Ed Kless – Without the Conversation, There is No Value Pricing

Why you have to check out today’s podcast: Learn why without the ability to have this conversation, value pricing is dead on arrival  Know why value conversation is the most valuable skill in business  Learn how to discipline yourself not to be a ‘solutionist’ and  not offer solutions too early in the process  You can't do value pricing without having a conversation about the prospects problems and pain points. The way you talk to customers has a significant impact on your brand, and nothing delivers customer satisfaction quite like consistently valuable communication.     Ed Kless is an expert in value conversation, the Senior Director of Partner Development and Strategy at Sage - a SaaS-based product company, and the co-host The Soul of Enterprise with another value pricing expert, Ron Baker.     In this episode, Ed will dissect the process of creating value discussion, how to do value billing. Ditch the time sheets, frustrated clients and employees, and make more profits.      “How you sell is a free sample of how you will solve.”  – Ed Kless, quoting Mahan Khalsa   Stay updated on all thing pricing.   Subscribe to 'The Pricing Perspective' here    Topics Covered:  01:30–Ed’s back story how he got introduced into the pricing industry through Ronald Baker book - Professional's Guide to Value Pricing  02:28 –Ed does not believe in  timesheets, moving away from billing via the hour  04:10 – Comparison between a consultant and a technician in terms of delivering service  05:00 – Value conversation components: the cost, the price, and the perceived value  8:27 – Value conversation explained - ‘How you sell is a free sample of how you solve.’ - Ed quoting Mahan Khalsa  11:33 – People need to be heard -  why it is crucial in your value conversation  16:44 – Mahan Khalsa’s Five Golden Questions  How do you measure it?  What is it now?   What do you want it to be?   What is the value of the difference?   Over time (usually one year)?  17:39 – Value conversation for product marketing as suppose to making sales   22:01 – The four steps to move off the solution: Listen, Assuage, Move and Close  27:12 – A piece of pricing advice from Ed– “Offer choices. Do not hesitate to come up and compete with yourselves to try to develop choices for the customers.”    Key Takeaways:   “What people want is that they want to felt listened to.” – Ed Kless  “Prospects as other human beings can sense that [when you are not listening] as well.” – Ed Kless  “Even when there is competition, and we make value conversation, people trust us more. They believe us more.” – Mark Stiving, quoting Ed Kless    People and Resources Mentioned  Ronald Baker  Peter Black   Mahan Khalsa Let's Get Real or Let's Not Play   The Soul of Enterprise: Episode 182 - How to Have a Value Conversation    Connect with Ed Kless  www.edkless.com  Facebook  Linkedin The Soul of Enterprise    Connect with Mark Stiving   Email: [email protected]   LinkedIn   Twitter     Connect with Mark Stiving  Email: [email protected]  LinkedIn  Twitter