Mathew Kerbis is The Subscription Attorney who is on a mission to affordably serve latent legal market clients at scale via the subscription model and inspire attorneys to abandon the billable hour. He founded the law firm Subscription Attorney LLC. In this episode, Mathew shares how he's leveraging subscription pricing to disrupt the traditional billable hour model in the legal industry, making legal services more accessible. He highlights his strategy of targeting an underserved market while offering premium pricing options for higher-value clients. Mathew emphasizes his business's profitability, operating with minimal expenses while maintaining a large margin and serving both small and large-scale clients.   Why you have to check out today’s podcast: Discover how subscription-based pricing is disrupting traditional legal service models, making legal help more accessible and predictable. Learn how addressing the vast underserved legal market can create new opportunities for both clients and lawyers. Gain insights on how offering premium pricing options alongside accessible subscription plans can balance profitability with customer satisfaction.   “Don't be afraid to experiment and to try something new. I experiment with my pricing to find what works. And so, you should experiment, too, and listen to Mark.” - Mathew Kerbis   Topics Covered: 01:37 - How he was led into pricing 03:24 - Discussing the similarities between doctors transitioning to direct primary care (DPC) and lawyers adopting subscription-based pricing 05:05 - Explaining his flexible subscription model 08:48 - Sharing how instead of tracking time or focusing on cost accounting, he views his business costs as fixed expenses 11:03 - Optimizing efficiency and delivering value through his subscription model 14:04 - Arguing that while clients can access AI tools themselves, they can't match the expertise of a lawyer using them effectively 16:04 - Emphasizing that while AI can generate rapid insights, it requires human judgment to interpret results accurately 18:52 - What he meant when he said he drives prices down and discussing the unmet demand creating a significant opportunity despite price competition in the legal industry 21:53 - Targeting underserved clients while maintaining flexibility to serve both small businesses and larger clients 24:26 - Maintaining accessible pricing while using tiered subscription pricing to price higher 26:30 - Highlighting the importance of strategic pricing to remain competitive without risking client loss or revenue instability 27:30 - Mathew's best pricing advice   Key Takeaways: "Ron Baker has educated me on how cost accounting isn't the way to think about what your actual costs are as a business owner." - Mathew Kerbis "What's great about a month-to-month subscription is, I could drop the client just like they could drop me. And the fact that they have the flexibility to leave at any time actually makes them not leave." - Mathew Kerbis “I still want to offer the accessible pricing, but I will have super premium pricing for the best customers that need it.” - Mathew Kerbis "I don't assign any dollar number to my time or the hours that I spend because things don't take as long as they used to. I was using AI when I launched my firm because I knew less time equals more money doing what I do when you're not billing by the hour." - Mathew Kerbis "Sure, you could use the legal AI tools that I'm using, but are you able to get the same output that a lawyer who is actually using the tool in the way in which it was designed can get better output?" - Mathew Kerbis "Judgment is really important. I don't think AI replaces subject matter experts, frankly ever." - Mathew Kerbis   People/Resources Mentioned: Ron Baker: https://impactpricing.com/podcast/497-classic-trash-the-timesheet-exploring-opportunities-in-subscription-businesses-with-ronald-j-baker/ Calendly: https://calendly.com Adobe Photoshop: https://www.adobe.com/ ChatGPT: https://chatgpt.com ClaudeAI: https://claude.ai Perplexity Pro: https://www.perplexity.ai/hub/faq/what-is-perplexity-proUber:https://www.uber.com Grandview Research: https://www.grandviewresearch.com Walmart: https://www.walmart.com Target: https://www.target.com Sam Walton: https://en.wikipedia.org/wiki/Sam_Walton Jeff Bezos: https://en.wikipedia.org/wiki/Jeff_Bezos   Connect with Mathew Kerbis: Website: https://mathewkerbis.com/ LinkedIn: https://www.linkedin.com/in/kerbisverse/   Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com  

This is an Impact Pricing Blog published on January 27, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/overcoming-fud-how-to-reduce-fear-uncertainty-and-doubt-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/

Paolo De Angeli is currently leading the Customer Experience and Customer Value Management teams at Borealis AG. He has a strong background and passion for Customer Value, from Value Creation to Value Based Pricing. In this episode, Paolo shares the importance of persistence for pricing practitioners, encouraging them to confidently share their insights even when facing resistance. He highlights that pricing is not just about numbers but also about effective change management and influencing senior leaders. By staying committed and focusing on both soft skills and strategy, pricing professionals can drive impactful results.   Why you have to check out today’s podcast: Gain actionable strategies for understanding customer needs, framing value propositions, and making data-driven pricing decisions. Dive into valuable lessons on building strong supplier-customer relationships. Learn how pricing is as much about effective communication and influencing as it is about numbers, with tips on navigating resistance.   “If you are a pricing practitioner, you spend time learning, investing. Maybe like I did, taking some certification like the Professional Pricing Society, or you've been involved in the network. You are entitled to share your opinions.” - Paolo De Angeli   Topics Covered: 01:47 - How he found himself in pricing and what made him embrace it 03:45 - Reflecting on the evolution of the pricing profession 05:32 - Articulating the strategic reasoning behind his role as Head of Customer Experience and Customer Value Management 09:09 - Explaining how customer experience and customer value management are interconnected within a continuous commercial operations cycle 14:28 - Emphasizing the importance of having more customer value conversations, highlighting that customers are generally receptive to it 15:33 - Explaining how companies often fear customer value conversations due to the risk of their assumptions being challenged 20:08 - What process he employs when customers suggest improvements 22:05 - The importance of leading value discussions and identifying and addressing specific KPIs that matter to the customer to demonstrate value 25:20 - Highlighting the need to understand the customer's needs before discussing KPIs 27:11 - Why you need to look beyond customer feature requests to uncover the underlying problems 28:56 - How effective value management benefits both the supplier and the customer, creating a win-win scenario 30:13 - Paolo's best pricing advice   Key Takeaways: “Everything that we do internally, when we challenge our value proposition, and we try to understand where our differential value is, comes not only from our internal perception but also and above all from what our customers are telling us.” - Paolo De Angeli “Companies are afraid that customers will not talk, will not share, and will destroy these hypotheses and negotiate on price. And the solution for this is to build a relationship that is more going in the direction of partnership than a transaction with your customers.” - Paolo De Angeli “If we want to simplify two main applications for customer value management, one is when you launch a new solution in the market, you need to have a differential value, a compelling value proposition, so that you need to be convincing both internally and externally and explain why anyone in the world should be interested in buying from you this new solution and not an existing one.” - Paolo De Angeli “Managing expectations is the most important thing, it's not because they ask for something that they will get it, but it's, I think that what we owe our customers is to listen to them. Have a conversation on why certain things are possible and others are not, and then have a joint collaboration on what's possible.” - Paolo De Angeli “Before understanding the KPIs, we need to understand their [customers] needs. We need to understand what their problems are.” - Paolo De Angeli “It's important to agree on the KPIs, but what matters is, to understand what their[customers] problems are and help them understand the profit equation.” - Paolo De Angeli   People/Resources Mentioned: Professional Pricing Society: https://www.pricingsociety.com/ European Pricing Platform: https://www.pricingplatform.com/about-epp Syngenta: https://www.syngenta.com/   Connect with Paolo De Angeli: LinkedIn: https://www.linkedin.com/in/paolo-de-angeli-cpp-b232b85/   Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com  

This is an Impact Pricing Blog published on January 20, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/sam-altman-was-right/ 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/

Mark Herring is a passionate marketing leader with strong technical roots and deep knowledge of how to market cloud and enterprise software to open-source developers and DevOps audiences. He is the Chief Marketing Officer at HiveMQ. In this episode, Mark shares his approach to cold outreach, explaining why leading with recognizable brands before introducing value creates engagement. He explores effective email strategies, emphasizing the power of short, curiosity-driven messages over long, detailed pitches. He also discusses pricing from the buyer’s perspective, highlighting how perceived value—rather than just function—drives purchasing decisions.   Why you have to check out today’s podcast: Learn proven strategies for grabbing attention in cold calls and emails, using brand credibility and psychological triggers like FOMO. Discover how to price based on what buyers truly value, rather than just cost or features, using real-life analogies. Get practical tips on structuring sales conversations to keep prospects engaged without sounding like a typical salesperson.   “Try and understand the value in the eyes of your buyer. I think far too many times as vendors, we think there's intrinsic value because it costs us much to produce or we think it looks like that. It's trying to understand from a buying perspective, what is the value you're providing.” - Mark Herring   Topics Covered: 01:29 - How his journey from development to product marketing led him to pricing 03:41 - How his early pricing research focused on how customers would use a product rather than explicitly asking about the problem it solved 04:59 -  To what is the short tenure of CMOs in B2B and consumer goods attributed to 06:25 - Explaining what a pipeline is and how pipeline generation involves value demonstration 10:38 - Comparing pipeline to running a marathon, emphasizing that while MQLs and SQLs are useful stepping stones, the ultimate goal is generating real sales opportunities 12:02 - Differentiating a pipeline from a SQL 14:18 - Demonstrating how a successful cold outreach combines multiple touchpoints 18:57 - How to make prospects more receptive in a cold call  21:13 - Why he uses big brand names as conversation openers in cold calls rather than starting with a value statement 22:27 - What an effective cold email should be 24:42 - Highlighting  the importance of A/B testing cold emails and continuously refining outreach strategies to improve open rates 25:55 - Mark's best pricing advice   Key Takeaways: “It's cold because you've never had the interaction, but usually they've interacted somewhere with you. It's like they might have seen you at an event, or they might have seen some of your outreach to you already and going, ‘Okay, I'll give this guy a bone.’” - Mark Herring “One of the sales guys was talking about this [cold calls] at the conference we were at together, and I just loved it. And he is like, ‘Don't over research, because there's never a good time to know everything.’ Because you got to keep on dialing.” - Mark Herring “You can't stop doing it [cold outreach] because it's like getting dice and trying to get the six, the more you throw it, the better chance you're going to get to the six.” - Mark Herring “I lead [cold call] with brands, not with value. And when you do that type of thing, they're then shocked going, ‘Oh, he didn't do a sales pitch on me. He's asking me about these companies. Well, maybe it is something interesting.’” - Mark Herring   People/Resources Mentioned: FedX: https://www.fedex.com/en-us/home.html UPS: https://www.ups.com/us/en/home   Connect with Mark Herring: LinkedIn: https://www.linkedin.com/in/herringmark/ Email: mark.herring@hivemq.com   Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com  

This is an Impact Pricing Blog published on January 13, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/the-last-mile-of-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/

Dan Foster is a Chief Operating/Revenue Officer, who built and transformed profitable businesses across technology and telecom start-ups as well as industry powerhouses. Companies turn to him to revive struggling businesses by redefining sales, marketing and customer service strategy, scaling infrastructure, and promoting product innovation. In this episode, Dan shares how bundled solutions increase value and close rates. He discusses AI’s growing role in B2B sales and procurement. And stresses using data to understand customer needs and justify pricing.   Why you have to check out today’s podcast: Learn how bundling products and services can enhance perceived value, increase close rates, and prevent price-sensitive buyers from deconstructing your offerings. Gain insights into how AI is transforming the sales landscape, from optimizing product recommendations to procurement teams using AI to negotiate better prices. Understand why pricing should be tied to the customer’s business outcomes and how to communicate the true value of your solutions effectively.   "You take the data around a pricing example and you really understand the value from the end user's perspective, so you got to have that empathy back in to say what moves their business. And when we understand what moves their business with a few numbers, then you start to give the underpinning for why value pricing matters." - Dan Foster    Topics Covered: 02:01 - How his early consulting work made him think about value and led him to pricing 03:23 - Asking about typical reactions to pricing presentations 04:24 - Explaining that selling value starts with understanding product-market fit  07:03 - Highlighting the importance of teaching distribution partners how to sell value, using the Home Depot-SolarCity partnership as an example 10:43 - How can ROI calculators be convincing 14:07 - Explaining that while they don't track proven value directly due to lack of data, anecdotal feedback and supplier insights indicate improved close rates for partners 15:09 - How AI is reshaping product offerings, expanding technology advisors' roles, and influencing cost-cutting for innovation 19:10 - Highlighting that while AI may drive procurement efficiencies complex digital transformation solutions still rely on expertise 20:27 - How bundling simplifies purchasing and reinforce the value of an all-in-one solution 24:27 - Dan's best pricing advice   Key Takeaways: "If you want to buy a ton of storage and it's a commodity, we get that. That could go through the marketplace earlier than not. If you want a digital transformation, if you want to change your customer experience, if you want to make your business run faster, if you want business process automation and robotic process automation, that's not going through a dynamic pricing model on a marketplace near-term. Now, can I go out and look at, like, UiPath Licensing versus Automation Anywhere versus whoever Microsoft scooped up next and look at pricing models? The procurement folks are probably smart to do that." - Dan Foster "But the bundled solution specifically is, I think, fundamental because otherwise, when you offer them the menu-based pricing, oftentimes they don't see the full value." - Dan Foster "It [selling value] starts with that product-market fit. We do a lot of enablement of our partners or downstream almost like a two-tier distributor. And in doing that we provide the ability for them to see a higher close rate when they use tools and resources. It alleviates that conversation and it's inherent that there's value pricing there." - Dan Foster "It's critical to think through in a subscription-based model what that value is, because that customer acquisition cost versus the long-term value of a customer, it's a critical ratio to understand when you're thinking through pricing." - Dan Foster   People/Resources Mentioned: Cummins Engine Company: https://www.cumminsenginepart.com/ Unilever: https://www.unilever.com Alcoa: https://www.alcoa.com/global/en/home/ Amazon: https://www.amazon.com/Selling-Value-Deals-Higher-Prices/product-reviews/1737655217/ref=cm_cr_dp_d_show_all_btm?ie=UTF8&reviewerType=all_reviews& SolarCity: https://en.wikipedia.org/wiki/SolarCity Home Depot: https://www.homedepot.com Azure: https://azure.microsoft.com/ Google: https://www.google.com/?client=safari Lowe's: https://www.lowes.com Sun Power: https://us.sunpower.com Sunrun: https://www.sunrun.com TD Synnex: https://www.tdsynnex.com/na/us/ Ingram Micro: https://www.ingrammicro.com Five9: https://www.five9.com Genesys: https://www.genesys.com/en-sg/ NICE inContact: https://www.nice.com/ Zoom: https://zoom.us Dialpad: incontact.com/content/home.htm ChatGPT: https://chatgpt.com Wall Street Journal: https://www.wsj.com/ Automation Anywhere: https://www.automationanywhere.com Microsoft: https://www.microsoft.com/en-ph/ UiPath Licensing: https://licensing.uipath.com/ Hulu: https://www.hulu.com/welcome?orig_referrer=https%3A%2F%2Fwww.google.com%2F Roku TV: https://www.roku.com/products/roku-tv?srsltid=AfmBOoomwWI9G8ZABYW7gSPFzBHc87xVmartPBXAWzj7GfPfAJQYjTtO Super Bowl: https://en.wikipedia.org/wiki/Super_Bowl Xfinity: https://www.xfinity.com/   Connect with Dan Foster: LinkedIn: https://www.linkedin.com/in/jdanfoster/ Email: dfoster@telarus.com   Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com  

This is an Impact Pricing Blog published on January 6, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/understanding-context-4-key-factors-that-influence-customer-willingness-to-pay/ 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/

Rich Mironov provides product management leadership and coaching to large and small tech companies, with more than 150 clients since 2001. His focus includes: Coaching VPs of Product and CPOs, Organizing the product organization, and Stepping in (occasionally) as a 'smokejumper' VP of Product Management. In this episode, Rich shares that product managers must define economic value before development. He believes sales teams should communicate, not calculate, value using simple tools. And he advises focusing on broad market data instead of over-relying on top accounts.   Why you have to check out today’s podcast: Learn how to define and communicate economic value effectively. Understand how sales teams and product managers can align for better pricing decisions. Gain actionable tips on framing value in sales conversations without overwhelming buyers.   “You want to look for an aggregate set of data about what's happening in your marketplace as opposed to attaching a lot of overweight to your two largest accounts.” - Rich Mironov   Topics Covered: 01:22 - Describing his journey into product management and an overview of his role here 03:40 - Differentiating B2C pricing versus B2B pricing as it relates to product management 09:33 - Discussing the balance between standardized pricing for most customers and the reality of frequent one-off deals in B2B 11:28 - How to systematize B2B pricing to reduce one-off deals and encourage standardization 16:59 - Aligning sales compensation with margin to protect long-term profitability 18:39 - Highlighting how enterprise sales teams generalize individual client demands as market-wide needs 20:26 - Why product teams must define economic value before development 25:00 - Agreeing that product teams must define value early but debates how to present it, with Mark favoring customer-driven insights and Rich emphasizing the need for quantifiable justification to close deals 26:25 - Acknowledging that while ROI calculators aren’t inherently trusted, they’re valuable as a conversational tool 28:37 - Rich's best pricing advice   Key Takeaways: "I believe a fundamental obligation of product management if we're building something that needs this kind of discussion [communicate economic value], is to do the economic math before we start the development. Not after." - Rich Mironov "Expecting my sales team to be economists is unrealistic. And so, on the product side, I feel like I owe my sales team some narrative that they can read off the page, yes, fill in the numbers, fill in the values, or fill in the quantities. But the value story has to be baked into the product." - Rich Mironov "We lead with benefits, we lead with stories, we lead with vignettes, we lead with problems. But the last two paragraphs of that have to justify somebody actually signing a contract." - Rich Mironov   People/Resources Mentioned: JPMorganChase: https://www.jpmorganchase.com New York Stock Exchange: https://www.nyse.com/index   Connect with Rich Mironov: LinkedIn: https://www.linkedin.com/in/richmironov/ Website: mironov.com Email: rich@mironov.com   Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com  

This is an Impact Pricing Blog published on December 23, 2024, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/dynamic-vs-stable-context-a-framework-for-smarter-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/