Impact Pricing20 Mai 2024

Banking on Value: Pricing Strategies for Competitive Edge with Sundar Ramanathan

Sundar Ramanathan is a Banking Product and Pricing Executive with experience in exceeding/meeting growth, capital, liquidity, and profitability objectives through product and pricing levers.

In this episode, Sundar emphasizes the importance of moving beyond product commoditization, instead, focusing on creating value through customer experiences, and pricing as the outcome of value creation.

Why you have to check out today's podcast:

Discover the fascinating concept of the indifference curve in the context of pricing banking products
Learn the art of developing a customer-centric approach to pricing banking products, taking into account essential factors for success
Find out how you can implement value pricing strategies, even with commoditized banking products

"On the retail banking side, we hear commoditization a lot. But I think there is an opportunity to go beyond that. I think products disappear and experiences emerge, and experience is what creates value. And value can be priced."

- Sundar Ramanathan

Topics Covered:

01:36 - How he found himself in pricing

02:47 - Talking about examples of banking products

04:39 - Is bank's pricing based on value or cost

09:15 - The importance of balancing cost and value and highlighting the indifference curve in pricing

11:55 - Determining the area of indifference in banking pricing

16:06 - How to let borrowers decide in your favor over your competitors

19:37 - Where you create value pricing in banking products

22:06 - Sundar's best pricing advice

Key Takeaways:

"The product structure and pricing might be commoditized, but where you create the value and enhance your pricing margin is the experience." - Sundar Ramanathan

"You will never know the right pricing unless you are bold enough to make those decisions to test that elasticity and have a plan B." - Sundar Ramanathan

"You can only create value by removing the friction as much as possible compared to competition." - Sundar Ramanathan

"You can never win by pricing." - Sundar Ramanathan

Connect with Sundar Ramanathan:

LinkedIn: https://www.linkedin.com/in/sundar

Connect with Mark Stiving:

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

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

Episoder(500)

Why Buyers Don't Buy When They're Convinced — They Buy When They Can Predict with Todd Caponi

Todd Caponi is the author of The Transparency Sale, The Transparency Sales Leader, and The Four Levers of Negotiating. He advises revenue teams on decision science, transparency, and how buyers actual...

1 Jun 33min

Buyer Insight: Buyers Are Rational, It's the Sellers That Aren't

This is an Impact Pricing Blog published on March 16, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/buyers-are-rational-its-th...

29 Mai 5min

AI Agents, Zero Humans, and the End of SaaS Per-Seat Pricing with Ajit Ghuman

Ajit Ghuman is the co-founder of Monetizely, former VP of Product at Segment, and author of Price to Scale. In this episode, Ajit breaks down one of the biggest pricing challenges AI companies are abo...

25 Mai 30min

Buyer Insight: Credits Trade Clarity for Flexibility

This is an Impact Pricing Blog published on March 9, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/credits-trade-clarity-for-f...

22 Mai 4min

Your Customers Don't Care About AI (And That's Your Pricing Problem) with Dan Balcauski

Dan Balcauski is the founder of Product Tranquility, where he helps B2B SaaS companies improve pricing, packaging, and monetization strategy. In this episode, Dan breaks down the uncomfortable realit...

18 Mai 29min

Buyer Insight: If Buyers Can't Explain It, You've Not Sold It

This is an Impact Pricing Blog published on March 2, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/if-buyers-cant-explain-it-y...

15 Mai 3min

The Four Conversations That Change How Buyers Decide with Blair Enns

Blair Enns is the founder of Win Without Pitching, author of The Four Conversations, and co-host of the 2Bobs podcast. He helps experts, agencies, and consultants move from being treated like vendors ...

11 Mai 28min

Buyer Insight: Why AI Is Making SaaS Metrics Grow Up

This is an Impact Pricing Blog published on February 23, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/why-ai-is-making-saas-m...

8 Mai 4min