Impact Pricing27 Dec 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:

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

Det här avsnittet är hämtat från ett öppet RSS-flöde och publiceras inte av Podme. Det kan innehålla reklam.

Avsnitt(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