Impact Pricing

• Discover the secrets of customer value
• Learn what to say when a customer says your service is expensive
• Find out how to deal with pricing pressure

Summary

Mike Wilkinson is the Value Selling Expert. He works worldwide with clients across a diverse range of industries and business sectors focusing on value and value selling. He has worked in a wide range of senior sales positions and has experience of fast-moving consumer goods as well as business-to-business sales.

In this episode, Mike shares how he helps people find new ways of understanding and communicating value so money is not left on the table and how they can be rewarded for the value they deliver.

 "Value is a mystery. Our job as salespeople and as businesses is to solve the value mystery. And the mystery is how our customers define value."
  - Mike Wilkinson

Stay updated on all thing pricing. Subscribe to 'The Pricing Perspective' here

Announcement:

If you want to address the Seven Challenges of Value to take you from an understanding value at the beginning of delivering value to the end. Get a 20% discount to The Value Challenge System

Register here: http://bit.ly/TheValueChallengeSystem 

Coupon: Impact

Topics Covered:

01:35 – Mike explains price management is two distinct things. One is the price setting bit, and the other is the price getting bit

04:15 - What is value? Value draws mystery.

09:19 - How do we identify and tackle the challenges that we face in selling our value effectively

09:53 - Seven challenges of value

10:08 - The value triad. Component element of value: value gain, cost reduction, and emotional contribution

14:34 – How to deal with pricing pressure

15:10 - What to say when a client tells you're too expensive

18:22 – Deliver your promise

20:31 – Mike’s one value advice: Your customer defines value not you. And because it’s true, you have to solve the value mystery.

Key Takeaways:

“Value is what a customer willing to pay.” – Mike Wilkinson

“If you have a sales team who cannot sell on the basis of value then the challenge of actually getting the price is that you have set becomes a much bigger challenge.” – Mike Wilkinson

“The value thing comes in when you really understand and appreciate the value that you are delivering to that customer.” – Mike Wilkinson

Resources:

• Value-Based Pricing: Drive Sales and Boost Your Bottom Line by Creating, Communicating and Capturing Customer Value
• The Challenge of Value

Connect with Mike Wilkinson:

• LinkedIn
• [email protected] 

Connect with Mark Stiving

• Email:[email protected]
• LinkedIn
• Twitter

• Learn what a customer willing to pay
• Learn why it is much better not to do hourly billing
• How can you move beyond the fundamentals to “pricing segmentation

Summary

Mark Stiving, our host has a Ph.D. in Pricing from UC Berkeley. For over 25 years he has studied, helped and led businesses through the lens of pricing, a radically different approach from other business experts.

In this episode, Mark shares the backstory how he started into the pricing career,  the decision-making process of a customer right before they buy a product and the process how he helps companies discover how buyers perceive value and how to price their offerings to capture more of the value they create to grow their business and their profits.

“People are not price sensitive when they’re making the “Will I” decision and people are very price sensitive when they are making “Which One” decision.”

– Mark Stiving

Stay updated on all thing pricing. 

Subscribe to the 'Impact Pricing Perspective' here

Topics Covered:

01:10 – Mark talks about his journey how he started into pricing

02:36 – How he takes so much courage to leave Pragmatic Marketing and build his own business

10:19 – Mark’s thoughts regarding the value-based pricing concern of companies

12:30 – Explanation about segmentation between the individual and general outcome in pricing

15:50 – How he helps people perceive value and how to price their offerings

24:00 – Mark’s explains the concept of ‘Which One and Will I’: Understanding the decision customer is making right before he buys your product

Key Takeaways:

• “Whenever somebody asks me how I will go up and pricing this, I stepped back and asked, What decision are they making? I think people could adopt that attitude it would have a huge impact on how much they could achieve.” – Mark Stiving

• “Buyers don’t understand our products or the outcome they can achieve with our products and what’s funny is we don’t understand our buyers. If we don’t have one of those value conversations, there is no way that we could pick either side to understand the value.” – Mark Stiving

Resources

Impact Pricing: Your Blueprint for Driving Profits  

Connect with Mark Stiving

• Email:[email protected]
• LinkedIn
• Twitter

Connect with Kirk Bowman:

LinkedIn

artofvalue.com

• Learn what a customer willing to pay
• Learn why it is much better not to do hourly billing
• How can you move beyond the fundamentals to “pricing segmentation

Summary

Mark Stiving, our host has a Ph.D. in Pricing from UC Berkeley. For over 25 years he has studied, helped and led businesses through the lens of pricing, a radically different approach from other business experts.

In this episode, Mark shares the backstory how he started into the pricing career,  the decision-making process of a customer right before they buy a product and the process how he helps companies discover how buyers perceive value and how to price their offerings to capture more of the value they create to grow their business and their profits.

“People are not price sensitive when they’re making the “Will I” decision and people are very price sensitive when they are making “Which One” decision.”

– Mark Stiving

Stay updated on all thing pricing. 

Subscribe to the 'Impact Pricing Perspective' here

Topics Covered:

01:10 – Mark talks about his journey how he started into pricing

02:36 – How he takes so much courage to leave Pragmatic Marketing and build his own business

10:19 – Mark’s thoughts regarding the value-based pricing concern of companies

12:30 – Explanation about segmentation between the individual and general outcome in pricing

15:50 – How he helps people perceive value and how to price their offerings

24:00 – Mark’s explains the concept of ‘Which One and Will I’: Understanding the decision customer is making right before he buys your product

Key Takeaways:

• “Whenever somebody asks me how I will go up and pricing this, I stepped back and asked, What decision are they making? I think people could adopt that attitude it would have a huge impact on how much they could achieve.” – Mark Stiving

• “Buyers don’t understand our products or the outcome they can achieve with our products and what’s funny is we don’t understand our buyers. If we don’t have one of those value conversations, there is no way that we could pick either side to understand the value.” – Mark Stiving

Resources

Impact Pricing: Your Blueprint for Driving Profits  

Connect with Mark Stiving

• Email:[email protected]
• LinkedIn
• Twitter

Connect with Kirk Bowman:

LinkedIn

artofvalue.com

• Learn what a customer willing to pay
• Learn why it is much better not to do hourly billing
• How can you move beyond the fundamentals to “pricing segmentation

Summary

Mark Stiving, our host has a Ph.D. in Pricing from UC Berkeley. For over 25 years he has studied, helped and led businesses through the lens of pricing, a radically different approach from other business experts.

In this episode, Mark shares the backstory how he started into the pricing career,  the decision-making process of a customer right before they buy a product and the process how he helps companies discover how buyers perceive value and how to price their offerings to capture more of the value they create to grow their business and their profits.

“People are not price sensitive when they’re making the “Will I” decision and people are very price sensitive when they are making “Which One” decision.”

– Mark Stiving

Stay updated on all thing pricing. 

Subscribe to the 'Impact Pricing Perspective' here

Topics Covered:

01:10 – Mark talks about his journey how he started into pricing

02:36 – How he takes so much courage to leave Pragmatic Marketing and build his own business

10:19 – Mark’s thoughts regarding the value-based pricing concern of companies

12:30 – Explanation about segmentation between the individual and general outcome in pricing

15:50 – How he helps people perceive value and how to price their offerings

24:00 – Mark’s explains the concept of ‘Which One and Will I’: Understanding the decision customer is making right before he buys your product

Key Takeaways:

• “Whenever somebody asks me how I will go up and pricing this, I stepped back and asked, What decision are they making? I think people could adopt that attitude it would have a huge impact on how much they could achieve.” – Mark Stiving

• “Buyers don’t understand our products or the outcome they can achieve with our products and what’s funny is we don’t understand our buyers. If we don’t have one of those value conversations, there is no way that we could pick either side to understand the value.” – Mark Stiving

Resources

Impact Pricing: Your Blueprint for Driving Profits  

Connect with Mark Stiving

• Email:[email protected]
• LinkedIn
• Twitter

Connect with Kirk Bowman:

LinkedIn

artofvalue.com

• Learn how Kirk learned about the concept of value pricing
• Identify the two categories in measuring results
• Find out details about Kirk’s pricing consultancy company and his podcast

Summary

Kirk Bowman is the founder and Visionary of Value and the Art of Value, a pricing consultancy in Dallas, TX. His podcast, the Art of Value Show, is one of the most shows for knowledge professionals. He has spoken at numeration conferences on pricing including QuickBooks Connect and Scaling New Heights. In 2011, he was appointed a Practicing Fellow at the VeraSage Institute, the think tank founded by Ron Baker. His software company, MightyData, was featured in the book Implementing Value Pricing.

In this episode, Kirk tells about value pricing, how he was introduced to it and later switched to this method in estimating and billing customers.  Be inspired as he shares how this decision increased his revenue over 50% on the first year and 70% on the second.  Learn this and more in his journey on value pricing.

 "The next time the customer asks for a lower price, turn around and ask them what value they are willing to do without in order to get that price."
  - Kirk Bowman

Stay updated on all thing pricing. 

Subscribe to 'The Pricing Perspective' here

Topics Covered:

01:36 – Kirk discovers value pricing and how his revenue went up to 70% in his second year after shifting from hourly billing

03:40 – The concept of value pricing and how it aligns the interests of the professional with his customer

07:13 – Two categories in measuring results or outcomes and how they differ

12:11 – Sharing the profile of his pricing consultancy company - Art of Value and how it is helping professionals with their business models

14:32 – His podcast – Art of Value and the reason he loves doing it

19:37 – His pricing advice that has a significant impact

Key Takeaways:

“Our goals as suppliers are not aligned with the goals of our customers.” – Kirk Bowman

“The customer's interests are the most important thing. When you align with that, you're lining things up for success.” – Kirk Bowman

“It's so important to put alignment up front as one of the things that you're striving for and keep your eye on at all times because it is in our human nature to focus on our own self -interest and so the focus on theirs, it requires intentionality. It requires strong character.” – Kirk Bowman

“Value and pricing are subjective, and by the way, that's okay.” - Kirk Bowman

Connect with Kirk Bowman:

• LinkedIn
• artofvalue.com

Connect with Mark Stiving

• Email:[email protected]
• LinkedIn
• Twitter

• Learn how Kirk learned about the concept of value pricing
• Identify the two categories in measuring results
• Find out details about Kirk’s pricing consultancy company and his podcast

Summary

Kirk Bowman is the founder and Visionary of Value and the Art of Value, a pricing consultancy in Dallas, TX. His podcast, the Art of Value Show, is one of the most shows for knowledge professionals. He has spoken at numeration conferences on pricing including QuickBooks Connect and Scaling New Heights. In 2011, he was appointed a Practicing Fellow at the VeraSage Institute, the think tank founded by Ron Baker. His software company, MightyData, was featured in the book Implementing Value Pricing.

In this episode, Kirk tells about value pricing, how he was introduced to it and later switched to this method in estimating and billing customers.  Be inspired as he shares how this decision increased his revenue over 50% on the first year and 70% on the second.  Learn this and more in his journey on value pricing.

 "The next time the customer asks for a lower price, turn around and ask them what value they are willing to do without in order to get that price."
  - Kirk Bowman

Stay updated on all thing pricing. 

Subscribe to 'The Pricing Perspective' here

Topics Covered:

01:36 – Kirk discovers value pricing and how his revenue went up to 70% in his second year after shifting from hourly billing

03:40 – The concept of value pricing and how it aligns the interests of the professional with his customer

07:13 – Two categories in measuring results or outcomes and how they differ

12:11 – Sharing the profile of his pricing consultancy company - Art of Value and how it is helping professionals with their business models

14:32 – His podcast – Art of Value and the reason he loves doing it

19:37 – His pricing advice that has a significant impact

Key Takeaways:

“Our goals as suppliers are not aligned with the goals of our customers.” – Kirk Bowman

“The customer's interests are the most important thing. When you align with that, you're lining things up for success.” – Kirk Bowman

“It's so important to put alignment up front as one of the things that you're striving for and keep your eye on at all times because it is in our human nature to focus on our own self -interest and so the focus on theirs, it requires intentionality. It requires strong character.” – Kirk Bowman

“Value and pricing are subjective, and by the way, that's okay.” - Kirk Bowman

Connect with Kirk Bowman:

• LinkedIn
• artofvalue.com

Connect with Mark Stiving

• Email:[email protected]
• LinkedIn
• Twitter

• Learn how Kirk learned about the concept of value pricing
• Identify the two categories in measuring results
• Find out details about Kirk’s pricing consultancy company and his podcast

Summary

Kirk Bowman is the founder and Visionary of Value and the Art of Value, a pricing consultancy in Dallas, TX. His podcast, the Art of Value Show, is one of the most shows for knowledge professionals. He has spoken at numeration conferences on pricing including QuickBooks Connect and Scaling New Heights. In 2011, he was appointed a Practicing Fellow at the VeraSage Institute, the think tank founded by Ron Baker. His software company, MightyData, was featured in the book Implementing Value Pricing.

In this episode, Kirk tells about value pricing, how he was introduced to it and later switched to this method in estimating and billing customers.  Be inspired as he shares how this decision increased his revenue over 50% on the first year and 70% on the second.  Learn this and more in his journey on value pricing.

 "The next time the customer asks for a lower price, turn around and ask them what value they are willing to do without in order to get that price."
  - Kirk Bowman

Stay updated on all thing pricing. 

Subscribe to 'The Pricing Perspective' here

Topics Covered:

01:36 – Kirk discovers value pricing and how his revenue went up to 70% in his second year after shifting from hourly billing

03:40 – The concept of value pricing and how it aligns the interests of the professional with his customer

07:13 – Two categories in measuring results or outcomes and how they differ

12:11 – Sharing the profile of his pricing consultancy company - Art of Value and how it is helping professionals with their business models

14:32 – His podcast – Art of Value and the reason he loves doing it

19:37 – His pricing advice that has a significant impact

Key Takeaways:

“Our goals as suppliers are not aligned with the goals of our customers.” – Kirk Bowman

“The customer's interests are the most important thing. When you align with that, you're lining things up for success.” – Kirk Bowman

“It's so important to put alignment up front as one of the things that you're striving for and keep your eye on at all times because it is in our human nature to focus on our own self -interest and so the focus on theirs, it requires intentionality. It requires strong character.” – Kirk Bowman

“Value and pricing are subjective, and by the way, that's okay.” - Kirk Bowman

Connect with Kirk Bowman:

• LinkedIn
• artofvalue.com

Connect with Mark Stiving

• Email:[email protected]
• LinkedIn
• Twitter

Welcome to Impact Pricing. The podcast where we discuss pricing, value, and the intricate relationships between them.

I'm Mark Stiving and I'll be the host. I love pricing. I love that it's quantitative. Eventually, it has to become a number. You can measure it. I also love that it's qualitative. The goal is to figure out how much people value your offer which of course is impossible to do. It's a continuous puzzle.

I love that most companies don't understand pricing so there's huge value in having these conversations and helping them. There is so much to absolutely adore about pricing. And this podcast is all about pricing, which of course is all about value. As you listen you'll be eavesdropping on me learning from other professionals in pricing, sales, and business. You'll hear my thoughts as a pricing expert applied to the current topics. Best of all you will walk away with tips and tricks on how to improve your business just by focusing on the price.

Pricing is such an amazing topic. It's complex quantitative and psychological. It's huge, powerful, and emotional. Most of all though pricing is fun. Please join me on this hopefully amazing journey through the world of pricing.

Connect with Mark Stiving

• LinkedIn
• Twitter
• Facebook

Welcome to Impact Pricing. The podcast where we discuss pricing, value, and the intricate relationships between them.

I'm Mark Stiving and I'll be the host. I love pricing. I love that it's quantitative. Eventually, it has to become a number. You can measure it. I also love that it's qualitative. The goal is to figure out how much people value your offer which of course is impossible to do. It's a continuous puzzle.

I love that most companies don't understand pricing so there's huge value in having these conversations and helping them. There is so much to absolutely adore about pricing. And this podcast is all about pricing, which of course is all about value. As you listen you'll be eavesdropping on me learning from other professionals in pricing, sales, and business. You'll hear my thoughts as a pricing expert applied to the current topics. Best of all you will walk away with tips and tricks on how to improve your business just by focusing on the price.

Pricing is such an amazing topic. It's complex quantitative and psychological. It's huge, powerful, and emotional. Most of all though pricing is fun. Please join me on this hopefully amazing journey through the world of pricing.

Connect with Mark Stiving

• LinkedIn
• Twitter
• Facebook

Welcome to Impact Pricing. The podcast where we discuss pricing, value, and the intricate relationships between them.

I'm Mark Stiving and I'll be the host. I love pricing. I love that it's quantitative. Eventually, it has to become a number. You can measure it. I also love that it's qualitative. The goal is to figure out how much people value your offer which of course is impossible to do. It's a continuous puzzle.

I love that most companies don't understand pricing so there's huge value in having these conversations and helping them. There is so much to absolutely adore about pricing. And this podcast is all about pricing, which of course is all about value. As you listen you'll be eavesdropping on me learning from other professionals in pricing, sales, and business. You'll hear my thoughts as a pricing expert applied to the current topics. Best of all you will walk away with tips and tricks on how to improve your business just by focusing on the price.

Pricing is such an amazing topic. It's complex quantitative and psychological. It's huge, powerful, and emotional. Most of all though pricing is fun. Please join me on this hopefully amazing journey through the world of pricing.

Connect with Mark Stiving

• LinkedIn
• Twitter
• Facebook