Impact Pricing

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.

#LivePricingCoachingWithMarkStiving: From 35% to 70% Win Rates, Mark Richman's Pricing Transformation 08/10/2026

#LivePricingCoachingWithMarkStiving: From 35% to 70% Win Rates, Mark Richman's Pricing Transformation 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 rebuilt in real time. Why You Have to Check Out Today's Podcast: Steal the framework that helped transform a 35% win rate into 70% — without changing his product. Find out why your prospects' "solution" is often the biggest obstacle to closing the deal. Watch Mark Stiving challenges Mark Richman's sales strategy and uncover the hidden pricing opportunities he almost missed. "That willingness to not talk about what we do and that focus on why the client's there in the first place and how you can really help them achieve the outcome they want has transformed the way I sell. I went from about a 35% close rate to a 60 to 70% close rate." — Mark Richman Topics Covered: 01:30 – A Live Pricing Coaching Session Begins. Mark Richman returns to the hot seat as Mark Stiving coaches him through real pricing and sales challenges. 03:10 – Why Nobody Cares About Your Product. Mark Stiving explains why buyers purchase outcomes, while Richman shares how this mindset transformed his sales process. 05:15 – From 35% to 70% Win Rates. Mark Richman reveals the conversation shift that doubled his close rate, and Mark explains why it works. 08:45 – When Buyers Ask for the Wrong Solution. Mark Richman shares a real AI sales conversation, and Mark shows how to uncover the real problem instead. 16:20 – Pricing Emotional Outcomes. Can you charge for less stress and more time? Mark and Mark Richman debate when emotional value is enough. 19:15 – The Customers You Should Walk Away From. Mark explains why buyers who can't define success are often impossible to serve well. 27:40 – Finding the Right Pricing Metric. Mark shares alternatives to outcome pricing that let your revenue grow alongside your customers' success. 30:50 – The Pricing Opportunity Richman Almost Missed. A regulatory deadline becomes a lesson from Mark on willingness to pay and pricing confidence. 36:10 – The Biggest Lesson from the Coaching Session. Mark shares one pricing experiment every business should try, while Richman explains the sales lesson that changed everything. Key Takeaways: "You're not exploiting the customer by charging for value. The only question is whether the customer believes the price is fair." — Mark Stiving "What matters isn't your hourly rate. What matters is whether it's a fair exchange for the value you're creating." — Mark Richman "Raise your prices. Win fewer deals at higher prices and make more money." — Mark Stiving "Helping clients uncover the value of solving the right problem changed everything about how I sell." — Mark Richman Connect with Mark Richman: Website: Email: mark.richman@skeletonkey.com Linkedin: Connect with Mark Stiving: LinkedIn: Email: mark@impactpricing.com /episode/index/show/impactpricing/id/42366945

Buyer Insight: You Didn’t Lose the Deal. You Lost the Commitment. 08/07/2026

Why Buyers Trust Salespeople Who Don't Need the Sale with Michael Barbarita 08/03/2026

Why Buyers Trust Salespeople Who Don't Need the Sale with Michael Barbarita 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: Learn why buyers trust salespeople who don't appear desperate for the sale and how perceived indifference creates credibility instead of resistance. Discover how to shift price objections back to the buyer's transformation. Build stronger offers with upsells, cross-sells, and downsells that protect your value. "The key is to be perceived as indifferent and transformational." — Michael Barbarita Topics Covered: 01:40 – Why Business Owners Underprice. Why pricing based on your customer's wallet hurts your business. 04:05 – Sell Transformation, Not Transactions. Keep buyers focused on outcomes instead of products and price. 07:35 – Why Buyers Always Return to Price. The psychology behind price objections and buying decisions. 10:40 – Why Buyers Trust Indifferent Salespeople. How focusing on the buyer—not the sale—builds trust. 13:45 – Buyers Buy Futures, Not Features. Mark explains why customers pay for a better future, not product specs. 16:30 – Can CFOs Really Understand Value? Mark and Michael debate strategy, value, and finance. 19:50 – Finding What Customers Really Value.The questions that uncover why customers actually buy. 22:15 – Michael breaks down his sales framework: Captivate → Fascinate → Educate → Close. 25:30 – The Power of Upsells, Cross-Sells & Downsells. Capture more buyers without lowering your prices. Key Takeaways: "You have to get on the same side of the table as your prospect." — Michael Barbarita "Packaging and bundling products and services together lets you add more value while increasing the price." — Michael Barbarita "No matter what you do, there's always going to be the price-sensitive people. Instead of losing them, have a downsell." — Michael Barbarita Connect with Michael Barbarita: Website: Linkedin: https://www.linkedin.com/in/michaelbarbarita/ Book: Powerful Business Strategy (Free Download) Connect with Mark Stiving: LinkedIn: Email: mark@impactpricing.com /episode/index/show/impactpricing/id/42296955

Buyer Insight: How Buyers Actually Buy (And Why AIDA Isn’t The Answer) 07/31/2026

The Price of Influence: Why People Don't Buy Your Ideas with Claire Wang 07/27/2026

The Price of Influence: Why People Don't Buy Your Ideas with Claire Wang 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 value. Discover how pricing principles can help you gain buy-in, influence stakeholders, and communicate more effectively. See why empathy and perspective-taking may be the most underrated skills in pricing leadership. "Your idea is like the product, and the person you need a yes from is your customer." – Claire Wang Topics Covered: 02:10 – Why Claire Wrote The Price of Influence. Learn why Claire believes pricing professionals need to become better at communicating ideas—not just analyzing data. 05:00 – Your Idea Is a Product. Discover how pricing frameworks can help you persuade stakeholders and gain buy-in across your organization. 08:20 – How Buyers Build Willingness to Pay. Why willingness to pay isn't created at the moment of purchase—it grows through every customer interaction. 10:15 – The Real Meaning of Value. Claire explains why understanding another person's problems is the foundation of communicating value effectively. 13:00 – Shaping Willingness to Pay Starts Earlier Than You Think See why pricing should influence product design, sales conversations, and marketing—not just the final price. 16:40 – Why Pricing Teams Need More Perspective, Not More Certainty. Learn how collaborating with sales, marketing, and product teams leads to better pricing decisions. 19:15 – Do You Want to Be Right or Effective? Mark and Claire discuss why letting go of ego is essential for influencing others and getting ideas adopted. 21:00 – Using AI as a Thinking Partner. Hear how Claire uses AI to challenge her thinking, uncover blind spots, and improve decision-making. 24:00 – The One Pricing Skill Everyone Should Develop. Claire shares the advice she believes can have the biggest impact on every pricing professional's career. Key Takeaways: "When you truly understand your audience, you understand their needs, you understand their hesitation, then getting a yes is almost inevitable." - Claire Wang "A good product design process should always be having pricing people involved early on." - Claire Wang "I would intentionally ask AI to be my sparring partner, challenge me, point out my blind spots." - Claire Wang Connect with Claire Wang: Website: LinkedIn: Connect with Mark Stiving: LinkedIn: Email: mark@impactpricing.com /episode/index/show/impactpricing/id/42215735

Buyer Insight: What Is a Pig Worth? 07/24/2026

The Coming Age of Humanless Pricing Negotiations with Adrienne Gordon 07/20/2026

The Coming Age of Humanless Pricing Negotiations with Adrienne Gordon 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 check out today’s podcast: Learn how to build a pricing team where humans and AI each do what they do best. See how pricing analysts, managers, and executives can use AI to make smarter decisions—not just write better prompts. Discover why AI buyers and humanless negotiations are closer than you think—and what pricing leaders should do now. "Always offer versions. Put three things on the table so your customer chooses between you and you; not you and your competitor." – Adrienne Gordon Topics Covered: 01:45 – AI Won't Replace Pricing Teams. It'll Redesign Them. Discover which pricing responsibilities AI can handle today—and where human judgment still matters most. 03:25 – Stop Using ChatGPT Like Google. Learn Adrienne's simple framework for turning AI into an experienced pricing partner instead of a search engine. 05:15 – The Pricing Work AI Should Already Be Doing. See how AI can clean data, uncover pricing insights, build value calculators, and automate repetitive analysis. 07:00 – How Pricing Leaders Should Use AI. Explore how managers and executives can use AI to test pricing strategies, positioning, and competitive scenarios. 09:15 – Don't Trust One AI. Make Them Debate. Why Adrienne uses multiple AI models to challenge each other's thinking and produce better recommendations. 12:05 – Building a Pricing Team That's Half Human, Half AI. Learn how to redesign pricing roles so people and AI each focus on what they do best. 15:20 – The One Decision AI Still Can't Make. Mark and Adrienne debate why accountability—not intelligence—is AI's biggest limitation. 17:00 – Humanless Negotiation Is Coming. What happens when AI buyers negotiate with AI sellers—and how it could reshape commercial pricing. 21:10 – Buying AI Isn't an AI Strategy. Why companies need a clear adoption plan before investing in more AI tools. 24:10 – The Pricing Advice That Never Gets Old. Why offering three options helps buyers compare your solutions instead of your competitors'. Key Takeaways: "Stop using AI like Google. Give it a role, give it context, then give it a task." – Adrienne Gordon "Stay in the same thread. Keep giving it feedback. It gets smarter." – Adrienne Gordon "When in doubt, put multiple AI agents against one another and let them check each other's work." – Adrienne Gordon People / Resources Mentioned: PriceSpace – Adrienne Gordon's pricing consultancy focused on AI adoption and commercial excellence. ChatGPT – Used throughout the discussion as an example of AI for pricing analysis and strategy. Claude – Discussed as one of Adrienne's preferred AI tools for analytics and executive presentations. Manus – AI platform Adrienne frequently uses for research and strategic intelligence. DeepSeek – Mentioned as a strong AI platform for pricing analytics. Perplexity – Mark references using it alongside ChatGPT and Claude for research. McKinsey – Referenced in discussing research predicting the growth of AI-driven negotiations. Connect with Adrienne Gordon: Website: https://pricespace.com LinkedIn: Connect with Mark Stiving: LinkedIn: Email: mark@impactpricing.com /episode/index/show/impactpricing/id/42147415

Buyer Insight: The Information Trap Is Killing Your Deals 07/17/2026

Why Buyers Don't Buy (Hint: It's Not Your Price) with Ted Olson 07/13/2026

Why Buyers Don't Buy (Hint: It's Not Your Price) with Ted Olson 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 lively debate uncovers what really drives buying decisions and how sellers can help buyers confidently say yes. Why you have to check out today’s podcast: Learn why buyers hesitate and why it often has nothing to do with your price. Discover how great salespeople build buyer confidence instead of pushing harder to close. Understand what "We'll think about it" really means so you can reduce hesitation before objections show up. "Indecision is fear-based. Status quo is fear-based. If you can address that fear, you can double your close rates." – Ted Olson Topics Covered: 02:05 – Are Buyers Rational? The Psychology Behind Every Buying Decision. Are buyers driven by logic or emotion? Ted and Mark debate how buyer psychology, perceived value, and decision-making influence pricing more than most companies realize. 05:45 – Buyers Buy Futures, Not Features. Learn why listing more features rarely wins deals. Discover how buyers imagine future outcomes and why too much information creates uncertainty instead of confidence. 09:10 – Why Buyers Say, "We'll Think About It". Is it really about price? Ted explains why buyer indecision is usually driven by fear and uncertainty, not budget or competition. 13:30 – Buyer Confidence vs. Buyer Fear. Mark introduces his Buyer Confidence Framework—payoff, probability, and anticipated regret—while Ted argues that every hesitation can be traced back to fear. 17:15 – Handle Buyer Objections Before They Happen. The best salespeople don't overcome objections—they prevent them. Learn how anticipating buyer concerns early makes closing feel natural. 23:00 – Stop Building Trust. Start Building Buyer Confidence. Ted introduces his new sales philosophy: Always Build Confidence. The goal isn't getting buyers to trust you—it's helping them trust their own decision. 26:20 – Why Buyers Push Back When You Try Too Hard. Learn how psychological reactance causes buyers to resist pressure, urgency, and traditional sales tactics—even when your solution is the right fit. 30:05 – How to Become the Obvious Choice. Ted shares the PACE Framework (Positioning, Authority, Conversion, Expansion) and explains how experts become the first choice before pricing is even discussed. 32:45 – What Really Shapes Willingness to Pay? Does willingness to pay come from ROI alone? Ted explains how context, experience, status, and perceived risk dramatically influence what buyers are willing to spend. Key Takeaways: "If we think about pricing purely rationally, we'll miss the mark 100%." — Ted Olson "Buyers buy when they feel safe enough to buy." — Ted Olson "When I train sellers, I don't think about making them better sellers. I think about making them better decision-making coaches." — Ted Olson People & Resources Mentioned: Matt Dixon & Brent Adamson – Authors of The JOLT Effect, referenced for their research on reducing buyer indecision and limiting information overload. Alex Hormozi – Mentioned in relation to identifying every reason prospects hesitate to buy. Charlie Munger – Referenced for his perspective that value can be viewed as reward divided by punishment (or risk). Zig Ziglar – Mentioned during the discussion about helping buyers understand their own problems more clearly. Connect with Ted Olson: Website: LinkedIn: Connect with Mark Stiving: LinkedIn: Email: mark@impactpricing.com /episode/index/show/impactpricing/id/42047230

Buyer Insight: Being Chosen Isn’t Winning 07/10/2026

The Hardest Part of Every Buying Decision with Dan Rochon 07/06/2026

The Hardest Part of Every Buying Decision with Dan Rochon Dan 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: LinkedIn: Connect with Mark Stiving: LinkedIn: Email: mark@impactpricing.com /episode/index/show/impactpricing/id/41965785

Buyer Insight: I Was Wrong About Will I 07/03/2026

Raised Prices 5X, Lost 40% of His Clients... and Made More Money with Robin Waite 06/29/2026

Raised Prices 5X, Lost 40% of His Clients... and Made More Money with Robin Waite Robin Waite is the founder of Fearless Business and author of Fearless Pricing, helping coaches, consultants, and freelancers stop selling time and start charging for results. In this episode, Robin shares the experiments that transformed his business—from raising prices 5X (and making more money with fewer clients) to packaging expertise into premium offers. Along the way, Mark challenges Robin on value-based pricing, guarantees, and competition, creating a practical and engaging debate. If you're still charging for your time instead of your results, this episode will make you rethink your pricing strategy. Why you have to check out today’s podcast: Learn how to charge for results, not hours, and package your expertise into premium offers. Use a simple pricing exercise to see if your prices can actually hit your income goals. Discover why higher prices often lead to better clients, less stress, and more profit. "It's all about results and outcomes. If you can't articulate what they actually want to achieve by working with you, you shouldn't sell to them." — Robin Waite Topics Covered: 02:00 – The 5X Price Increase That Changed Everything. Robin shares how raising prices dramatically increased profits—even after losing 40% of his clients. 05:15 – From Burnout to Business Coach. Why Robin walked away from his agency and discovered his passion for pricing and productizing services. 12:30 – Can You Really Charge Based on ROI? Mark challenges Robin on value pricing, competition, and money-back guarantees. 16:00 – Inside Robin's New Book, Fearless Pricing. How to package services, overcome pricing fears, and escape hourly billing. 21:00 – Will AI Kill Hourly Billing? Robin explains why AI will make experts more productive—but many will still charge the wrong way. 23:30 – Meet "RobBot" How Robin is using AI to turn eight years of coaching into an on-demand business coach. 25:00 – The One-Page Pricing Plan Every Business Needs A simple exercise to calculate the right price based on your income goals and capacity. Key Takeaways: "You need to become a master at working out the return on investment your clients are going to get when they work with you." — Robin Waite "The goal of running a business is not to enroll every single client. The goal of running a business is to build a profitable and sustainable business." — Robin Waite People & Resources Mentioned: – The book that inspired Robin to productize his services. Connect with Robin Waite: LinkedIn: Book: Fearless Pricing: How to package your offering and confidently charge more : Connect with Mark Stiving: LinkedIn: Email: mark@impactpricing.com /episode/index/show/impactpricing/id/41853140

Buyer Insight: Your Wins Are Lying To You 06/26/2026

How to Price When AI Becomes Your Buyer with Steven Forth 06/22/2026

How to Price When AI Becomes Your Buyer with Steven Forth Steven Forth is the founder of Value Intelligence (ValueIQ) and a longtime leader in value-based pricing. He is also a co-creator of The Value Project, an open-source initiative focused on creating standards for value and pricing models that both humans and AI can understand. Steven Forth is back on the podcast—and as usual, he and Mark waste no time diving into a topic that feels a little futuristic, a little controversial, and a lot important: What happens when AI becomes the buyer? This is another thoughtful debate where Steven's vision for AI-powered buying collides with Mark's ‘healthy’ skepticism. If you've ever wondered how pricing, value, and buying decisions will evolve in an AI-driven world, this conversation offers a fascinating glimpse into what comes next. Why You Have to Check Out Today's Podcast: Discover how AI buyers will evaluate vendors and why companies that don't provide structured pricing and value data may be ignored—or worse, misrepresented by AI systems. Learn why pricing transparency may become unavoidable as AI agents increasingly compare solutions, estimate costs, and evaluate alternatives on behalf of buyers. Understand the emerging infrastructure behind AI-powered purchasing and how open-source value and pricing standards could reshape the future of B2B sales. "If you don't want the AI to hallucinate about your company, you should give it the data it needs to do its job." – Steven Forth Topics Covered: 02:00 – The Foundation for AI Buyers.Why AI needs standardized pricing and value data before it can make buying decisions. 04:00 – Pricing Models AI Can Actually Understand. Why pricing is more than a price list—and how AI could calculate costs across vendors automatically. 05:30 – Will AI Ignore Your Company?. The risk of missing or unstructured pricing data—and why AI may simply make assumptions about your business. 07:15 – Can Complex Pricing Be Standardized. Mark challenges whether today's complicated pricing models can really be captured in a common framework. 09:00 – The Biggest Challenge: Understanding Value. Can AI truly understand value without understanding the root causes behind business results? 12:00 – Why Value Models Matter. Steven explains why value models aren't about intelligence—they're about giving AI the information it needs to reason. 15:00 – The Next Frontier: Product Configuration. Why pricing and value aren't enough—and how AI could eventually recommend the ideal product setup for every buyer. 18:00 – Can AI Pick the Best Solution?The debate over whether AI can evaluate context, causation, and business needs—not just numbers. 21:00 – When Buyers Have the Upper Hand. How AI could help buyers calculate value using their own private data without sharing it with vendors. 24:00 – The Future of Pricing Transparency. What happens when competitors—and AI—can instantly analyze your pricing structure? 26:00 – Getting Ready for an AI-Powered Buying World. Why businesses should start preparing now for a future where AI becomes the buyer. Key Takeaways: "If you don't want the AI to hallucinate about your company, you should give it the data it needs to do its job." — Steven Forth "The AI needs to understand the value before it can understand if the price is reasonable or not." — Steven Forth "The value project is just plumbing. Let's be able to connect the pipes." — Steven Forth People & Resources Mentioned: An open-source initiative designed to create standardized, machine-readable formats for value models and pricing models that can be shared across business systems and understood by AI. . Steven's company focused on value management, value modeling, and helping organizations quantify and communicate customer value. GitHub. The repository where technical contributors can access, test, and improve The Value Project's open-source schemas. . Mentioned as a potential future home for the project if adoption and community participation continue to grow. JSON (JavaScript Object Notation). The structured data format used to represent value and pricing models in a way that software systems and AI can interpret. Connect with Steven Forth: Website: LinkedIn: Email: steven@valueiq.ai Subscribe to Steven’s Substack: Synthetic data in pricing: Connect with Mark Stiving: LinkedIn: Email: mark@impactpricing.com /episode/index/show/impactpricing/id/41716085

Buyer Insight: Willingness to Pay Isn’t About Your Product 06/19/2026

Why Pricing Might Be the Best Path to CEO You've Never Considered with Ryan Walter 06/15/2026

Why Pricing Might Be the Best Path to CEO You've Never Considered with Ryan Walter What if the pricing function isn't just a specialty discipline—but one of the best training grounds for future CEOs? Ryan Walter, Partner at and author of The Pricing Talent Playbook, joins Mark to explore the evolution of pricing careers, what separates great pricing leaders from average ones, and why pricing may soon become a recognized pathway to the CEO role. Ryan draws on his experience recruiting pricing talent and leading pricing teams across retail, manufacturing, data products, and industrial businesses. If you're building a pricing career, hiring pricing talent, or wondering how AI is reshaping the profession, this episode offers a glimpse into where pricing is headed next. Why you have to check out today’s podcast: Discover why pricing may become a legitimate path to the CEO role. Learn why pricing transformations often fail despite strong strategy. Understand how AI is changing pricing talent expectations and why curiosity may now be more important than technical expertise alone. "My prediction is that the pricing function is going to end up being a path to CEO." — Ryan Walter Topics Covered: 01:00 – From Professional Musician to Pricing Leader. Learn why the skills required in professional music translated surprisingly well into pricing leadership. 03:05 – The Rare Combination Every Great Pricing Professional Needs. Why pricing success requires both IQ and EQ—the ability to work with complex data while influencing executives, sales teams, and non-technical stakeholders. Ryan explains why finding both traits in one person is surprisingly rare. 05:05 – The EQ Problem Pricing Professionals Must Solve. Mark and Ryan discuss why being right isn't enough. Learn how great pricing leaders simplify complexity, build trust, and communicate insights in ways that drive action instead of resistance. 06:50 – Why Ryan Wrote The Pricing Talent Playbook. Ryan explains the motivation behind his new book and why pricing leaders need more guidance on talent, team building, interviewing, and career development—not just pricing models and strategy. 09:20 – The Hidden Reason Pricing Transformations Fail. A fascinating hiring story reveals how a successful pricing leader was undermined when executive priorities shifted. Learn why organizational support often matters more than technical pricing expertise. 11:30 – What AI Is Changing About Pricing Right Now. Ryan shares examples of pricing leaders using AI to perform customer profitability analysis, strategic planning, and complex investigations in hours instead of weeks. The discussion moves beyond productivity into AI as a strategic thought partner. 14:30 – The New Hiring Question Every Pricing Candidate Should Expect. More companies are now evaluating AI readiness during interviews. Ryan explains what hiring managers actually want to hear—and why curiosity matters more than having the perfect answer. 17:00 – Why Pricing Professionals Change Jobs More Often. Many pricing leaders thrive on building functions, driving change, and solving messy problems. Ryan explains why some professionals leave after creating momentum—and why that's often a feature, not a flaw. 19:15 – The Two Pricing Archetypes. Are you the builder or the operator? Ryan breaks down the two common pricing career paths: the change agent who loves creating order from chaos and the operator who excels at maintaining and evolving mature pricing functions. 22:00 – Why Pricing Could Become a Path to CEO. The episode's biggest idea. Ryan explains why pricing professionals gain unusually broad exposure to strategy, systems, finance, customers, and operations—and why that experience mirrors many responsibilities of a CEO. Key Takeaways: [on pricing talent and skills ] "You need to be able to do the math and deal with the data and build models and figure out how systems work. But you also need to speak to non-technical folks in a way that they understand what your model is doing." – Ryan Walter [on pricing talent and skills ] "It's not just how to do math. It's helping as a thought partner to come up with [pricing] strategy." – Ryan Walter [Communication & Influence ] "You can't tell the sales leader about the R-squared. You have to simplify that down." – Ryan Walter People & Resources Mentioned: – Executive search firm specializing in pricing and commercial leadership recruitment. – Ryan's new book focused on pricing talent, career development, and building pricing organizations. Connect with Ryan Walter: LinkedIn: Email: ryan@jenningsexec.com Connect with Mark Stiving: LinkedIn: Email: mark@impactpricing.com /episode/index/show/impactpricing/id/41638715

Buyer Insight: Why More Features Make It Harder to Buy 06/12/2026

The Pricing Sprint: Why Human Behavior Still Wins In the Age of AI with Jenny Millar & Ann Padley 06/08/2026

The Pricing Sprint: Why Human Behavior Still Wins In the Age of AI with Jenny Millar & Ann Padley Jenny Millar is the CEO and Founder of Untapped Pricing, and Ann Padley is a Senior Strategy Consultant at Untapped Pricing. Together, they are the co-authors of The Pricing Sprint, a practical framework that helps organizations make better pricing decisions through customer insight, behavioral science, and cross-functional alignment. In this episode, Jenny and Ann explore why pricing is ultimately a human problem—even as AI becomes more capable of analyzing data, running scenarios, and optimizing decisions. If you're responsible for pricing, product strategy, or commercial growth, this episode will change how you think about behavioral pricing, customer decision-making, and why human behavior still wins in the age of AI. Why you have to check out today’s podcast: Learn why pricing problems are often people problems—not pricing problems. Discover how small changes in pricing presentation, packaging, and choice can increase willingness to pay. Understand why AI can improve pricing decisions, but human judgment still drives great pricing. "Most pricing problems aren't pricing problems. They're human behavior problems." — Jenny Millar Topics Covered: 01:20 – Why Great Pricing Starts With Human Behavior, Not Spreadsheets. How human-centered design helps companies create pricing that customers actually understand and respond to. 03:59 – Are Buyers Irrational? The Debate Every Pricing Team Needs to Hear. Why customer decisions aren't always driven by logic—and how pricing teams can use that reality to their advantage. 10:19 – The Hidden Link Between Behavioral Economics and Willingness to Pay. How customer perceptions, context, and price presentation influence what buyers are actually willing to spend. 12:15 – The Pricing Sprint: A Faster Way to Improve Pricing Decisions. Jenny and Ann break down their practical framework for testing, validating, and implementing pricing changes with confidence. 16:19 – Why Companies Consistently Misjudge Customer Value. The internal biases and assumptions that cause businesses to leave money on the table—and how to uncover what customers truly value. 21:50 – Who Should Own Pricing? Solving One of Business's Toughest Questions. Why pricing often falls between departments and what successful companies do differently to create alignment. 26:51 – Can AI Improve Pricing Without Replacing Human Judgment? Where AI can help pricing teams move faster—and where human insight remains irreplaceable. 28:11 – Why the Way You Present a Price Can Matter More Than the Price Itself. Real examples of how small changes in pricing presentation can drive revenue growth without changing the underlying price. Key Takeaways: "When behavioral pricing is done right, it actually leads to higher customer satisfaction and better customer experience." – Ann Padley "Most pricing problems aren't pricing problems—they're human behavior problems." – Jenny Millar "Loss aversion, status quo bias, and misaligned incentives are all shaping pricing decisions inside a company." – Jenny Millar "Every dollar that flows into an organization is the result of a pricing decision." – Jenny Millar Resources Mentioned: The Pricing Sprint - The new book by Jenny Millar and Ann Padley that outlines a human-centered approach to pricing, combining behavioral science, customer research, experimentation, and cross-functional decision-making. Dan Ariely - Behavioral economist and author of Predictably Irrational. Referenced during the discussion about whether buyers are truly rational in their decision-making. Steven Forth - Founder of Ibbaka and longtime pricing thought leader. Mentioned during the discussion about the possibility of AI agents eventually becoming buyers and negotiating on behalf of humans. eBay — Jenny's former employer, where she spent 10 years in pricing analytics and pricing strategy roles, helping shape pricing for a multi-billion-dollar business. University of Bristol Centre for Innovation and Entrepreneurship - Referenced as part of Ann's background in human-centered design, innovation, and behavioral science. Behavioral Economics - Referenced throughout the episode as the study of how psychological factors influence decision-making, willingness to pay, and pricing perceptions. Human-Centered Design - A core principle behind the Pricing Sprint methodology, focused on understanding customer needs, behaviors, and decision-making processes before making pricing changes. Connect with Jenny Millar & Ann Padley: Website: LinkedIn: LinkedIn: Book: The Pricing Sprint: Connect with Mark Stiving: LinkedIn: Email: mark@impactpricing.com /episode/index/show/impactpricing/id/41563130

Buyer Insight: Will AI Shrink Our Teams or Expand Our Ambitions? 06/05/2026

Why Buyers Don't Buy When They're Convinced — They Buy When They Can Predict with Todd Caponi 06/01/2026

Why Buyers Don't Buy When They're Convinced — They Buy When They Can Predict with Todd Caponi Todd Caponi is the author of The Transparency Sale, The Transparency Sales Leader, and The Four Levers of Negotiating. He advises revenue teams on decision science, transparency, and how buyers actually make decisions. In this episode, Todd challenges one of the biggest assumptions in business: that more information leads to better decisions. Drawing from buyer psychology and real-world sales research, he explains why buyers actively seek out negatives, why perfect pitches create skepticism, and why transparency accelerates trust. Why You Have to Check Out Today's Podcast: Discover why more information often makes buying decisions harder. Learn why buyers seek out negatives before positives and how transparency can increase trust, shorten sales cycles, and improve win rates. Master the shift from persuasion to prediction so buyers feel confident moving forward instead of getting stuck in analysis paralysis. "We don't buy when we're convinced. We buy when we can predict." — Todd Caponi Topics Covered: 01:03 – Why Negotiating Pricing Feels So Unnatural. Todd shares the negotiation breakthrough that led him to embrace transparency instead of traditional sales tactics. 05:18 – Why Buyers Trust Imperfect Solutions More Than Perfect Ones. The consumer research that changed Todd's thinking—and why buyers actively seek out negatives before making decisions. 08:50 – Transparency vs. Honesty: The Difference That Changes Sales Outcomes. What transparency really means and how proactively sharing weaknesses can accelerate trust. 12:15 – The Long Game Wins the Short Game. A debate on incentives, trust, and whether transparency actually benefits individual salespeople. 15:11 – Do Buyers Make Emotional or Logical Decisions? Todd explains why feelings often drive decisions before logic enters the picture. 20:24 – Why B2B Buyers Still Behave Like Consumers. Buying committees, RFPs, and the hidden emotional biases behind supposedly rational decisions. 25:14 – Buyers Don't Buy Products—They Buy Predicted Futures. Mark introduces a powerful framework for understanding how buying decisions really happen. 31:42 – More Information Doesn't Help Buyers—It Makes Decisions Harder. From mail-order catalogs to AI, Todd explains why information overload increases decision friction. 32:35 – The Case for Radical Pricing Transparency. Todd's practical framework for pricing conversations built around volume, commitment, cash flow, and predictability. Key Takeaways: "Transparency is without asking, I'm going to tell you the truth." — Todd Caponi "The long game wins the long game—but it wins the short game too." — Todd Caponi "More information has never made buying easier. It's always made it harder." — Todd Caponi "True salesmanship is the science of service." — Todd Caponi (quoting Arthur Sheldon) People & Resources Mentioned: Arthur Sheldon - Early sales philosopher and author of The Art of Selling (1911), whose principle that "true salesmanship is the science of service" remains relevant today. António Damásio - Neuroscientist and author of Descartes' Error, referenced during the discussion on emotion, logic, and decision-making. Northwestern University Research - Consumer behavior research that revealed buyers actively seek out negative reviews and trust products with balanced ratings more than perfect scores. The Transparency Sale - Todd's bestselling book exploring how openness and honesty accelerate buying decisions and improve sales outcomes. The Four Levers of Negotiating - Todd's latest book on transparent negotiation and value creation. Connect with Todd Caponi: Website: LinkedIn: Connect with Mark Stiving: LinkedIn: Email: mark@impactpricing.com /episode/index/show/impactpricing/id/41482475

Buyer Insight: Buyers Are Rational, It’s the Sellers That Aren’t 05/29/2026

AI Agents, Zero Humans, and the End of SaaS Per-Seat Pricing with Ajit Ghuman 05/25/2026

AI Agents, Zero Humans, and the End of SaaS Per-Seat Pricing with Ajit Ghuman Ajit Ghuman is the co-founder of Monetizely, former VP of Product at Segment, and author of Price to Scale. In this episode, Ajit breaks down one of the biggest pricing challenges AI companies are about to face: what happens when software no longer supports employees — but starts replacing them entirely? If your company is building, pricing, or monetizing AI products, this episode will change how you think about per-seat pricing, buyer psychology, and the future of SaaS monetization. Why you have to check out today’s podcast: Understand why per-user pricing may stop working as AI agents increasingly replace human workflows inside software products. Learn Ajit Ghuman’s 3-part “Agentic Pricing Spectrum” for evaluating AI products based on autonomy, operational scope, and output-to-cost dynamics. Discover why buyers are suddenly comfortable with tokens, credits, and bundled AI pricing — even when they don’t fully understand what those units actually mean. "Unless you understand what your market is, who your buyers are, what do they want... it's the only thing that I start with when I do any project." – Ajit Ghuman Topics Covered: 02:02 – Why Pricing Became the Most Direct Link to Customer Value. How pricing became the clearest connection between products, value, and business strategy. 06:29 – The AI Pricing Problem Nobody Has Fully Solved Yet. Why AI is forcing SaaS companies to rethink seats, tokens, outcomes, and margins. 07:38 – “Zero Human Companies” and the End of Per-User Pricing. Ajit explores a future where AI agents replace entire job functions — and asks the terrifying question: what happens when there’s no user left to charge for? 12:30 – Why Cursor Still Charges Per User (For Now). A fascinating breakdown of AI coding tools, human “anchors,” and why most AI products still can’t fully move to outcome-based pricing. 16:51 – The Coming AI Commoditization Wave. Why Ajit believes agentic AI companies could rise — and collapse — dramatically faster than traditional SaaS businesses. 23:07 – Why Buyers Suddenly Accept Tokens, Credits, and Weird AI Pricing. Ajit explains how ChatGPT normalized token-based pricing — even though most buyers still don’t fully understand what they’re paying for. 26:00 – The Real Reason AI Pricing Feels So Chaotic Right Now. Inference costs are dropping, users are disappearing, and pricing anchors keep shifting faster than companies can adapt. 29:35 – The One Pricing Principle That Still Matters in the AI Era. Despite all the chaos around AI monetization, Ajit says successful pricing still starts with deeply understanding your buyers and their problems. Key Takeaways: “The anchor is still the human… but the moment the human disappears, per-user pricing starts breaking.” – Ajit Ghuman “Agentic AI may compress 20 years of SaaS evolution into just a few years.” – Ajit Ghuman People / Resources Mentioned: Cursor — Used as a real-world example of current AI pricing models Harvey AI — Referenced as an example of high-value AI transformation inside the legal industry Anthropic — Mentioned in relation to inference models powering AI tools OpenAI — Referenced throughout the discussion on tokens and AI pricing behavior Salesforce — Discussed in relation to potential future shifts away from per-seat pricing Zoom — Used as an example of changing pricing priorities during growth stages Connect with Ajit Ghuman: Website: LinkedIn: Email: ajit@getmonetizely.com Connect with Mark Stiving: LinkedIn: Email: mark@impactpricing.com /episode/index/show/impactpricing/id/41407455

Buyer Insight: Credits Trade Clarity for Flexibility 05/22/2026

Your Customers Don’t Care About AI (And That’s Your Pricing Problem) with Dan Balcauski 05/18/2026

Your Customers Don’t Care About AI (And That’s Your Pricing Problem) with Dan Balcauski Dan Balcauski is the founder of Product Tranquility, where he helps B2B SaaS companies improve pricing, packaging, and monetization strategy. In this episode, Dan breaks down the uncomfortable reality behind today’s AI gold rush: buyers are tired of “AI-powered” hype, SaaS companies are struggling to monetize features nobody uses, and pricing teams are rewriting their strategies in real time. If your company is trying to monetize AI without becoming another forgettable AI feature, this episode will change how you think about pricing, adoption, and customer value. Why You Have to Listen: Learn why AI features alone don’t drive purchases — and how to position AI around customer outcomes people actually value. Discover the biggest AI pricing mistake SaaS companies are making — charging for features before customers build adoption habits. See how smart SaaS companies roll out AI strategically — using adoption-first pricing, early access models, and workflow-driven product design. “Prove value with your new AI features before you throw a paywall in front of it.” — Dan Balcauski Topics Covered: 02:10 - “Freemium Is a Terrible Idea for Most SaaS Companies”. Why most freemium models fail before companies fully understand the real costs behind them. 06:48 - Why AI Can’t Automatically Set Your SaaS Prices. Dan explains where AI can help pricing teams and where human judgment still matters most. 09:53 - The Dangerous Truth About AI Pricing Advice. Most LLMs learned pricing strategy from bad SEO content and outdated thinking. 13:35 - The Adoption vs. Monetization Framework. The simple 2x2 model every SaaS company should use before pricing AI features. 17:34 - Margin Percentage vs. Margin Dollars. A smarter way for CFOs and SaaS leaders to think about AI profitability. 18:32 - “Buyers Don’t Care That Your Product Uses AI”. Why customers care more about outcomes and workflows than your AI technology. 24:31 - Why SaaS Companies Keep Changing AI Pricing. Most AI pricing models don’t survive their first 18 months. 26:07 - The “Early Access” AI Pricing Strategy. How smart SaaS companies introduce AI features without hurting adoption. 29:24 - “Earn the Right to Monetize”. Why proving customer value should happen before putting up a paywall. Key Takeaways: “We need to prove our value first before we can monetize it.” – Dan Balcauski People / Resources Mentioned: Steven Forth — Mentioned as a trusted source of pricing expertise and strategic thinking. Anthropic Claude Code — Dan’s primary AI workspace for research synthesis and pricing analysis. Readwise — Tool Dan uses to ground AI outputs using trusted expert highlights and notes. Salesforce — Referenced as an example of rapidly evolving AI pricing strategies. Pragmatic Institute — Mentioned during the discussion on product adoption and feature prioritization. Connect with Dan Balcauski: Website: LinkedIn: X: Podcast: Connect with Mark Stiving: LinkedIn: Email: mark@impactpricing.com /episode/index/show/impactpricing/id/41323780

Buyer Insight: If Buyers Can’t Explain It, You’ve Not Sold It 05/15/2026

The Four Conversations That Change How Buyers Decide with Blair Enns 05/11/2026

The Four Conversations That Change How Buyers Decide with Blair Enns Blair Enns is the founder of Win Without Pitching, author of The Four Conversations, and co-host of the 2Bobs podcast. He helps experts, agencies, and consultants move from being treated like vendors to becoming trusted advisors. In this episode, Blair joins Mark Stiving to unpack the hidden dynamics behind how buyers decide who they trust, who they listen to, and who they ultimately hire. They explore why selling expertise is fundamentally different from selling products, how authority is established long before proposals are presented, and why presenting multiple options changes the psychology of buyer decision-making. If you’ve ever wondered why some experts command confidence while others get stuck competing like commodities, this conversation will change how you think about selling, value, and buyer behavior. Why You Have to Listen: Learn how buyers decide who feels like the trusted expert — long before proposals, pricing, or deliverables are discussed. Discover why presenting multiple options changes buyer psychology and keeps you out of “convince mode” during sales conversations. Understand the Four Conversations framework that helps experts move from being treated like vendors to becoming trusted advisors. “Selling isn’t talking people into things. It’s helping somebody make a decision.” — Blair Enns Topics Covered: 02:44 — Why Selling Expertise Changes Buyer Behavior. Blair explains why buyers evaluate experts differently from traditional salespeople and why trust starts forming before proposals are discussed. 06:20 — The Four Conversations Behind Every Buying Decision. A breakdown of the four conversations that quietly shape how buyers decide who they trust and hire. 07:41 — Expert vs. Vendor: The Positioning Buyers Feel Immediately. Why buyers instinctively place sellers into categories and how experts avoid becoming “just another option.” 11:36 — The Question That Unlocks Better Buyer Conversations. How focusing on a buyer’s desired future state changes the entire direction of a sales discussion. 15:51 — Why Multiple Options Change Buyer Psychology. Blair explains why presenting choices keeps you out of “convince mode” and makes buyers feel safer saying yes. 19:17 — Why Value Should Come Before Pricing. A conversation on why buyers think differently when outcomes are discussed before solutions or costs. 23:53 — The Hidden Power of Price Anchoring. How the first numbers buyers hear quietly reshape expectations, negotiations, and decision-making. Key Takeaways: “Selling isn’t talking people into things. It’s helping somebody make a decision.” — Blair Enns “We rarely do the amount of thinking required to reason ourselves away from the starting point.” — Blair Enns on how anchors shape buyer decisions People and Resources Mentioned: Mahan Khalsa — Referenced for the idea that “the sale is the sample of the engagement to follow” from his book Let’s Get Real or Let’s Not Play. Thinking, Fast and Slow — Referenced during the discussion on anchoring, heuristics, and buyer decision-making psychology. Daniel Kahneman and Amos Tversky — Mentioned for their work on Prospect Theory and anchoring effects that shape how buyers evaluate pricing and options. 2Bobs — Blair’s podcast co-hosted with David Baker, known for conversations on positioning, expertise, and agency growth. The Four Conversations — Blair’s book introducing a framework for selling expertise through authority, value conversations, and buyer trust. Connect with Blair Enns: LinkedIn: Website: Books: Connect with Mark Stiving: LinkedIn: Email: mark@impactpricing.com /episode/index/show/impactpricing/id/41241145

Buyer Insight: Why AI Is Making SaaS Metrics Grow Up 05/08/2026

Why the Same Product Shouldn’t Have One Price (And What to Do Instead) with Bobby Moesta 05/04/2026

Why the Same Product Shouldn’t Have One Price (And What to Do Instead) with Bobby Moesta Bobby Moesta is the President & CEO of The Re-Wired Group, where he helps companies understand why customers buy.He is the co-creator of Jobs to Be Done alongside Clayton Christensen, and has spent decades studying the demand side of innovation—what actually drives people to change, choose, and pay. In this episode, Bobby joins Mark Stiving to challenge some of the most common assumptions behind pricing and decision-making—starting with how buyers really think (and why it’s not what most companies expect). They explore what’s actually happening beneath the surface of a purchase decision—and why understanding that can completely shift how you approach pricing. If you’ve ever felt like your pricing “should work” but doesn’t—this conversation will make you rethink what’s really going on. Why You Have to Listen: Understand why context + outcome determines willingness to pay (not features). Learn why buyers don’t “choose” instead they eliminate options and build confidence. Discover why most companies underprice by targeting the average instead of high-value contexts. “Pricing is contextual. It’s based on the context they’re in and the outcome they want.” — Bobby Moesta Topics Covered: 02:21 – Why buyers don’t change (until something breaks). The hidden trigger that forces people out of the status quo 04:41 – What buyers actually expect when they pay. Why value isn’t what you think—and where expectations really come from 06:30 – The invisible forces behind every purchase. Push, pull, anxiety, and habit—and how they quietly control decisions 12:13 – How buyers really decide (it’s not what you think). Why people don’t “choose”—and what they actually do instead 18:17 – Why confused buyers walk away. The simple reason deals stall (and how to fix it) 20:06 – What creates buyer confidence. How people convince themselves to finally say yes 23:20 – What “I need to think about it” really means. The hidden signals behind hesitation—and how to uncover them 27:41 – Why one price doesn’t fit all. How context changes what customers are willing to pay 29:37 –Every decision is a purchase decision. Why pricing thinking applies far beyond products and sales Key Takeaways: “We can't convince them of anything. They have to convince themselves.” — Bobby Moesta “Most of the time we end up pricing at the bottom of the market… and we're giving away the high end.” — Bobby Moesta Resources Mentioned: Jobs to Be Done – Framework for understanding customer decisions The Re-Wired Group – Bobby’s firm focused on demand-side insight Demand-Side Sales – Bobby’s book on how customers actually buy Connect with Bobby Moesta: LinkedIn: Website: Connect with Mark Stiving: LinkedIn: Email: mark@impactpricing.com /episode/index/show/impactpricing/id/41131310

Buyer Insight: Credits Are Both Billing and Currency and That’s the Problem 05/01/2026

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