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All right. 
Hello and thank you for tuning 

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into another episode of the 
Professional Pricing Society 

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Podcast. 
My name is Terence, and we have 

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a duo on the call today to talk 
with us and go in depth about 

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revitalizing your pricing 
strategy and navigating new 

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entrants and market shifts. 
Our guest today is from a 

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company called Holding Advisors.
Adnan Akbari, Senior Director of

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Pricing, has extensive Fortune 
500 experience in energy 

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management, technology and 
insurance and specializes in 

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helping firms commercialize 
software based offerings. 

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And we have Lori Rabaski. 
Lori has deep background in BDB 

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industrials and manufacturing 
pricing and brings a wealth of 

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expertise in SAS customer value 
research and price model design.

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How are we doing today? 
Doing great. 

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Excited to be here and 
appreciate the continued 

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partnership with. 
PBS Awesome. 

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Awesome. 
Thank you both so much for being

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on this call with us and just 
kind of talking about this this 

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topic. 
Now. 

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I want to go ahead and jump 
right into this discussion and 

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ask the first question. 
Your workshop you're going to be

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conducting at our upcoming 
spring conference is called 

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Revitalize your pricing strategy
and navigating new entrants and 

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market shifts. 
If you don't mind, please unpack

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this topic for us a little bit 
and kind of give us a better 

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grasp of what we should expect 
from this workshop. 

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Yeah, for sure. 
I can jump in and then Lori, 

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feel free to elaborate as as 
needed. 

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So the reason that we're 
focusing on the revitalization 

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of a pricing strategy is because
what we've seen recently when it

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comes to client engagements is 
this rising need for people to 

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go back and think through how 
effective their pricing strategy

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is. 
And the reason that we're seeing

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this more and more frequently is
that naturally in any market 

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things change over time, whether
that's say market volatility or 

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recent example could be you know
the the change in interest rates

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can impact the prices of 
everything and can increase or 

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in many cases deep for different
types of professional services 

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or perhaps products. 
So that's that kind of market 

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aspect of it. 
And then in addition to that, 

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customer needs evolve and change
over time. 

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What customers want, their 
buying behaviour, their usage 

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patterns that all changes over 
time. 

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And then the last piece that 
changed over time is the, the 

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competitive market, meaning the 
types of competitors that you're

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up against, the value that they 
are bringing to the table 

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changes and then the value you 
are bringing to the table 

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relative to those competitors 
changes over time. 

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So given all these kind of 
changes in the marketplace with 

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varying levels of frequency 
depending on the industry, we're

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finding that it's becoming 
increasingly important for 

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commercial teams to go back and 
look at their pricing strategy. 

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To answer a few different 
questions, one of which is the 

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pricing structure that we have 
put into place, does that allow 

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us to change with the market so 
that we are continually pricing 

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in a way that is aligned with 
the with with differential 

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value. 
So that's kind of that primary 

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reason why we started looking at
a topic like this because as we 

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engage with those clients that 
that need is just heightening 

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and we're seeing that more and 
more frequently. 

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It makes a lot of sense because 
a lot of these components when 

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it comes to a strategy can 
change over time like you like 

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you mentioned before. 
And so revitalizing it and 

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refreshing it can be very 
necessary for a lot of pricers 

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at at any walk of their personal
journey. 

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I think, Laura, you're about to 
say something. 

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I'm sorry. 
No, it's OK. 

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It's some of the companies we've
worked with have also been in 

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their industries and markets for
a very long time. 

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So things may have changed, but 
they may not have gone back and 

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changed their pricing strategy. 
So this is a good opportunity to

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really look at what's changed 
and make the updated updates 

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that are needed. 
That's good. 

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Yeah. 
To kind of give an understanding

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of what has changed, kind of 
layout an overview and kind of 

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take the proper action as 
needed. 

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Now Laura, let me ask you this, 
you know, if you don't mind, 

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would you please kind of talk 
about some of the drivers behind

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market shifts? 
Sure. 

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So Adam alluded to a few of 
these already. 

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So some of the things that can 
change is that your product and 

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its value can evolve over 
change, plus your customers 

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needs are changing over time and
then the competitive marketplace

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can change. 
So looking at your products to 

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begin with, your customers may 
be changing their needs and that

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may make your product less 
valuable to them than it once 

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had been. 
On the flip side, you could be 

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making improvements to your 
product and that's increasing 

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its value and then you could 
potentially capture more price. 

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So an example we had with a 
client that's in the 

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construction industry, they've 
been increasing the quality of 

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their products and the number of
products that they offer, but 

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they haven't really gone back 
and changed their pricing to 

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match this increased value. 
So that's something you've been 

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helping them to do. 
I also mentioned like the 

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customer's needs can change over
time. 

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So this could be caused by 
regulations. 

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There can be technology 
improvements, their workflows 

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can change and this is another 
example we saw with that same 

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client. 
So the products they were 

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providing used to be enough, but
now it's more about how the 

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clients are using their 
products. 

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And so they're having to evolve 
their products and the way that 

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they're used in the process in 
order to keep up. 

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And so they're looking at 
changing things from work flows 

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to technology that lastly is 
looking at that competitive 

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marketplace. 
You could have a new competitor 

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come into your marketplace that 
kind of shifts things. 

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This tends to happen on the 
smaller end of the market, but 

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they can enter there and then 
grow. 

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So it's always important to make
sure you have that low value 

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blanking product to kind of help
fend off these new entrants. 

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On the flip side, you could be 
the new entrant, you could be 

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coming up with a new product 
that moves you into a new 

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market. 
Again, this construction company

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that we've been working with, 
they're developing new products 

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that are going to help with 
workflow changes and uses of 

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technology, but it's going to 
get to the market they're in. 

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So now they're going to have to 
pay attention to a new market 

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space and new competitors as 
well as the one they're already.

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And that makes a lot of sense as
well because you know if you've 

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mentioned value can change as 
well for the customer like what 

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I what I value as a customer may
be different than what I value 

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even this time last year. 
And so that requires you know 

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updates and and shifts. 
You all mentioned dynamic value 

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drivers. 
When discussing kind of the 

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context of this workshop that's 
going to be taking place. 

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Do you guys mind providing our 
audience an example of what a 

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dynamic value driver is and how 
it may be impacting a pricing 

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strategy? 
Yeah, I think you you kind of 

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said it well Chance just now 
where you said the value of 

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something that you purchased 
changed relative to what it was 

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a year ago versus what it was 
today. 

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When you start to boil that down
in say AB to B context, the way 

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we think about the value drivers
is the amount of revenue, your 

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product or services. 
How that revenue could change, 

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how how they could generate 
incremental revenue as a result 

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of buying your products and 
services, how it could 

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potentially decrease costs or 
how it could decrease risks. 

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And over time that can change 
due to some of the things that 

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we referenced earlier. 
So a good example of that is we 

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serve a client that within the 
Information Services industry 

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and part of the one of the 
customer segments that they 

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serve is within the the the 
mortgage industry. 

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So as more the number of say 
Refi's increase or the number of

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new mortgage applications 
increases, demand for their 

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services naturally increase. 
This is 100% independent of 

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anything that they're doing from
a a company perspective, 

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independent of the product 
changes they're making and 

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really even independent of their
competitive market. 

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So then that can beg the 
question of when the market has 

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changed, what should you be 
doing, if anything, from a 

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pricing perspective, the volume 
and demand for your services is 

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likely to go down. 
Should you be taking that into 

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consideration from a pricing 
perspective? 

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Should you be, say, decreasing 
prices because volume has 

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changed in our eyes? 
Probably not because you're 

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unnecessarily decreasing prices,
but it's those types of 

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questions any pricing team 
should be starting to think 

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through. 
And then in that inverse 

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scenario where perhaps there's a
change in the market and demand 

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is increasing, what do you do? 
Does your pricing strategy 

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support that and how can you 
scale and implement that over 

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time? 
Because it it the basis of this 

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is really the fact that what 
we're again hearing more and 

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more often is that the value is 
changed. 

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We have an existing base of 
customers where we know that 

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they're deriving a pretty 
significant amount of value from

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our solutions and we're a leader
in the market. 

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So we think that we are able to 
command a higher price within 

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certain segments than we 
historically have. 

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But then the question becomes 
how best do we go about that? 

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Nobody likes to pay more for 
something that they're paying a 

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certain amount for already. 
So what strategies, what 

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mechanisms can we put in place 
to continue to offer our 

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customers a fair price while not
increasing the level of risk to 

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our business? 
And that's really what we're 

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going to get into a lot of depth
through over the course of our 

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workshop. 
That's good. 

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That's good. 
Now this is interesting because 

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you know it does require a lot 
of change. 

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It requires a lot of evaluation.
Now, you explained it very well 

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and it's it sounds easy in 
theory, but could a strategy 

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like this be a bit too complex 
for organizations to implement 

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in your opinion? 
For the majority of cases, it's 

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not as complicated as it seems. 
Prices don't have to be updated 

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instantaneously or even every 
month. 

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You just need to be aware of the
macro changes that are going on.

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So you need to focus on those 
things we've discussed. 

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So what your customers needs are
and how they're changing, any 

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changes in that competitive 
market and then most 

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importantly, your product's 
value. 

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So being able to change your 
price is a lot easier when 

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you're changing your product's 
value. 

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So as you add increased value, 
it's easier to make those types 

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of adjustments. 
When it comes to some of the 

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other things, you need to be 
aware of what the changes are, 

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is it a behavioral change or a 
market driven change? 

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And if it's market driven, is 
your market cyclical? 

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Is this going to change back and
is that something that's going 

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to happen soon or is it going to
be more long term? 

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So you just need to be aware of 
these changes because if things 

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do change and they're permanent 
and don't make any adjustments, 

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you're going to start falling 
behind the marketplace and then 

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you have to be forced to play 
catch up. 

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Yeah, this is a great example of
just being able to evolve with 

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the change of times and being 
able to evolve with the the 

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changing mentalities, if you 
will, of customers and clients. 

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Because that does happen often 
and this workshop sounds very 

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necessary for a lot of different
pricers. 

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Now I'm gonna ask you two 
questions here. 

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What will your attendees learn 
during this PPS workshop and 

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what practical skills will they?
What practical skills will they 

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come away with? 
Or what practical skills do you 

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want them to lead with? 
That's a great question. 

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I mean what we're what we're 
wanting attendees to learn is to

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have an in depth understanding 
of how to come up with the right

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pricing model that reflects the 
needs of their respective 

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businesses. 
It's going to be different 

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across that every industry, but 
we're going to walk attendees 

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through some real world examples
based on these commonalities 

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that we are seeing with our 
customers and using that to 

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train them on how to come up 
with an offering structure that 

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is scalable over time. 
But they can also stay abreast 

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of the market and some of these 
changes that come into play. 

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And just kind of you know 
referencing back to your your 

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past question which your Lord 
had so, so well articulated part

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of that, part of the reason why 
we want to the ability to 

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minimize that complexity is 
we're not necessarily saying 

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that you should go out there and
as value changes immediately 

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increase your prices and have 
this pricing that's fluctuating 

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all the time. 
We're simply saying to stay 

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abreast of these changes that 
could happen, whatever they're 

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driven by and then build a model
so that you have a cadence to 

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capture that incremental value 
that you're walking away with. 

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And that's really what we want 
people to walk away with is to 

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have an understanding of how 
they can drive change within 

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their organizations in a way 
that is simple and effective for

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the organization intake for 
their customers to intake and 

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really effectively manage some 
of these changes with their, 

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their existing customer base. 
That's. 

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Good. 
That's good. 

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Awesome. 
It sounds like it's going to be 

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a very jam packed workshop and 
those who are listening who may 

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be interested, they're going to 
be at our upcoming Spring and 

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Pricing Workshop conference 
being held in Chicago this year,

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April 23rd through the 26th. 
Adnan and Laura, I want to ask 

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you one more question before I 
let you guys go for for the day.

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Where can interested parties 
learn more about you all or your

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company and what what it stands 
for? 

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Yeah, best place to go in and 
navigate is check out our 

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website which is Holden 
advisors.com and then you can 

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also check out our LinkedIn 
profiles. 

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OK, simple enough. 
We like that. 

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Awesome. 
Well, thank you so much for your

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time today, Adnan and Lori. 
For those who are interested, 

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you can learn more by visiting 
our website at 

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pricingsociety.com and click on 
the conferences tab to register 

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00:14:44,240 --> 00:14:47,520
and to stay in the loop with all
things conference and workshops 

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and break out and keynote 
session sessions based. 

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But until then, we'll see you 
guys later. 

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Bye, bye.