Ep.177: Alex (@aebridgeman) is joined by Mark Stiving (@Stiving).
My guest on this episode is Mark Stiving. Mark is a pricing expert and consults with companies on developing stronger pricing and product positioning strategies. Our discussion today on pricing is wide-ranging from the purposes of pricing, value-based pricing, segmentation, and who’s responsibility pricing is in an organization. What I loved about this episode is getting a distilled view on pricing based on hundreds of case studies over decades of work, giving tons of great lessons for the CEO listener.
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Learn more about Alex and Think Like an Owner at https://tlaopodcast.com/

Links
Mark Stiving on LinkedIn
Impact Pricing LLC
Books by Mark Stiving
Never Split the Difference by Chris Voss
Invest Like the Best: Henry Schuck - Building Zoominfo
Van Westendorp's Price Sensitivity Meter

Timestamps
(00:03:07) Mark’s early career in pricing
(00:11:09) The fundamental purposes of pricing
(00:16:06) How to evaluate your product pricing, the CEOs role, and incentivizing Sales
(00:26:12) Tools for Salespeople
(00:28:14) Teaching Behavior in Sales
(00:30:25) Practices for communicating with customers
(00:36:44) The scientific process for determining the price of something
(00:40:57) When to segment customers
(00:48:30) Positioning plans for pricing within websites and calls
(00:51:59) Companies that have stellar segmentation and pricing pages
(00:53:56) Luxury Pricing
(00:56:12) How to raise prices
(00:59:33) SaaS Contracts
(01:03:49) AI in Pricing
(01:06:18) What strongly held belief have you changed your mind on?
(01:07:39) What’s the best business you’ve ever seen?