Impact Pricing

Value Bread Blues? How to Announce Price Increases with Casey Brown


Listen Later

Casey Brown is the President of Boost Pricing, and she has been since 2011. She started her career as a Chemical Engineer at GE, and she's been in pricing for almost 20 years now. Casey loves whitewater kayaking, and she's a big Buckeye fan.

In this episode, Casey explains how important it is for sellers to connect with the emotional component of the buyer/s as she shares her knowledge on how to substantially increase your ability to earn higher prices.

 

Why you have to check out today’s podcast:

  • Learn how crucial the seller’s mindset and beliefs are to the business’ profitability, especially as to whether they’re operating from a place of confidence or fear
  • Find out why you should not put the blame on cost increases when doing a price increase
  • Understand the power of taking into consideration the emotional component, like selling value through the language, mind, and heart of your customer

 

“I have yet to find, even in this current economic climate, a company that doesn't have some pricing opportunity, and I would just ask everyone to keep looking for it. It's there.”  – Casey Brown

 

Topics Covered:

01:33 – How Casey got into pricing 04:54 – Mark to Casey: Why don’t I know you? Why have I never seen you before? 07:00 – The biggest problem in sales being the lack of recognition that there’s a problem 09:33 – Is Casey trying to compete with people who are doing sales training and education? Both yes and no 11:33 – An exchange of Mark’s and Casey’s magic formulas in communicating price increases 15:05 – More about blaming costs and cost-plus pricing 18:02 – Teaching salespeople how to properly sell value 20:40 – Convincing Mark that the emotional component is as important in B2B as it is in B2C 29:17 – Casey’s pricing advice 30:08 – Connect with Casey Brown

 

Key Takeaways:

“Our entire profession – we are the best kept secret in business. And frankly, if more people understood how impactful pricing is to the profitability and how easy it is to pull that lever, there'd be a lot more of us.” – Casey Brown

“It does not occur to most people that the biggest opportunity to make a huge improvement in your pricing performance very quickly is not necessarily to fix your strategy, but instead to help the team understand the skill set and mindset gaps that your team has.” – Casey Brown

“Connecting with the emotional component of the buyer is not just a consumer phenomenon.” – Casey Brown

 

People / Resources Mentioned:

  • Pricing with Confidence (Reed Holden’s book): https://www.amazon.com/Pricing-Confidence-Leaving-Money-Table/dp/0470197579

 

Connect with Casey Brown:

 

Connect with Mark Stiving:

 

...more
View all episodesView all episodes
Download on the App Store

Impact PricingBy Mark Stiving, Ph.D.

  • 4.8
  • 4.8
  • 4.8
  • 4.8
  • 4.8

4.8

50 ratings


More shows like Impact Pricing

View all
Economist Podcasts by The Economist

Economist Podcasts

4,275 Listeners

a16z Podcast by Andreessen Horowitz

a16z Podcast

1,033 Listeners

The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch by Harry Stebbings

The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch

519 Listeners

Built to Sell Radio by John Warrillow

Built to Sell Radio

208 Listeners

Odd Lots by Bloomberg

Odd Lots

1,784 Listeners

The Diary Of A CEO with Steven Bartlett by DOAC

The Diary Of A CEO with Steven Bartlett

7,087 Listeners

Worklife with Adam Grant by TED

Worklife with Adam Grant

9,188 Listeners

The Peter Attia Drive by Peter Attia, MD

The Peter Attia Drive

7,928 Listeners

Nudge by Phill Agnew

Nudge

170 Listeners

The Prof G Pod with Scott Galloway by Vox Media Podcast Network

The Prof G Pod with Scott Galloway

5,312 Listeners

All-In with Chamath, Jason, Sacks & Friedberg by All-In Podcast, LLC

All-In with Chamath, Jason, Sacks & Friedberg

9,170 Listeners

A Bit of Optimism by Simon Sinek

A Bit of Optimism

2,186 Listeners

ReThinking by TED

ReThinking

611 Listeners

ACQ2 by Acquired by Ben Gilbert and David Rosenthal

ACQ2 by Acquired

212 Listeners

HBR On Strategy by Harvard Business Review

HBR On Strategy

84 Listeners