This one is the 9 of Diamonds from the Impact Pricing card deck.

When we think about subscriptions, and I've talked to several companies who are trying to move from more of a transactional business to a subscription business, they think it's 'just pricing'. "Oh, we want to set our price this way." But it turns out it changes so much in your business, not just the way you set pricing.

One of my favorite things about the subscription business model is that buyers pay us for a continuous stream of benefits, meaning we're delivering benefits month after month after month. The question in your business is, are you truly delivering benefits month after month after month? In which case, maybe you have a good business for starting a subscription business model.

Then we want to think about, not only how are we delivering it, but then, how much value do they get each month? How do we start to capture that? And so, we can certainly price it, but we really need to structure our company around winning these customers.

And then we have to figure out, how do we keep them? How do we minimize churn? And over time, we figure out how to grow these customers. How to get them to upgrade or buy more from us? So, subscription isn't as simple as, 'let's change the way we do pricing'. It really is an entire business model.

We hope you enjoyed this example of Pricing Table Topics. What you just heard was done without a script.

If you have any questions or feedback, please email me, [email protected].

Now, go make an impact.

Connect with Mark Stiving:

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

Dan Zatta is a leading management advisor in topline growth. He specialized in profit improvement on the revenue side, with extensive experience in pricing.

He is the author of the books 'The 10 Rules of Highly Effective Pricing' and 'The Pricing Model Revolution', translated into 10+ languages.

In this episode, Dan shares how these pricing models he mentions in his book can greatly impact a company's growth and profitability when used in a comprehensive approach.

Why you have to check out today's podcast:

• Explore the various pricing models that can significantly influence your bottom line
• Discover a pricing model that helps you identify an additional unique selling point, ultimately boosting profitability
• Learn why it's crucial to have a holistic perspective of the company's overall impact before embracing innovative revenue models

"Make sure to be quick in increasing prices, ideally combine this with additional value to meet your profitability targets."

- Dan Zatta

Topics Covered:

01:13 - What finally got him into pricing after being a generalist

02:05 - A trick he does to gain sales peoples' support when increasing prices

02:32 - What inspired him to write his book 'The Pricing Model Revolution'

04:16 - Pricing as not an exact science

05:29 - An interesting fact about another reason for writing his book 'Revenue Management in Manufacturing'

07:34 - From an academic writing style to using language understood by non-pricing experts in writing his books

08:48 - What AI-based Pricing can do for your bottom line even when you are already an advanced organization

11:19 - Many more AI-based pricing opportunities available even with companies already using AI

12:34 - Explaining what Neuro Pricing is and the tool used for this

14:34 - Creating another source of competitive advantage in pricing with outcome-based pricing

17:18 - The need for comprehensive view into the company before adopting pricing models

19:31 - Defining Sympathetic Pricing

21:52 - Important thoughts on the idea of price fairness

25:21 - What is Psychological Pricing

27:28 - Dan's best pricing advice

Key Takeaways:

"Let's think about value also when we price and looking into outcomes could be one of those." - Dan Zatta

"If you are not changing your processes the way you're approaching how salespeople are compensated, then you risk having an issue with the model that maybe is great, but it's not pushed internally. And the same can be the case with incentives for clients." - Dan Zatta

"The impact of volatility of raw materials, there is still inflation in a number of countries. So rather than waiting, make sure that you're not losing time because the more time passes when costs are increasing, the more time you will need to recover profitability." - Dan Zatta

People/Resources Mentioned:

• The Pricing Model Revolution by Danilo Zatta: https://www.amazon.de/dp/1119900573/ref=tsm_1_fb_lk
• Revenue Management in Manufacturing: State of the Art, Application and Profit Impact in the Process Industry by Danilo Zatta: https://www.amazon.com/Revenue-Management-Manufacturing-Application-Industry/dp/3319302396
• Uber: https://www.uber.com
• Lyft: https://www.lyft.com
• Peter Drucker: https://en.wikipedia.org/wiki/Peter_Drucker

Connect with Dan Zatta:

• LinkedIn: https://www.linkedin.com/in/danilo-zatta/

Connect with Mark Stiving:

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

This is an Impact Pricing Blog published on January 11, 2024, turned into an audio podcast so you can listen on the go.

Read Full Article Here: https://impactpricing.com/blog/brilliant-price-move-by-amazon-prime/

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/

This one is the 9 of Hearts from the Impact Pricing card deck.

I found it fascinating when I studied subscriptions coming from a more traditional or transactional type of business where people would buy something from you, and then you have to get them to buy again. In a subscription, people buy something from you and then they pay you month after month, or year after year.

And in that business model, there are several things that are unique. But one of them is that you suddenly have to focus on how do we keep a customer? We always have to win customers, but how do we keep that customer? And we've heard the word churn, and we know the churn is bad, and companies focus on how do I minimize churn.

And there's also a third revenue bucket and that's called grow. Once I have a customer who's paying me and getting value for my product, how do I get them to pay me more money next year than they paid me this year? And we can typically do that with things like raising prices, or getting them to upgrade, or using more of our product. There are several of these techniques.

What's interesting though is that the tactics that we use inside our company to win customers is different than what we need to keep customers. And different again than what we need to grow customers. We suddenly have complicated our business model because we really and truly do need to manage all three of those revenue buckets separately.

We hope you enjoyed this example of Pricing Table Topics. What you just heard was done without a script.

If you have any questions or feedback, please email me, [email protected].

Now, go make an impact.

Connect with Mark Stiving:

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

Jon Jennings is the founder and managing partner of Jennings Executive Search. Established in 2014. His vision was to shape a firm anchored in transparency and value creation.

In this episode, Jon discusses the strategies for hiring pricing professionals and building a dedicated pricing team that significantly contributes to a company's strategic success.

Why you have to check out today's podcast:

• Discover how to effectively structure your pricing team and determine the optimal number of pricing professionals to hire based on your company's size
• Explore crucial steps to assess pricing role offers, ensuring a thorough understanding and avoiding impulsive decisions
• Learn important factors to consider when hiring pricing professionals for high, mid, and entry-level pricing positions

"Once you can build those relationships with sales and the customers and understand what really makes them tick, it's a lot easier to price to it, to add value."

- Jon Jennings

Topics Covered:

01:38 - How he paved a path into pricing

04:04 - What great impact a little tweak in pricing can do

05:12 - At what point are they able to start helping clients fix their pricing

06:18 - When do private equity firms decide to hire pricing consultants and pricing professionals

09:21 - Designing a pricing structure for a $50M manufacturing company

12:49 - How many pricing professionals you should hire given the size of your company

15:41 - Opportunities for pricing roles these days

17:39 - The best thing to do when looking for pricing jobs

19:06 - Insights on writing your resume and putting it on LinkedIn

21:23 - Vetting pricing jobs before jumping in

24:22 - A chance to talk and vet for a thousand individuals for pricing roles

25:14 - What does Jon look for when vetting people for pricing roles

27:54 - The need to think outside of the box when you're a pricing professional

28:40 - Jon's best pricing advice

Key Takeaways:

When looking for job opportunities:

"Look through your network. Just like anything, take your time, take a breath, it's going to be alright." - Jon Jennings

"You don't need to jump at the first thing; evaluate it based on the merit of the opportunity." - Jon Jennings

When vetting a job offer or a candidate for a job:

"When it feels like they're covering something up or not, just not telling me the whole truth, that's when I get a little nervous." - Jon Jennings

"They understand things connect, so that skillset tend, if they have some business acumen and a little bit of personality to go with it, they translate well to pricing." - Jon Jennings

"I want to find people that like to break the wheel or build it, that's our approach to the more mid level. And the lower level is people that are just high achievers and with a quantitative math brain." - Jon Jennings

People/Resources Mentioned:

• Portco: https://www.portco.com
• GitHub: https://github.com

Connect with Jon Jennings:

• Website: https://jenningsexec.com/pricing-strategy/
• LinkedIn: https://www.linkedin.com/in/jonjennings/

Connect with Mark Stiving:

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

This is an Impact Pricing Blog published on January 4, 2024, turned into an audio podcast so you can listen on the go.

Read Full Article Here: https://impactpricing.com/blog/pricing-platforms-and-solutions/

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/

This one is the 9 of Spades from the Impact Pricing card deck.

There are two major rules in pricing that are hugely valuable to your organization. The first one is value-based pricing, which simply means charge what your customers are willing to pay. The second one is to adopt price segmentation.

Think about this for just a second. No two buyers actually are willing to pay the same price. Which means every buyer has a different willingness to pay. If we really want to adopt value-based pricing, at its best, then what we're doing is trying to figure out, how do we get individual people to pay us what they're willing to pay?

Of course, this is impossible to do perfectly, but it's not impossible to say, hey, this type of person, this type of customer, gets more value from our product. They're willing to pay more because they get more value. We see this all the time.

For example, it could be that when we sell to Asia, they're more price sensitive so they end up with a better price. And when we sell in the US or Europe, we end up charging higher prices. This is price segmentation and that's where the value is.

There are several ways to do price segmentation. Those include understanding the characteristics of your customer. What information can you collect at the time of the transaction? And then, are there behaviors or hurdles you could put in their way so that those who are price sensitive are willing to jump that hurdle in order to get a better price?

So, my advice, think very hard about, how do you do price segmentation? How can you charge different customers different amounts based on their willingness to pay?

We hope you enjoyed this example of Pricing Table Topics. What you just heard was done without a script.

If you have any questions or feedback, please email me, [email protected].

Now, go make an impact.

Connect with Mark Stiving:

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

Alex Costa is a Specialist in Strategic Pricing, statistical analysis, market intelligence, sales finance (P&L) statistical analysis, acting as a Sales Business Partner to guide the best pricing strategies, which increases revenues and margins (EBITDA).

In this episode, Alex discusses the importance of both hard and soft skills in achieving success. He also highlights three of the eleven essential skills for pricing professionals and shares his insights on value-based pricing, emphasizing its comprehensive impact on the value process.

Why you have to check out today's podcast:

• Find the optimal skills to prioritize as a pricing professional
• Discover effective techniques for engaging with salespeople in a manner that fosters collaboration instead of resistance
• Learn how to share information and knowledge within the company to foster a collaborative effort towards achieving shared objectives

"Hard skills and soft skills play a huge impact for you to be effective in your career in pricing."

- Alex Costa

Topics Covered:

01:04 - How Alex pursued pricing

01:54 - Pricing is more than margin

02:47 - What he thinks is the best skill pricing professionals should have

04:16 - Why one has to think logically as a pricing professional

05:05 - Consultative versus reactive when engaging with sales

07:02 - How to invite collaboration rather than resistance from salespeople

08:55 - Discussing on the idea of sharing knowledge and information inside the organization

11:16 - Why emotional control matters

16:22 - What he thinks of value-based pricing

18:16 - Who should take the role of training sales teams for them to understand your product's value

19:26 - Looking at value not just of the product's attribute but the whole chain of it

21:53 - How you can get a hold of Alex's paper with this 11 skills

22:29 - Alex's best pricing advice

Key Takeaways:

"I think the most important thing to us as pricing professionals is to engage with sales objectives, to understand what the goals of sales teams are. But of course, align with the goals of the organization." - Alex Costa

"If you don't control your emotions, your emotions will control your career and your project." - Alex Costa

"When you look for the satisfaction from the customer, what their perspective of the value that they will take from your product or services, you can position your pricing better." - Alex Costa

"Sometimes they think, value comes just from the aspects of the product, the attributes of the product. But for me, the value in the mind of the consumer and the customers comes from the entire chain of value of the company." - Alex Costa

Connect with Alex Costa:

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

Connect with Mark Stiving:

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

This is an Impact Pricing Blog published on December 28, 2023, turned into an audio podcast so you can listen on the go.

Read Full Article Here: https://impactpricing.com/blog/three-types-of-b2b-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/

This one is the 10 of Clubs from the Impact Pricing card deck.

Face it, when you talk to a customer, what you really want to ask them is, "how much would you pay for them?" The problem is they won't answer that question.

First, they probably don't know the answer to that question. But more importantly, in the back of their mind, they're thinking, Hey, I can't tell them the truth because if I tell them it's really valuable to me, they'll end up charging me a higher price. So, I'm going to come up with a number much lower. I'm going to game the system, or play a negotiation game without them even knowing I'm playing.

Of course, that hurts us because we're trying to gather real information, how much would they pay?

One question I found that works relatively well, I wouldn't call it scientific, but it's a great way to get just a perception of people's pricing. And that is, "how much do you think other people like you would pay for this?"

It takes enough indirection in the question that they tend not to think about gaming the system. And instead they think, "Oh, well, that person over there is probably like me, so therefore they would probably pay this much." When you ask that question, what the buyer's thinking in their mind is, how much would I really pay, and that's how much I think other people would really pay.

We hope you enjoyed this example of Pricing Table Topics. What you just heard was done without a script.

If you have any questions or feedback, please email me, [email protected].

Now, go make an impact.

Connect with Mark Stiving:

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