Ep.177: Alex (@aebridgeman) is joined by Mark Stiving (@Stiving).

My guest on this episode is Mark Stiving. Mark is a pricing expert and consults with companies on developing stronger pricing and product positioning strategies. Our discussion today on pricing is wide-ranging from the purposes of pricing, value-based pricing, segmentation, and who’s responsibility pricing is in an organization. What I loved about this episode is getting a distilled view on pricing based on hundreds of case studies over decades of work, giving tons of great lessons for the CEO listener.

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Learn more about Alex and Think Like an Owner at https://tlaopodcast.com/

Links

Mark Stiving on LinkedIn

Impact Pricing LLC

Books by Mark Stiving

Never Split the Difference by Chris Voss

Invest Like the Best: Henry Schuck - Building Zoominfo

Van Westendorp's Price Sensitivity Meter

Timestamps

(00:03:07) Mark’s early career in pricing

(00:11:09) The fundamental purposes of pricing

(00:16:06) How to evaluate your product pricing, the CEOs role, and incentivizing Sales

(00:26:12) Tools for Salespeople

(00:28:14) Teaching Behavior in Sales

(00:30:25) Practices for communicating with customers

(00:36:44) The scientific process for determining the price of something

(00:40:57) When to segment customers

(00:48:30) Positioning plans for pricing within websites and calls

(00:51:59) Companies that have stellar segmentation and pricing pages

(00:53:56) Luxury Pricing

(00:56:12) How to raise prices

(00:59:33) SaaS Contracts

(01:03:49) AI in Pricing

(01:06:18) What strongly held belief have you changed your mind on?

(01:07:39) What’s the best business you’ve ever seen?