#LivePricingCoachingWithMarkStiving: From 35% to 70% Win Rates, Mark Richman's Pricing Transformation
Impact Pricing
What happens when a former client returns for a live pricing coaching session? Mark Richman, CEO of Skeleton Key, shares how applying Mark Stiving's value-selling principles helped increase his close rate from 35% to 70% by focusing on customer outcomes instead of pitching solutions. Now, he returns to the hot seat to workshop his toughest pricing challenges in real time—from buyers who can't quantify value to outcome-based pricing and pricing for emotional outcomes. This isn't another pricing interview; it's a front-row seat to a CEO getting his sales strategy challenged, refined, and...
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Buyer Insight: You Didn’t Lose the Deal. You Lost the Commitment.
Impact Pricing
This is an Impact Pricing Blog published on May 25, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com. Now, go make an impact. Connect with Mark Stiving: Email: LinkedIn:
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Why Buyers Trust Salespeople Who Don't Need the Sale with Michael Barbarita
Impact Pricing
Michael Barbarita is the founder of Next Step CFO, strategic CFO, and author of Powerful Business Strategy. After more than four decades of helping businesses grow through smarter financial and business strategies, he's learned that the biggest pricing challenge isn't price—it's trust. In this episode, he reveals why buyers instinctively trust salespeople who aren't attached to the outcome, how transformational conversations outperform transactional ones, and the practical sales strategies that keep buyers focused on value instead of price. Why You Have to Check Out Today's Podcast: ...
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Buyer Insight: How Buyers Actually Buy (And Why AIDA Isn’t The Answer)
Impact Pricing
This is an Impact Pricing Blog published on May 18, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com. Now, go make an impact. Connect with Mark Stiving: Email: LinkedIn:
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The Price of Influence: Why People Don't Buy Your Ideas with Claire Wang
Impact Pricing
Claire Wang is a pricing strategist, speaker, and author of The Price of Influence. With a background spanning insurance, consulting, and commercial strategy, she helps organizations shape willingness to pay by understanding how people perceive value. In this episode, she shares why pricing professionals need to think beyond numbers, how empathy shapes influence, and why your next great pricing skill may have nothing to do with pricing at all. Why You Have to Check Out This Episode: Learn why great ideas often fail—not because they're wrong, but because people don't see their...
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Buyer Insight: What Is a Pig Worth?
Impact Pricing
This is an Impact Pricing Blog published on May 11, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com. Now, go make an impact. Connect with Mark Stiving: Email: LinkedIn:
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The Coming Age of Humanless Pricing Negotiations with Adrienne Gordon
Impact Pricing
Adrienne Gordon is the CEO of PriceSpace and founder of Pricing Empowered. With more than 25 years of pricing experience, she helps organizations combine pricing strategy, organizational change, and AI adoption to improve commercial performance. In this episode, Adrienne and Mark explore what happens when pricing teams become half human and half AI. They debate whether AI can ever make pricing decisions on its own, why "humanless negotiation" may be closer than most companies realize, and how pricing leaders can use AI to strengthen—not replace—human judgment. Why you have to...
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Buyer Insight: The Information Trap Is Killing Your Deals
Impact Pricing
This is an Impact Pricing Blog published on May 4, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com. Now, go make an impact. Connect with Mark Stiving: Email: LinkedIn:
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Why Buyers Don't Buy (Hint: It's Not Your Price) with Ted Olson
Impact Pricing
Most sales conversations assume buyers make rational decisions. Ted Olson argues that's exactly why so many deals stall. Ted Olson is a sales strategist who helps founders, consultants, coaches, and sales teams use behavioral science to improve how buyers make decisions. He is the author of Feel Good About Selling and the upcoming book, Distinct, where he explores what happens between a buyer saying, "This makes sense," and actually saying, "Yes." In this episode, Ted and Mark challenge one of sales' biggest assumptions: why buyers hesitate. Is it fear or a lack of confidence? Their...
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Buyer Insight: Being Chosen Isn’t Winning
Impact Pricing
This is an Impact Pricing Blog published on April 27, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com. Now, go make an impact. Connect with Mark Stiving: Email: LinkedIn:
info_outlineDan Rochon is the creator of the Teach to Sell methodology and host of the No Broke Months podcast, where he teaches professionals how to build trust and influence without pressure.
Buying isn't usually the hard part. Committing is.
In this conversation, Dan explains why buyers often hesitate at the final moment, even after they've decided what they want. Mark challenges Dan's ideas on buyer psychology, emotion, and trust, leading to a fascinating discussion about what really happens between deciding and saying yes.
Why you have to check out today’s podcast:
- Discover why commitment is the hardest part of every buying decision.
- Learn how trust helps buyers overcome fear and hesitation.
- Understand why buyers don't just compare prices—they compare risks.
"Logic makes you think. Emotion makes you act."
– Dan Rochon
Topics Covered:
02:10 – Why Buyers Don't Decide With Logic Alone. Dan explains why emotion drives buying decisions long before logic justifies them.
04:04 – The Emotional Side of Every Buying Decision. Why even B2B buyers are motivated by trust, confidence, and how they'll be perceived.
08:13 – Every Purchase Is a Prediction. Mark shares his buying framework and Dan explains why people move away from pain faster than they chase desire.
12:14 – Are You Selling an Aspirin or a Vitamin? The difference between solving painful problems and fulfilling aspirational desires.
14:05 – The Hardest Part: Saying Yes. Why buyers hesitate at the moment of commitment—and how to help them move forward with confidence.
17:17 – Teach to Sell, Don't Pressure. Dan introduces his trust-based approach to guiding buyers instead of convincing them.
23:41 – Ask Better Questions, Build More Trust. How deep, thoughtful questions uncover what buyers really care about.
25:01 – Ethical Influence vs. Manipulation. The simple mindset shift that separates helping buyers from persuading them.
29:22 – Dan's Pricing Advice for Every Business. How awareness, positioning, and the right buyers make premium pricing possible.
30:51 – The One Mindset Every Sales Professional Needs. Why serving the buyer's goals—not your own—is the foundation of ethical influence.
Key Takeaways:
"It's about identifying what their pain is and what their desire is, then demonstrating that you are the bridge." – Dan Rochon
"The difference between manipulation and ethical influence is whose goals you're serving." – Dan Rochon
"Leadership is to teach somebody else how to think so they can get what they want." – Dan Rochon
Connect with Dan Rochon:
- Website: https://teachtosellbook.com/
- LinkedIn: https://www.linkedin.com/in/danrochon/
Connect with Mark Stiving:
- LinkedIn: https://www.linkedin.com/in/stiving/
- Email: mark@impactpricing.com