Impact Pricing

著者： Mark Stiving Ph.D.
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  • The Impact Pricing Podcast will help you win more business at higher prices by teaching you about pricing and value. Once you understand how your buyers perceive the value of your product, you can build, market and sell products that win at higher prices. Pricing is really about creating, communicating and capturing value.
    Impact Pricing 2022
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あらすじ・解説

The Impact Pricing Podcast will help you win more business at higher prices by teaching you about pricing and value. Once you understand how your buyers perceive the value of your product, you can build, market and sell products that win at higher prices. Pricing is really about creating, communicating and capturing value.
Impact Pricing 2022
マーケティング 経済学
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エピソード
  • The Infinity Effect: Value Creation from Every Level of Your Company with Mark Boundy

    The Infinity Effect: Value Creation from Every Level of Your Company with Mark Boundy
    2024/11/11
    Mark Boundy is a business builder, sales leader, author, coach, consultant, teacher…and Chief Clarity Officer…he has grown businesses in a variety of industries using a relentless focus on customer-perceived value. In this episode, Mark discusses the importance of aligning every employee's actions with customer value, emphasizing that every touchpoint with a customer either creates or destroys value. He shares stories from his experience, including a manufacturing operator and a receptionist, to illustrate how seemingly small ideas can have significant impacts on customer satisfaction and business outcomes. Boundy underscores that value creation is about helping customers achieve desired outcomes, and this focus can drive growth, profitability, and employee fulfillment across all levels of an organization. Why you have to check out today’s podcast: Discover real-life stories about how employees at every level, from operators to receptionists, can innovate to drive customer satisfaction and business results, making it relatable and motivating.Gain actionable strategies to ensure every team member understands how their role impacts customer value, helping you foster a culture focused on positive customer experiences.Learn how traditional metrics can sometimes hinder value creation, providing tips on aligning KPIs with customer-centric goals to achieve greater long-term success. "Customer value comes from two things, one, your differentiation, and two, the outcome that customer achieves because of your differentiation." - Mark Boundy Topics Covered: 01:25 - Sharing the experience that gave rise to using the word 'antipreneurial' in his book 04:08 - The importance of flexibility within processes, contrasting rigid corporate guidelines with adaptable checklists 07:41 - Stressing the importance of a value-oriented organization not just sales around delivering customer outcomes 09:14 - Highlighting the importance of aligning sales and implementation teams to ensure realistic promises are made to customers 12:39 - What it requires to create a value-driven organization 16:09 - Emphasizing the need to prioritize customer-focused KPIs over purely efficiency-driven ones with real-life illustrations 20:12 - How focusing on customer satisfaction and adding value leads to substantial growth, high profitability, and employee satisfaction 21:35 - Stressing a point that employees feel more fulfilled and engaged when they understand how their work directly impacts customers’ lives 22:51 - Defining value and illustrating how value was created by understanding customer outcomes deeply 26:51 - Mark sharing how anyone in the company, even janitors and receptionists can add value Key Takeaways: "If the most important process in your company is your customer's buying journey, and your KPI has nothing to do with that buying journey, that's a yellow light." - Mark Boundy "If maximizing that KPI inhibits the customer journey, I call that a masking KPI. You're measuring something that makes you worse by making yourself good at stopping the customer from complaining. You get bad at turning customers into joyous partners." - Mark Boundy People/Resources Mentioned: The Infinity Effect How Elite Growth Companies Abolish Antipreneurial Patterns and Create More Profitable, Happy, Lifetime Customers by Mark Boundy: https://www.amazon.com/Infinity-Effect-Summary-Antipreneurial-Profitable-ebook/dp/B0D1NNLWRHLucent technologies: https://lucenttek.com/index.htmlCisco: https://www.cisco.com/#tabs-35d568e0ff-item-194f491212-tabMiller Heiman Group: https://www.kornferry.com/about-us/our-story/miller-heiman-groupZappos: https://www.zappos.comBarefoot Wines: https://www.barefootwine.com Connect with Mark Boundy: LinkedIn: https://www.linkedin.com/in/markboundy/Website: www.boundyconsulting.comEmail: mark@boundyconsulting.com Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/Email: mark@impactpricing.com
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    30 分
  • Blogcast: Uncover Hidden Profits with Our Opportunity Signals Worksheet

    Blogcast: Uncover Hidden Profits with Our Opportunity Signals Worksheet
    2024/11/08

    This is an Impact Pricing Blog published on September 5, 2024, turned into an audio podcast so you can listen on the go.

    Read Full Article Here: https://impactpricing.com/blog/uncover-hidden-profits-with-our-opportunity-signals-worksheet/

    If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.

    Now, go make an impact.

    Connect with Mark Stiving:

    • Email: mark@impactpricing.com
    • LinkedIn: https://www.linkedin.com/in/stiving/
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    3 分
  • Value-based Pricing and Willingness To Pay, What’s the Difference? with Steven Forth

    Value-based Pricing and Willingness To Pay, What’s the Difference? with Steven Forth
    2024/11/04

    Steven Forth is Ibbaka’s Co-Founder, CEO, and Partner. Ibbaka is a strategic pricing advisory firm. He was CEO of LeveragePoint Innovations Inc., a SaaS business.

    In this episode, Steven emphasizes the importance of shaping willingness to pay by understanding and communicating real value to customers. He also highlights the role of AI and context-driven pricing in adapting to customer needs dynamically, stressing that consistent delivery and documentation of promised value are crucial for long-term retention.

    Why you have to check out today’s podcast:

    • Explore the nuances of pricing strategies, distinguishing between perceived, real, and proven value and how each impacts customer retention and willingness to pay.
    • Learn why documenting value delivered to customers can significantly reduce churn, with actionable steps to demonstrate value in B2B sales.
    • Gain insights on Context-Driven Pricing, offering a fresh approach to optimize pricing in real time.

    "You need to make sure that the value you promise in sales is the value that you deliver and that you can document that value. Because if you don't do that, you're going to struggle with renewals."

    - Steven Forth

    Topics Covered:

    02:09 - Why Steven believes that value-based pricing and willingness to pay are distinct, with value coming first shaping willingness to pay

    06:19 - How techniques from behavioral economics, like anchoring, actually impact value perception rather than solely increasing willingness to pay

    07:12 - Acknowledging Mark's example of using "good-better-best" as a framing strategy but argues that it’s more than just a "trick"

    10:40 - Introducing his concept of generative pricing, which leverages generative AI to dynamically adjust product configurations and prices based on each buyer’s context

    12:35 - Steven emphasizes the need for a clear value model rather than solely relying on AI-driven willingness-to-pay estimates

    14:49 - Highlights how value is not only unique to each customer but also varies over time for the same customer

    17:05 - Underscoring that willingness to pay is actively shaped by how a company communicates and delivers value

    18:34 - Emphasizes the need for a value model in pricing, contrasting it with software approaches like revenue management that estimate willingness to pay without actively shaping it

    20:37 - Explaining why B2B pricing cannot rely on traditional price elasticity curves

    21:36 - Steven's best pricing advice

    Key Takeaways:

    "Willingness to pay is an outcome that you shape. It's not something that is given to you by something outside of your product and how you sell it, and that you play a huge role in defining the context." - Steven Forth

    "We want people to pay a fair amount of money. If I can trick someone into paying more than something's valuable, greater than its actual value, and value in this case means the economic return they're going to get, I don't think I've done myself a service in the long term." - Steven Forth

    People/Resources Mentioned:

    • Pros: https://pros.com
    • Pricefx: https://www.pricefx.com
    • Zilliant: https://zilliant.com
    • Vendavo: https://www.vendavo.com
    • Tom Nagle: https://impactpricing.com/podcast/604-insights-into-value-based-pricing-strategies-for-b2b-with-tom-nagle/
    • Barret Thompson: https://impactpricing.com/?s=barrett+thompson
    • B.F. Skinner: https://en.wikipedia.org/wiki/B._F._Skinner

    Connect with Steven Forth:

    • LinkedIn: https://www.linkedin.com/in/stevenforth/
    • Email: steven@ibbaka.com

    Connect with Mark Stiving:

    • LinkedIn: https://www.linkedin.com/in/stiving/
    • Email: mark@impactpricing.com
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    23 分

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