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Impact Pricing

Mark Stiving, Ph.D.

The Impact Pricing Podcast will help you win more business at higher prices by teaching you about pricing and value. Once you understand how your buyers perceive the value of your product, you can build, market and sell products that win at higher prices. Pricing is really about creating, communicating and capturing value.

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  1. Stop Selling Hours. Start Selling Value with Florence Brunet 18:22
  2. Buyer Insight: Wall Street Is Sending Software Companies a Message About AI Pricing 5:07
  3. When Free Beats Your Price, Learn From Ebay with Yvonne Pop 24:23
  4. Buyer Insight: Buyer-First: The Antidote to Product Myopia 4:49
  5. Seats, Credits, or AI Agents? The New Rules of SaaS Pricing with Rob Litterst 32:13
  6. Buyer Insight: How Big an AI Bite Are You Asking Buyers to Take? 4:56
  7. Why Pricing Transformation Fails Without Leadership with Anna Fastishevskaya 24:06
  8. Buyer Insight: Product Myopia: The Antidote 7:54
  9. Is Your Business Healthy? Your Pricing May Have the Answer with John Gilbo 26:16
  10. Buyer Insight: Product Myopia: The Symptoms You've Been Misdiagnosing 7:14
  11. How to Raise Prices When Everything Is Getting More Expensive with Jacob Moller Korsgaard 22:54
  12. Buyer Insight: Product Myopia: Where It Hides in Your Company 8:41
  13. Why AI Gets Pricing Wrong and How to Train It to Get Pricing Right with Roberto Rivera 30:48
  14. Buyer Insight: Product Myopia: The Disease You Don't Know You Have 5:23
  15. Why Technically Correct Pricing Recommendation Can be Strategically Wrong with Sandeep Mathew 21:21
  16. Buyer Insight: The Value Was Always There 14:13
  17. The $80M Dealer Reveals the Pricing Tricks First-Time Car Buyers Miss with Dominic Genova 31:23
  18. Buyer Insight: Hidden Problems, Hidden Value 2:59
  19. AI Pricing Has 4 Possible Futures, Which One Are You Building For with Steven Forth 34:33
  20. Buyer Insight: The Case for Token-Based Pricing 4:08
  21. What Are You Really Charging For? The Business Problem Behind AI Pricing with Manu Mehra 32:18
  22. Buyer Insight: Stop Measuring WTP. Start Shaping It. 3:44
  23. Stop Asking AI "What Should I Charge?" with George Boretos 27:51
  24. Buyer Insight: The Business Case Nobody Built 3:16
  25. #LivePricingCoachingWithMarkStiving: From 35% to 70% Win Rates, Mark Richman's Pricing Transformation 37:19
  26. Buyer Insight: You Didn't Lose the Deal. You Lost the Commitment. 3:42
  27. Why Buyers Trust Salespeople Who Don't Need the Sale with Michael Barbarita 23:39
  28. Buyer Insight: How Buyers Actually Buy (And Why AIDA Isn't The Answer) 3:28
  29. The Price of Influence: Why People Don't Buy Your Ideas with Claire Wang 25:25
  30. Buyer Insight: What Is a Pig Worth? 3:26
  31. The Coming Age of Humanless Pricing Negotiations with Adrienne Gordon 25:39
  32. Buyer Insight: The Information Trap Is Killing Your Deals 4:00
  33. Why Buyers Don't Buy (Hint: It's Not Your Price) with Ted Olson 34:05
  34. Buyer Insight: Being Chosen Isn't Winning 4:25
  35. The Hardest Part of Every Buying Decision with Dan Rochon 31:38
  36. Buyer Insight: I Was Wrong About Will I 7:36
  37. Raised Prices 5X, Lost 40% of His Clients... and Made More Money with Robin Waite 27:04
  38. Buyer Insight: Your Wins Are Lying To You 4:14
  39. How to Price When AI Becomes Your Buyer with Steven Forth 27:41
  40. Buyer Insight: Willingness to Pay Isn't About Your Product 3:17
  41. Why Pricing Might Be the Best Path to CEO You've Never Considered with Ryan Walter 25:25
  42. Buyer Insight: Why More Features Make It Harder to Buy 3:02
  43. The Pricing Sprint: Why Human Behavior Still Wins In the Age of AI with Jenny Millar & Ann Padley 30:47
  44. Buyer Insight: Will AI Shrink Our Teams or Expand Our Ambitions? 4:12
  45. Why Buyers Don't Buy When They're Convinced — They Buy When They Can Predict with Todd Caponi 33:59
  46. Buyer Insight: Buyers Are Rational, It's the Sellers That Aren't 5:44
  47. AI Agents, Zero Humans, and the End of SaaS Per-Seat Pricing with Ajit Ghuman 30:51
  48. Buyer Insight: Credits Trade Clarity for Flexibility 4:04
  49. Your Customers Don't Care About AI (And That's Your Pricing Problem) with Dan Balcauski 29:46
  50. Buyer Insight: If Buyers Can't Explain It, You've Not Sold It 3:37