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Mark Stiving, Impact Pricing

July 7, 2020 by John Ray

Mark Stiving, Impact PricingJohn Ray
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Mark Stiving

Mark Stiving, Impact Pricing (North Fulton Business Radio, Episode 253)

Mark Stiving, Impact Pricing, joins host John Ray to discuss his lifelong fascination with pricing, using what he calls “the value table,” placing a value on intangibles, and much more. If pricing is your problem (and Mark says for just about every company, it is), then this show is for you. “North Fulton Business Radio” is produced virtually by the North Fulton studio of Business RadioX® in Alpharetta.

Mark Stiving, Chief Pricing Educator, Impact Pricing

Mark Stiving has a Ph.D. in Pricing, wrote a book on pricing, taught pricing at Ohio State, led pricing initiatives at two major semiconductor companies, has blogged on pricing since 2010, has a podcast on pricing, and currently teaches and mentors on pricing. You could say Mark knows pricing.

Mark is an educator at heart and a pricing enthusiast by education and experience. While teaching pricing, he realized the key problem is companies don’t understand value, what it is and how much they deliver to their customers.

For over 25 years he has studied, led and coached businesses through the lens of pricing, a radically different approach from other business experts. He knows that every person inside your company affects the price a buyer is willing to pay. The prices you achieve ultimately indicate how well the entirety of your company operates.

Mark has driven company-wide pricing initiatives worth hundreds of millions of dollars in incremental profit. He started and sold three companies, improving his championship pricing skills in each one.

Mark’s passion is teaching the power of pricing. He evangelizes pricing at major conferences and has conducted over 400 days of corporate training around the globe. Mark’s Price class maintains a net promoter score (NPS) of 81, higher than Apple’s.

Mark also writes about pricing. His book, Impact Pricing: Your Blueprint for Driving Profits, is a highly readable and practical manual (4.9 stars on Amazon).

Mark will change the way you and your team think about pricing and business as a whole.

Point of Contact for Mark Stiving

Company website

Champions of Value (Online Community)

Impact Pricing podcast

LinkedIn

Questions/Topics Discussed in this Show

  • How Mark got started in pricing
  • The purpose of Mark’s firm:  education on value and pricing
  • pricing and value for B2B vs. B2C companies
  • Value table:  Problem, Solution, Result, Value
  • How to place a dollar value on intangible value (using LinkedIn Sales Navigator as an example)
  • Why companies should be talking about problems and results vs. solutions
  • “Value capture gap”
  • Characteristics of a company which has a pricing problem
  • Customer segmentation and price segmentation
  • What is a value conversation?
  • Most companies are not equipped to have a value conversation
  • Value based pricing
  • Pricing in a pandemic
  • Creating a “culture of value” in a company
  • Subscription pricing

North Fulton Business Radio” is produced virtually from the North Fulton studio of Business RadioX® in Alpharetta. You can find the full archive of shows by following this link. The show is available on all the major podcast apps, including Apple Podcasts, Spotify, Google, iHeart Radio, Stitcher, TuneIn, and others.

Renasant Bank has humble roots, starting in 1904 as a $100,000 bank in a Lee County, Mississippi, bakery. Since then, Renasant has grown to become one of the Southeast’s strongest financial institutions with over $13 billion in assets and more than 190 banking, lending, wealth management and financial services offices in Mississippi, Alabama, Tennessee, Georgia and Florida. All of Renasant’s success stems from each of their banker’s commitment to investing in their communities as a way of better understanding the people they serve. At Renasant Bank, they understand you because they work and live alongside you every day.

Filed Under: North Fulton Business Radio, North Fulton Studio Tagged with: B2B pricing, culture of value, customer segmentation, Impact Pricing, John Ray, LinkedIn Sales, Mark Stiving, North Fulton Business Radio, price segmentation, pricing, subscription pricing, value, value based pricing, value capture gap, value pricing, value table

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Studio Partner

In addition to operating the North Fulton studio of Business RadioX®, John Ray is the owner of Ray Business Advisors, LLC.
 
 Because pricing is the fastest way to change the profitability of a business, John advises business owners on how to change their pricing and make more money. His clients include attorneys, CPAs, consultants, technology companies, and retail store owners.
 
His blog, “The Price and Value Journey,” regularly features examples and stories which help business owners in their own pricing journey. John is also a speaker on pricing at numerous chambers, business events and seminars. John also helps small to mid-sized companies achieve their profit and growth goals as an outside CFO.
 
John is extremely active in the North Fulton community. He is on the board of the Greater North Fulton Chamber of Commerce (GNFCC), and serves in a variety of capacities there, including Chairman’s Circle, member of the Executive Committee, member of the Finance Committee, Chair of the Small Business/Entrepreneurship Economic Recovery Task Force, and Chair of the Small Business Awards Committee. John was named the 2018 Harry Rucker Jr. Volunteer of the Year by GNFCC.
 
In 2011, John founded Backpacks of Love, a grassroots, all-volunteer organization which serves children and their families in the north metro Atlanta area who are homeless or otherwise in severe need. Backpacks of Love delivers backpacks of food, purchased and packed by volunteer sponsors, to 18 different elementary, middle, and high schools in north Fulton County and Forsyth County.
 
In 2015, John was named Small Business Partner in Education of the Year by the Greater North Fulton Chamber of Commerce for his work with Backpacks of Love. 
 
John is a Deacon in the Episcopal Diocese of Atlanta and is currently assigned to Holy Comforter Episcopal Church in Atlanta.

 

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