The Psychology of Pricing with Mark Stiving

Mark Stiving of Impact Pricing discusses the different types of pricing structures, and how to decide how to price your products and services.

Mark Stiving, PhD, MBA, is a widely recognized pricing expert and marketing pro who teaches companies how to boost revenues and realize their true value. With 25+ years experience in price segmentation, pricing product portfolios and visionary pricing, Mark’s analytical skills provide specific direction—and quantifiable results.

Sought after as a trusted advisor, Mark has consulted, trained and/or coached hundreds of companies including Cisco, Procter and Gamble, Grimes Aerospace, Splunk, and Crowdstrike. Mark uses a creative but pragmatic approach to help large businesses and entrepreneurs untangle confusion about pricing. All businesses can benefit from Mark’s value-based pricing strategies to capture their true worth, from start-ups to seasoned enterprises.

Pricing has been a lifelong passion for Mark. As a child, he contemplated why companies always use 99 cent price endings, which led to the question, “Do companies think we’re stupid?” He had a chance to study this question during his doctoral program at the University of California at Berkeley and hasn’t looked back since.

The question most companies ask themselves is why don’t we win deals at higher prices?  Companies often feel they don’t get paid enough for the value they create. Or do they build products that their customers don’t value (and don’t buy)?

Mark helps companies discover how buyers perceive value and how to price offerings to capture more of the value they create.

For over 25 years he has studied, led and coached businesses through the lens of pricing, a radically different approach from other business experts. He knows that every person inside your company affects the price a buyer is willing to pay. The prices you achieve ultimately indicate how well the entirety of your company operates.

Mark has driven a company-wide pricing initiatives worth hundreds of millions of dollars in incremental profit. He started and sold three companies, improving his championship pricing skills in each one.

Mark’s passion is teaching the power of pricing. He evangelizes pricing at major conferences and has conducted over 400 days of corporate training around the globe. Mark’s Price class maintains a net promoter score (NPS) of 81, higher than Apple’s.

Mark will change the way you and your audience think about pricing and business as a whole.

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