SEASON: 4 EPISODE: 15Episode Overview:Are you ready to maximize your value and multiply your earnings? My guest will show you how to raise your prices and stop leaving money on the table. It’s not about charging more; it’s about discovering the only type of value your customers will pay more for. Not all value is equal, and today we are going to discover what your customers are willing to pay more for. Join me now for my conversation with the New York Times Best Selling Author of (RE)VALUE: Raise Your Prices and Build Your Legacy, Adam Wallace.Guest Bio: Adam has spent years unlocking pricing power for products and services. After more than a decade as a corporate fixer, joining Fortune 100 leadership teams to capture additional value on multibillion dollar ventures, he now serves as an interim executive and board member for private companies.Adam grew up in a two-story log cabin outside of Nashville, built by his 7th generation grandfather prior to Tennessee becoming a State.Resource Links:Website: www.AdamWallace.comProduct Link: https://www.adamwallace.com/bookInsight Gold Timestamps:05:05 I'm not done, I want bigger problems05:47 The biggest source of value lost was….07:28 I was my first customer08:55 The company itself as a product 10:55 We might be at the end of one game….11:47 Can you elaborate on what pricing power truly means?14:19 Start with where do I create the most value, and for whom?15:35 They're just transaction, transaction, transaction16:26 It's not that we have to sacrifice this for the other one18:23 How does their company create that value?20:10 What's a pricing riptide?21:35 You don't create equal value to all your customers22:51 We actually only perceive the world based on what we value24:09 The concept of the monetization curve and its impact on pricing strategies25:11 When you're selling solutions to problems a person doesn't even know they have26:37 Do you believe that people view the most expensive item as the best item?27:54 So let's say you're going out to dinner and you want to buy wine31:18 It's kind of like a Dutch auction33:08 They collapse what customers say as an indication for what they'll doConnect Socially:LinkedIn: https://www.linkedin.com/in/propertyofwallace/Email: [email protected]: Rainmaker LeadGen Platform Demo: https://bookme.michaelvickers.com/lite/rainmaker-leadgen-platform-demoRainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/Resources: https://becomingpreferred-podcast.com/resources/Next Episode:  Customer-Centric Objectives and Key Results (OKRs) with Josh Seiden

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