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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

JohnRayBRXOctober2022Headshot

John Ray is a Show Host and Producer and owns the North Fulton (Georgia) studio of Business RadioX®. John and his team work with B2B professionals to create and conduct their own podcast using The Generosity Mindset™ Method:  building and deepening relationships in a non-salesy way that translates into revenue for their business.

John also operates his own business advisory practice, Ray Business Advisors. John’s services include advising solopreneur and small professional services firms on their value, their positioning and business development, and their pricing. His clients are professionals who are selling their expertise, such as consultants, coaches, attorneys, CPAs, accountants and bookkeepers, marketing professionals, and other professional services practitioners.

John is the author of The Generosity Mindset:  A Journey to Business Success by Raising Your Confidence, Value, and Prices.

John is the host of North Fulton Business Radio and The Price and Value Journey. North Fulton Business Radio, the longest running podcast in the North Fulton region of Georgia, features a wide range of business and community leaders. The Price and Value Journey is devoted to solo and small firm professional services providers and covers issues such as pricing, value, and business development.

John and his wife, Dr. Monica Ray, a dedicated teacher with 28 years in education, are grateful for their blended family of 5 children, 5 grandchildren, and 5 pets.

John is a Deacon in the Episcopal Diocese of Atlanta.

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