Impact Pricing Segmentation Strategies Uncovered: Driving Revenue through Focus and Value with Stephan Liozu
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:
Connect with Mark Stiving:
- LinkedIn: https://www.linkedin.com/in/stiving/
- Email: mark@impactpricing.com