Impact Pricing Podcast

#474: Pricing Table Topics: 3 of Diamonds – Prospect for Buyers Who Get More Value from Your Solution

This one is the 3 of Diamonds from the Selling Value card deck. 

The question now, as we’re doing our prospecting, is to say which prospects will get the most value. We’ve talked in the last few weeks about finding prospects who realize they have a problem, finding prospects who we know have the problem, finding prospects who prioritize solving the problem. Now what we’re saying is, let’s find the prospects who get the most value out of solving that problem.

When we think about it, if a customer gets a ton of value from solving the problem, they’re much more likely to say yes and move forward than somebody who gets a small amount of value from solving the problem.

“Let’s find the prospects who get the most value out of solving that problem.”

– Mark Stiving

So, one way to think about that, as a pricing expert, I’ll give you a quick hint. I work with software companies, I work with hardware companies. And sure, I love working with all of them. And I could work with software companies because there’s great flexibility in the way they create their products or stick features into product options, and I love that. 

But when you think about a hardware company, the margins for hardware companies are so small and they have real hard costs. So, if we could improve their pricing by just a little bit, the percent profitability goes up dramatically. And so I would say, from my perspective, helping hardware companies, they have higher value in solving a pricing problem than a software company does. 

How does it work in your business? Which of your customers get the most value out of solving the problem that you solve.

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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