Boosting the Pricing Team’s

It’s Challenging to Improve What You Don’t Fully Control • In B2B, there are usually lots of

different people and groups with a hand in the pricing process.

• The pricing department rarely owns everything that ultimately affects pricing performance.

• Lacking direct authority over all things pricing, how can you hope to have much of an impact?

AUTHORITY INFLUENCE VS Forced compliance is often

accompanied by watercooler resistance and resentment.

People will only do the minimum necessary.

Problems and failures along the way become “evidence”.

You’re an imposition.

You’re on the hook for how things turn out.

Authority is usually bestowed or granted by

someone else.

When people have ownership/agency, there’s

less naysaying and pushback.

People are more likely to do whatever it takes.

Instead of pointing at problems, they fix them.

You’re seen as helping.

They’re accountable for how things turn out.

You don’t need anyone’s permission to become

more influential.

Taking a Scientific Approach To Becoming More Influential • Dr. Robert Cialdini is the leading

scientific researcher in the area of influence and persuasion.

• His work focuses primarily on commercial applications and his findings are scientifically tested.

• Cialdini’s books are very high on our recommended reading list for ambitious change-agents/leaders.

We’re Wired to Feel Obligated to Respond In-Kind When We’re

Given Something

We’re Driven to Be Consistent With Our

Past Positions and Stated Commitments

When in Doubt, We’re Wired to Look

for a Crowd to Join or a Herd to Follow

We’re Compelled to Like People Who Are

Similar to Us...and People Who Like Us

We’re Inclined to Defer to Credentialed Experts Or Perceived

Authority Figures

We Can’t Help Being Uncomfortable With

Losing Something or Missing Out

Our Thoughts Before Hearing the Message Will Affect How We

Receive the Message

You Need to Be Mindful of Four Organizational Dynamics

Resistance to change is woven into the fabric of every established business.

In nearly every organization, there are internal political games being played.

Like any other organism, departments will defend against perceived threats.

Other “influencers” are operating at various levels in your organization.

Be generous with the credit; accept some blame. Learn the basics of good storytelling...

- Mysteries before; hero stories after. - Don't lead with the conclusion---tell a story

that helps lead others to the conclusion. - Don't lead with the data---tell a story and use

the data to support or prove the points. Get in the habit of saying “we” and using phrases

like “Help me understand...” and “It seems to me....” Tailor your approach to the different personalities

and departments you’re seeking to influence. Whenever possible, make it all about the audience. Write and publish memos, reports, analyses, etc.

Wrap-Up and Reminders... Influence can be better than authority...

and it’s a highly transferable skill. While some people are naturals, it’s a

skill that can definitely be learned. Study Cialdini’s work to gain

an understanding rooted in science, rather than anecdote.

Be aware of the organizational dynamics you have to navigate.

The more you learn about this topic, the less susceptible you’ll be.

WARNING: You’ll see it everywhere!

Questions & Answers (Questions definitely. Answers hopefully.)