Impact Pricing Podcast

Memecast #59: Value-based Pricing is Impossible

Value-based pricing really is impossible to do perfectly.

In order to do value-based pricing perfectly, I would have to be able to read every customer’s mind. I have to determine how much a customer is willing to pay for our product. And it’s impossible to do that.

However, there are techniques and tactics that we can constantly use to get better and better. We can use techniques to help buyers understand more of our value, which will increase their willingness to pay.

As we start focusing our entire pricing strategy, and then we can shift our selling strategy to creating and capturing as much value in the buyer’s mind, this is how we’re going to win more deals at higher prices.

“Value-based pricing really is impossible to do perfectly.”

– Mark Stiving

We hope you enjoyed this memecast. This impactful insight came from the book, Selling Value, which I wrote to help salespeople win more deals at higher prices. If you have any questions or feedback, please email me

Now go make an impact.

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