Impact Pricing Podcast

#441: Pricing Table Topics: 5 of Spades – Value Tables

This one is the 5 of Spades from the Selling Value card deck. 

A value table consists of four columns: the solution, the problem, the result, and the value, typically in dollars. And when we do this, we think of creating the information, or the data in each cell for a typical customer. 

But we would never walk into a customer and say, ‘You should expect to make a million dollars by buying this product.’ Or we would never walk into a customer and say, ‘We would expect you to have 3% more productivity if you buy our product.’ 

Instead, when we think through all of the columns in a value table, and where additional profit comes from, and where additional productivity or reduced turnover, or whatever other effects we’re going to have for our customers, then all we’ve done is say, ‘This is a possible scenario.’

“I think of a value table more as a roadmap, as a conversation starter.”

– Mark Stiving

But if we understand what those are, then when we go in and start having conversations with our buyers, and we say, ‘What problems are you trying to solve?’ Or, ‘What results might you be looking for?’ We already know how to take those problems, turn them into results. Those results turn them into profit dollars to the customer.

So, I think of a value table more as a roadmap, as a conversation starter. As a way to say, ‘Here’s where I think the dialogue may be going.’ But it certainly isn’t the sales pitch we walk in with.

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, 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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