There's no easier way to increase profits than by raising prices.

But do it wrong, and there’s no faster way to alienate your existing customer base.
That fear is why so many businesses have cheated themselves out of revenue—until now.

Why You Should Spend $100 on a Book

I have been teaching individuals and businesses how to best set prices and optimize revenue for 30 years. In my latest book, Instant Profits: How to Raise Prices without Losing Customers, I’ve condensed my entire career full of pricing experiencer research, and teaching down to the core essentials of raising prices—without scaring off your customers.

This book is about 1/10 the size of my other books, but it has the power to change the trajectory of your business. It’s everything you need to know to raise prices effectively, and nothing you don’t. No fluff; all value.

But, Don't Buy This Book If You ...

Are not interested in making more money
Are not in charge of a product line that could make thousands of dollars more from a single, 1% price increase
Can’t influence change in your organization.

If you do meet the above criteria though, this book will pay for itself many times over.
And if you don’t get results, we’ll refund your purchase.

Remember
You aren’t buying it for the words. You’re buying it for what it can do for your business.

A Sneak Peck at Instant Profits
The Six Core Tenets of Value

BUYERS TRADE MONEY FOR VALUE

This is the foundational concept Of every business. The questions are: Which buyers? How much money? For What value? We could spend days exploring this for your company, but for now. understand that the more value a buyer perceives. the more money he or she would be willing to pay.

VALUE-BASED PRICING MEANS CHANCING WHAT A CUSTOMER IS WILLING TO PAY

It’s impossible to do perfectly because you can’t read a buyer’s mind. But you can always get better. AC pricing decisions Should be made with your buyer’s willingness to pay as the most important thought in your mind.

IN B2B BUSINESSES, VALUE IS MEASURED IN INCREMENTAL PROFIT

The more profit you can help customers make, the
more they are willing to pay. Every major purchase a
company makes is because they believe it will help
them make a lot more money than it costs them. That’s
what the concept of ROI is about.

BUYERS MAKE PURCHASE DECISIONS BASED ON EITHER INHERENT VALUE OR RELATIVE VALUE

Most often, it’s relative value, which is the value of one solution relative to the competitive alternatives. They look at the difference in price and ask if the more expensive one is worth it. Sometimes, buyers purchase without considering competitive alternatives. They only consider inherent value, which is the value of solving the problem. The alternative, in this case, is the status quo.

YOU ARE ALLOWED TO CHARGE DIFFERENT PRICES TO DIFFERENT BUYERS

Buyers are different. Every buyer perceives and receives a different amount of value, which means different buyers are willing to pay different amounts. If you currently negotiate prices with customers, you are already doing this. Now, it’s time to add process to your price segmentation.

RAISE PRICES ON THE PEOPLE, PRODUCTS, AND SITUATIONS WITH THE HIGHEST VALUE SURPLUS

Value surplus is the value a customer receives minus the price they pay. If you help a company make $1M and only charge them $100K, they are receiving $900K in value surplus. Another way to look at this is they receive a 10X ROI. Excessive value surplus is an indicator you are not charging enough.

Mark Stiving photo

ABOUT THE AUTHOR, MARK STIVING, PH.D.

In the last 25 years, Mark has consulted, trained and/or coached hundreds of companies, including Cisco, Procter and Gamble, Grimes Aerospace, Splunk, and Crowdstrike. Today, he works regular2y with PE firms, helping their portfolio companies increase profits and drive valuation by learning how to price, package, communicate, and sell value.

Mark’s focus is on helping companies capture their true worth. He arms clients with the understanding, tools, and strategies they need to continually optimize their pricing independently, but does not leave them alone. Instead, he uses his decades of experience in organizations of all sizes, stages, and most industries to advise his clients down their path to maximum profitability.

Mark is the host of the popular podcast, Impact Pricing, and also the author of Impact Pricing: Your Blueprint for Driving Profits, Win Keep Grow: How to Price and Package to Accelerate Your Subscription Business, and Selling Value — How to Win More Deals at Higher Prices.

EXCLUSIVE WEBINAR

Pricing Best Practices:
How Private Equity Can Drive Value Without Compromising Relationships

Don't miss out on this opportunity to enhance your pricing approach and drive increased value.

Our Speakers

Mark Stiving, Ph.D.

CEO at Impact Pricing

Alexis Underwood

Managing Director at Wynnchurch Capital, L.P.

Stephen Plume

Managing Director of
The Entrepreneurs' Fund