The Mike Method E28 Unlocking the Secrets of Pricing Power with Brian Doyle
In this episode, Mike sits down with Brian Doyle to chat about the power of pricing and how it plays a huge role in B2B success. They dive into value-based pricing and how it helps businesses charge what they're really worth. Brian is the President and CEO of Holden Advisors, and has helped clients add over $2B in new business, double their market share, and cut costs by 20%. Before all that, he was a US Air Force pilot, leading combat missions in Kosovo and even transporting the Presidential motorcade around the world. Brian also teaches at Rutgers Business School and is a recognized expert in leadership, pricing, negotiation, and crisis management.
In the conversation, they talk about the importance of understanding customer insights to get pricing right and how sharp negotiation skills help maintain pricing integrity. Brian stresses that building trust with clients is key to lasting relationships, and being a trusted advisor can open up more opportunities down the road. They also dive into the world of RFPs and the procurement process, with Brian sharing his experiences and how feedback after submissions can be a game-changer. Shifting to leadership, Brian draws from his military background, talking about how the best leaders balance mission with team well-being, provide clear context for their teams, and know when to pause and make thoughtful decisions in high-pressure situations.
Packed with practical advice, this episode is full of insights on pricing strategy, building client trust, and leading effectively in tough environments. Tune in wherever you get your podcasts!
Episode Resources:
Brian Doyle: LinkedIn
ViRTUS: Website / Instagram / LinkedIn
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