What Buyers Actually Pay For (Hint: It's Not Your Product) with Mark Stiving and Rebecca Kalogeris — Impact Pricing

If buyers are predicting the future… and confidence determines when they act… what are they actually paying for?

In Episode 3 of the Buyer Decision Series, Mark Stiving and Rebecca Kalogeris explore the next piece of the puzzle; and challenge a common assumption about value.

Because what buyers pay for may not be what you think.

Discover what buyers are really evaluating; and why understanding it can completely change how you talk about value and pricing.

Why You Have to Listen:

Understand what buyers are really paying for—and why it's rarely the product itself
Learn the Second Law of Value and how it reshapes the way pricing conversations work
See how B2B buyers think about results through revenue, cost savings, and risk
Recognize the hidden personal outcomes buyers consider—even in business decisions
Build the next layer of the Buyer Decision framework introduced in Episodes 1 and 2

Catch Up on the #buyerDecisionSeries:

Episode 1: Buying Is a Prediction of the Future https://impactpricing.com/podcast/buying-is-a-prediction-of-the-future/
Episode 2: Buyers Buy Futures, Not Features https://impactpricing.com/podcast/buyers-buy-futures-not-features/

"Value is the result of solving problems."
— Mark Stiving

Topics Covered:

00:22 - Recapping the First Two Episodes. Buying is prediction, and confidence determines when someone acts
01:32 - Confidence Threshold in Buying Decisions
02:11 - Introduction to Laws of Value
02:42 - Umbrella Law: Buyers Trade Money for Value
03:14 - Law One: Buyers Make Predictions
04:02 - Law Two: Value is the Result of Solving Problems
05:02 - Confidence Components: Payoff, Probability, Anticipated Regret
06:07 - B2B Results: Incremental Profit + Reduced Risk in B2B
08:22 - Results in B2C: Functional, Social, and Emotional Value. Consumers buy outcomes like better performance, social perception, or emotional satisfaction
10:43 - Why Individual Buyers Still Matter in B2B. Even business decisions include personal outcomes like reputation and career impact
12:50 - What Comes Next: Quantifying Value. How sellers can help buyers understand the payoff they expect

Key Takeaways:

"Value is the result of solving problems." — Mark Stiving

"Individual buyers inside companies still care about how decisions make them look and feel." — Rebecca Kalogeris

Connect with Rebecca Kalogeris:

LinkedIn: https://www.linkedin.com/in/rebecca-kalogeris

Connect with Mark Stiving:

LinkedIn: https://www.linkedin.com/in/stiving/
Email: mark@impactpricing.com