Impact Pricing

This is an Impact Pricing Blog published on August 17, 2026, turned into an audio podcast so you can listen on the go.

Read Full Article Here: https://impactpricing.com/blog/wall-street-is-sending-software-companies-a-message-about-ai-pricing/

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What happens when competitors offer for free what you charge for?

Yvonne Pop, Director of Global Markets Pricing and Monetization at eBay, shares how eBay rethought its marketplace pricing by looking at who receives the most value, who is most willing to pay, and what makes customers choose one platform over another.

In eBay's UK business, the answer meant a major shift: stop charging certain consumer sellers and focus monetization on the buyer side instead.

In this episode, Yvonne reveals how to rethink pricing when free alternatives threaten your business, why customer perception...

This is an Impact Pricing Blog published on August 10, 2026, turned into an audio podcast so you can listen on the go.

Read Full Article Here: https://impactpricing.com/blog/buyer-first-the-antidote-to-product-myopia/

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What happens when AI changes what software can do faster than companies can figure out how to charge for it?

Rob Litterst is co-founder of Pricing SaaS, focused on SaaS pricing and AI monetization, and a former pricing strategist at ProfitWell. His work explores how software companies price, package, and monetize products as AI changes the value they deliver.

In this episode, Rob and Mark Stiving unpack the shift from seat-based subscriptions to credits, usage-based pricing, AI agents, and outcome-based models. They explore why customers may still prefer familiar pricing, when credits make sense, and...

This is an Impact Pricing Blog published on August 3, 2026, turned into an audio podcast so you can listen on the go.

Read Full Article Here: https://impactpricing.com/blog/how-big-an-ai-bite-are-you-asking-buyers-to-take/

If you have any feedback, definitely send it. You can reach us at [email protected]. 

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What if the biggest obstacle to pricing transformation isn't the pricing strategy itself, but getting people to change?

Anna Fastishevskaya leads commercial finance and pricing for Eaton across EMEA, bringing experience in finance, commercial strategy, profitable growth, and pricing transformation. She also has an unexpected perspective on leadership: she's a theater actress who uses acting techniques to help people communicate, connect, and lead change.

In this episode, Anna explains why pricing needs a seat at the leadership table, how companies can move beyond selling products to delivering customer value, and why trust, transparency, and stakeholder...

This is an Impact Pricing Blog published on July 27, 2026, turned into an audio podcast so you can listen on the go.

Read Full Article Here: https://impactpricing.com/blog/product-myopia-the-antidote/

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What if your pricing has been quietly leaking margin—and you simply haven't looked closely enough to find it?

John Gilbo is Sales Director for North America, Australia, and New Zealand at QuickLizard, with pricing leadership experience at Kirkland's, Academy Sports + Outdoors, and Safeway. He has spent years working across pricing technology, retail pricing, markdowns, promotions, elasticity, and margin optimization.

In this episode, John explains why pricing deserves a regular health check and how retailers can uncover hidden value by improving processes, reacting faster, and using smarter pricing models.

Why You Ha...

This is an Impact Pricing Blog published on July 20, 2026, turned into an audio podcast so you can listen on the go.

Read Full Article Here: https://impactpricing.com/blog/product-myopia-the-symptoms-youve-been-misdiagnosing/

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What happens when your costs keep rising, your contracts lock you in, and your customers still expect stability?

Jacob Moller Korsgaard, Director of Pricing at Danfoss, has spent 15+ years in B2B pricing and leads global pricing for Danfoss Climate Solutions. In this episode, he explains why raising prices during inflation is about much more than adding a percentage to your price list.

Jacob breaks down the commercial judgment, timing, contracts, communication, and execution required to raise prices without creating unnecessary disruption in the market.

**The next opportunity to meet Jacob Moller Korsgaard...

This is an Impact Pricing Blog published on July 13, 2026, turned into an audio podcast so you can listen on the go.

Read Full Article Here: https://impactpricing.com/blog/product-myopia-where-it-hides-in-your-company/

If you have any feedback, definitely send it. You can reach us at [email protected]. 

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Roberto Rivera is the founder of Pricing Nerd, where he builds AI-powered pricing workflows for B2B companies. With more than 25 years in pricing and experience working alongside some of the field's early pioneers, Roberto has focused on turning pricing expertise into scalable AI-powered workflows.

In this episode, Roberto explains why simply asking AI "What price should I charge?" produces unreliable answers. AI needs more than business data. It needs the context and pricing skills required to interpret that information correctly.

Why You Have to Check Out Today's Podcast:

This is an Impact Pricing Blog published on July 6, 2026, turned into an audio podcast so you can listen on the go.

Read Full Article Here: https://impactpricing.com/blog/product-myopia-the-disease-you-dont-know-you-have/

If you have any feedback, definitely send it. You can reach us at [email protected]. 

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Sandeep Mathew is a sales and marketing leader with 19 years of global CPG experience, including extensive work at Unilever building and deploying revenue growth management (RGM) capabilities. He eventually managed RGM as a global capability across markets and channels.

In this episode, Sandeep explains why even sound RGM data and technically correct pricing recommendations can lead brands in the wrong direction.

**The next opportunity to meet Sandeep Mathew in person will be at EPP 20 Years Global in Amsterdam on 17–18 November. Register here to secure your ticket.

Why You Have to Check Ou...

This is an Impact Pricing Blog published on June 29, 2026, turned into an audio podcast so you can listen on the go.

Read Full Article Here: https://impactpricing.com/blog/the-value-was-always-there/

If you have any feedback, definitely send it. You can reach us at [email protected]. 

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Dominic Genova spent 17 years on the factory side at Chrysler and 27 years owning car dealerships. He grew one dealership from a building with no power or water and no sales into a business with 87 employees and $80 million in annual sales of cars, trucks, and service. He rejected the traditional dealership model of commissions, hidden fees, and payment games in favor of transparent, salary-based selling.

In this episode, Dominic exposes the pricing tricks hiding behind the "great deal", from payment games to hidden fees, while Mark challenges his sales philosophy from a pricing perspective.

Together, they...

This is an Impact Pricing Blog published on June 22, 2026, turned into an audio podcast so you can listen on the go.

Read Full Article Here: https://impactpricing.com/blog/hidden-problems-hidden-value/

If you have any feedback, definitely send it. You can reach us at [email protected]. 

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Steven Forth is a principal at PatternMind and co-author of Pricing for the Agent Economy, with deep expertise in pricing strategy, scenario planning, and the emerging agent economy.

In this episode, he brings a different way of thinking about AI pricing: instead of trying to predict one future, build strategies that can survive several possible futures.

Mark challenges Steven throughout the conversation, particularly around value attribution and credit pricing, creating a fascinating debate about whether outcome-based pricing is truly scalable, whether credits will survive, and what AI buyers may demand next.

...

This is an Impact Pricing Blog published on June 15, 2026, turned into an audio podcast so you can listen on the go.

Read Full Article Here: https://impactpricing.com/blog/the-case-for-token-based-pricing/

If you have any feedback, definitely send it. You can reach us at [email protected]. 

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Manu Mehra is Head of AMER Industries Strategic Deal Pricing at Databricks, with more than 12 years of experience across pricing, product, cloud, and AI, including Google Cloud and Thermo Fisher Scientific. He brings a practical perspective on how AI is changing the way companies think about outcomes, value, platforms, and pricing models.

In this episode, Manu explains why traditional pricing models don't neatly fit AI, why outcome-based pricing is compelling but difficult to standardize, and how companies can turn platforms into solutions around specific business problems.

Mark challenges him throughout the conversation, especially on the...

This is an Impact Pricing Blog published on June 8, 2026, turned into an audio podcast so you can listen on the go.

Read Full Article Here: https://impactpricing.com/blog/stop-measuring-wtp-start-shaping-it/

If you have any feedback, definitely send it. You can reach us at [email protected]. 

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George Boretos is the founder and CEO of FutureUp, where he helps companies uncover hidden revenue and margin opportunities through AI, predictive analytics, and pricing science.

In this episode, he explains why AI can't simply tell you what to charge, how machine learning can uncover pricing opportunities, and why competitor pricing data can sometimes make your model worse.

Why You Have to Check Out Today's Podcast:

This is an Impact Pricing Blog published on June 1, 2026, turned into an audio podcast so you can listen on the go.

Read Full Article Here: https://impactpricing.com/blog/the-business-case-nobody-built/

If you have any feedback, definitely send it. You can reach us at [email protected]. 

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What happens when a former client returns for a live pricing coaching session?

Mark Richman, CEO of Skeleton Key, shares how applying Mark Stiving's value-selling principles helped increase his close rate from 35% to 70% by focusing on customer outcomes instead of pitching solutions.

Now, he returns to the hot seat to workshop his toughest pricing challenges in real time—from buyers who can't quantify value to outcome-based pricing and pricing for emotional outcomes.

This isn't another pricing interview; it's a front-row seat to a CEO getting his sales strategy challenged, refined, and rebuilt in re...

This is an Impact Pricing Blog published on May 25, 2026, turned into an audio podcast so you can listen on the go.

Read Full Article Here: https://impactpricing.com/blog/you-didnt-lose-the-deal-you-lost-the-commitment/

If you have any feedback, definitely send it. You can reach us at [email protected]. 

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Michael Barbarita is the founder of Next Step CFO, strategic CFO, and author of Powerful Business Strategy. After more than four decades of helping businesses grow through smarter financial and business strategies, he's learned that the biggest pricing challenge isn't price—it's trust.

In this episode, he reveals why buyers instinctively trust salespeople who aren't attached to the outcome, how transformational conversations outperform transactional ones, and the practical sales strategies that keep buyers focused on value instead of price.

Why You Have to Check Out Today's Podcast:

This is an Impact Pricing Blog published on May 18, 2026, turned into an audio podcast so you can listen on the go.

Read Full Article Here: https://impactpricing.com/blog/how-buyers-actually-buy-and-why-aida-isnt-the-answer/

If you have any feedback, definitely send it. You can reach us at [email protected]. 

Now, go make an impact.

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Claire Wang is a pricing strategist, speaker, and author of The Price of Influence. With a background spanning insurance, consulting, and commercial strategy, she helps organizations shape willingness to pay by understanding how people perceive value. 

In this episode, she shares why pricing professionals need to think beyond numbers, how empathy shapes influence, and why your next great pricing skill may have nothing to do with pricing at all.

Why You Have to Check Out This Episode:

This is an Impact Pricing Blog published on May 11, 2026, turned into an audio podcast so you can listen on the go.

Read Full Article Here: https://impactpricing.com/blog/what-is-a-pig-worth/

If you have any feedback, definitely send it. You can reach us at [email protected]. 

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Adrienne Gordon is the CEO of PriceSpace and founder of Pricing Empowered. With more than 25 years of pricing experience, she helps organizations combine pricing strategy, organizational change, and AI adoption to improve commercial performance.

In this episode, Adrienne and Mark explore what happens when pricing teams become half human and half AI. They debate whether AI can ever make pricing decisions on its own, why "humanless negotiation" may be closer than most companies realize, and how pricing leaders can use AI to strengthen—not replace—human judgment.

Why you have to check out toda...

This is an Impact Pricing Blog published on May 4, 2026, turned into an audio podcast so you can listen on the go.

Read Full Article Here: https://impactpricing.com/blog/the-information-trap-is-killing-your-deals/

If you have any feedback, definitely send it. You can reach us at [email protected]. 

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Most sales conversations assume buyers make rational decisions. Ted Olson argues that's exactly why so many deals stall.

Ted Olson is a sales strategist who helps founders, consultants, coaches, and sales teams use behavioral science to improve how buyers make decisions. He is the author of Feel Good About Selling and the upcoming book, Distinct, where he explores what happens between a buyer saying, "This makes sense," and actually saying, "Yes."

In this episode, Ted and Mark challenge one of sales' biggest assumptions: why buyers hesitate. Is it fear or a lack of confidence? Their...

This is an Impact Pricing Blog published on April 27, 2026, turned into an audio podcast so you can listen on the go.

Read Full Article Here: https://impactpricing.com/blog/being-chosen-isnt-winning/

If you have any feedback, definitely send it. You can reach us at [email protected]. 

Now, go make an impact.

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Dan Rochon is the creator of the Teach to Sell methodology and host of the No Broke Months podcast, where he teaches professionals how to build trust and influence without pressure.

Buying isn't usually the hard part. Committing is.

In this conversation, Dan explains why buyers often hesitate at the final moment, even after they've decided what they want. Mark challenges Dan's ideas on buyer psychology, emotion, and trust, leading to a fascinating discussion about what really happens between deciding and saying yes.

Why you have to check out today's podcast:

This is an Impact Pricing Blog published on April 20, 2026, turned into an audio podcast so you can listen on the go.

Read Full Article Here: https://impactpricing.com/blog/i-was-wrong-about-will-i/

If you have any feedback, definitely send it. You can reach us at [email protected]. 

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Robin Waite is the founder of Fearless Business and author of Fearless Pricing, helping coaches, consultants, and freelancers stop selling time and start charging for results.

In this episode, Robin shares the experiments that transformed his business—from raising prices 5X (and making more money with fewer clients) to packaging expertise into premium offers. Along the way, Mark challenges Robin on value-based pricing, guarantees, and competition, creating a practical and engaging debate.

If you're still charging for your time instead of your results, this episode will make you rethink your pricing strategy.

This is an Impact Pricing Blog published on April 13, 2026, turned into an audio podcast so you can listen on the go.

Read Full Article Here: https://impactpricing.com/blog/your-wins-are-lying-to-you/

If you have any feedback, definitely send it. You can reach us at [email protected]. 

Now, go make an impact.

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Steven Forth is the founder of Value Intelligence (ValueIQ) and a longtime leader in value-based pricing. He is also a co-creator of The Value Project, an open-source initiative focused on creating standards for value and pricing models that both humans and AI can understand.

Steven Forth is back on the podcast—and as usual, he and Mark waste no time diving into a topic that feels a little futuristic, a little controversial, and a lot important: What happens when AI becomes the buyer?

This is another thoughtful debate where Steven's vision for AI-powered buying collides wi...

This is an Impact Pricing Blog published on April 6, 2026, turned into an audio podcast so you can listen on the go.

Read Full Article Here: https://impactpricing.com/blog/willingness-to-pay-isnt-about-your-product/

If you have any feedback, definitely send it. You can reach us at [email protected]. 

Now, go make an impact.

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What if the pricing function isn't just a specialty discipline—but one of the best training grounds for future CEOs?

Ryan Walter, Partner at Jennings Executive Search and author of The Pricing Talent Playbook, joins Mark to explore the evolution of pricing careers, what separates great pricing leaders from average ones, and why pricing may soon become a recognized pathway to the CEO role. Ryan draws on his experience recruiting pricing talent and leading pricing teams across retail, manufacturing, data products, and industrial businesses.

If you're building a pricing career, hiring pricing talent, or wondering ho...