Marina Dias has been in the pricing industry for almost ten years. Currently, she is the senior pricing expert and consultant at Competera, a company that helps retailers and brands to increase customer trust by setting and maintaining optimal prices in real-time. In this episode, Marina explains why constant communication with clients is essential in creating pricing strategies. She also enlightens us on the concept of price elasticity, and why understanding it is especially important in this time of inflation.   Why you have to check out today’s podcast: Learn the importance of having constant communication with your client about pricing strategies despite the widespread of AI and pricing software Understand the concept of price elasticity Find out how you could adjust your prices in this age of inflation   “Think about governance; and don’t forget that pricing, at the end of the day, is about people – our customers, our colleagues, and our internal resources of an organization.” – Marina Dias   Topics Covered: 01:01 – How Marina got into pricing 02:58 – Why more than just dealing with numbers, pricing is an art 07:12 – Why talking to clients about pricing strategies is still important despite the widespread of AI and “black box” pricing software 10:35 – Competera‘s advice to their clients with regards to dealing with inflation 14:06 – Pricing shall be focused on experience at all times, but pricing strategy and processes are critical in this time of inflation 16:15 – Defining price elasticity and the different factors that affect it 19:37 – Understanding elasticity, and how it plays a vital role in a company’s decision making 23:21 – Pricing table topics: “Don’t raise prices on subscribers who aren’t using the product.” 27:09 – Marina’s pricing advice   Key Takeaways: “I would say that we cannot apply stoicism when we are working at our daily business, because it's something that if we forget about the things that we cannot control, they will control us.” – Marina Dias “People migrate between brands. People migrate between competitors. People have the decision at the end of the day, but we have the power to influence. It's one of the variables that we cannot control, of course. It's our costumers’ behavior, but we have the power to influence this through pricing.” – Marina Dias “At the end of the day, elasticity… it's only a number. But it can help us to drive to have scenarios in our hands and to be able to support our decision making.” – Marina Dias   People / Resources Mentioned: Competera: https://competera.net/   Connect with Marina Dias: LinkedIn: https://www.linkedin.com/in/marinandias/   Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mailto:mark@impactpricing.com