Mike Wilkinson, founder of Axia Value Solutions, joins Mark Stiving to explore how AI is fundamentally changing buying behavior—and why this shift exposes weak value stories more than it threatens good sellers.
In this episode, Mike explains how AI has raised buyer expectations by enabling benchmarking, price testing, and faster comparisons—rewarding sellers who clearly communicate value and exposing those who don’t. He and Mark show why AI creates mediocrity when used blindly, and why value clarity—not pricing tricks—determines who wins.
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Why you have to check out today’s podcast:
- Understand how AI is changing buyer expectations—and why buyers now demand clearer value justification before accepting price.
- Learn where AI helps sales—and where it hurts—including why copying AI outputs creates “AI mediocrity” instead of differentiation.
- Discover how value clarity and value literacy become your competitive moat in an AI-saturated selling environment.
“Whatever price you’re charging or thinking of charging, make sure that it’s supported by the value that you are communicating that you can deliver.”
– Mike Wilkinson
Topics Covered:
02:17 – AI Is Changing How Buyers Buy. Buyers now show up informed with comparisons and benchmarks, shifting the focus from persuasion to value justification.
06:00 – How Buyers Use AI When Making Decisions. Why price-focused questions produce very different answers than value-focused ones.
09:08 – Using AI to Support Value Selling. Where AI helps sellers think through value—and where copying AI outputs makes everyone sound the same.
11:32 – The Real Problem: Most Salespeople Don’t Understand Value. Why unclear definitions of value break value-based selling, with or without AI.
17:23 – AI as a Sales Assistant, Not a Replacement. How AI supports preparation and thinking, but can’t replace real customer conversations.
19:25 – Practical Ways Salespeople Should Use AI. What actually helps sellers win—from research to prep—and what’s just busywork.
22:55 – Researching Customers with AI Before the Call. How to use AI to understand the company, the market, and the buyer before the meeting.
27:17 – Pricing Advice: Value Has to Justify Price. Why prices fall apart when sellers can’t clearly explain why they’re worth it.
Key Takeaways:
“The people who truly understand and communicate value are the people who will rise above that mediocrity.” – Mike Wilkinson
“For me, the question in the customer’s mind is: if you’re more expensive than a competitor, why should I make that additional investment? What do I get back in return? And if the answer is, ‘I haven’t a clue,’ prepare to discount. If you’ve got some great reasons why you’re worth more than competing alternatives, then you’re into the conversation.” – Mike Wilkinson
Resources and People Mentioned:
- Axia Value Solutions – Mike Wilkinson’s consultancy focused on value-based selling and commercial excellence.
- Value-Based Selling – A sales approach centered on discovering, quantifying, and communicating customer-specific value rather than competing on price.
- AI in Sales Enablement – Used for research, preparation, and idea generation—not as a substitute for human judgment or relationship-building.
- Mentioned LinkedIn article in the episode: https://www.linkedin.com/pulse/future-selling-ai-world-michael-wilkinson-5brme/
Connect with Mike Wilkinson:
- Website: https://axiavalue.com/
- LinkedIn: https://www.linkedin.com/in/mikewilkinson-thevalueexpert/
- Email: [email protected]
Connect with Mark Stiving:
- LinkedIn: https://www.linkedin.com/in/stiving/
- Email: [email protected]
Full Interview Transcript
(Note: This transcript was created with an AI transcription service. Please forgive any transcription or grammatical errors. We probably sounded better in real life.)
Mike Wilkinson
Whatever price you’re charging or thinking of charging, make sure that it’s supported by the value that you are communicating that you can deliver.
[Intro]
Mark Stiving
Welcome to Impact Pricing, the podcast where we discuss pricing, value, and the sales relationship between them. I’m Mark Stiving, and I run bootcamps to help companies get paid more.
Our guest today is the one and only Mike Wilkinson. Here are three things you learn about Mike before we start. He’s the founder of Axia Value Solutions, where he spent many years helping companies implement value-based selling.
He began his career in hotel management. I don’t think I’ve ever talked to you about that, Mike. I’m going to have to do that one day.
Mike Wilkinson
You set me up.
Mark Stiving
And it’s really fun that he jumped off a cliff attached to a Frenchman. There’s got to be a story there.
Welcome, Mike.
Mike Wilkinson
Yeah. Hi Mark. There is, well, there’s stories behind the hotel management and there’s definitely stories about jumping off a cliff with a Frenchman strapped to my back, but I just wanted to go home gliding and absolutely nobody in my party would come with me.
So I thought I’d do it on my own. And I found a Frenchman who was happy to do it. So we ran off a cliff together and it’s a shame it wasn’t a French lady, but you know, you can’t have everything, can you?
Mark Stiving
You can’t have everything.
Okay, so Mike’s been with us several times in the past. I love talking to Mike because he truly understands, what does value mean? And he focuses a lot on, how do we get salespeople to communicate value?
But he recently had a few posts on LinkedIn, and the first one he posted, I was like, oh, I want to talk to him about this.
And then, of course, he posts a couple more, and so we’re just going to have a conversation. And these all happen to be around the concept of AI.
And the one that he posted that really prompted my interest was how AI influences buying.
So let me just toss the softball out to you for a second, Mike. What’s the big difference between buyers using AI and buyers not using AI?
Mike Wilkinson
It’s an interesting question and honestly the reason that I made the post was that I was having exactly that kind of discussion with a couple of sales ladies that I know. We were just talking about what impact I was having on them and their business and we focused on bias and what impact it was having on them.
I think it really started with somebody suggesting that we’ve always been in that place where we buy to become increasingly better informed from the door of the internet and websites and stuff bias had that capability to be better informed but now they have got a you know that’s a big step change they can bench markers against other people.
They can compare our solutions with other people solutions they can go out into web or whatever it is and ask for better solutions all together and i will help them to identify it will help me to clarify their needs and their requirements in some cases it will even begin to tell them what’s the price they should be paying what competitive prices are out there?
So it’s just putting it in the hands of buyers. An awful lot more information that they had before, but an awful lot more really effective and useful information from their point of view.
And I think that was really the big challenge that a lot of the sales people were beginning to feel that they had to face.
Mark Stiving
I think that’s real.
The buyers get more information. Have you had a chance to talk specifically to buyers about how they use AI?
Mike Wilkinson
Oddly enough, I have a meeting next week with a buyer who’s going to very happily share with me exactly what they are doing and how they are making use of AI.
I’m really looking forward to that.
But I know anecdotally, and talking to people on the phone, I know broadly what they are beginning to do and I think for any seller to believe that the buyer was not really very, very well informed.
Prior to the call, prior to the meeting, is being naive in the extreme; it’s just not the case anymore.
Mark Stiving
If you’re meeting as well next week would you give them my name and tell them i’d like to have them on the podcast?
Mike Wilkinson
Yeah, absolutely.
No, yeah, I think it’s important. I think the more we can do to communicate this message about the importance of AI, the better, because I think on the other side, I have been surprised in the sessions that I’ve been doing at how many salespeople aren’t using it at all.
Mark Stiving
Let’s wait just a second to go there.
And I want to talk about buyers using AI. And the first question I would have, when you think about buyers using AI, are you thinking about procurement people or are you thinking about the people in the committee who are making a decision about a capital purchase?
Mike Wilkinson
I think that is a very interesting question.
I think the answer is probably both, but in different ways.
So I think if I was in, as part of the decision making process, depending upon what role I’m playing, if I’m a technical guru, then I would be using AI slightly differently to understand what technical solutions that were out there.
Clearly, if I’m in procurement, I’m going to be looking at what competitive alternatives there are, but from a slightly different perspective, which may be more cost driven, more price-based.
So I think everybody potentially is using it and using it in different ways. And I think as it’s always been the case from a seller perspective, we need to recognize how it’s being used and by whom.
Mark Stiving
Yeah. Have you used it at all for you personally when you’re going to go buy something? And I assume it’s something that’s substantially priced, not really inexpensive. Have you used it at all to do research and have you found it useful?
Mike Wilkinson
Well, the answer to the question is yes, I have.
It was for a purchase of a tv as it happens because I know nothing about tvs. I wander around the local electrical retailer and I can look at the mall and think wow i wonder why what is the difference between one that costs in my money in a thousand pounds?
Well, I can get one with the same size screen for 300 pounds?
So where is the value in that additional 700 pounds that I’m being asked to pay?
So I went and had a look and tried to get an answer to that question. And yeah, I found it useful. I found it helpful.
Mark Stiving
Yeah, that’s actually really interesting because what you’re using it for then isn’t the procurement part. It’s the value part, right?
It’s the person who’s making the decision that says, what does this thing actually do?
Mike Wilkinson
But that introduces a very interesting question. It depends what you’re asking AI to do for you.
If I had said to AI, look, I want a cheap TV. What do you recommend?
Hoping to come up with a cheap TV. But if I’m saying, look, there are TVs out there that are a thousand pounds. There are some that are 300 pounds. I’d really like to understand why I would pay that additional money. What do I get in return for that? Then you’re right.
Then my perspective is much more value based and it is price based.
Mark Stiving
Yeah, it’s interesting.
I just got a new dog and I had to get an electronic collar for him so that I know where he is. It’s GPS and Wi-Fi and blah, blah, blah, all that stuff, right? Pretty fascinating.
But I don’t know a thing about it, so I’m on AI trying to figure this out. And I have to say, in all honesty, I don’t think AI does a very good job, at least for me personally, in terms of, hey, here are the options, because it took me many iterations.
I had to tell it to go into deep thinking mode to find the things I want. And it just isn’t as impressive as it could be.
Whereas a lot of times, once you know what you’re looking at, hey, tell me about this color versus that color.
Now it does a really nice job at differentiating and telling you what the features are and why it matters. So I’m, I’m a little leery, but I’m sure it’s going to get better over time.
Mike Wilkinson
Somebody said to me the other day that today AI is at its very worst.
Tomorrow it will be better. And the day after that, it will be better still.
And so on, because the problem is, I think I say the problem, the reality is that its capabilities are growing exponentially.
Mark Stiving
No, there’s no doubt.
Mike Wilkinson
Yeah. I mean, the latest output from ChatGPT is just extraordinary. The version 5.1 is incredible.
Mark Stiving
So when I think about buyers and using AI, one of the things that makes me happy about it is that I think that buyers are going to use, they’re going to be less influenced by behavioral economics tricks, less influenced by the psychology of pricing or the psychology of marketing and much more influenced by value, right? What’s the true value of what we’re doing?
And I think that positions you and me in a much nicer place than we have been in the past.
Mike Wilkinson
I couldn’t agree more. And I absolutely fundamentally believe that if as a seller, you don’t understand and cannot communicate value. You’re lost. It’s all over by the shouting.
I think you’re right. I think the thing that will differentiate sellers individually is their ability to understand and communicate value.
Mark Stiving
Okay, so you and I agree completely.
Let’s talk about using AI on the selling side. And in particular, selling value. I mean, gosh, I still work with clients all the time and I pop open my AIs and I’m working with them and they don’t know the value of their own products.
I don’t care who it is I’m talking to, right? Sales, product, marketing, pricing, doesn’t matter.
They don’t understand what value means to their customers.
And so why aren’t they using AI tools? I mean, I don’t get this.
Mike Wilkinson
It’s a complete mystery to me as well. I don’t understand it.
I mean, you’ll know that my focus on value, everything I do starts with helping people understand what an earth value is to begin with, because you can’t talk about it if you don’t understand what the hell it is.
So that’s obviously the starting point. But I think in terms of sellers using AI, there’s a sort of gap between those people who have become absolutely dependent upon it.
And all they’re doing is just copy and pasting everything that AI tells them. And that for me is raising the bar.
It’s making mediocre people sound a little bit smarter, but smart people sound increasingly mediocre. So you end up with that sort of homogenized rump of people. And I think it is really leading to potential AI mediocrity. And I think the way to stand out is the one we just identified.
The people who truly understand and communicate value are the people who will rise above that mediocrity.
And then you’ve got the other X trait, as I mentioned earlier on, which still amazes me and clearly amazes you is people are still just not using it. And I just think if you’re not using it now, you really are putting yourself as a significant disadvantage.
Mark Stiving
Yeah, I don’t know if it’s because of AI, but I can tell you that I have recently really narrowed my personal focus down to value. I use the phrases value clarity and value literacy now. And so I think the key problem is people don’t even know what value means.
Mike Wilkinson
Exactly. Exactly. And so if you don’t know what value means… We’ve had this conversation before, Mark. We disagree slightly on the definition, but I think we agree entirely on the need to understand what value is.
Mark Stiving
Yeah. And so if people don’t understand what value means, then it’s really hard to use AI to say, hey, give me these answers. Because by the way, AI doesn’t know what value means. My AI does because I’ve trained it to speak the way I speak. But if you just ask AI what’s the value, they’re going to give you blah, blah, blah, blah.
And so of course, that’s what a salesperson is going to get.
Mike Wilkinson
Yeah, I think that’s right and similarly I know that you’ve got your value app as i have as well i got an online value selling coach and if you ask it what value is then it will tell you what my definition is and also introduce you to the concept of the value triad which is the way of actually beginning to think and articulate around value.
But I think that is an important starting point. And I think some of the things I’ve already picked up on your value literacy thing incidentally, because you were using it to look at how you could rank a website in terms of its capability for communicating value.
But here’s a great phrase to talk about salespeople.
Are salespeople value literate? And the answer is all too frequently, absolutely not.
And you know, are they taking out a consistent value message to their potential customers?
No. There’s still much to be done.
Mark Stiving
Yeah. So let me use those two words for you real fast. Let me define them for you real quickly. When I think about value clarity, I think about, do you understand what value actually means to your customers?
And then do your customers understand what value means for your product?
And when I think about value literacy, I think about, well, now that you actually have value clarity, how well are you using that to make really good decisions, right? It could be pricing, packaging, marketing, selling, right? So are we making good decisions?
So that value literacy diagnostic I put together for webpages was really just to say, are you using value when you write your webpages, right? How are you using it? And it’s just fascinating. I run it on my own stuff too, by the way.
Mike Wilkinson
Yeah, it’s a brilliant tool and I have to say to anybody listening, they should make use of it. It’s really cute.
But I think that whole thing about value understanding, I think to me, you define it as, you know, understanding what the customer means by value.
For me, that means working with the customer to go on that value exploration journey. It’s not me rocking up and telling you what value is because how the hell do I know what’s valuable to you? So for me, value is about having that conversation.
And that’s one of the reasons why I think that people who will stand out are the people who understand value because AI can’t do that. It can do a lot of things, it can make my life a hell of a site easier but it cannot have a conversation with the customer and pick up on the nuances and the little things aren’t said and display that level of curiosity that begins to build the trust that you need to have in order to be able to share that value knowledge.
So, I think that’s where it’s so important.
Mark Stiving
Yeah. And I think if you’ve done this enough times, I like AI’s capability of giving you ideas on where you might find value for any given customer. It doesn’t mean that’s where they, what they really think, but it gives you this list of ideas. And so you’ve got a starting point or, and you have to keep an open mind to say, Hey, what do you hear? That’s not on the list.
Mike Wilkinson
Yeah, but that goes back to the thing that, again, for those people in sales and in buying, who just slavishly follow everything that AI tells them, that’s where they have that problem. It’s brilliant. And what it should do is provoke your thoughts. It should provoke your curiosity. It should make you want to find out more. But the last thing I would want any seller to do is to use AI to come up with a list of questions to ask the customer. That’s not what it’s for at all.
Mark Stiving
No, absolutely not. I use AI to help me write nowadays, right? It’s helping me write my next book. It helps me write my blogs.
But I will tell you, I have never, ever gotten something from AI that I thought was right, that I was willing to put my name on without many iterations. It’s like, well, you didn’t say this or, you know, what do you mean by this? Or, right.
And so it takes a lot of conversations and questioning of AI to get to something that I would put my name on.
Mike Wilkinson
I think that’s absolutely right, and I think the worry is you end up having a conversation with the machine.
You know, I was reading something the other day that there are people who are effectively, their entire relationships are with chatbots. They don’t talk with people anymore.
Oh that is really getting frightening however i do talk to chat gpt on a regular basis but you’re right i never i don’t think i’ve ever taken anything that it said instantaneously at face value without going back and challenging it and asking it to look at it in a different way and then taking it out and then still playing with it before i press the go button.
Mark Stiving
Yeah, absolutely. I just want you to know, though, ChatGPT thinks I’m brilliant, so don’t even think you’re right.
Mike Wilkinson
Now, you see, that is why I think so many people are having relationships with chat. It’s never told me what a bloody stupid idea that is. It always says, that’s a brilliant thought, Mike.
Mark Stiving
I love it. I often ask it, tell me why this is wrong. Right. Or disagree with this or something. I often do that. Cause it’s just like, look, I don’t believe you. Right.
Mike Wilkinson
Yeah. It’s just extraordinary. I do ask, where did, where did you get that from?
Mark Stiving
I am very curious about your sales tool. What did you call it? And tell me what it does.
Mike Wilkinson
Oh, it’s the Online Value Selling Coach. It’s like yours. It’s based on all the information that I’ve done, everything that I do in value, the tools that I use in value so that particularly if you’ve been on any of my programs or are familiar with any of my work, the value selling coach will lock into exactly that.
So you’ll recognize the advice that it gives you. But the thing that I like particularly about it is it doesn’t just provide information. You can ask it to do a role play with you. And it actually does it. I mean, it obviously doesn’t do it verbally. It does it, you know, a long hand-written, but it is bloody good. It’s really, really effective.
And I got a number of clients who are using it, who really appreciate it, find it a fascinating piece of kit. Plus for a seller, you can ask it to look at particular clients. You might be going to have a look at it.
And as we were saying earlier on, you can ask it to say, what sort of issues do you think this particular client is likely to be facing at the moment, given his current performance? Who are the key people?
There are so many things you can ask in order to be properly prepared for the meeting. But with that overarching caveat that we’ve just explained, never take anything at face value.
Mark Stiving
Yeah. Just to be fair, I don’t do value selling, coach. I just do value. Right. And so I don’t take it to the next level to say, Hey, here’s how we would use this in sales. Or it’s just, I’m still trying to figure out, how do I get people to think about value?
Mike Wilkinson
Yeah, but I think yours has also got that pricing element to it, hasn’t it? Whereas mine is very much the salesman. If you want to ask mine about pricing, it will tell you a little bit, but I would never, I wouldn’t suggest that I’m a pricing expert. If anybody wanted one of those, I’d point them in your direction.
You know, and I think that’s it. I’ve always tried to be very focused on what I think I know and not try to deviate too widely.
Mark Stiving
Yeah. Nice. Nice. What was the third article? Oh, I’m sorry. We didn’t touch on this.
So what is it that salespeople really should be doing with AI?
Mike Wilkinson
I think they should start by recognizing that buyers are using it and they need to be properly prepared. That is absolutely for certain. I think if any salesperson goes into a call of, or a new opportunity of any magnitude without having done research on AI into the company I don’t know what they’re doing.
There are still sales people who aren’t even looking on customer websites before they go into meetings, so getting to go to the next step and actually use AI is an interesting journey for them.
I think salespeople should be using it. They can use it in so many ways. They can use it to do the research. They can use it to put together initial introductory emails.
They can use it to write posts for LinkedIn. They can do follow up meeting notes to the customer on using there are just a myriad of things that they can do i think the key for me is to get people to recognize that the possibilities are endless. You don’t want to do endless things.
You want to be very focused on how you believe AI could help you in the job that you are doing and in the relationships that you want to build with your customers and train it to do that, train it to help you in that way. I mean, because these days you can say to chat GPT, you can explain to chatGPT exactly how you would like it to help you in your relationships with new potential customers.
In terms of both background research and in terms of how you’re going to follow up with that relationship as you go through the interactions. And it will tell you exactly how it can help. You don’t even have to think that up for yourself.
Mark Stiving
Yeah. So I want to go with what you just said. And I think through, there are things that I would say are really high value and things I would say are not really high value.
So, I could get it to help me write a LinkedIn post or write an email. And I would say those are good. They save you a lot of time. They probably write it a little bit better than you would have written it yourself.
But it isn’t the thing that makes or breaks a salesperson.
You know what makes or breaks a salesperson is understanding the customer.
And so if you don’t do that research up front. And so here’s my recommendation for you, Mike. I think you should craft a prompt that you give to the world that says, here’s the research you should do. You know, run this prompt before you go visit a customer.
Mike Wilkinson
Yeah, I do already have one of those. Absolutely. I think you’re right. And I think you are right.
Some of the things that we’re going to use AI for are high value. Some of the things that we’re going to use AI for are perhaps not quite so high value.
So if you are going to post on LinkedIn, probably not high value in terms of your interactions with your key customers, but it’s about visibility. It’s about building a degree of credibility. It’s about the opportunity to network.
So, you know, it may not be high value in the great scheme of things, but nevertheless, it’s still a useful thing to be able to do. Yeah. Yeah. Oh yeah, absolutely.
But again, I think particularly on LinkedIn, please, if anybody’s listening, please do not just take LinkedIn and post it, copy and paste it. Cause I think it’s fair to say Mark that you can spot an AI driven post almost without looking. The phraseology, everything is just, you just can just tell straight away.
Mark Stiving
Yeah. Okay. So we know that salespeople should be doing research. What kind of research do you think AI can help us with? What types of questions does your prompt ask or what kind of questions could we do that you think would help us?
Mike Wilkinson
Very simply, the kind of questions that my prompts tend to ask is I ask it to act as a researcher on my behalf and take a look at this particular client.
I ask it to look at, what is its current financial performance? How is it performing against previous years? How is it performing against peers and in the same industry? What are the challenges likely to be?
How do you feel that my solution can help this customer out? What do you think the key things I should be talking to this client about should be? It’s almost endless.
And I, again, it goes back to, I think thinking through in advance before you talk to AI or type into AI, think about what it is you’re trying to do. Think about things from the buyer’s perspective.
What would the buyer expect me to know about their business before I go in?
And I, I always say to people, if you are going for a job interview and it’s an important job, my suspicion is you would have done some background research. I wouldn’t walk into you, Mark, for a job.
And you say to me, well, tell me, Mike, what do you know about me and my business for me to say, well, actually, Mark, nothing at all. I was hoping you’d tell me. I mean, that’s just not going to go down terribly well, is it?
But we have salespeople who effectively are doing that, they’re going in and they don’t understand.
So i think there are no real limits to what you can ask to tell you again the limits are as we keep saying to be cautious about what you take as factual evidence. Just check it out before you use it. But I think, you know, basic research, who they are, who their key markets are, who are their competitors, what’s their financial performance, what are their likely challenges, particularly as they pertain to what I can do and what would be sensible conversation starters in my interactions with them.
Mark Stiving
Yeah, I love that. So you said two of the three that I was thinking are really important. So let me reiterate the two that you said and I’ll toss in a third one. Right.
So I think first off, what are the high level problems this company is facing? Right?
May or may not have to do with my product.
Second, what are the problems this company might be facing that we could solve with our product, with our offer? Right?
And then the third one I would add is for this specific persona I’m about to go talk to, what are the problems this person likely has that we could probably address?
Mike Wilkinson
Yeah, no, I think you’re absolutely right. And whilst you were talking, I was thinking exactly the same thing. Yeah, I do do it. In fact, I usually ask it to identify who I believe the key people are. But again, I should have done that research on LinkedIn.
I don’t want people to go away with the idea that AI is the only piece of research they should be doing. They should still be looking at LinkedIn. They should definitely be looking at individual profiles on LinkedIn to think about the individuals as individuals, as well as the business perspective.
Mark Stiving
Yeah. Nice. Mike, maybe one day you’ll give me a demo of the sales coach.
Mike Wilkinson
Yeah, absolutely. Absolutely. Well, I have played around with your pricing coach, so yeah, no, absolutely no problem at all.
Mark Stiving
Yeah. I just love putting stuff out.
Mike Wilkinson
I hope people go play with them all. I hope people get value out of it. So I, well, I mean, that’s the whole point, isn’t it?
I mean, the thing from my point of view is that once you’ve been on, say, if you’ve been on one of my programs, I had other ways of, I hope, supporting learning after the event, because I think that’s really important, but the value selling coach does that support 24/7, 365 days a year.
It’s always there. If you sat outside a call and you’ve got your mobile phone, it’s with you.
So yeah. Brilliant.
Mark Stiving
Nice. Mike, it is time for us to wrap this up, but the final question for you. What is the one piece of pricing advice you’re going to give us today that you think could have a big impact on your business?
Mike Wilkinson
Piece of pricing advice?
Mark Stiving
I know, we didn’t even talk about pricing today.
Mike Wilkinson
I’ve got a bloody hell, that’s a bit of a curved ball. I mean, I’ve told you, I’ve spent half the time telling you how much pricing is not my bag. Okay. Forget about pricing, just give us a piece of advice.
My piece of advice would be whatever price you’re charging or thinking of charging, make sure that it’s supported by the value that you are communicating that you can deliver.
Because for me, the question in the customer’s mind is if you are more expensive than a competitor, Why should I make that additional investment? What do I get back in return for it?
And if the answer is, I haven’t got a clue, prepare to discount. If I’ve got some great reasons why we are worth more than our competing alternatives, then you’re into the conversation.
Mark Stiving
Yep. Absolutely. The question is always, are you worth it?
Mike Wilkinson
Right. Yeah. Are you worth it? Absolutely. Absolutely. We’re not even going to go into willingness to pay cause I know you’ve done mountains of stuff like that.
Mark Stiving
Mike, thank you so much for your time today. If anybody wants to contact you, how can they do that?
Mike Wilkinson
The easiest way I think probably is you can see me on my LinkedIn channel. It’s Michael Wilkinson on LinkedIn, or you can email me directly. [email protected].
Mark Stiving
Excellent. And to our listeners, thank you for your time. If you enjoyed this, would you please leave us a rating and a review?
And if you have any questions or comments about the podcast, or if you want to get paid more for the value you deliver, email me, mark at impactpricing.com.
Now go make an impact.
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