Impact Pricing17 Jan 2024

Pricing Table Topics: 10 of Hearts – Invest More Time Managing Pricing and Value

This one is the 10 of Hearts from the Impact Pricing card deck.

Besides the alliteration of that meme, the two concepts are crucial. Pricing is possibly the most powerful marketing mix variable you have access to. You must have seen the reports that say, hey, if you could increase price by 1%, that likely increases your profitability by 10% for most companies or an average company.

Well, the only reason somebody is ever going to buy something from you is because they perceive that there's more value to them than it costs them in your price. And so, that means we need to be focused on what's the value to the customer. We need to know, how are they perceiving that value? What is the value that they're willing to exchange or they're thinking about as they exchange their hard earned money to buy your product?

When we think about these two concepts, then pricing and value, they go really hand in hand, very closely related. I know many companies ignore pricing, that you set it and forget it, and they need to think about that more. But even more companies are clueless about value. How is it that your customers perceive value?

You really should be spending more time, more energy, thinking about both of those concepts, pricing and value. And they go really, really well together.

We hope you enjoyed this example of Pricing Table Topics. What you just heard was done without a script, obviously.

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/

Denne episoden er hentet fra en åpen RSS-feed og er ikke publisert av Podme. Den kan derfor inneholde annonser.

Episoder(500)

Why Technically Correct Pricing Recommendation Can be Strategically Wrong with Sandeep Mathew

Sandeep Mathew is a sales and marketing leader with 19 years of global CPG experience, including extensive work at Unilever building and deploying revenue growth management (RGM) capabilities. He even...

14 Sep 21min

Buyer Insight: The Value Was Always There

This is an Impact Pricing Blog published on June 29, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/the-value-was-always-there/ ...

11 Sep 14min

The $80M Dealer Reveals the Pricing Tricks First-Time Car Buyers Miss with Dominic Genova

Dominic Genova spent 17 years on the factory side at Chrysler and 27 years owning car dealerships. He grew one dealership from a building with no power or water and no sales into a business with 87 em...

7 Sep 31min

Buyer Insight: Hidden Problems, Hidden Value

This is an Impact Pricing Blog published on June 22, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/hidden-problems-hidden-value...

4 Sep 2min

AI Pricing Has 4 Possible Futures, Which One Are You Building For with Steven Forth

Steven Forth is a principal at PatternMind and co-author of Pricing for the Agent Economy, with deep expertise in pricing strategy, scenario planning, and the emerging agent economy. In this episode,...

31 Aug 34min

Buyer Insight: The Case for Token-Based Pricing

This is an Impact Pricing Blog published on June 15, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/the-case-for-token-based-pri...

28 Aug 4min

What Are You Really Charging For? The Business Problem Behind AI Pricing with Manu Mehra

Manu Mehra is Head of AMER Industries Strategic Deal Pricing at Databricks, with more than 12 years of experience across pricing, product, cloud, and AI, including Google Cloud and Thermo Fisher Scien...

24 Aug 32min

Buyer Insight: Stop Measuring WTP. Start Shaping It.

This is an Impact Pricing Blog published on June 8, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/stop-measuring-wtp-start-sha...

21 Aug 3min