A Preview of My Upcoming Talk: Presenting Pricing Insights That Resonate with Leaders

Pricing strategies often rely on robust data—carefully researched, meticulously analyzed, and expertly compiled. Yet, even the most data-driven pricing recommendations can be met with hesitation, skepticism, or outright dismissal when presented to executives. Why? Because pricing isn’t just about the numbers; it’s about the story behind them.

At the Professional Pricing Society (PPS) event in Dallas (May 6-9, 2025), I’ll be diving into this very topic—how competitive or market intelligence helps shape pricing insights into compelling narratives that resonate with executives. My session on May 8 will focus on key techniques to ensure pricing recommendations drive action rather than resistance.

The Power of Storytelling in Pricing Decisions

Executives today don’t just want numbers; they need insights that clearly and compellingly connect pricing strategies to business decisions. Data alone rarely drives action—it’s how pricing intelligence is framed, contextualized, and delivered that makes the difference to ensuring pricing insights resonate with leadership.

I have spent over three decades converting intelligence into action, and one fundamental truth stands out: Pricing research without a well-structured, engaging narrative can fall flat—no matter how solid the data is.

Three Keys to Making Pricing Insights Resonate

In my session at PPS, I’ll outline three essential techniques to ensure your pricing strategies gain executive buy-in and lead to timely and decisive action:

1. Translating Pricing into Executive-Ready Insights
   Pricing data must be translated into a language executives understand and value. This means focusing on impact-driven insights rather than simply presenting figures and trends. Competitive intelligence strengthens these insights by weaving in industry trends, competitor strategies, customer perspectives, and market dynamics to provide a complete 360° picture.
2. Structuring Presentations for Buy-In
   Even the most well-researched pricing strategy can fail if it isn’t communicated effectively. Using proven storytelling techniques—such as framing pricing decisions around competitive positioning or risk mitigation—ensures that executives engage with and trust the findings. Competitive intelligence enhances this by providing real-world context and demonstrating how pricing moves align with broader business goals.
3. Applying a Business Case Framework That Drives Action
   Executive decisions hinge on alignment with business priorities. Pricing strategies must be framed within a structured business case that ties pricing to areas such asrevenue and/or profitability growth, customer retention, competitive advantage, and organizational objectives. Competitive intelligence provides the external validation needed to reinforce these connections and make a compelling case for action.

Why This Matters More Than Ever

Pricing is no longer just an internal financial function—it’s a competitive differentiator. Companies that effectively translate pricing intelligence into actionable strategies are the ones that gain market share, retain and grow its customer base, and drive profitability.

My session isn’t just another pricing discussion—it’s a masterclass in ensuring your pricing strategies are heard, trusted, and implemented. By leveraging competitive intelligence, professionals can turn pricing insights into compelling, decision-driving narratives.

Don’t miss this opportunity to refine your approach and elevate your pricing strategies. Join me at the Professional Pricing Society event in Dallas (May 6-9, 2025) and learn how to make your pricing recommendations impossible to ignore.