Art Of Value

Discover Value | Create Options | Start Pricing

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To Increase Value, Create an Experience with Joe Pine – 099

June 1, 2016 by Kirk Bowman 2 Comments

To Increase Value, Create an Experience with Joe Pine

Creating an experience means that work becomes a performance for which you charge an admission fee. What would you have to revise to sell a ticket to engage with your business? The answer to this question can launch your business beyond the first three stages of economic value–commodity, goods and services–to the fourth stage, the experience.

Filed Under: Episodes Tagged With: Experience, Pricing strategy, Sales

Discover Impact, Meaning and Feeling with Matthew Tol – 098

May 24, 2016 by Kirk Bowman Leave a Comment

Discovery Impact, Meaning and Feeling with Matthew Tol

At times, value pricing can seem complex. However, if you boil it down to the core elements it is listening to the customer, discovering the impact and then creating options. Matthew Tol is passionate about the fundamentals and believes you should expand discovery to include the meaning and feeling to the customer to fully understand the value landscape.

Filed Under: Accounting, Episodes, VeraSage Tagged With: Options, Value conversation, VeraSage

Value Pricing Is A Competitive Advantage with Michael Bradley – 097

May 17, 2016 by Kirk Bowman Leave a Comment

Value Pricing Is A Competitive Advantage with Michael Bradley

As a profession, lawyers may be the most resistant to value pricing due to their conservative nature. However, this is the very reason Michael Bradley from Marque Lawyers considers it a strategic advantage. The outcome for the customer is the first priority. If Marque cannot create value for the customer, they will not engage simply to make money.

Filed Under: Episodes, Legal Tagged With: Attorney, Pricing strategy, Value pricing story

How the Customer Decides to Buy with Sean D’Souza – 096

May 10, 2016 by Kirk Bowman Leave a Comment

How the Customer Decides to Buy with Sean D'Souza

In The Brain Audit, Sean D’Souza uses an analogy of 7 bags, or pieces of luggage, to explain the sequence the brain goes through during the buying process. Open the bags one at a time, in the right order, and the customer will buy. Skip a bag or alter the sequence, and the customer cannot finish the steps to make a purchase.

Filed Under: Creative, Episodes Tagged With: Copywriting, Guarantee, Psychology

A Value Conversation for the Solopreneur with Eric Davis – 095

May 3, 2016 by Kirk Bowman Leave a Comment

A Value Conversation for the Solorpreneur with Eric Davis

Having a value conversation with the customer is important regardless of the size of your business. However, as a solopreneur, it is essential for survival. You have to determine what type of customer is necessary to operate a profitable business. Then use the value conversation to identify and educate customers that you can serve and with whom you enjoy working.

Filed Under: Episodes, Software Tagged With: Project management, Software development, Value conversation

Value and Pricing in the Enterprise with Matthew Habuda – 094

April 26, 2016 by Kirk Bowman Leave a Comment

Value and Pricing in the Enterprise with Matthew Habuda

After discussing the limitations of hourly rates in a Facebook group, Matthew Habuda decided to give value pricing a chance. He started with a small project and progressed to a Fortune 500 opportunity. Along the way, he had to convince the customer and subcontractors it was the right decision. He shares his results and why he will never bill by the hour again.

Filed Under: Episodes, Switching Tagged With: Hourly billing, Sales, Value pricing story

Learning the Art of Frame Control with Oren Klaff – 093

April 19, 2016 by Kirk Bowman Leave a Comment

Learning the Art of Frame Control with Oren Klaff

Oren Klaff is an expert at pitching and closing multi-million dollar investment deals. His closing rate is high because he has mastered the art of frame control. Frame control helps Oren capture and keep the investor’s interest during a presentation. The same concepts apply when you are having a value conversation. When you encounter resistance […]

Filed Under: Episodes Tagged With: Positioning, Psychology, Sales

Seek the Desired Outcome First with Lincoln Murphy – 092

April 12, 2016 by Kirk Bowman Leave a Comment

Seek the Desired Outcome First with Lincoln Murphy

The tagline for the Art of Value Show is discover value, create options and start pricing. Lincoln Murphy calls value the “desired outcome”. In the SaaS world, the desired outcome is not the number of users for your app. The customer does not wake up in the morning and say “How do I get 50 […]

Filed Under: Episodes, Software

The Mental Health of the Entrepreneur with Cory Miller – 091

April 5, 2016 by Kirk Bowman Leave a Comment

The Mental Health of the Entrepreneur with Cory Miller

Mental health is a tabu subject. And that is exactly why Cory Miller is sharing his story. He went through a divorce, and one of the effects was depression. It affected his ability to lead his team and make decisions in his business. Fortunately, he had an attorney who recognized the symptoms and suggested he see […]

Filed Under: Episodes, Software, WordPress Tagged With: Psychology, Sales, WordPress

Singing the Praises of Value Pricing with BJ Lee – 090

March 29, 2016 by Kirk Bowman Leave a Comment

Singing the Praises of Value Pricing with BJ Lee

Making money as a music teacher is tough, especially if you charge by the hour. That is why BJ Lee and his wife Sylvia decided to use a different business model in their vocal coaching practice. They wanted to price their services based on the results their student would achieve rather than the time for the […]

Filed Under: Episodes, Switching Tagged With: Options, Value conversation, Value pricing story

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