Impact Pricing: Why Buyers Can’t Articulate Their Real Problems (And Why That Matters for Pricing) with Mark Stiving and Rebecca Kalogeris (opens in new tab)

If value comes from solving problems… why do buyers struggle to explain the problems they actually have? In Episode 4 of the Buyer Decision Series, Mark Stiving and Rebecca Kalogeris explore why buyers often jump straight to solutions instead of clearly articulating their problems. But the real value conversation doesn't start with features or products — it starts with understanding the problem behind the purchase. Discover why the sellers who understand a buyer's problems best are the ones b...