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The Most Important Thing About Pricing Vol. 2

The Most Important Thing About Pricing Vol. 2 – 078

January 5, 2016 by Kirk Bowman Leave a Comment

Happy New Year! At start of each show I ask my expert guest the same question: What is the most important thing you can share about pricing? After 50 interviews in 2015, I have compiled their answers into Volume 2 of “The Most Important Thing About Pricing”.

http://traffic.libsyn.com/artofvalue/078-Most-Important-Thing-About-Pricing-Vol-2.mp3

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It's About the Customer

  • Ray Edwards – Set your price based on the value that your bring to your customer.
  • Brennan Dunn – It is not about you, it is about the customer.
  • Brian Casel – Keep the customer’s view of the value in mind.
  • Lee Cockerell – Price is all about value.
  • Ben Furfie – The goal of value pricing is to match the price with the customer’s perception of value.
  • Kai Davis – If value is greater than price, it will be a no-brainer for the customer.
  • Joni Newkirk – Lead with the customer; where does she perceive the value.
  • Michael Port – People buy to express their values.

Learning to Price

  • Josh Zweig – Pricing is a skill that is dynamic.
  • Matthew Burgess – Value pricing is a journey.
  • John Chisholm – Pricing is not perfect; it is an art.
  • Mark Stiving – Understand the decision your customer is making right before they buy: Which one? or Will I?
  • Kevin Mitchell – The best leveler to increase your profit is strong pricing knowledge and acumen.
  • Mark Wickersham – Pricing has absolutely nothing to do with costs.
  • Rags Srinivasan – There are no pricing problems; only segmentation problems.
  • Jason Coleman – There is no magic formula to price something.

Your View of Creating Value

  • Bob Burg – Unless your name is Walmart, do not make low price your value proposition.
  • Ed Gandia – Whatever idea you have about what something is worth, you are probably wrong.
  • Jonathan Stark – Just do it. If you bill by the hour, you are not pricing.
  • Jody Maberry – You are worth more than you think you are.
  • Kary Oberbrunner – Pricing is a reflection of self-image.
  • Mike Kim – You can probably charge higher than you think you are worth.
  • Chris Cerrone & Laci Urcioli – Know your value and the value you bring to your customer.
  • Tim Dietrich – It is never too late to give value pricing a try.
  • Jennifer Kinson – Talking about price does not have to be uncomfortable.

The Impact of Pricing

  • Jay Shepherd – Intentional pricing is better than accidental pricing.
  • Tim Williams – Stand your ground; protect your pricing integrity.
  • Steve Major – Pricing can change your business and your life.
  • Jason Cohen – Figure out how to deliver 10X the value, and then you have true pricing power.
  • Wes Higbee – Be deliberate about the type of customer relationship you want to have.
  • Donald Kelly – Price is the reward for the value the customer perceives.
  • David Wells – Pricing fundamentally changes the attitude for your team.
  • Josh Elledge – When customers reject standard pricing, there is an opportunity to innovate.

Filed Under: Episodes, Switching Tagged With: Positioning, Pricing strategy, Self-confidence

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