Mark Stiving - CEO's Guide to Pricing - Ep.176

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. Listen weekly and follow the show on Apple Podcasts, Spotify, Google Podcasts, Stitcher, Breaker, and TuneIn.  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?