EEC 256: Executive Coaches have value, Charge for it with Mark Stiving

Mark Stiving has been a pricing practitioner, educator, and advisor for 28 years. His most recent book, Selling Value: How To Win More Deals at Higher Prices, applies his knowledge of pricing and value to help salespeople be more successful.

• In what situation is pricing essential in the decision process?
• Your book is called selling value. What does a pricing person know about sales?
• According to you how should an executive coach determine their value to the client and to the organization?
• Why do coaches not charge enough?

Mark Stiving

As a child, Mark wondered why grocery stores priced their products with numbers that ended in 9. In a doctoral program at UC Berkeley, his research answered that question and he has been addicted to understanding how people use prices to make decisions ever since. Mark Stiving has been a pricing practitioner, educator, and advisor for 28 years. His most recent book, Selling Value: How To Win More Deals at Higher Prices, applies his knowledge of pricing and value to help salespeople be more successful.

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