Stephan Liozu has studied, researched, and practiced value-based pricing for over 15 years now. That includes training, speaking, consulting, managing pilot projects, and coaching large scale pricing transformations.

In this episode, Stephan highlighted the utmost importance of understanding the value delivered to customers before setting prices, emphasizing a value-first approach to pricing strategies.

Why you have to check out today’s podcast:

• Learn the significance of focusing on a specific market segment to avoid distractions, streamline operations and increase chances of success
• Find out why you don't need to excessively customize your products
• Discover why prioritizing value over price can develop to more effective pricing strategies and maximize profitability

"Do the value work first and then worry about pricing. So, value-based pricing is 90% value, 10% price. So, if you want to do that very well, value first, then price."

- Stephan Liozu

Topics Covered:

02:25 - How Stephan started in pricing

04:13 - Customer segmentation as it relates to value pricing

05:25 - Effective ways of maximizing segmentation

07:17 - Defining customer segmentation and how the SaaS scenario Mark described relate to that

10:16 - Integrating value pricing into customer segmentation

13:03 - What value means to the price buyer

14:11 - How is market segmentation different from customer segmentation?

16:52 - Discussing about product segmentation and taking software for an example

21:28 - The challenge of operationalizing customer segmentation

24:57 - Why focus on one market segment

26:41 - The need to not excessively customize your product

27:42 - Stephan's best pricing advice

Key Takeaways:

"Pick one market, focus on it, find your ICP, and then get a few logos; see what happens." - Stephan Liozu

"Do the value work first and then worry about pricing." - Stephan Liozu

"If you want to do that [value-based pricing] very well, value first, then price." - Stephan Liozu

People/Resources Mentioned:

• Owens Corning: https://investor.owenscorning.com/
• Thales: https://www.thalesgroup.com/en

Connect with Stephan Liozu:

• LinkedIn: https://www.linkedin.com/in/stephanliozu/

Connect with Mark Stiving:

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