Impact Pricing

What if your pricing has been quietly leaking margin—and you simply haven't looked closely enough to find it?

John Gilbo is Sales Director for North America, Australia, and New Zealand at QuickLizard, with pricing leadership experience at Kirkland's, Academy Sports + Outdoors, and Safeway. He has spent years working across pricing technology, retail pricing, markdowns, promotions, elasticity, and margin optimization.

In this episode, John explains why pricing deserves a regular health check and how retailers can uncover hidden value by improving processes, reacting faster, and using smarter pricing models.

Why You Have to Check Out Today's Podcast:

• Discover the pricing blind spots that can quietly drain margin, from outdated processes to slow reactions.
• Learn how smarter pricing can turn markdowns, tariffs, competition, and elasticity into opportunities instead of margin problems.
• See how AI and pricing models can help retailers react faster without losing sight of the strategy behind the numbers.

"Pricing is a great thing to look at the health of what you're doing." — John Gilbo

Topics Covered:

03:30 – Pricing as a Strategic Weapon. How better pricing can drive margin, revenue, and sustained value by reacting faster to costs, competition, tariffs, and elasticity.

05:00 – Understanding the Retailer's Pricing Reality. John breaks down how pricing changes depending on promotions, seasonality, markdowns, and go-to-market strategy.

06:30 – Stop Selling Pricing. Start Solving Problems. Why John starts by understanding a retailer's problems instead of immediately pitching a pricing solution.

08:30 – How to Make the ROI of Pricing Believable. John explains how using ROI ranges and break-even numbers can create a more credible pricing conversation.

11:30 – Why 25X ROI Is Possible in Retail Pricing. How small improvements in retail margins can create significant financial impact.

13:30 – The Secret to Sustained Pricing Value. Why pricing improvement isn't a one-time project and how retailers can keep finding the next opportunity.

15:30 – How to Protect Margin When Tariffs Hit. John explains why retailers shouldn't automatically pass the same cost increase across every product or customer.

18:30 – Where AI Actually Fits in Pricing. How elasticity, seasonality, inventory, competitive data, and AI models can help trigger smarter pricing decisions.

21:00 – Why Customer Segmentation Changes Pricing. How retailers can use customer behavior and loyalty data to make better pricing and merchandising decisions.

23:30 – The Pricing Health Check Every Company Needs. John's final advice: look at pricing with fresh eyes, uncover process gaps, and regularly review where pricing can create more value.

Key Takeaways:

"Sustained pricing value comes from continuously asking, "What should we solve next?" – John Gilbo

"Don't automatically pass the same cost increase across every product." – John Gilbo

Connect with John Gilbo:

• LinkedIn: https://www.linkedin.com/in/john-e-f-gilbo/

Connect with Mark Stiving:

• LinkedIn: https://www.linkedin.com/in/stiving/
• Email: [email protected]

This is an Impact Pricing Blog published on July 20, 2026, turned into an audio podcast so you can listen on the go.

Read Full Article Here: https://impactpricing.com/blog/product-myopia-the-symptoms-youve-been-misdiagnosing/

If you have any feedback, definitely send it. You can reach us at [email protected].

Now, go make an impact.

Connect with Mark Stiving:

• Email: [email protected]
• LinkedIn: https://www.linkedin.com/in/stiving/

What happens when your costs keep rising, your contracts lock you in, and your customers still expect stability?

Jacob Moller Korsgaard, Director of Pricing at Danfoss, has spent 15+ years in B2B pricing and leads global pricing for Danfoss Climate Solutions. In this episode, he explains why raising prices during inflation is about much more than adding a percentage to your price list.

Jacob breaks down the commercial judgment, timing, contracts, communication, and execution required to raise prices without creating unnecessary disruption in the market.

**The next opportunity to meet Jacob Moller Korsgaard in person will be at EPP 20 Years Global in Amsterdam on 17–18 November. Register here to secure your ticket.

Why You Have to Check Out Today's Podcast:

• Learn why annual price reviews are no longer enough when costs can change dramatically in weeks.
• Discover how timing, contracts, and distribution channels can make or break a price increase.
• See why successful price increases require more than cost recovery. They require commercial judgment and disciplined execution.

"We need to be prepared for doing more often price adjustment and we need to focus on the execution part so we implement it efficiently and get our margins secured."

– Jacob Moller Korsgaard

Topics Covered

02:45– The Commercial Judgment Pricing Teams Need. Why pricing teams need to understand customers, channels, segmentation, product management, finance, and IT to make better decisions.

05:00 – Why Annual Price Reviews Are Gone. Jacob explains why B2B companies need to react faster to cost changes while avoiding market disruption.

07:00 – How Often Should You Raise Prices?The case for an agreed pricing calendar instead of constantly recalculating prices every time costs move.

09:00 – The Contract Problem Nobody Can Ignore. Why price increases fail when contracts lock in pricing for months or years, and why improving contract flexibility matters.

11:00 – Is Inflation Just an Excuse for Cost-Plus Pricing?Jacob explains how rising costs can eventually affect customer value perception and why cost changes still need to connect to value-based pricing.

13:30 – Should You Lead the Price Increase? Why competitive dynamics can create an opportunity to move first, especially when the entire market is facing similar cost pressures.

15:30 – How to Communicate a Price Increase. Jacob shares why Danfoss aims for direct, honest, and consistent communication, while allowing local markets to adapt the message.

19:00 – What AI Can and Can't Do for Pricing. Jacob explains how Danfoss is using AI, analytics, and pricing software while emphasizing the importance of commercial judgment and good data.

21:00 – The Pricing Advice Jacob Wants You to Act On. Prepare for more frequent price adjustments, strengthen execution, secure your margins, and build the processes and tools needed to implement increases efficiently.

Key Takeaways:

"We need to be prepared for doing more often price adjustment and we need to focus on the execution part." – Jacob Moller Korsgaard

"If we know that 50% of our revenue is bound in contracts, we cannot change them." – Jacob Moller Korsgaard

Connect with Jacob Moller Korsgaard:

• LinkedIn: https://www.linkedin.com/in/jacobmollerkorsgaard/

Connect with Mark Stiving:

• LinkedIn: https://www.linkedin.com/in/stiving/
• Email: [email protected]

This is an Impact Pricing Blog published on July 13, 2026, turned into an audio podcast so you can listen on the go.

Read Full Article Here: https://impactpricing.com/blog/product-myopia-where-it-hides-in-your-company/

If you have any feedback, definitely send it. You can reach us at [email protected].

Now, go make an impact.

Connect with Mark Stiving:

• Email: [email protected]
• LinkedIn: https://www.linkedin.com/in/stiving/

Roberto Rivera is the founder of Pricing Nerd, where he builds AI-powered pricing workflows for B2B companies. With more than 25 years in pricing and experience working alongside some of the field's early pioneers, Roberto has focused on turning pricing expertise into scalable AI-powered workflows.

In this episode, Roberto explains why simply asking AI "What price should I charge?" produces unreliable answers. AI needs more than business data. It needs the context and pricing skills required to interpret that information correctly.

Why You Have to Check Out Today's Podcast:

• Learn why AI needs pricing skills and business context, not just more data, before it can produce useful price guidance.
• Discover how to make AI pricing recommendations more trustworthy and defensible using deterministic methods, formulas, and supporting evidence.
• See how AI can help uncover hidden value and margin leakage, from customer value modeling to forgotten contract clauses.

"AI can compile all that information... but at the end of the day, the human and the situation they're in, they're going to go with their best judgment." — Roberto Rivera

Topics Covered:

01:30 – From Pricing Consultant to AI-Powered Pricing. Discover how Roberto's 25+ years in pricing led him to build AI-powered workflows designed to help B2B companies turn value into margin at scale.

04:00 – Why AI Gets Pricing Wrong. Learn why asking AI "What price should I charge?" isn't enough — it needs deep business context and a clear understanding of what pricing actually means inside your organization.

06:00 – Context Isn't Enough: AI Needs Pricing Skills. Roberto introduces the second critical ingredient for AI-powered pricing: skills that teach AI how to interpret business information and apply pricing frameworks.

08:30 – The 48 Pricing Skills AI Can Learn. Explore Roberto's concept of pricing skills, from value-based pricing and willingness to pay to customer value modeling and contract analysis.

11:00 – Where AI Stops and Human Judgment Begins. Learn why AI can process pricing frameworks and massive amounts of information, but humans still need to weigh relationships, politics, sensitivities, risks, and accountability.

19:00 – What Happens When Humans Override the AI? Learn how AI can turn pricing overrides into a learning system, using previous adjustments to improve future recommendations.

21:00 – AI as the Smart New Hire for Your Pricing Team. See how AI can combine information from marketing, CRM, ERP, contracts, and customer data to create a defensible pricing recommendation and help less-experienced sellers learn.

26:30 – Don't Wait for Perfect Data. Start With One Painful Problem. Roberto's advice for getting started with AI: don't try to "boil the ocean." Pick one painful, repetitive pricing problem and use AI to solve it.

29:30 – Roberto's Final Pricing Advice: Just Start. Why messy data, complex businesses, and internal politics shouldn't stop companies from experimenting with AI.

Key Takeaways:

"Skills are a massive component of giving the AI the power to not only know about your business, but interpret your business in a way that's going to produce good and solid price guidance." — Roberto Rivera

"The beautiful thing that we have, Mark, is that we've been in the space for 25, 30 years... and we know what good looks like." — Roberto Rivera

"You don't let perfection kind of limit what you think you can do and just begin to experiment and go for it." — Roberto Rivera

Connect with Roberto Rivera:

• Email: [email protected]
• Website: https://www.pricingnerd.com/
• LinkedIn: https://www.linkedin.com/in/robertorivera-pricing/
• Book: AI for B2B Pricing: Turning Value into Margin at Scale

Connect with Mark Stiving:

• LinkedIn: https://www.linkedin.com/in/stiving/
• Email: [email protected]

This is an Impact Pricing Blog published on July 6, 2026, turned into an audio podcast so you can listen on the go.

Read Full Article Here: https://impactpricing.com/blog/product-myopia-the-disease-you-dont-know-you-have/

If you have any feedback, definitely send it. You can reach us at [email protected].

Now, go make an impact.

Connect with Mark Stiving:

• Email: [email protected]
• LinkedIn: https://www.linkedin.com/in/stiving/

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 eventually managed RGM as a global capability across markets and channels.

In this episode, Sandeep explains why even sound RGM data and technically correct pricing recommendations can lead brands in the wrong direction.

**The next opportunity to meet Sandeep Mathew in person will be at EPP 20 Years Global in Amsterdam on 17–18 November. Register here to secure your ticket.

Why You Have to Check Out Today's Podcast:

• Learn why a technically sound RGM recommendation can still be strategically wrong for a brand's long-term health.
• Discover how promotions can become a downward spiral that erodes brand equity and profitability.
• Build a better promotional strategy by connecting source of growth → brand job to be done → promotional objective before analyzing the data.

"Don't take any recommendation at face value. Look at all angles to it. Most importantly, from the long-term health of the brand. Never compromise that for any short-term gains."

— Sandeep Mathew

Topics Covered:

01:20 – From Marketing to RGM: Why Sandeep Trusted Purchase Data. Learn why Sandeep became drawn to RGM after seeing how actual purchase data could produce more actionable insights than consumer intention research.

03:30 – One RGM Framework Doesn't Fit Every Channel. Discover why e-commerce, value channels, omnichannel, and quick commerce each require customized RGM approaches rather than one standardized framework.

06:00 – The RGM Paradox: When Good Data Leads to a Bad Decision. Sandeep explains how he went from trusting RGM recommendations almost completely to realizing that short-term data can miss long-term brand consequences.

08:00 – Why Three Months of Data Can't Protect a 100-Year-Old Brand. Understand the mismatch between RGM's typical 3–6 month or 3–5 year view and the 10–15+ year horizon required to manage brand equity.

10:00 – The Brand vs. RGM Tension. Learn why marketing teams understand the brand but may not understand RGM, while RGM teams can produce powerful analytics without seeing the long-term brand picture.

12:00 – The Hardest Question: How Do You Measure Long-Term Brand Impact? Sandeep explains why long-term data is ideal, why 10–15 years of data still creates causality challenges, and how to combine brand-equity measures, consumer surveys, and RGM analytics when perfect data isn't available.

14:00 – The Promotion Spiral That Can Kill a Brand. Discover how brands can respond to an underlying brand-equity problem with promotions, temporarily chasing volume while gradually increasing discounts and eroding profitability.

16:00 – What Does Your Brand Actually Stand For? Learn the three questions Sandeep uses to diagnose brand strength: What do you stand for? What meaningful value do you bring? How differentiated and salient are you?

18:00 – Build the Promotional Strategy Before Running the RGM Analysis. Sandeep shares his framework: identify the brand job to be done, determine the source of growth, translate it into promotional objectives, and then use RGM to evaluate the options.

19:30 – Final Pricing Advice: Never Trade Long-Term Brand Health for Short-Term Gains. Sandeep's closing principle for making better pricing decisions.

Key Takeaways:

"When you're making decisions at that level for a certain brand, you don't want to only win over the next three months or six months. You want to win for the next five years, 10 years." — Sandeep Mathew

"Don't forget that there are long-term impacts on the brand. That's the most important thing." — Sandeep Mathew

"Sampling will only work if you want to do penetration. Don't do sampling if you want to switch from your lead competitor." — Sandeep Mathew

Connect with Sandeep Mathew:

• LinkedIn: https://www.linkedin.com/in/sandeep-john-mathew/

Connect with Mark Stiving:

• LinkedIn: https://www.linkedin.com/in/stiving/
• Email: [email protected]

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/

If you have any feedback, definitely send it. You can reach us at [email protected].

Now, go make an impact.

Connect with Mark Stiving:

• Email: [email protected]
• LinkedIn: https://www.linkedin.com/in/stiving/

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 employees and $80 million in annual sales of cars, trucks, and service. He rejected the traditional dealership model of commissions, hidden fees, and payment games in favor of transparent, salary-based selling.

In this episode, Dominic exposes the pricing tricks hiding behind the "great deal", from payment games to hidden fees, while Mark challenges his sales philosophy from a pricing perspective.

Together, they unpack why the price isn't the price, how a $500 cheaper car can become a $700 worse deal, and why Dominic believes the real product isn't the car. It's taking care of the customer.

Why You Have to Check Out Today's Podcast:

• See how a $500 "better deal" can become $700 worse once financing enters the picture.
• Spot the pricing landmines first-time car buyers rarely see coming.
• Discover how Dominic built an $80M dealership by replacing sales games with trust, transparency, and repeat business.

"I made the buying process, I made our taking care of you a competitive advantage."

— Dominic Genova

Topics Covered:

03:00 – The Price Isn't the Price: What Buyers Actually Need to Calculate

05:00 – From No Sales to an $80M Dealership. Hear how Dominic grew a dealership that started with no power, no water, and no sales into an 87-person, $80M business—and why his pricing philosophy focused on bringing customers back instead of maximizing every transaction.

08:30 – How to Build a Sales Team That Actually Cares. Learn why Dominic rejected traditional commission incentives and instead looked for people who genuinely wanted to treat customers well—and how that became part of the dealership's culture.

10:30 – The Buyer Test: How to Tell If a Salesperson Is Sincere

13:00 – Fit the Customer to the Car, Not the Other Way Around. Discover Dominic's "cars are like shoes" philosophy

18:00 – How Dealers Turn a Great Price Into a Worse Deal. Learn how financing and payment tactics can undermine an attractive vehicle price, including Dominic's example of a $20 monthly payment increase that adds $1,200 over a 60-month loan.

20:30 – The Dealer Tricks Buyers Don't Know to Look For. Get a glimpse into the tactics Dominic saw during his career calling on hundreds of dealers, including misleading advertisements, small-print conditions, and additional charges.

23:00 – Why Trust Became Dominic's Real Product. Discover why Dominic viewed his dealership's product as more than cars: "We take care of you." That philosophy helped create repeat customers, referrals, and a reputation that carried throughout the community.

26:00 – The Counterintuitive Profit Strategy: Maximize Satisfaction, Not Price

28:30 – How First-Time Buyers Can Spot a Bad Deal. Learn how to look beyond the advertised price and evaluate the entire deal, rather than assuming the lowest vehicle price automatically means the lowest total cost.

30:00 – Dominic's Final Pricing Advice

Key Takeaways:

"So a lot of people go and shop price and then the unethical dealer sticks it to them on something else." — Dominic Genova

"My philosophy was an agricultural philosophy... to get you to come back again and again rather than draining every dime I could when I saw you." — Dominic Genova

Connect with Dominic Genova:

• LinkedIn: http://linkedin.com/in/dominic-genova-99a12b66/
• Website: http://dontbetaken.com/

Connect with Mark Stiving:

• LinkedIn: https://www.linkedin.com/in/stiving/
• Email: [email protected]

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/

If you have any feedback, definitely send it. You can reach us at [email protected].

Now, go make an impact.

Connect with Mark Stiving:

• Email: [email protected]
• LinkedIn: https://www.linkedin.com/in/stiving/