Pricing Table Topics: 7 of Clubs – Help the Buyer Understand the Value of Solving their Problem
Impact Pricing5 Apr 2023

Pricing Table Topics: 7 of Clubs – Help the Buyer Understand the Value of Solving their Problem

This one is the 7 of Clubs from the Selling Value card deck.

Anytime you're in a sales situation, we think to ourselves, Hey, we need to be selling against our competition. We need to point out why we're better than our competitors.

Yeah, and maybe we do. I'm not going to say we don't need to do that.

However, if we take the time to help the buyer understand, what's the underlying problem they're truly trying to solve? What's the value of solving that problem? And how it is that we help them solve that problem? It builds trust. They start to know that we understand their situation, we understand their problem. They believe that we'll be better at solving it simply because we've expressed the fact that we understood it.

Oh, and when we help them build the business case, they are grateful because they need this information to help sell up inside their organization anyway. Because no one's going to buy something unless they know that it's going to help them make more money. And so, we need to help our buyers create that business case.

So, it really is imperative that even if you know you're going to have competition, take the time to help your buyers understand the value of solving the problem. Not just focusing on why we're better.

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 cards, pick a card, read the saying, and then talk for one to two minutes about what that card says. You'll become a better speaker and expert.

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

Now, go make an impact.

Connect with Mark Stiving:

Episoder(500)

Buyer Insight: "We Lost on Price" – Truthful and Useless

Buyer Insight: "We Lost on Price" – Truthful and Useless

This is an Impact Pricing Blog published on January 19, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/we-lost-on-price-truthfu...

3 Apr 4min

How Jobs to Be Done Shapes Buyer Decisions (And What They Really Want) with Jim Kalbach

How Jobs to Be Done Shapes Buyer Decisions (And What They Really Want) with Jim Kalbach

Jim Kalbach is the Chief Evangelist at Mural, where he helps teams uncover what customers actually need—not just what they say they want. Known for his work in Jobs to Be Done, experience mapping, and...

30 Mar 28min

How to Quantify Value So Buyers Actually Believe It with Mark Stiving and Rebecca Kalogeris

How to Quantify Value So Buyers Actually Believe It with Mark Stiving and Rebecca Kalogeris

If buyers need to believe the value before they buy…why don't they trust ROI when we show it to them? In Episode 5 of the Buyer Decision Series, Mark Stiving and Rebecca Kalogeris explore how to actua...

23 Mar 12min

Blogcast: AI Didn't Kill Per-User Pricing. It Exposed It.

Blogcast: AI Didn't Kill Per-User Pricing. It Exposed It.

This is an Impact Pricing Blog published on January 12, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/ai-didnt-kill-per-user-p...

20 Mar 3min

Why Buyers Can't Articulate Their Real Problems (And Why That Matters for Pricing) with Mark Stiving and Rebecca Kalogeris

Why Buyers Can't Articulate Their Real Problems (And Why That Matters for Pricing) with Mark Stiving and Rebecca Kalogeris

If value comes from solving problems… why do buyers struggle to explain the problems they actually have? In Episode 4 of the Buyer Decision Series, Mark Stiving and Rebecca Kalogeris explore why buyer...

16 Mar 14min

Blogcast: Price Is the Tradeoff

Blogcast: Price Is the Tradeoff

This is an Impact Pricing Blog published on January 5, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/price-is-the-tradeoff/ If ...

13 Mar 3min

What Buyers Actually Pay For (Hint: It's Not Your Product) with Mark Stiving and Rebecca Kalogeris

What Buyers Actually Pay For (Hint: It's Not Your Product) with Mark Stiving and Rebecca Kalogeris

If buyers are predicting the future… and confidence determines when they act… what are they actually paying for? In Episode 3 of the Buyer Decision Series, Mark Stiving and Rebecca Kalogeris explore t...

10 Mar 13min

Blogcast: Buyers Don't Buy Features

Blogcast: Buyers Don't Buy Features

This is an Impact Pricing Blog published on December 29, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/buyers-dont-buy-features...

6 Mar 3min

Populært innen Business og økonomi

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