Member Exclusive: How Costs Should Matter to Pricing WEBINAR

Wednesday, October 13 12:00pm - 1:00pm PDT

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As an accountant, you probably know your client’s numbers better than they do. You structure them and present them so your clients can make great decisions. What about their pricing decisions? Are you giving them the information they really need to make optimal pricing decisions? Unless you know how costs should be used in pricing decisions, the answer to that question is probably no. Imagine providing cost information in a new structure, and then guiding your client on how best to use them. This session will not make you a pricing expert, but it will help you understand several types of pricing decisions your buyers make and how the right cost information can help them.





Designed For

All professionals.


Gain a better understanding of how to communicate how costs and pricing should interact.





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Mark Stiving

Mark Stiving, PhD, MBA, is a widely recognized pricing expert and marketing pro who teaches companies how to boost revenues and realize their true value. With 25+ years experience in price segmentation, pricing product portfolios and visionary pricing, Mark’s analytical skills provide specific direction—and quantifiable results.

Sought after as a trusted advisor, Mark has consulted, trained and/or coached hundreds of companies including Cisco, Procter and Gamble, Grimes Aerospace, Splunk, and Crowdstrike. Mark uses a creative but pragmatic approach to help large businesses and entrepreneurs untangle confusion about pricing. All businesses can benefit from Mark’s value-based pricing strategies to capture their true worth, from start-ups to seasoned enterprises.

Pricing has been a lifelong passion for Mark. As a child, he contemplated why companies always use 99 cent price endings, which led to the question, “Do companies think we’re stupid?” He had a chance to study this question during his doctoral program at the University of California at Berkeley and hasn’t looked back since.

An award-winning speaker, Mark speaks at professional conferences for the Professional Pricing Society, International Quality and Productivity Center (IQPC), American Marketing Association, Consumer Electronics Design and Installation Association (CEDIA), Marketing Science and other professional settings. Mark is also the author of Impact Pricing: Your Blueprint for Driving Profits, which has helped business owners answer the fundamental question, “Am I pricing right?”

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