Impact Pricing Podcast

#423: Pricing Table Topics: 7 of Clubs – Help the Buyer Understand the Value of Solving their Problem

This one is the 7 of Clubs from the Selling Value card deck. 

Anytime you’re in a sales situation, we think to ourselves, Hey, we need to be selling against our competition. We need to point out why we’re better than our competitors. 

Yeah, and maybe we do. I’m not going to say we don’t need to do that. 

However, if we take the time to help the buyer understand, what’s the underlying problem they’re truly trying to solve? What’s the value of solving that problem? And how it is that we help them solve that problem? It builds trust. They start to know that we understand their situation, we understand their problem. They believe that we’ll be better at solving it simply because we’ve expressed the fact that we understood it.

“If we take the time to help the buyer understand, what’s the underlying problem they’re truly trying to solve, it builds trust.”

– Mark Stiving

Oh, and when we help them build the business case, they are grateful because they need this information to help sell up inside their organization anyway. Because no one’s going to buy something unless they know that it’s going to help them make more money. And so, we need to help our buyers create that business case. 

So, it really is imperative that even if you know you’re going to have competition, take the time to help your buyers understand the value of solving the problem. Not just focusing on why we’re better.

We hope you enjoyed this example of Pricing Table Topics. What you just heard was done without a script. If you want to get better at speaking about pricing and value, grab a deck of our cards, pick a card, read the saying, and then talk for one to two minutes about what that card says. You’ll become a better speaker and expert.

If you have any questions or feedback, please email me, [email protected]

Now, go make an impact.


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Tags: Accelerate Your Subscription Business, ask a pricing expert, pricing metrics, pricing strategy

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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