Impact Pricing16 Nov 2022

Memecast #84: Jack of Spades: Will I, then Which One

This one is the Jack of Spades from the Selling Value card deck.

Buyers usually make a 'will I' decision, then decide 'which one'.

They make the 'will I' decision, meaning, am I going to buy something in the product category? Am I going to buy a new car? Am I going to buy a new guitar? Am I going to buy a new refrigerator? Am I going to go out to dinner tonight? Am I going to hire a consultant?

We make this 'will I' decision, and then after we've said, yes, I need a - you pick it - I need to hire a consultant, then we decide 'which one'.

We interview several different consultants. We get bids from them. We see which ones we get along with. But then we're making that 'which one' decision.

And it's very important for our sales people, our marketing people, even our product people, to understand the difference between these two questions because when buyers are making these two decisions, they're using different information and they care about different things.

Oh, and from my perspective, the price sensitivity changes dramatically and they become much more price sensitive when they move to the 'which one' decision.

We hope you enjoyed this memecast. This is also an example of how Pricing Table Topics works. Grab a deck of our cards, pull a random card, read the saying, then talk for one to two minutes about what that card says. This will improve your understanding and more importantly, your ability to communicate important concepts about value.

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)

The Coming Age of Humanless Pricing Negotiations with Adrienne Gordon

Adrienne Gordon is the CEO of PriceSpace and founder of Pricing Empowered. With more than 25 years of pricing experience, she helps organizations combine pricing strategy, organizational change, and A...

20 Jul 25min

Buyer Insight: The Information Trap Is Killing Your Deals

This is an Impact Pricing Blog published on May 4, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/the-information-trap-is-killi...

17 Jul 4min

Why Buyers Don't Buy (Hint: It's Not Your Price) with Ted Olson

Most sales conversations assume buyers make rational decisions. Ted Olson argues that's exactly why so many deals stall. Ted Olson is a sales strategist who helps founders, consultants, coaches, and s...

13 Jul 34min

Buyer Insight: Being Chosen Isn't Winning

This is an Impact Pricing Blog published on April 27, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/being-chosen-isnt-winning/ ...

10 Jul 4min

The Hardest Part of Every Buying Decision with Dan Rochon

Dan Rochon is the creator of the Teach to Sell methodology and host of the No Broke Months podcast, where he teaches professionals how to build trust and influence without pressure. Buying isn't usual...

6 Jul 31min

Buyer Insight: I Was Wrong About Will I

This is an Impact Pricing Blog published on April 20, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/i-was-wrong-about-will-i/ I...

3 Jul 7min

Raised Prices 5X, Lost 40% of His Clients... and Made More Money with Robin Waite

Robin Waite is the founder of Fearless Business and author of Fearless Pricing, helping coaches, consultants, and freelancers stop selling time and start charging for results. In this episode, Robin s...

29 Jun 27min

Buyer Insight: Your Wins Are Lying To You

This is an Impact Pricing Blog published on April 13, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/your-wins-are-lying-to-you/...

26 Jun 4min