John Mansour founded Product Management University to unlock one’s full growth potential by making quantifiable customer outcomes the starting point for everything.

In this episode, John explains the concept of buyers trading money for value. Therefore, it is crucial to consider the quantifiable value aspect, as it forms the basis for developing effective pricing strategies.

Why you have to check out today’s podcast:

• Understand why it is crucial to prioritize providing value to customers when a company's sustainability is on the line
• Learn the difference in measuring quantitative value in B2C and B2B contexts in order to effectively deliver the value and achieve the desired outcomes for your customers, and price your offer accordingly
• Discover how to identify the most straightforward quantifiable value component and use it as a foundation to develop the optimal pricing strategy

"The quantifiable value piece is so important in what we do, which is, if you can quantify a unit of value to the customer for what your products are doing, that is a good starting point to figure out your pricing."

- John Mansour

Topics Covered:

01:31 - Reading a snippet from John's LinkedIn About Section

02:04 - What prompted him to conceive that idea in his LinkedIn About section?

04:56 - Why often customer value comes only secondary to most companies

06:49 - A matter of a discovery journey and digging down the customer's why

09:28 - One key thing to understand when dealing with your customers' key decision makers for your questions to be relevant to them

11:17 - Quantifying value in B2C versus B2B

12:52 - Ways to measure quantitative value

15:03 - Measuring quantitative value other than in dollars

19:26 - A process for identifying quantifiable value [case studies illustrating this]

22:43 - John's best pricing advice

Key Takeaways:

"If you deliver quantifiable value to the customer, it's going to come back to you in spades to your own organization and support whatever your strategic goals are." - John Mansour

"It's a matter of just understanding what their priorities and their agenda is. Because if they're going to trade value for money, we have to understand what's valuable to them and how it can be quantified." - John Mansour

"The dollars aren't always at the forefront. It's the impact that you have on things that are important." - John Mansour

"The more you can quantify those units of value, the easier it is to come up with a price that you can sell because you're selling the value." - John Mansour

Connect with John Mansour:

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

Connect with Mark Stiving:

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