In this episode of the Street Pricing Podcast, Marcos Rivera and Mark Stiving delve into the complexities of pricing strategies, emphasizing the importance of understanding customer value and the role of AI in shaping pricing models. They discuss the challenges of defining customer problems, the significance of context in pricing, and the evolving landscape of AI-driven pricing solutions. Mark shares insights from his experiences in pricing education and the development of effective pricing strategies, highlighting the need for businesses to adapt to changing market conditions and customer perceptions.

CHAPTERS

00:00 Introduction to Pricing Insights

01:43 The Power of Pricing Strategies

06:06 Understanding Value and Customer Problems

11:49 Navigating the Challenges of Problem Definition

15:56 The Role of AI in Pricing

21:53 Future of Pricing in an AI-Driven World

24:26 The Importance of Pricing Strategy

28:07 Navigating AI Product Pricing

35:05 Context-Driven Pricing Insights

42:34 Understanding Customer Value

TAKEAWAYS

• Teaching pricing is about bridging the gap for clients.
• Pricing is often more complex than it seems.
• Value is derived from solving customer problems.
• Understanding customer value is crucial for pricing.
• Willingness to pay is influenced by context.
• AI can enhance pricing strategies but requires careful implementation.
• Identifying customer problems is a challenging yet essential task.
• Effective pricing requires understanding market segments.
• Perfection in pricing is unattainable; focus on improvement.
• Context-driven pricing can help align pricing with customer needs.

RESOURCES:
Mark Stiving LinkedIn: https://www.linkedin.com/in/stiving/
Impact Pricing LLC: https://impactpricing.com/
Marcos Rivera LinkedIn https://www.linkedin.com/in/marcoslrivera/
Marcos Rivera X https://x.com/PRICINGIO
Pricing I/O https://www.pricingio.com/
Street Pricing Book: https://a.co/d/hlMzaM3
Want more information?: [email protected]

The Street Pricing Podcast

Welcome to Street Pricing, the only show where proven SaaS (Software as a Service) leaders share their mindset and mistakes in pricing so we can all stop guessing and start growing. Street Pricing is hosted by Pricing I/O CEO and Pricing Coach, Marcos Rivera, sought after slayer of bad pricing. With 20 years of pricing expertise, he has helped price over 200 SaaS products and coached over 100 SaaS CEOs and counting! From the streets of the Bronx to CEO, Marcos wants to take the guesswork out of pricing