Impact Pricing Podcast

Memecast #74: Ace of Clubs: ‘Nobody Cares about Your Product’

This one is the Ace of Clubs from the Selling Value card deck.

One of my favorite sayings, when I’m teaching, is, nobody cares about your product. What’s fascinating is when you look at a company’s website or you look at how somebody wants to talk about what it is they’re going to offer you, they want to talk about their product.

I so much want to tell you, oh, I’m a pricing expert and I train people on pricing. But that’s the product. What we really need to be doing is talking about the problems that our buyers have and the outcomes or the results they might be able to achieve.

Experts are able to take our features and say, oh yeah, I get what that means to me. But most of our buyers aren’t experts. What we need to be able to do is instead of talking about our product, talk about the problems that our buyers might have.

“Instead of talking about our product, talk about the problems that our buyers might have.”

– Mark Stiving

I might go to a VP of sales and say, do your salespeople tend to discount too much too often? Now that’s a problem. And if that resonates with this VP of sales, now we have something to talk about. But for me to walk in and say, I’m a pricing expert, and I teach salespeople how to sell value. That’s all about me. And it only resonates if that person truly is an expert, and they have the problem.

So, I love to say nobody cares about your product. What we have to be doing always is thinking about our buyers’ problems and the results they might achieve.

We hope you enjoyed this memecast. This is also an example of how Pricing Table Topics works. Grab a deck of our cards, pull out a random card, read the saying, and then talk for one to two minutes about what that card says. This will improve your understanding and more importantly, your ability to communicate these important concepts.

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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