Impact Pricing Podcast

#571: Pricing Table Topics: 8 of Diamonds – Customer Perceptions Always Matter

This one is the 8 of Diamonds from the Impact Pricing card deck.

 Customer perceptions always matter. And what’s fascinating is every time we touch a customer, we touch a buyer, they form perceptions of our company. They could be positive perceptions. They could be negative perceptions. 

And when I say every time, it’s not only salespeople making sales calls. It’s when they read our marketing messages. It’s when they receive our invoices. It’s when they call our customer support or customer service line. 

Every single touch point we have with a customer either creates value in their mind, or it destroys value in their mind. The question becomes, which are we going to do?

“A culture of value is all about doing what’s best for our customers and making sure every customer touchpoint increases value.”

– Mark Stiving

My recommendation is obviously to create more value with every customer touch point. But how do we do that? 

We do that by creating a culture of value Inside our company. A customer centric perspective that says, how is it that this decision, how is it that this action, impacts our customers? And can I do it in a way that impacts our customers in a more positive manner instead of just thinking about how do I get them off the phone? Or how do I take care of them quickly so that they go away and stop bothering me while I do my day job? 

So value, a culture of value, is all about doing what’s best for our customers and making sure every customer touchpoint increases value, not decreases it.

We hope you enjoyed this example of Pricing Table Topics. What you just heard was done without a script.

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