Your deals are stalling. Your roadmap keeps growing, but your differentiation keeps shrinking. Your marketing reaches the right people but not enough converts to pipeline.
Buyers don’t pay for the value you create. They pay for the value they can see. I’m writing a book called Buyer Disconnect, about the
A friend of mine bought a new mattress because her old one was uncomfortable and she wasn’t sleeping well. That was the problem she recognized.
I’ve spent decades arguing against cost-plus pricing, and token-based pricing is simply cost-plus. So when I say token-based pricing makes sense right now, I want
Most pricing experts want to know what buyers are willing to pay. So they measure it. Van Westendorp asks buyers directly about price thresholds. Gabor-Granger
Last week I introduced the Notice, Decide, Commit framework. The gap between Decide and Commit is where deals die. This week I want to talk
For more than a century, marketers have lived by AIDA: Attention, Interest, Desire, Action. It’s a brilliant framework — for sellers. The whole thing is
I recently listened to a Radiolab episode called “What Is a Pig Worth?” It’s a fascinating look at an animal-rights case that forced a jury
You can listen to the full audio version of this blog we call — Buyer Insight. Something strange happens in buying decisions that almost nobody talks
You can listen to the full audio version of this blog we call — Buyer Insight. Good companies study their losses. Win–loss reviews, pipeline analysis, postmortems
