Impact Pricing
Episodes
Trust as a Pricing Lever: How Customer Trust Affects Pricing with Stéphane Joanis
23 May 2022
Contributed by Lukas
Stéphane Joanis started his career as a Chemical Engineer. It is with Thermo Fisher that he got involved in business and pricing, and just this Janua...
Blogcast #55: Best Example for "Costs Don't Drive Pricing"
20 May 2022
Contributed by Lukas
This is an Impact Pricing Blog published on April 6, 2022, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://...
Memecast #58: Value-based Pricing is the Most Profitable Strategy
18 May 2022
Contributed by Lukas
It's true, value-based pricing is the optimal pricing strategy. Value-based pricing simply means charge what our customers are willing to pay. If a cu...
Value-Based Pricing in the Subscription Economy: Why It's Hard to Perfectly Align Value, Usage, and Pricing with Ed Arnold
16 May 2022
Contributed by Lukas
Ed Arnold works as an Advisor at Ibbaka, a software provider for high growth companies that helps optimize planning and execution of key growth initia...
Blogcast #54: Shrinkflation, the Hidden Price Increase
13 May 2022
Contributed by Lukas
This is an Impact Pricing Blog published on March 30, 2022, turned into an audio podcast so you can listen on the go. Read Full Article Here: https:/...
Memecast #57: Selling Value Helps Alot
11 May 2022
Contributed by Lukas
Boy, there's no way I can completely explain this impactful insight in a brief conversation. But understand, if we can get our salespeople to shift fr...
Selling Value: The Go-To Book Resource to Help Salespeople Win More Deals at Higher Prices with Orvel Ray Wilson
09 May 2022
Contributed by Lukas
Orvel Ray Wilson is co-author of the book, "Guerilla Selling", and five other books in the "Guerilla Marketing" series, the best-selling marketing ser...
Blogcast #53: Selling Value
06 May 2022
Contributed by Lukas
This is an Impact Pricing Blog published on April 20, 2022, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://...
Memecast #56: Nobody Cares About Your Product
04 May 2022
Contributed by Lukas
It's absolutely true, people don't buy products, they buy solutions to problems. When we talk about our products, when we talk about our features, tha...
Position, Plan, and Price to Win Government Contract with Jon Barker
02 May 2022
Contributed by Lukas
Jon Barker has been involved in managing government contracts from the supplier side his entire career. He started a company called PTW Solutions, whe...
Blogcast #52: Peleton Tests New Pricing Model
29 Apr 2022
Contributed by Lukas
This is an Impact Pricing Blog published on March 23, 2022, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://...
Memecast #55: Experts Buy Features
27 Apr 2022
Contributed by Lukas
It really is fascinating that experts can translate our features into our benefits. And oftentimes as salespeople, as pricing people, as product manag...
How to Incorporate Customer Experience into B2B Pricing with DeAnn Hammer
25 Apr 2022
Contributed by Lukas
DeAnn Hammer is the Global Pricing Operations Manager at 3M, an industrial machinery manufacturing company that innovates with purpose and uses scienc...
Blogcast #51: Pricing People Shouldn't Set Prices
22 Apr 2022
Contributed by Lukas
This is an Impact Pricing Blog published on March 16, 2022, turned into an audio podcast so you can listen on the go. Read Full Article Here: https:/...
Memecast #54: New Business Models
20 Apr 2022
Contributed by Lukas
Usually, when we think about creating a new business model, it revolves around pricing. It often revolves around, what are we going to charge for? If ...
Pricing Job Market Trend 2022: The Rise of Hybrid Workforce with Jon Jennings
18 Apr 2022
Contributed by Lukas
Jon Jennings is the Founder and Managing Partner of Jennings Executive Search, LLC. Jon is an official sponsor of this podcast. He began his career wi...
Blogcast #50: The Value of Teachers vs. Athletes
15 Apr 2022
Contributed by Lukas
This is an Impact Pricing Blog published on March 9, 2022, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://...
Memecast #53: Executive Led Initiatives
13 Apr 2022
Contributed by Lukas
Let's face it, pricing people, we're typically smart. We have to interact and interface with lots and lots of different departments. But we rarely hav...
Behavioral Economics: The Psychological Side of Pricing, the Secret Sauce to More Sales with Gerald Smith
11 Apr 2022
Contributed by Lukas
Gerald Smith is a Professor of Marketing at Boston College. He's been a Pricing Consultant with Strategic Pricing Group and Monitor Group since 1987. ...
Blogcast #49: Indirect Customer Impact
08 Apr 2022
Contributed by Lukas
This is an Impact Pricing Blog published on March 2, 2022, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://i...
Memecast #52: Fixed Costs
06 Apr 2022
Contributed by Lukas
This one may be intuitive, may not be intuitive, but it turns out that if your fixed costs change, for whatever reason, if they go up, if they go down...
Costs, Costs, Costs: How Managerial Decision-Making Impacts Pricing Negotiations with Reginald Tomas Lee
04 Apr 2022
Contributed by Lukas
Reginald Tomas Lee is a Professor of Business Analytics at Xavier University in Cincinnati, Ohio. He has a PhD in Mechanical Engineering, and he's bee...
Blogcast #48: Direct Customer Impact
01 Apr 2022
Contributed by Lukas
This is an Impact Pricing Blog published on February 23, 2022, turned into an audio podcast so you can listen on the go. Read Full Article Here: https...
Memecast #51: Price is Fast
30 Mar 2022
Contributed by Lukas
It's true, pricing can have an instantaneous response. I often think of it as the nuclear bomb of marketing mix variables because you can change it to...
Mental Money: Why People Pay $1/Day vs $30 Upfront for a Month's Purchase with Pedro Piccoli Soares
28 Mar 2022
Contributed by Lukas
Pedro Piccoli Soares is currently Senior Executive Manager of AI Pricing at SIXT, a travel arrangement / car rental company that's known to be a provi...
Blogcast #47: Another Netflix Increase
25 Mar 2022
Contributed by Lukas
This is an Impact Pricing Blog published on February 16, 2022, turned into an audio podcast so you can listen on the go. Read Full Article Here: http...
Memecast #50: Loyal Customers
23 Mar 2022
Contributed by Lukas
The whole point of pricing, value-based pricing, is to charge what customers are willing to pay. And almost by definition, loyal customers like us mor...
Customers Don't Want to be Sold, They Want You to Help Them Buy: Salespeople's Role in Value Co-Creation with Duane Dufault
21 Mar 2022
Contributed by Lukas
Duane Dufault is currently a Fractional CRO at Forward and is a Strategic Advisor at Abaqus Inc. Before this, he was Fractional VP of Sales at The Roc...
Blogcast #46: You Must Lose on Price
18 Mar 2022
Contributed by Lukas
This is an Impact Pricing Blog published on February 9, 2022, turned into an audio podcast so you can listen on the go. Read Full Article Here: https:...
Memecast #49: Sales Should Not Own Pricing
16 Mar 2022
Contributed by Lukas
Salespeople love them to death, however, it's more important to them to close the deal than to close it at the highest possible price. In fact, if the...
Who Should Own Product Pricing with Ray Ranga
14 Mar 2022
Contributed by Lukas
Ray Ranga is currently the VP of Product Management at Momentive AI. Before working in Momentive, Ray was the Senior Director of Product Management at...
Blogcast #45: Losing on Price
11 Mar 2022
Contributed by Lukas
This is an Impact Pricing Blog published on February 2, 2022, turned into an audio podcast so you can listen on the go. Read Full Article Here: https:...
Blogcast #44: A Perspective on RFPs
09 Mar 2022
Contributed by Lukas
This is an Impact Pricing Blog published on January 26, 2022, turned into an audio podcast so you can listen on the go. Read Full Article Here: https:...
Your Costs vs. Your Price Change Decisions with Jon Lucas
07 Mar 2022
Contributed by Lukas
Jon Lucas started as an Accounting Manager before working as the Strategic Pricing & Business Development Manager of Cornerstone Building Brands Inc. ...
Blogcast #43: Don't Confuse Your Buyers
04 Mar 2022
Contributed by Lukas
This is an Impact Pricing Blog published on January 19, 2022, turned into an audio podcast so you can listen on the go. Read Full Article Here: https:...
Memecast #48: Small Improvement
02 Mar 2022
Contributed by Lukas
I'm going to try to do a little math with you on this podcast, and imagine we have a company that normally makes a hundred million dollars in revenue....
Pricing People: The Connector Between Finance, Marketing, and Sales with Anne Warren
28 Feb 2022
Contributed by Lukas
Anne Warren is the Senior Director of Global Pricing at Shure – an appliances, electrical, and electronics manufacturing company that produces best-...
Blogcast #42: Willingness to Accept
25 Feb 2022
Contributed by Lukas
This is an Impact Pricing Blog published on January 12, 2022, turned into an audio podcast so you can listen on the go. Read Full Article Here: https:...
Memecast #47: Creating Value
23 Feb 2022
Contributed by Lukas
When we think about pricing, typically we have a product in hand and we say, how much does our customer value this? How much are they willing to pay? ...
What is a Value Chain, Why is It Important, and How Does It Impact Value Pricing with Shantanu Basu
21 Feb 2022
Contributed by Lukas
Shantanu Basu is currently the Senior Director of Go-To Marketing Strategy and Operations at Tanium. He was Director of Strategy and Operations at Int...
Memecast #46: Signal of Quality
18 Feb 2022
Contributed by Lukas
We all know that price is a signal of quality, but what ends up happening is, over time people learn what the true quality is, and they realize if the...
Memecast #45: Reference Prices
16 Feb 2022
Contributed by Lukas
There's a concept in economics, behavioral economics, called reference prices. And reference prices really say our customers have some expectation abo...
Managing Price Changes: Getting the Right Price for Your Products and Services with José Vela
14 Feb 2022
Contributed by Lukas
José Vela is the Director of Pricing at Spandex Barcelona, known as one of the leading suppliers of graphics and digital materials worldwide. He is a...
Blogcast #41: Opportunity Costs and Pricing
11 Feb 2022
Contributed by Lukas
This is an Impact Pricing Blog published on January 5, 2021, turned into an audio podcast so you can listen on the go. Read Full Article Here: https:/...
Memecast #44: Fulcrum
09 Feb 2022
Contributed by Lukas
As pricing professionals, we really need to be the logical part of the business. Our product lines, they really want higher prices. Sometimes they be...
Pricing for Lifetime Value of a Customer with Paul Orlando
07 Feb 2022
Contributed by Lukas
Paul Orlando is the Founder of Startups Unplugged and is the author of the book "Growth Units", a book that makes unit economics straightforward. He b...
Blogcast #40: Call It Customer Impact!
04 Feb 2022
Contributed by Lukas
This is an Impact Pricing Blog published on December 29, 2021, turned into an audio podcast so you can listen on the go. Read Full Article Here: https...