Pricing Subscription Services with Mark Stiving, Ph.D., Chief Pricing Educator, Impact Pricing LLC
Episode description
In the latest episode of Subscriptions: Scaled, we speak with Mark Stiving, the Chief Pricing Educator at Impact Pricing and author of Win Keep Grow.
Impact Pricing aims to educate companies about value-based pricing, which means to charge what a customer is willing to pay. The company’s initial courses are focused on pricing and value in subscription businesses.
The episode starts with Mark explaining his background and how he came to found Impact Pricing.
Mark also delves into the psychology of pricing and shares his opinion on whether there are different personal behaviors in B2B decisions versus B2C.
We also learn how Mark finds out about the issues his customers experience. He also explains his experiences dealing with companies he felt had priced their subscription services wrong.
Mark discusses the bundling trend and whether he sees it continuing. Bundling refers to the selling of different items together as a package.
Toward the end of the episode, Mark talks about the link between subscription services and loyalty. He discusses loyalty programs and whether we can expect this trend to continue.
Discover more about pricing and value in subscription services by tuning into the latest episode of Subscriptions: Scaled with Mark Stiving, Chief Pricing Educator at Impact Pricing and author of Win Keep Grow.
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