32 episodes
Impact Pricing, page 2
by Mark Stiving, Ph.D. · English
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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Ask in ChatGPTAll episodes, page 2
Buyer Insight: Stop Measuring WTP. Start Shaping It.
The episode argues that “willingness to pay” isn’t a fixed fact to measure; it’s a decision companies can shape.
21 Aug 2026 · 4m · 1 chapter
Stop Asking AI "What Should I Charge?" with George Boretos
The episode argues against asking general AI tools (e.g., Claude/ChatGPT) “what should I charge?” and instead emphasizes disciplined pricing science, execution, and using AI for price optimization,…
17 Aug 2026 · 28m · 11 chapters
Buyer Insight: The Business Case Nobody Built
How to make “inherent value” believable by improving problem clarity, so buyers can build a CFO-ready business case and move from “deal feels done” to actual purchase.
14 Aug 2026 · 3m · 1 chapter
#LivePricingCoachingWithMarkStiving: From 35% to 70% Win Rates, Mark Richman's Pricing Transformation
How to sell and price based on customer value (not product/process), improve win rates, and choose pricing metrics tied to outcomes or value preservation; includes discussion of value conversations,…
10 Aug 2026 · 37m · 17 chapters
Buyer Insight: You Didn't Lose the Deal. You Lost the Commitment.
Explains why deals stall between “decide” and “commit” in Impact Pricing’s Notice, Decide, Commit framework.
7 Aug 2026 · 4m · 1 chapter
Why Buyers Trust Salespeople Who Don't Need the Sale with Michael Barbarita
How to price and sell by focusing on buyer objectives and transformation (not haggling over price), including using upsells/cross-sells and especially “downsells” for price-sensitive buyers.
3 Aug 2026 · 24m · 16 chapters
Buyer Insight: How Buyers Actually Buy (And Why AIDA Isn't The Answer)
Explains how buyers actually purchase using a three-phase model—Notice, Decide, Commit—arguing that AIDA (Attention, Interest, Desire, Action) fails because buyers already research and compare before…
31 Jul 2026 · 3m · 2 chapters
The Price of Influence: Why People Don't Buy Your Ideas with Claire Wang
Claire Wang argues that influence at work (and buying decisions) depends on communicating value so the audience can predict a better future.
27 Jul 2026 · 25m · 12 chapters