Mark Stiving came back to Law Subscribed for a second time to go deep on the complexities and strategies of pricing in business, with a particular emphasis on how companies can better understand and communicate value to their customers. Stiving explores the importance of value-based pricing, the challenges organizations face when shifting away from cost-plus models, and practical steps for implementing more effective pricing strategies. He shares insights into the psychological aspects of pricing, the role of sales teams in conveying value, and the impact of pricing decisions on overall business success.

Stiving brings a wealth of expertise as a pricing educator, author, and consultant. He shares real-world examples from his extensive experience, offering actionable advice for both seasoned professionals and those new to pricing. Stiving’s engaging approach demystifies complex pricing concepts, making them accessible and relevant. Throughout the conversation, he emphasizes the need for continuous learning and adaptation in pricing, encouraging businesses to focus on customer perceptions of value to drive growth and profitability.

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