{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"Why the Same Product Shouldn\u2019t Have One Price (And What to Do Instead) with Bobby Moesta","description":"Bobby Moesta is the President & CEO of The Re-Wired Group, where he helps companies understand why customers buy.He is the co-creator of Jobs to Be Done alongside Clayton Christensen, and has spent decades studying the demand side of innovation\u2014what actually drives people to change, choose, and pay. In this episode, Bobby joins Mark Stiving to challenge some of the most common assumptions behind pricing and decision-making\u2014starting with how buyers really think (and why it\u2019s not what most companies expect). They explore what\u2019s actually happening beneath the surface of a purchase decision\u2014and why understanding that can completely shift how you approach pricing. If you\u2019ve ever felt like your pricing \u201cshould work\u201d but doesn\u2019t\u2014this conversation will make you rethink what\u2019s really going on.   Why You Have to Listen: Understand why context + outcome determines willingness to pay (not features). Learn why buyers don\u2019t \u201cchoose\u201d instead they eliminate options and build confidence. Discover why most companies underprice by targeting the average instead of high-value contexts.   \u201cPricing is contextual. It\u2019s based on the context they\u2019re in and the outcome they want.\u201d \u2014 Bobby Moesta   Topics Covered: 02:21 \u2013 Why buyers don\u2019t change (until something breaks). The hidden trigger that forces people out of the status quo 04:41 \u2013 What buyers actually expect when they pay. Why value isn\u2019t what you think\u2014and where expectations really come from 06:30 \u2013 The invisible forces behind every purchase. Push, pull, anxiety, and habit\u2014and how they quietly control decisions 12:13 \u2013 How buyers really decide (it\u2019s not what you think). Why people don\u2019t \u201cchoose\u201d\u2014and what they actually do instead 18:17 \u2013 Why confused buyers walk away. The simple reason deals stall (and how to fix it) 20:06 \u2013 What creates buyer confidence. How people convince themselves to finally say yes 23:20 \u2013 What \u201cI need to think about it\u201d really means. The hidden signals behind hesitation\u2014and how to uncover them 27:41 \u2013 Why one price doesn\u2019t fit all. How context changes what customers are willing to pay 29:37 \u2013Every decision is a purchase decision. Why pricing thinking applies far beyond products and sales   Key Takeaways: \u201cWe can't convince them of anything. They have to convince themselves.\u201d \u2014 Bobby Moesta \u201cMost of the time we end up pricing at the bottom of the market\u2026 and we're giving away the high end.\u201d \u2014 Bobby Moesta   Resources Mentioned: Jobs to Be Done \u2013 Framework for understanding customer decisions The Re-Wired Group \u2013 Bobby\u2019s firm focused on demand-side insight Demand-Side Sales \u2013 Bobby\u2019s book on how customers actually buy   Connect with Bobby Moesta: LinkedIn: https:\/\/www.linkedin.com\/in\/bobmoesta\/  Website: https:\/\/therewiredgroup.com\/    Connect with Mark Stiving: LinkedIn: https:\/\/www.linkedin.com\/in\/stiving\/ Email: mark@impactpricing.com   ","author_name":"Impact Pricing","author_url":"https:\/\/www.ImpactPricing.com\/podcast","html":"