margin, and manage the rest of your portfolio for cash.” – Barry Edney   Topics Covered: 01:00 – How Barry got into pricing 03:21 – Considering the cost to serve in relation to delivering value 04:18 – One product, different audiences, and different levels of value 06:44 – Perceived value vs. intrinsic value 08:05 – Not knowing what your customers really value + asking the right questions 13:40 – Examples of open-ended questions 15:31 – Why you should avoid benefit selling 17:48 – Creating, communicating, and capturing value: Thinking about solving problems vs. building features 22:26 – Barry’s piece of pricing advice for the listeners   Key Takeaways: “When you start measuring the value that you deliver, it is so much easier to articulate it to your clients.” – Barry Edney “The value has to be presented in a different way. There has to be a different value or a different aspect of the value you can deliver.” – Barry Edney   People / Resources Mentioned: Sposea: https://www.sposea.com/ Burning Issues Pricing Consulting: https://www.burningissuesconsulting.com/ AkzoNobel: https://www.akzonobel.com/   Connect with Barry Edney: Email: edney@burningissuesconsulting.com; barryedney@gmail.com Website: https://www.burningissuesconsulting.com/ LinkedIn: https://www.linkedin.com/in/barryedney/   Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com

30 Touko 202225min

This is an Impact Pricing Blog published on April 13, 2022, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/dont-forget-the-customer/ 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/

27 Touko 20222min

Value-based pricing really is impossible to do perfectly. In order to do value-based pricing perfectly, I would have to be able to read every customer's mind. I have to determine how much a customer is willing to pay for our product. And it's impossible to do that. However, there are techniques and tactics that we can constantly use to get better and better. We can use techniques to help buyers understand more of our value, which will increase their willingness to pay. As we start focusing our entire pricing strategy, and then we can shift our selling strategy to creating and capturing as much value in the buyer's mind, this is how we're going to win more deals at higher prices. We hope you enjoyed this memecast. This impactful insight came from the book, Selling Value, which I wrote to help salespeople win more deals at higher prices. If you have any questions or feedback, please email me mark@impactpricing.com. Now go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/

25 Touko 20221min

Stéphane Joanis started his career as a Chemical Engineer. It is with Thermo Fisher that he got involved in business and pricing, and just this January, Stephane launched his own consulting business which he calls SJ Performance, LLC. This is where he practices his expertise in B2B Instrumentation Pricing as he and his team provides coaching to help you build a strong pricing culture in a way that provides confidence and leads to trust. In this episode, Stéphane educates us on the importance of achieving organizational transformation in a company as you value the trust in the relationship you have with your customers.   Why you have to check out today’s podcast: The importance of having people from different functional groups to talk about and practice value-based pricing and keep each other in check How the creation of strategies that inspire trust with your customers help your sales velocity to go up The power organizational transformation has in shifting from conventional pricing practices to having a value-based mindset in pricing   “The data is a means to the answer, towards getting insights. But it’s a foundation. Only data can trump politics. So, I think it's important to get your data and extract value from that data. Out of the specifications, go and get what is that value to your customer.” – Stéphane Joanis   Topics Covered: 01:40 – How Stephane got into pricing; the importance of trust 03:32 – On building trust: Attack the processes, not the people 05:55 – Starting his business to guide people towards organizational transformation 06:28 – What organizational transformation is all about 08:56 – The trick to see something as a loss vs. as a gain 11:13 – How to help people have a value-based mindset: Specification language vs. value language 14:00 – Talking to customers and splitting up win-loss 16:07 – Formula of sales velocity and how that relates to trust 19:31 – “I will raise your price to the extent that I'm not breaking your trust” 23:12 – Intuitive/statistical hearing as a way to talk to customers 25:01 – Stéphane’s pricing advice   Key Takeaways: “Everybody has a different point of view. There's so much psychology behind it. As you pointed out, there's a trust element. We have to agree to disagree. We have to have a certain level of trust, because everybody has a different objective with price. And so, how do you get everybody together, and how do you get prices aligned between them? It requires a certain level of trust if you want to do it well.” – Stéphane Joanis “That's the key to organizational transformation. It's not just about a process; it's about the people as well.” – Stéphane Joanis “You have to show what the customer is losing for them to truly appreciate what you have to offer and the value of your product and service.” – Stéphane Joanis “There's a price to trust.” – Stéphane Joanis   People / Resources Mentioned: SJ Performance, LLC: https://sjperformancecoach.com/ Pricing with Confidence: 10 Ways to Stop Leaving Money on the Table: https://www.amazon.com/Pricing-Confidence-Leaving-Money-Table/dp/0470197579 SPIN Selling by Neil Rackham: https://www.amazon.com/SPIN-Selling-Neil-Rackham/dp/0070511136 Selling Value by Mark Stiving: https://www.amazon.com/Selling-Value-Deals-Higher-Prices/dp/1737655217 The Speed of Trust by Stephen Covey: https://www.speedoftrust.com/#the-book Data and/or Value (blog): https://impactpricing.com/blog/data-and-or-value/ Focus on insights and not data (blog): https://www.sjperformancecoach.com/blog/focus-on-insights-and-not-data   Connect with Stéphane Joanis: Website:https://sjperformancecoach.com/ LinkedIn:https://www.linkedin.com/in/st%C3%A9phane-joanis-6509921a/ Email: sjoanis@sjperformancecoach.com   Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com

23 Touko 202228min

This is an Impact Pricing Blog published on April 6, 2022, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/best-example-for-costs-dont-drive-pricing/ 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/

20 Touko 20223min