Elevating Pricing: Shifting the Focus from Numbers to Value with Claire Wang

Claire Wang helps startup founders and solopreneurs pick a pricing model that ensures their long-term success.

In this episode, Claire shares her journey of transitioning into her own consulting practice after her corporate job. She talks on the misconceptions about pricing, how people mistakenly equate pricing with just setting a price point when it's all about understanding customer value. She emphasizes the importance of integrating pricing early on in product development, not as an afterthought. She also highlights the need for pricing professionals to be more visible and vocal about the value they bring, as many people don't understand the full scope of their work. 

 

Why you have to check out today’s podcast:

• Discover the common misconception that pricing is just about setting a number and uncover how it is deeply intertwined with customer value and business strategy.
• Gain insights on what’s missing in the pricing industry and how professionals can elevate the value of their role.
• Learn how pricing should be integrated into product design and customer understanding aligning business goals with customer satisfaction.

 

"Understand your customers, understand their needs. And once you do that, then you'll have a better understanding about their willingness to pay."

- Claire Wang

 

Topics Covered:

01:34 - How she found herself in pricing

02:12 - Pricing as it relates to actuary

03:57 - Explaining the cost-plus pricing in the world of insurance

06:57 - Discussing about price sensitivity and willingness to pay with regard to insurance

08:09 - Reason behind starting her consulting firm

10:02 - The misconception about pricing and what it truly is

14:46 - How success of pricing strategies often depends on how integrated pricing is within a company's overall operations

16:49 - Pricing being more than just setting a number

18:20 - Claire making her point that pricing should not be viewed as a zero-sum game

23:45 - Sharing her thoughts on building visibility for pricing professionals to raise awareness about the pricing profession

25:56 - Gauging perceived value of pricing professionals based on their visibility and content

27:34 - Claire's best pricing advice

 

Key Takeaways:

"Most people have no clue what pricing really is. They equate pricing with setting a price point, which is completely untrue." - Claire Wang

"Pricing, fundamentally, is all about value." - Claire Wang

"Pricing has got nothing to do with the price point. You really need to go through the whole funnel. And once you've done that, then the price point is just a byproduct." - Claire Wang

 

People/Resources Mentioned:

• Allstate Insurance: https://www.allstate.com
• Telstra: https://www.telstra.com.au

 

Connect with Claire Wang:

• LinkedIn: https://www.linkedin.com/in/claire-wang/

 

Connect with Mark Stiving:

• LinkedIn: https://www.linkedin.com/in/stiving/
• Email: mark@impactpricing.com