Impact Pricing Blog
Written by a Human!
You Didn’t Lose the Deal. You Lost the Commitment.
Last week I introduced the Notice, Decide, Commit framework. The gap between Decide and Commit is where deals die. This week I want to talk
How Buyers Actually Buy (And Why AIDA Isn’t The Answer)
For more than a century, marketers have lived by AIDA: Attention, Interest, Desire, Action. It’s a brilliant framework — for sellers. The whole thing is
What Is a Pig Worth?
I recently listened to a Radiolab episode called “What Is a Pig Worth?” It’s a fascinating look at an animal-rights case that forced a jury
The Information Trap Is Killing Your Deals
When a deal goes quiet and nobody knows why, the first place everyone looks is sales. Did they follow up fast enough? Did they handle
Being Chosen Isn’t Winning
Something strange happens in buying decisions that almost nobody talks about. A buyer does everything right. They identify a real problem. They evaluate their options
I Was Wrong About Will I
I’ve been teaching the Will I / Which One framework for over a decade. It shows up in my books, my podcast, my training. Thousands
