Pricing Table Topics: Jack of Clubs – Don't Lower Prices
Impact Pricing27 Des 2023

Pricing Table Topics: Jack of Clubs – Don't Lower Prices

This one is the Jack of Clubs from the Impact Pricing card deck.

 There's almost never a good reason to lower prices. We've seen that a 1% price increase can lead to a 10% improvement in profitability. Well, the opposite is true too. A 1% price decrease could lead to a 10% decrease in profitability. And that's painful.

As a general rule, I would never ever lead a price decrease. I'm not lowering my prices. And the only thing that would ever prompt me to, is if my competitors lowered their price first and I had to keep up with them. I had to match whatever price decrease they put out because they were taking too much of my share. But even if my competitors lowered their price, I wouldn't do an across the board price decrease.

Instead, I would look at where is it that my competitors are taking my business. And can I do a price decrease just on that piece of business? Let's start thinking about price segmentation and market segmentation, understanding where that competitor is powerful, is available, and only lower prices in those places where we have to in order to keep our market share.

But a great rule is just never lower your prices, unless you have to.

We hope you enjoyed this example of Pricing Table Topics. What you just heard was done without a script. If you want to get better at speaking about pricing and value, grab a deck of our playing cards, pick a card, read the saying, talk for one to two minutes about what that card says. You'll become a better speaker and expert. Oh, and you can play games with these cards.

If you have any questions or feedback, please email me, mark@impactpricing.com.

Now, go make an impact.

Connect with Mark Stiving:

Episoder(500)

"You're Wrong" — A Friendly Pricing Debate on Buyer Context with Steven Forth and Mark Stiving

"You're Wrong" — A Friendly Pricing Debate on Buyer Context with Steven Forth and Mark Stiving

This episode takes a slightly different approach than the usual Impact Pricing conversation. Instead of teaching a finished framework, Mark brings an early draft of his upcoming book to the table and ...

2 Feb 26min

Blogcast: Credits: A Tool to Reveal Your Value Literacy

Blogcast: Credits: A Tool to Reveal Your Value Literacy

This is an Impact Pricing Blog published on November 24, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/a-tool-to-reveal-your-v...

30 Jan 7min

The Logic of Luxury Pricing: How Elite Brands Set Price with Kathryn Porritt

The Logic of Luxury Pricing: How Elite Brands Set Price with Kathryn Porritt

Kathryn Porritt is the founder and CEO of Iconic Empires, where she specializes in helping elite experts build luxury and premium positioning. With a focus on monetization expertise and authority, Kat...

26 Jan 28min

Blogcast: Credits: The Bridge Between AI Uncertainty and Value Clarity

Blogcast: Credits: The Bridge Between AI Uncertainty and Value Clarity

This is an Impact Pricing Blog published on November 17, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/credits-the-bridge-betw...

23 Jan 5min

Pricing and Billing: Where Strategy Meets Execution with Ryan Susanna

Pricing and Billing: Where Strategy Meets Execution with Ryan Susanna

Ryan Susanna is the VP of Sales at LogiSense, where he helps telecom, IoT, and SaaS companies operationalize complex usage-based and hybrid pricing models. With more than two decades in monetization, ...

19 Jan 27min

Blogcast: Designing Hybrid and Evolving Pricing Models for AI

Blogcast: Designing Hybrid and Evolving Pricing Models for AI

This is an Impact Pricing Blog published on November 10, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/designing-hybrid-and-ev...

16 Jan 5min

How AI Is Changing Buying Behavior—and Why Value Still Wins with Mike Wilkinson

How AI Is Changing Buying Behavior—and Why Value Still Wins with Mike Wilkinson

Mike Wilkinson, founder of Axia Value Solutions, joins Mark Stiving to explore how AI is fundamentally changing buying behavior—and why this shift exposes weak value stories more than it threatens goo...

12 Jan 28min

Blogcast: Pricing AI: Evaluating Pricing Metrics

Blogcast: Pricing AI: Evaluating Pricing Metrics

This is an Impact Pricing Blog published on November 3, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/pricing-ai-evaluating-pr...

9 Jan 5min

Populært innen Business og økonomi

stopp-verden
lydartikler-fra-aftenposten
dine-penger-pengeradet
e24-podden
rss-penger-polser-og-politikk
rss-borsmorgen-okonominyhetene
pengepodden-2
utbytte
finansredaksjonen
livet-pa-veien-med-jan-erik-larssen
pengesnakk
morgenkaffen-med-finansavisen
rss-politisk-preik
liberal-halvtime
lederpodden
stormkast-med-valebrokk-stordalen
rss-sunn-okonomi
rss-markedspuls-2
tid-er-penger-en-podcast-med-peter-warren
lederskap-nhhs-podkast-om-ledelse