Creating and Destroying Value

Related Framework BoxBusinessPricingProgramsRevenue Growth

Creating and Destroying Value

 

 

I read Seth Godin’s blog every day.  Many days, what he says relates directly to pricing. Today’s blog—Is There a Marketing Person Leading the IT Team—is just one of those blogs.  

He provides a few horrendous examples of companies interacting with their customers. In these cases, they are all the result of IT making decisions on what is easy for them to do, not what the customers really want.  

This is a great reminder that everyone in your company can create or destroy value. Every customer touchpoint creates or destroys value. You may have a great product and market it well, but if your company is hard to do business with, many people will choose to not do business with you.  

As a pricing person, I think about it this way: “How much lower would I have to price my product to entice someone who doesn’t want to do business with us to change their mind?” All pricing does is capture value.  If your company destroys it through horrendous IT decisions, there’s less to capture, meaning we have to charge lower prices to win an affected customer.

Share on twitter
Share on facebook
Share on linkedin
Mark Stiving

Mark Stiving

Mark Stiving is chief pricing educator with Impact Pricing LLC. Connect with him on LinkedIn

More from Pragmatic

Related Content

Recommended Content

Trending Content

Virtual conference, morning meeting online. A young woman is using app on pc for connection with colleagues, employees, she is writing in notebook. Video call with many multiracial people togethe

How to Overcome 8 Common Market Visit Barriers

For many reasons, you might find it hard to get face-to-face with customers and prospective customers. We’re going to outline a more sustainable path that overcomes these common problems. We’ll even discuss some advantages if we think of these circumstances not as constraints but as opportunities. 

VIEW
A person scheduling market visits

A Meeting Scheduling System for Market Visits

So, why talk about the mechanics of setting up meetings? The simple answer is the act of setting up meetings with buyers and users is time-consuming and difficult. I work with clients all the time who keep reporting that the actual process of setting meetings with their buyers or their users can be an impediment to achieving a specific quantity of meetings they want to have in a given quarter.  But, if you don’t get meetings, the NIHITO principle is limited in its impact. I’m going to share strategies to identify your audience and effectively set up meetings. 

VIEW

Sign up to stay up to date on the latest industry best practices.

Training on Your Schedule

Fill out the form today and our sales team will help you schedule your private Pragmatic training today.

First Name*
Last Name*
Email Address*
Phone
Company
Job Title
Location
How can we help you?
Preferred method of contact
Privacy Policy*

Training on Your Schedule

Fill out the form today and our sales team will help you schedule your private Pragmatic training today.

First Name*
Last Name*
Email Address*
Phone
Company
Job Title
Location
How can we help you?
Preferred method of contact
Privacy Policy*

Subscribe

Subscribe

Download Now

Stay Informed

Sign up to stay up-to-date on the latest industry best practices. Get content such as:

    • The Pragmatic – Industry insider magazine
    • The ever-growing webinar series 
    • Our world-class podcast series

Subscribe