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. Listen to the Customer What is the most important thing you can share about pricing? You are never going to get it right. … [Read more...]
A Value Conversation for the Solopreneur with Eric Davis – 095
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 your business profitably. Then use the value conversation to identify and educate customers that you can serve and with whom you enjoy working. What Is the Customer's Perception of Value? What is the most important thing you can share about pricing? There is more … [Read more...]
Singing the Praises of Value Pricing with BJ Lee – 090
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 instruction. They took the first step by offering a single customer 3 options. In fact, to hear BJ tell the story, he suggested to Sylvia that she provide options as he was walking out the … [Read more...]
Creating Proposals That Win Business with Curtis McHale – 087
The traditional view of the proposal is that the professional must wow the customer with his expertise. A contrary view is the proposal is a collaboration between the professional and the customer. A collaboration that explores the value they can create, the value they should create, and the most valuable way to do it. WordPress developer and business coach, Curtis McHale, has achieved a high closing rate with his proposals by focusing on the results for the customer. His entire sales process, … [Read more...]
Why I Disagree With Seth Godin
Seth Godin recently published a blog post titled When to charge by the hour. And while usually I agree with most of what he writes, this time, I have a different point of view. First, in principle, I do not believe anything should be priced by the hour. The customer is buying the outcome of the service, not the hours and minutes to create it (inputs). Second, pricing by the project is better if the price is based on the value to the customer. Usually, a project price is a fixed price based … [Read more...]
Selling Value to Corporate Purchasing with Jennifer Kinson – 074
Jennifer Kinson sells professional services to Fortune 100 customers in information technology. She typically manages 6- to 7-figure deals. Because of the size of the engagements, Jennifer has to put together ROI statements for her customers. She does not have a traditional sales background, and that works to her advantage. Her husband, James Kinson, is the host of The Cash Car Convert. Talking About Price Is NOT Slimey What is the most important thing you can share about pricing? … [Read more...]
The Impact of Really Smart People with Kirk Bowman – 071
This episode is a summary of two conferences Kirk Bowman attended this quarter. The ideas from these events challenged his thinking and influenced how he will do business in the future. The conferences were the VeraSage Symposium in Boston and Regency Mastermind in Phoenix. VeraSage Symposium Asking Great Questions - Ed Kless with Sage Shut Up and Eat Your French Fries from The Soul of Enterprise To be great consultants, we have to ask great questions. Examples of great … [Read more...]
VeraSage State of the Union 2015 with Baker, Kless & Chisholm – 069
This episode of the Art of Value Show is a live recording from the bi-annual VeraSage Symposium, which was in Boston, MA. The distinguished panelists or VeraSagi are Ron Baker, Ed Kless, John Chisholm and Kirk Bowman. This episode will be rebroadcast on The Soul of Enterprise with Ron & Ed and Pricing Power by Steve Major. What is the future of value pricing? Ron Baker - It is incredibly bright and optimistic. Pricing is now a profession and a C-Suite function. … [Read more...]
Pursuing of the Economic Buyer with Higbee & Riopelle – 065
Wes Higbee is a software consultant from New York. He has been interviewed on the AOV Show before about software consulting, agile development, and customer value. Matt Riopelle is a creative consultant from Austin. He was a guest on the AOV Show previously to discuss the importance of pricing. Wes and Matt practice value pricing in their businesses and frequently teach others how to implement it. Defining the Economic Buyer What is the economic buyer? Matt - It is someone who has … [Read more...]
The Ethics of Price Discrimination with Rags Srinivasan – 064
Rags Srinivasan is an engineer, turned pricing consultant. His epiphany came when he realized it is not about costs. Nowadays, he leverages an analytical approach on pricing. He has an MBA from the Haas School of Business at Berkeley, where he studied with Teck-Hua Ho. He is an avid hiker and said that if it is not longer than 8 miles, it is not worth doing. The Customer's Value Perception What is the most important thing you can share about pricing? There are no pricing problems; … [Read more...]
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