E251 | Pricing & Packaging for Long-Term Customer Retention with Mark Stiving

Today on the show we have Mark Stiving, the founder of Impact Pricing and author of "Selling Value", "Impact Pricing", and "Win Keep Grow".

In this episode, Mark shares his experience in the intricacies of pricing and packaging strategies, emphasizing their impact on customer retention and expansion.

We then discussed understanding customer value, overcoming internal biases, and the importance of iterative pricing strategies. 

We wrapped up by exploring actionable insights on leveraging pricing metrics to enhance customer engagement and reduce churn.

Mentioned Resources

• Impact Pricing
• Selling Value Book
• Impact Pricing
• Win Keep Grow

Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

Chapters

• 2:09 Introduction to Mark Stiving and Impact Pricing
• 3:06 The Psychology Behind Pricing
• 5:25 Helping Companies Understand Customer Value
• 7:13 Pricing for Platforms vs. Vertical Markets
• 11:31 Overcoming Internal Biases in Pricing and Packaging
• 16:31 Pricing and Packaging Through the Lens of Retention
• 20:22 The Importance of Iterative Pricing Strategies
• 26:49 Mitigation Strategies for Pricing Changes