The Relationship between Customer Value and Pricing Strategies with Ian Campbell

<p dir="ltr"><strong>Ian Campbell</strong> is the author of Wall Street Journal Best Seller "The Value Sale". As Chief Executive Officer of Nucleus Research he is responsible for the company’s investigative research approach, product set, and overall corporate direction. He is a recognized expert on the return on investment (ROI) and total cost of ownership (TCO) analysis of technology and has written and presented extensively on a range of organizational topics and the importance of matching technology to business organizational objectives.</p> <p dir="ltr">In this episode, Ian shares how you can create optimal pricing by understanding how customers use your product and find value in them.</p> <p><strong> </strong></p> <p dir="ltr"><strong>What you will learn from this episode:</strong></p> <ul> <li dir="ltr" role="presentation">Learn how to quantify a product's value in measurable terms</li> <li dir="ltr" role="presentation">Find out the three value propositions you can derive from when helping people find and understand their product's value</li> <li dir="ltr" role="presentation">Discover how to restructure your conversations to help people recognize the value you offer and you get empowered to price that value</li> </ul> <p><strong> </strong></p> <p dir="ltr"><strong>“Look at the customer value, how is the customer achieving value from your product and price according to that.” </strong></p> <p dir="ltr"><em>- Ian Campbell</em></p> <p><strong> </strong></p> <p dir="ltr"><strong>Topics Covered:</strong></p> <p dir="ltr">01:42 - How he got into pricing</p> <p dir="ltr">02:23 - What Nucleus Research is all about</p> <p dir="ltr">03:26 - Understanding value with how customers use the product rather than vendor claims</p> <p dir="ltr">05:20 - Defining Value</p> <p dir="ltr">06:48 - The challenge with quantifying ROI with non-monetary value [customers' happiness]</p> <p dir="ltr">09:00 - Thoughts on Mark's statement about B2B being more cognizant of value they want to receive</p> <p dir="ltr">10:05 - Translating 'h