Why Pricing Problems Are Really Buyer Decision Problems

Most founders assume stalled deals, price pushback, and discount pressure are pricing issues. They are not. They are decision issues.
In this session, Mark Stiving walks through the Six Laws of Value as a practical map of how buyers actually make decisions. Not how we wish they did. Not how sales decks assume they do.
Each law explains a specific point where buyers hesitate, defer, or quietly disengage. When those breakdowns happen, price becomes the scapegoat.

The first half of the session is a concise primer on the Six Laws and how they define the buyer decision process. The second half is an open Q&A on pricing, negotiation, packaging, and objections, with every question likely grounded in how buyers decide.
If you have ever thought, “Our price shouldn’t be the problem,” this session explains why it keeps becoming one.

About Mark Stiving
Mark Stiving is a pricing expert, speaker, and author who helps companies make more money by figuring out how buyers actually decide what to pay, then aligning products, packaging, and pricing with that reality. He pushes hard on value-based and context-driven pricing and spends very little time on academic theory and a lot of time on what moves revenue and profit in the real world.

He’s best known for simplifying complex pricing concepts into frameworks that executives and teams can actually use. His work shows up in books, bootcamps, boardrooms, and consulting rooms, often with companies that have strong products but weak clarity on how to justify and capture their value.

The unsugarcoated summary: Mark helps organizations stop guessing at prices and start getting paid for the value they already deliver.

Few voices resonate with the clarity, insight, and expertise of Mark Stiving. His profound understanding of buyer behavior and his unique ability to distill pricing strategies into actionable insights have cemented his reputation as a sought-after advisor and instructor. His firm, Impact Pricing, works with private equity firms and their portfolio companies to focus on customer value, optimize pricing, and maximize valuation.

He hosts the popular Impact Pricing Podcast, has a Ph.D. in pricing from U.C. Berkeley, and is the author of four books:
Impact Pricing - Your Blueprint for Driving Profits (2011)
Win Keep Grow - How to Price and Package to Accelerate Your Subscription Business (2021)
Selling Value - How to Win More Deals at Higher Prices (2022)
Instant Profits - How to Raise Prices Without Losing Customers (2024)