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Pricing Podcast: Creating & Capturing Value With Ed Kless & Ron Baker

Learning how to create and capture value in pricing is a valuable skill. In this PricingPodcast, Lisa Fisher, the PPS Senior Director of Marketing and Communications, talks with Ron Baker, Founder of VeraSage Institute about the newest PPS Online Pricing Course “Introduction to Pricing on Purpose: Creating and Capturing Value”. Ron and Lisa discuss why this topic is relevant in today’s marketplace.

Listen to the interview on SoundCloud HERE.

Professionals willing to improve product pricing will best benefit from the newest Online Pricing Course, as discussed in the podcast. Ron Baker, Founder of VeraSage and Ed Kless, Senior Director, Partner Development of VeraSage lead our newest Online Pricing Course offering, “Introduction to Pricing on Purpose: Creating and Capturing Value".

Click To Register For The Course!

Discover the insightful strategies the course can provide businesses ready to shift from cost-plus to value-based pricing. Learn the alternatives to pricing your products and /or services based on customer-perceived value, rather than cost-plus pricing methods. By learning to avoid the deleterious consequences of cost-plus pricing, attendees will improve communication with customers, be able to discover their expectations up-front, enhance their loyalty and retention, and increase your profitability. Attendees Will Learn:
  • The genesis of cost-plus pricing-and why so many businesses still cling to it
  • All customers are not created equal and the economies of price discrimination
  • The First Law of Pricing
  • Why there is no such thing as a commodity
  • The seven types of customer risk and their impact on value
  • What is “fair price?”
Who Should Attend: Any executive who is interested in being among the leaders in the business world moving away from the cost-plus pricing method to achieve a competitive differentiation and who is tired of sacrificing profits on the altar of costs.

Don't miss Ron Baker & Ed Kless share their expertise in-person during #PPSCHI18!

Register to attend HERE and click the image below to learn more about the 29th Annual Spring Pricing Workshops and Conference event!

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How Machine Learning Works In Pricing - PricingPodcast

In this #PricingPodcast Alex Shartsis of PerfectPricing details how machine learning will impact the pricing industry and improve business. The term "machine learning" is popular within the pricing industry at the moment, but what do pricing professionals need to know? How can this trend translate from a buzzword to improved business for various industries? In this new #PricingPodcast we talked with expert Alex Shartsis to learn:
  • What is machine learning?
  • How does it currently impact companies?
  • Will artificial intelligence soon replace pricing professionals?
  • Where can pricers turn for training?
  • ...and more!

Click the image below to listen to the #PricingPodcast interview:

About Alex Shartsis: Perfect Price was founded by former Drawbridge colleagues, Alex Shartsis and Youngin Shin. Youngin had spent years optimizing billions of ads and search results and was looking for a problem to solve that affected nearly everyone. Alex had led pricing efforts at TripIt, Drawbridge, and other early-stage companies and thought he could do better. Pricing is hard because unlike nearly everything else on the internet, there's no easy way to infer demand from the scattered and often limited information on customers. With a unique understanding of the business challenges and technical know-how, Alex and Youngin built the framework for a first-of-its-kind price optimization solution. The Internet and retail business leaders liked what they saw and became customers and investors even before the company had the chance to incorporate. When their first customer saw a 23% increase in revenue, they knew they were onto something. Visit to learn more information.

Learn more about our Pricing Conference & Workshops event and register to attend by clicking the image below:

Subscribe to the #PricingPodcast series and never miss a new episode!

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Uncovering Unauthorized Sales - A Pricing Podcast

In this #PricingPodcast, we talked with Whitney Gibson, a Partner at the Vorys, Sater, Seymour and Pease LLP law firm, and a known expert on unauthorized sales, online. Whitney shared why businesses and consumers alike should be concerned with unauthorized sellers who sell diverted products. Sellers on eBay and other third-party online marketplaces are causing many problems for retailers and manufacturers. These effects result in a loss of profits and brand reputation for brands and legitimate sellers - especially in the pricing industry.

What is unauthorized selling? How can businesses protect their prices and prepare their sales teams? Whitney Gibson shares tips in this #PricingPodcast.

Listen to the #PricingPodcast below: About Whitney Gibson: Whitney is a partner and chair of the firm’s intellectual property and technology protection group. He focuses his practice on Internet brand and reputation issues, including online seller enforcement, internet defamation, patent and intellectual property infringement, and misleading marketing and advertising. Whitney has developed custom programs for companies confronting these issues with investigating tools and services. Please leave a comment on the #PricingPodcast episode below or on our SoundCloud account! Subscribe to the #PricingPodcast to never miss a new interview or pricing share!

Register to attend the Spring Pricing Workshops and Conference event in Chicago, IL this Summer!

Click the image to view the program lineup:


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Pricing Podcast: The Industry's Leading Audio Interviews

The Professional Pricing Society is proud to announce that our Pricing Podcast series is now available on SoundCloud, iTunes, and Google Play! We're excited to deliver fresh audio content and invite you to subscribe to our #PricingPodcast! Listen to episodes on-the-go from any mobile device or laptop, to interviews with pricing industry leaders about their career successes, case studies, and strategic lessons.

CLICK HERE to listen on iTunes

CLICK HERE to listen on Google Play

CLICK HERE to listen on SoundCloud

Rate the sessions, leave a review and share with your pricing peers! We want your feedback to deliver the most valuable content!
  • Are you new to pricing and want to know the industry basics?
  • Have you stopped along your CPP journey and want to find other pricing professionals?
  • Do you know of an expert or brand that would make a great interview?

Share your thoughts and feedback below or send us an email:

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Fine-Tune Pricing With Philip Huthwaite of

Pricing Podcast with BlackCurve pricing software on fine-tuning pricingWe talked with Philip Huthwaite of about ways companies can fine-tune their pricing! It's a New Year and we're back with fresh content to keep pricers and pricing businesses ahead of the competition. The #PricingPodcast series delivers pricing strategies, pricing interviews with experts and more via an audio download. In this episode, Philip Huthwaite, CEO of Black Curve Software solutions. In this #PricingPodcast Philip discusses:
  • How to avoid pricing errors
  • Common pricing strategies adopted by successful businesses
  • Price Optimization - 2017
  • How to execute "quick wins" to better target prices
  • Long-term strategies to fine-tuning pricing
  • What businesses should avoid Case Studies/ Company Examples of success
Listen to the NEW #PricingPodcast featuring Philip Huthwaite! Click the image below to listen to the audio... pricing podcast, pricing About Black Curve: BlackCurve is a Price Management and Price Optimization Platform. Our cloud-based software empowers businesses to price smarter and in doing so increase their profitability. Learn more: We're excited to provide great pricing interviews and business strategies in our #PricingPodcast series! Check our website, subscribe to the Newsletter and follow @PricingSociety on LinkedIn, Twitter, and Facebook for the latest pricing updates and shares! Continue reading

Partnering With Sales Featuring Joanne Smith

In this #PricingPodcast, expert Joanne Smith shares strategies to improve partnering with sales within pricing partnerships. Joanne Smith is a featured Workshop presenter during our Winter European Global Pricing Workshops and Conference in Berlin, Germany. Before sharing exclusive insight with attendees, she shared best-practices to improve price execution in our #PricingPodcast series! Click the image below to listen to the audio recording: 1

**We've transcribed the full audio interview below:

Why is this an important topic that should be considered? J.S.: This topic is so important since most companies that embrace pricing focus on price setting, but that is just half the battle. Price execution is the other 50%. The best price setting does you little good if sales can’t successfully negotiation the price. So it is imperative that pricing work closely with sales to support or guide them in the execution. I continue to see weak execution skills in virtually every business I work with; from highly experienced sales professionals and leaders through pricing leaders & professionals. Unfortunately, so many pricing groups think the execution is the sole responsibility of the sales force and thus they don’t think they need to (or should) get involved. This could not be further from the truth. The pricing group must be the champion for better pricing and that extends through helping to build the pricing skills of the sales force. Furthermore, a pricing person can’t be a valued partner of sales if they don’t understand price execution and have skills to coach or guide sales in difficult price drop or price increase situations. What are some of the biggest challenges to price execution? J.S.: The two tough challenges are 1. how to manage situations where there is high pressure to drop your price and 2. how to successfully manage situations where you are increasing the price. In both of these situations, the customer is pushing hard for the lower price (or lower increase) and competitors are potentially positioning to ‘take your share”. Most salespeople don’t know how to assess their pricing power in these situations and thus they often drop the price far too frequently and much more than they need to. They don’t know how to manage aggressive competitors. In the end, their actions often lead to more price aggressive customers and price aggressive competitors; making their jobs more difficult. What are a few of the key reasons that companies have such low success with their price increases? J.S.: Most companies only achieve about 30% of their price increase targets. It doesn’t need to be that low and with good skills, they can greatly improve (double or triple their success). There are a number of reasons why companies have such low success, and unfortunately no silver bullet to fix these issues; it takes a combination of skills to turn things around. But, the top two high-level reasons for low success are 1) mindset and 2) execution skills. Mindset gets into things like the culture being so volume focused that they are afraid to risk any volume loss, to sales not having the courage and conviction to really ‘sell’ their price increase. The lack of courage and conviction often stems from their lack of strong price execution skills. Once you enhance the skills the mindset shifts occur and your performance greatly improves. What was your experience when you ran DuPont’s Marketing and Pricing Group? Was execution a key issue? J.S.: Absolutely! Nearly every business believed that had highly experienced salespeople who had repeatedly tried to improve price but their highly competitive environment made it too difficult to raise (or sometimes even hold) price without losing their volume. They and their leaders were amazed at their success when they started to use best practices for pricing execution. They learned (then demonstrated) that their own actions & behaviors could influence the market in a very positive way. What makes this workshop unique or different from other workshops on pricing execution? J.S.: When I ran DuPont’s Corporate Pricing, I evaluated numerous externally available pricing and negotiation courses looking for the best course to train our sales and pricing professionals. This course combines some of the best of these courses but I have also added several powerful modules and exercises (and modified others) to make it more practical, easy to understand and quite relevant to the sales force. I want folks confident to immediately start using their new knowledge to make better pricing decisions. What approaches do you use in this workshop? J.S.: Think fun and practical. This course is loaded with games, exercises and real-life examples that focus on very practical advice. Advice that can be immediately applied. There are take-home tools to help reinforce the key messages and improve price drop decisions. It is fast-paced and fun, but most of all practical. Have you offered this course in the past? If so, what was the participant’s response? J.S.: Yes, I have offered this course, or a similar version, a number of times. Typically I am offering internally to a company’s sales & pricing groups but this is the first time that I am offering it at the Spring Pricing Workshops & Conference - (#PPSCHI18). I have always gotten outstanding feedback for this course, in fact, a few experienced sales leaders have even said it was the best course of their career.

**You can hear directly from Joanne Smith during the Spring Pricing Workshops and Conference event in Chicago, IL 2018!

(Click the image below for registration details)

Follow @PricingSociety across social media for the latest pricing information in real-time!

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Price Increase Effectiveness With Travis Umpleby

Travis Umpleby, pricing expert and Senior Consultant at Holden Advisors, shares 4 strategic lessons that make for effective price increases. Understanding the best strategies to price products in business has proven to maximize business profits. We talked with Travis Umpleby, Senior Consultant at Holden Advisors, about ways to improve prices in business. Listen as he shares lessons that will aid in growth revenue growth within business. Learn the best tools, the right timing and ways to approach price increases with confidence in this #PricingPodcast! Click the image below to hear the #PricingPodcast: 1 About Travis Umpleby: Travis is a Senior Consultant at Holden Advisors and drives pricing and negotiating initiatives with customers. He specializes in creating pricing-to-value strategies and negotiation tools that include Give-Gets and value messages that sales teams can use when facing tough negotiations. Travis excels in developing Backbone Coaches to reinforce behavior change. As a certified Negotiating with Backbone facilitator, Travis leads workshops across diverse industries such as SaaS, manufacturing, and data services. Travis holds an MBA from the Carroll School of Management at Boston College, and a Bachelor of Science from Brigham Young University. Speakers from Holden Advisors will be featured during the 29th Annual Fall Pricing Workshops and Conference in Dallas, Texas!   Click the image to view the FULL Speaker lineup and REGISTER your team today! Continue reading

"Pricing Smoother Than Peanut Butter" With Peter Barr of McKesson

We talked with Peter Barr, Director of Pricing at McKesson, about pricing smoother to impact business in this #PricingPodcast. The McKesson Corporation is an American company distributing pharmaceuticals at a retail sale level and providing health information technology, medical supplies, and care management tools.McKesson is a top-ranked business grossing well over $100 billion in 2015. As a pricing expert, Peter has proven there is an art or skill, if you will, to mastering effective pricing. in this #PricingPodcast episode, he shares five great tips to improve smoother pricing in business! Click the image below to listen to the #PricingPodcast: Pricing podcast with pricing expert Peter Barr, Director of Pricing at McKesson About Peter Barr: Peter Barr has been leading pricing for distribution business for over 10 years and is the Senior Director of Pricing for the Primary Care Business at McKesson Medical-Surgical. He joined McKesson when the company acquired PSS World Medical, where he served as Director of Strategic Pricing. He previously served as the head of pricing for the plumbing and electrical businesses at HD Supply, where he worked in a series of leadership positions in pricing, operations and finance during his 16-year career with the company. Peter holds a B.S. in Finance and International Business from Oregon State University. We proudly feature McKesson Speakers during our events and this Spring during the 28th Annual Spring Pricing Workshops and Conference is no exception! Click the image for more information about the upcoming #PPSMIA Conference, to view the full Speaker lineup and register rooms for your team! Continue reading

Current Trends In Pricing Featuring Lydia DiLiello

We talked with featured pricing consultant Lydia DiLiello about the "Current Trends In Pricing" in a NEW #PricingPodcast! We're excited to feature pricing experts and share business insights in our #PricingPodcast series! This latest edition features PPS Board Member and friend, Lydia DiLiello. Lydia took time before her upcoming appearance during #PPSLV16 to share an expert opinion on the current pricing industry landscape. Listen to the exclusive insight in our #PricingPodcast. Click the image below to listen to the #PricingPodcast audio: Pricing podcast discussing current global trends in pricing

About Lydia: Lydia Di Liello is the founder and principal of Capital Pricing Consultants L.L.C. a Revenue Management consultancy dedicated to improving profitability for its clients. She brings more than 22 years of global revenue management, pricing expertise and business leadership experience to her clients.

Spending her corporate career in B2B, Di Liello’s experience working in 16 countries with global Fortune 500 companies and mid-size privately held firms provides a breadth of knowledge and an understanding of the unique challenges her clients face. Her leadership roles have included manufacturing, pricing and procurement. Di Liello earned her MBA from The Youngstown State University and is a prominent member of the Professional Pricing Society Board of Advisors and regularly presents at Conferences. She also frequently contributes to pricing industry publications including The Pricing Advisor, Pricing Brew and The Journal of Professional Pricing.

For more information about pricing strategies that will better impact your business, contact Lydia directly with questions and comments!


Lydia is also a featured Workshop presenter during the upcoming 28th Annual Fall Pricing Workshops and Conference in San Diego.

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Mastering Service-Parts Pricing With Jason Philip of Syncron

Goodbye Spreadsheets, Hello Profit Margins: Mastering Service-Parts Pricing

Listen as Jason Philip, Syncron’s Head of Expert Services shares how companies can master service-parts pricing to boost revenue in this #PricingPodcast

Leading manufacturers from around the globe are now optimizing their service parts pricing to deliver dramatic improvements to the top and bottom lines. Jason Philip of Syncron details how the right price, for the right part, in the right market, can drive service parts revenues up by 5 percent, while driving gross profits by 7 percent!

In this #PricingPodcast, listeners will learn:

  • Why service parts pricing is becoming the new profit lever
  • How leading companies are using service parts optimization to improve company performance
  • The quantitative and qualitative benefits of service parts price optimization

Click on the image to listen to the #PricingPodcast:

Pricing Podcast: how to master service-parts pricing About Jason: Jason Philip is responsible for implementing Syncron’s pricing solutions for the company’s customer base, working in global and complex environments. He has implemented solutions around the world, including North America, Japan, Jordan and Europe. Prior to joining Syncron, Jason was a product manager and designer for PTC (previously Servigistics). He received his Master’s Degree in Industrial Engineering from Georgia Tech in 2010.   To hear more incredible speakers and to learn pricing strategies directly from the experts, register for the 29th Annual Fall Pricing Workshops and Conference event in Dallas, TX! Continue reading