Sep 11, 2026 · 14 min · 8 segments
**This is an Impact Pricing Blog published on June 29, 2026, turned into an audio podcast so you can listen on the go.** **Read Full Article Here…
Buyers don't pay for the value you create.
They pay for the value they can see.
So Mark is writing a book called Buyer Disconnect, which is coming out in November.
And the entire time that he's been working on it, he kept circling back to one example because it showed the whole problem in miniature.
In a single conversation, you have probably had a hundred times.
And he wanted to share it before the book comes out.
There is a moment in a sales conversation that almost no one notices because it happens by reflex.
A buyer says what they want and the seller starts describing the product.
It feels like the right thing to do.
The buyer asked, the seller answered.
But watch what happens to the value of the deal as the same conversation is run five different ways.
Each one a little less about the product and a little more about the buyer's own situation.
The number the buyer is willing to pay does not stay put.
And it does not just get bigger.
It gets justified.
It moves from a figure the buyer discounts to a figure the buyer believes because by the end, they built it themselves out of problems they can see.
So we're going to show you all about this in one deal.
In these scenarios, a company sells a CRM.
The buyer is a B2B business doing $40 million a year, closing about 25% of the qualified opportunities their reps work.
They are shopping for a CRM because, in their words, we're not closing enough of our at-bats.
Same buyer, same product, same price list.
We're gonna go over five times.
The only thing that changes is the conversation.
Buyers don't pay for the value you create.
They pay for the value they can see.
So Mark is writing a book called Buyer Disconnect, which is coming out in November.
And the entire time that he's been working on it, he kept circling back to one example because it showed the whole problem in miniature.
In a single conversation, you have probably had a hundred times.
And he wanted to share it before the book comes out.
There is a moment in a sales conversation that almost no one notices because it happens by reflex.
A buyer says what they want and the seller starts describing the product.
It feels like the right thing to do.
The buyer asked, the seller answered.
But watch what happens to the value of the deal as the same conversation is run five different ways.
Each one a little less about the product and a little more about the buyer's own situation.
The number the buyer is willing to pay does not stay put.
And it does not just get bigger.
It gets justified.
It moves from a figure the buyer discounts to a figure the buyer believes because by the end, they built it themselves out of problems they can see.
So we're going to show you all about this in one deal.
In these scenarios, a company sells a CRM.
The buyer is a B2B business doing $40 million a year, closing about 25% of the qualified opportunities their reps work.
They are shopping for a CRM because, in their words, we're not closing enough of our at-bats.
Same buyer, same product, same price list.
We're gonna go over five times.
The only thing that changes is the conversation.
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