Impact Pricing Podcast

#510: Pricing Table Topics: King of Hearts – Value Comes from Problems Solved and Results Delivered

This one is the King of Hearts from the Impact Pricing card deck. 

We often think about, what is value? And we think of value-based pricing, it’s what’s a customer or buyer willing to pay. And so, their willingness to pay has everything to do with how they perceive the value of our product. So, what is that value? 

Well, it turns out nobody actually wants to buy your product. What they really want to buy are solutions to their problems. And so, how do we think about that? If we want to think about value, let’s start by thinking about what’s the problem, or problems, our buyers are really facing.

“Value always comes back to: My buyer has a problem. They want to solve the problem. And what’s the result they’re trying to achieve when they solve this problem.”

– Mark Stiving

When we deeply understand that and we can articulate that back to the buyer, oftentimes, they can’t articulate it, we build great relationships. We resonate with them. And then we can start talking, hey, if you solve this problem, what kind of results might you expect? 

And when they can articulate those results and we put them in numerical format, some kind of quantity, then we can usually use business acumen in a B2B space to say, great, here’s how much additional profit that would generate for you. Or even better than that, ask them, how much additional profit do we think that would generate for you? And maybe we hold their hand while they do the math. 

But regardless, the point of this whole meme is that value always comes back to, my buyer has a problem, they want to solve the problem, and what’s the result they’re trying to achieve when they solve this problem.

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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