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
Champions of Value (Online Community)
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.
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