Impact Pricing

Matt Knaggs, Senior Business Value Lead at Zilliant, brings a decade of pricing insight shaped by an unexpected leap from industrial safety into commercial excellence. Known for blending analytics, AI, and practical sales enablement, he now helps B2B companies make smarter, more confident pricing decisions by pairing data science with human judgment. In this episode, Matt and Mark dive straight into the real-world intersection of pricing and AI, where deterministic models still set prices, GenAI fills in missing context, and messy CRM data finally becomes usable. Matt shares how he built a custom GPT that builds other GPTs, why "pricer in the loop" is essential, and how AI can elevate pricing teams without replacing them. They unpack the future of pricing, the danger of outsourcing expertise, and why curiosity beats perfection in an AI-driven world. Why You Have to Check Out Today's Episode: Learn how AI can enhance pricing (without setting prices for you) - including specific use cases where GenAI adds context, fills data gaps, and boosts pricer effectiveness. Discover the "Pricer in the Loop" model and why Matt believes humans will remain essential for trust, validation, nuance, and internal adoption. See how to use AI as a thought partner - to generate buyer problems, value drivers, competitive alternatives, and messaging frameworks that accelerate value-based pricing. "Don't hide from all of the advancements in AI. It can be scary and intimidating, but try what you can. AI won't tattle on you for asking dumb questions." - Matt Knaggs Topics Covered: 03:30 – How Matt Went From Safety to Pricing—and Why the Discipline Hooked Him 04:22 – The Reality of AI in Pricing: What Matt Sees Working (and Failing) Inside Companies 11:58 – Matt Reacts to Mark's Approach: Using AI to Map Buyer Context 15:34 – When a Pricing Expert Builds AI That Builds AI: Matt's Custom GPT Story 19:01– The Messy Data Problem Every Pricer Knows… and How Matt Uses AI to Fix It 24:09– Matt's Honest Take on the Future: Why AI Won't Replace Pricers Anytime Soon 27:34 – The Threat to Expertise: Matt and Mark Explore What Happens When People Outsource Thinking 31:53 – What AI Can Do for Pricing Strategy (If You Use It Intelligently) 33:15 – Matt's Final Challenge to Pricers Key Takeaways: "AI is probabilistic, not deterministic. You can give it the same inputs and get different outputs. That's why I'm not ready for GenAI to set prices." - Matt Knaggs "You don't need to learn AI to protect your job. But if you ignore it, the person who learns how to use AI might take your job." - Matt Knaggs "The future pricer isn't replaced—it's the translator. The one who explains the 'why' behind what AI suggests." - Matt Knaggs "You can't outsource judgment. You need the pricer in the loop to validate hallucinations, nuance, and context." - Matt Knaggs "AI can scan markets, pull competitor moves, and hand-wave at things you should consider—things deterministic models miss." - Matt Knaggs People & Resources Mentioned: Zilliant: Pricing optimization & management platform where Matt leads value initiatives Stephan Liozu: Pricing author referenced for value-based pricing frameworks Salesforce + OpenAI / Claude Connectors: For CRM automation Connect with Matt Knaggs: LinkedIn: https://www.linkedin.com/in/matthewknaggs/ Connect with Mark Stiving: LinkedIn: linkedin.com/in/stiving Email: mark@impactpricing.com

This is an Impact Pricing Blog published on September 8, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/pricing-ai-the-value-of-packaging/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com. Now, go make an impact. Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/

In this discussion, Bill Diggons, managing partner at Kittitut Consulting with over 24 years in pricing strategy, reveals the secrets behind effective B2B pricing. He explains how implementing tiering can boost margins by 3-5 points and why evocative naming, like 'Boss Hog,' often trumps technical jargon. Bill offers insightful tips on making quotes seem non-negotiable, the importance of odd price endings, and innovative strategies for responding to RFPs. Tune in to learn how small changes can lead to substantial financial gains!

This is an Impact Pricing Blog published on September 1, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/packaging-ai-structuring-features-and-placing-ai-in-offers/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com. Now, go make an impact. Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/

Sarah Williams, founder and CEO of Leading Culture and former director at GAP Consulting for 23 years, brings her accounting background and business growth strategy expertise to a spirited debate about ROI, value-based pricing, and why companies leave money on the table. From her home in New Zealand (Mark's second favorite country), Sarah challenges conventional pricing wisdom—arguing that ROI applies to both B2B and B2C, that we should ignore competitors when determining value, and that the antidote to the curse of knowledge is thinking with a beginner's mind. Mark pushes back on opportunity costs, explains why competitor pricing matters, and uses everything from vests to Louis Vuitton handbags to make his points in this engaging conversation about helping customers understand the true value of what they're buying. Why You Have to Check Out Today's Podcast: Understand why teaching customers to think in ROI is the fastest way to eliminate buyer's remorse, increase prices, and differentiate from competitors who focus on features. Discover the beginner's mind approach that prevents the #1 mistake pricing experts make—assuming customers know what seems "obvious" to you. Master vulnerability-based trust by inviting customers to ask questions without fear—the counterintuitive sales technique that accelerates deals faster than "looking professional". "Think in terms of value from the customer's perspective." – Sarah Williams Topics Covered: 03:01 - Why ROI Should Be Everyone's Decision-Making Framework 06:10 - Helping Customers Think in ROI Terms: Your Job as the Provider 08:12 - Utility in Economics: The B2C Alternative to Monetary ROI 20:00 - The Opportunity Cost Debate: Pricing vs. Budgeting Decisions 25:19 - Differentiation Value: Starting with Competitor's Price, Then Adding 27:57 - Louis Vuitton vs. $40 Handbags: Conspicuous Consumption and What People Really Buy 32:31 - Starting with a Blank Slate: Thinking Myopically About Customer Value 35:32 - Final Advice: Think in Terms of Value from the Customer's Perspective Key Takeaways: ROI on its own can be a decision-making framework. From the point of view of maybe even making a personal decision, I can think about, well, what's the return on investment? And that might even be an investment of my time." - Sarah Williams "We're doing our customers a disservice if we're not helping them to think in terms of ROI. Like, what really am I getting? Because buyer's remorse is really, really prevalent. People make split-second decisions now and then live to regret it 24 hours later." - Sarah Williams "In economics, there's this concept called utility, right? So, I think in terms of when you're thinking B2C, now you're shifting the conversation a little bit more towards the utility angle in economics." - Sarah Williams People / Resources Mentioned: Jim Collins: Author of "Good to Great" Chip and Dan Heath: Authors of "Made to Stick" and the concept of the curse of knowledge Patrick Lencioni: Leadership expert who popularized vulnerability-based trust and predictive trust concepts GAP Consulting: Where Sarah served as director for 23 years Complete Learning Solutions: Where Sarah was Chief Inspiration Officer Louis Vuitton: Used as example of luxury pricing vs. commodity pricing iPhone: Example of blue ocean differentiation where customers don't compare competitor prices Huawei: Mentioned as iPhone alternative that iPhone users don't consider when upgrading Connect with Sarah Williams: Email: sarah@leadingculture.co.nz Website: https://www.leadingculture.co.nz/home AI Summit Link: https://www.leadingculture.co.nz/ai-summit-registration-page Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com

This is an Impact Pricing Blog published on August 25, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/pricing-ai-market-segmentation-matters/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com. Now, go make an impact. Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/

Lindsay Maurer is Pricing Intervention Manager at BP. With 14 years of experience in product management and pricing, she reveals how she achieved a 13% profit gain despite a 16% revenue drop, and why she believes "the dumbest guy in the market sets the price." In this episode, Lindsay and Mark Stiving discuss regional pricing strategies, ethical competitive intelligence, and the power of price signals in the market. They explore what defines a pricing leader versus a follower, why clean data matters more than fancy tools, and why AI can't fix bad pricing fundamentals. Whether you work in pricing, lead a team, or simply want to understand how pricing shapes business strategy, this episode offers practical, real-world insights you can use right away. Why You Have to Check Out Today's Podcast: Learn how to build regional pricing strategies that adapt to local competition and customer behavior. Discover smart, ethical ways to track competitors using tools like Circana data and web scraping. Understand why clean data and efficient processes matter more than any pricing technology. "It doesn't matter how much technology you throw at bad data — it's not going to fix your pricing strategy." – Lindsay Maurer Topics Covered: 02:50 - Getting into Pricing: How Lindsay's career began and what got her hooked on pricing strategy. 06:10 - Inside the Role: What a Pricing Intervention Manager does - from fixing revenue leaks to supporting teams across the Americas. 12:15 - Market Dynamics: Why "the dumbest guy in the market sets the price" and how smart companies protect their margins. 15:08 - Retail Pricing: How retailers test price floors and ceilings, monitor competitors, and manage customer perceptions. 17:31 - Price Leadership: What makes a company a price leader versus a follower, and how market factors like tariffs shape decisions. 20:17 - Competitor Insights: How often to track prices in different industries and how to ethically gather market data. 25:01 - Strengthening Pricing Teams: Why efficient tools, clean data, and solid processes matter more than fancy systems. 28:25 - AI in Pricing: Where AI fits today, what it can and can't do, and how to use it for smarter market insights. 29:57 - Pricing Community: Lindsay's call for collaboration - connecting with other pricing professionals and sharing tools. Key Takeaways: "The dumbest guy in the market sets the price. If you have someone that has products that they can go and sell for half the price of yours, well, you're also taking out half the price of everyone's margin, but also your own." - Lindsay Maurer "Make sure you've got great information coming in. Make sure that you're doing anything you can do with it as efficiently as possible so that when you do get those quotes and you do get those quick turnaround requests for sales that you can price quickly and you don't lose business due to inefficiency." - Lindsay Maurer People / Resources Mentioned: Al Beck: Al Beck: Pricing Director at Standard Motor Products https://www.linkedin.com/in/alexanderkbeck/ Circana (formerly NPD): https://www.circana.com Ficstar: https://www.ficstar.com/ Import.io: https://www.import.io/ SVP Recruiting: Organizer of Pricing Week conference https://svpricing.com/pricing-week Connect with Lindsay Maurer: Website: https://www.bp.com/ LinkedIn: https://www.linkedin.com/in/lindsaymaurer/ Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com

This is an Impact Pricing Blog published on August 18, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/pricing-ai-are-you-selling-a-platform-or-a-solution/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com. Now, go make an impact. Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/

Bill Wilson, CEO and founder of Pace Pricing and official pricing advisor for the government of New Zealand, takes Mark on a deep dive into Jobs to be Done methodology and its connection to value-based pricing. From his origins as a software developer building productized services to coaching hundreds of companies through SaaS Academy, Bill reveals why pricing isn't just about the number—it's about understanding the progress customers are trying to make. In this episode, Mark and Bill dive into why the Jobs to Be Done framework offers a more effective lens than traditional problem-and-results approaches, leading to insights about value realization, emotional jobs, and why the biggest pricing advice might be the simplest: just raise your prices. Why You Have to Check Out Today's Podcast: Learn the critical role of value realization and how to effectively package products to help customers achieve desired outcomes quickly and sustainably. Understand the Jobs to Be Done framework, how it differs from traditional problem-solving approaches, and why it's vital for grasping true customer motivations. Discover practical pricing strategies, including overcoming fears around raising prices and how thoughtful price increases positively impact a company's bottom line. "Without being too on the nose about it, you probably should raise your prices." – Bill Wilson Topics Covered: 01:32 - Bill's journey from technical founder in 2007 to productizing services, escaping hourly billing, and discovering that pricing is everyone's delicate secret. 06:59 - The Product-Pricing-Positioning Triangle Why these three cannot be separated: value delivery (product), value perception (positioning), and value capture (pricing). 09:33 - What is Jobs to be Done? Bill's definition: statements describing the progress customers are trying to make, with specific ways to measure that value. 14:17 - The Trigger Moment: Status Quo Change Why the sandwich shop example illustrates how triggers create jobs people are willing to pay to solve, unlike generic problems. 20:11 - Context-Driven Pricing Meets Jobs to be Done Mark's framework of foundational problems, problem scope, and situational context—and how it maps to Bill's JTBD structure. 21:56 - System 1 vs. System 2: Emotion vs. Value Separating intuitive, emotional buying (System 1) from deliberative value calculation (System 2)—and why B2B sellers must address both. 26:39 - The Three Phases of Value Value perception (positioning), value realization (first aha moment), and value adoption (features driving continuous use). 30:08 - The Product-Pricing-Positioning Connection in Practice: Why Bill sometimes produces product requirements documents during pricing engagements—because time-to-value affects pricing success. 30:28 - Final Advice: Raise Your Prices The simplest, most powerful advice that everyone fears—and why money from price increases falls directly to the bottom line. Key Takeaways: "A job to be done inherently has monetization built into it because there are a lot of problems that I'm not willing to pay to be solved. But a job in and of itself is something I'm actively trying to achieve." - Bill Wilson "Recurring revenue lives in value adoption, not in value realization. I can get anybody to realize value pretty quickly and they'll never buy my product more than once." - Bill Wilson "Everybody's scared to death to raise their prices. But if you haven't raised your prices in a couple of years, you're probably safe to raise your prices. And all that money that you raise it by, whatever percentage that is, is going to fall directly to the bottom line." - Bill Wilson People / Resources Mentioned: April Dunford: Positioning expert, author of "Obviously Awesome" and "Sales Pitch" Anthony Ulwick: Outcome-Driven Innovation approach to Jobs to be Done Clayton Christensen: Jobs to be Done theory pioneer Danny Kahneman: System 1 and System 2 thinking framework SaaS Academy: Where Bill coaches companies on pricing Volta: Coaching organization Bill works with Connect with Bill Wilson: Pace Pricing: https://www.pacepricing.com/ LinkedIn: https://www.linkedin.com/in/wdrwilson/ Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com

This is an Impact Pricing Blog published on August 11, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/pricing-ai-do-costs-finally-matter-in-pricing/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com. Now, go make an impact. Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/