The Pricing Guys

Are pricing teams their own worst enemy?  In this episode of The Pricing Guys, Michael and Avy are calling out a growing trend in the pricing community: a victim mentality showing up all over LinkedIn, where pricing professionals feel undervalued, ignored, and like they're the only ones driving results in their organizations. But here's the hot take: if no one's listening to you, that might be on you. Michael and Avy break down why the best pricing professionals aren't just Excel wizards. They're change agents, relationship builders, and communicators who bring their stakeholders along for the journey from day one. They share real-world consulting experiences, the powerful "seven times rule," and lessons from a fireside chat at a major private equity conference on why trust-building is the real unlock for organizational change. Whether you're a pricing veteran or just getting started, this episode will challenge your mindset and give you a fresh playbook for making real impact. What's covered: The LinkedIn "pricing victim" trend and the hot take you might not want to hear Change management vs. spreadsheet perfection Getting stakeholders involved early (and why it matters) Relationship-first leadership lessons How to shift from victim to change agent Have a topic you want us to cover? Send it in! #ThePricingGuys #Pricing #PricingStrategy #RevenueManagement #ChangeManagement #B2B #CommercialExcellence #RML  

Have you ever picked up a piece of clothing in a store and noticed the price tag was... blank? Target made headlines when they quietly removed price points from tags on select clothing items, and the guys are unpacking what's really going on. In this episode, we dig into the operational reasoning Target offered (spoiler: it involves tariffs and cost volatility), and why that explanation doesn't fully add up. We explore the real cost of price tag labor, the friction this creates for shoppers, and whether removing visible pricing is actually a slippery slope toward full dynamic pricing in brick-and-mortar retail. We also draw parallels to the world of B2B and software pricing, from "contact sales" enterprise deals to distributors who hide their list prices from the open market, and ask the bigger question: when you hide your price, what signal does that send to your customer? Key topics covered: Target and Walmart's removal of price points from clothing tags Price transparency and the customer shopping journey Dynamic pricing in retail: is this where we're headed? The hidden cost of creating friction at the shelf B2B pricing opacity: commodity markets vs. value-added products Digital price tags and what the future of in-store pricing could look like Whether you're in retail, B2B, or SaaS, the core lesson is the same: before you hide your price, make sure you've weighed the operational savings against what it costs you in customer trust and lost sales. #PricingStrategy #RetailPricing #DynamicPricing #PriceTransparency #Target #Retail #B2BPricing #SaaS #ThePricingGuys #Podcast #Ecommerce #PricingPodcast More pricing insights can be found here - https://revenueml.com/insights

In this episode of The Pricing Guys, Avy and Michael unpack ‬Apple's latest iPhone pricing move and why holding price flat while adding value is more strategic than it looks. What starts as a discussion about the new iPhone and iPad turns into a broader conversation about price-volume tradeoffs, consumer caution, and what it means when a category leader decides not to take price. They explore whether Apple is responding to softer demand, a broader flight to value, or a more mature, replacement-driven market where upgrades are no longer automatic. Subscribe to The Pricing Guys Podcast for more conversations on pricing, competition, and revenue management. More info - revenueml.cm

Seat-based SaaS pricing helped fuel the software boom for more than a decade. But that model is starting to show cracks. In this episode of The Pricing Guys, Michael and Avy unpack why many technology companies are moving away from traditional seat-based subscriptions and exploring usage-based or hybrid pricing models. Ironically, the same industry that popularized subscription pricing is now leading the shift away from it. AI is a major driver. As companies automate work and reduce headcount, the number of seats they need for tools like development platforms, HR systems, and productivity software is shrinking. That creates real pressure on SaaS revenue models that were built around charging per user. The conversation digs into what companies are doing in response. Should they move fully to usage-based pricing? Should they combine fixed and variable components? And how do they ensure the pricing metric actually grows with the customer rather than encouraging behaviors that reduce revenue? Michael and Avy also explore one of the most overlooked issues in pricing design: expandability. The best pricing metrics encourage customers to naturally use more of the product over time. The wrong metrics can do the opposite, pushing customers to game the system or limit usage. They also discuss why simplicity matters. Many companies introduce too many pricing metrics, which confuses both customers and their own sales teams. Seat-based pricing may not be dead, but it is clearly evolving. The challenge for SaaS companies now is designing models that reflect real customer value while remaining simple, scalable, and aligned with how products are actually used.   Learn more - revenueml.com

Michael and Avy are back for Season 3 of The Pricing Guys. To kick things off, we’re testing a simple question. Do pricing experts actually know the price of everyday products? From hotel water bottles to Hugo Boss t-shirts, baby formula, marinara sauce, and Excel gum, we put our instincts to the test in a rapid-fire guessing game. Some answers are close. Others not so much. It’s a good reminder of something pricing professionals know well. Price perception is rarely as clear as we think. Watch to see who ends up the champ of price guessing. revenueml.com

The 2026 Executive Pricing Survey Results Are In In this special announcement from the Pricing Guys, Michael Stanisz and Avy Punwasee share early insights from RML’s latest research. Drawing on input from over 330 executive leaders, the 2026 Executive Pricing Benchmarks looks at how pricing performed in 2025, where leaders set targets, what was actually achieved, and how pricing is shaping plans for 2026. The data points to a clear shift. Pricing carried growth over the past few years, but volume pressure and changing buyer behavior are now forcing leaders to rethink what comes next. To see the summary and download the full report, visit https://revenueml.com/insights/2026-executive-pricing-benchmarks #PricingStrategy #PricingBenchmarks #RevenueManagement #ExecutiveInsights #PricingTrends

To wrap up season two, Avy and Michael share the four pricing trends that will define 2026.  You will hear their take on hybrid pricing models, the need for simpler pricing structures, the continued growth of outcome based pricing, and why low cost entry points matter more as budgets tighten. A clear, practical outlook for anyone planning pricing or revenue strategy for the new year. Season three returns in 2026.

A barbershop in London offering a monthly haircut subscription sparked a bigger question for us. Have subscription models stretched too far or are they simply evolving into new industries? In this episode, we break down the real tradeoffs behind subscription pricing. We look at retention goals, churn signals, capacity limits, customer behavior, tipping dynamics, and why fixed capacity businesses like barbershops and car washes face very different challenges than software or streaming. We also explore the growing push toward subscriptions in B2B services, where scheduled visits and predictable demand can help boost loyalty and lifetime value. We talk about customer fatigue too. With people juggling dozens of monthly charges across music, streaming, services, and apps, how should businesses think about adoption, price increases, and the risk of accidental churn? If you have seen a subscription model that feels wild or unexpected, send it our way. We might feature it on a future episode. Listen now to find out whether subscription models truly fit every type of business and where this trend is headed next. #SubscriptionPricing #BusinessModels #PricingStrategy #ConsumerBehavior #B2B #RecurringRevenue #PricingPower #CapacityManagement #CustomerExperience #ThePricingGuys    

Tareq Hadhad, founder and CEO of Peace by Chocolate, joins The Pricing Guys to share why purpose is not a cost. It is an investment that builds trust, pricing power, and long-term brand strength. He explains how real premium pricing comes from story, experience, and service rather than a higher sticker price. We also dive into how Gen Z votes with their wallets, rewarding companies that act with authenticity and consistency. Purpose and profit can grow together when brands commit for the long haul. Learn more: Revenue Management Labs: https://revenueml.com Peace by Chocolate: https://peacebychocolate.ca #GenZ #ConsumerTrends #Leadership #Growth #PeaceByChocolate #community #pricing

"Any pricing strategy is only as effective as your sales or account management team’s ability to execute it." Quick excerpt from interview with John Shulman from Alignor. Full episode: https://open.spotify.com/episode/03ge4jgCTZaM2V9PMcY1IQ?si=ccef6460017146bc   #pricingstrategy #alignment #sales #accountmanagement

A pricing strategy can look great on paper, but it only works if sales and account teams can execute it confidently in the market. In this episode, Avy and Michael speak with John Shulman from Alignor about how to bridge the gap between pricing recommendations and real outcomes with customers. John shares practical tools, cultural considerations, and leadership approaches that help organizations align pricing and sales, reduce resistance, and drive stronger commercial performance. Key takeaways: • Pricing success depends on sales execution • Pricing is 30/70. Thirty percent numbers, seventy percent people • Collaborating early reduces pushback later • A shared framework and language between pricing and sales improves outcomes Listen for practical steps you can apply right away.

In this episode of The Pricing Guys, Avy and Michael unpack the viral Akagi Nyugyo “price apology” and use it to explore how to communicate price changes well. They break down three lenses every price message should address fairness, value, and negotiation and why Akagi’s company-wide, transparent apology resonated culturally in Japan (and why it’s unlikely in North America).  

In this special Q&A episode of The Pricing Guys, host Jonathan Cristopoulous puts Avy Punwasee and Michael Stanisz from Revenue Management Labs in the hot seat for rapid-fire questions about pricing strategy, psychology, and everyday value. From AppleCare to MBA programs, business-class flights to Salesforce investments, they debate what’s truly worth paying for and what’s not. It’s short, unscripted, and packed with insight for anyone who lives and breathes pricing. Follow Revenue Management Labs for more conversations on pricing power, profit growth, and smarter decision-making.

In this episode of The Pricing Guys, Avy and Michael dig into a simple lesson from Raising Cane’s and why simplicity can be one of the most powerful strategic choices a business makes. What starts as a debate over the best chicken sandwich turns into a deep dive on operational efficiency, product design, and portfolio strategy. They unpack how a single core input can streamline forecasting, strengthen supplier leverage, reduce waste, and deliver consistent quality. The takeaway is clear: focus beats complexity, and simplifying what you sell is often the fastest path to stronger pricing power, better margins, and easier execution.

In this episode of The Pricing Guys, Avy and Michael dig into Dyson’s latest results to uncover what they reveal about premium pricing under pressure. Unit sales are up, but revenue is down. Discounts are creeping into big-box stores, and an expanding product lineup is muddying the value story. They break down what this means for premium brands and share a straightforward reset: simplify the offer, protect pricing guardrails, and double down on true differentiation.

In this episode of The Pricing Guys, Avy and Michael dissect the ultra-low-cost airline model: why some see the model thriving while others see it breaking down. They explore how premium mix (first class, premium economy) subsidizes headline-low fares, what happens when capacity exits and re-enters, and why “being cheapest” won’t hold without tight cost control and a well-defined value proposition.

In this episode of The Pricing Guys, Avy and Michael unpack the myth of blanket price sensitivity across generations.  They dig into how price sensitivity actually shifts by category, why younger buyers hunt discounts on some purchases but pay premiums for convenience, subscriptions, and customization.  Subscribe to the The Pricing Guys Podcast for insights on pricing and revenue management strategies.    Additional Resources: - 2025 Tariff Pricing Guide - https://revenueml.com/insights/articles/2025_guide_to_tariff_pricing - 2025 Pricing Scorecard - https://revenueml.com/insights/articles/2025-executive-pricing-survey-scorecard - Website: revenueml.com - LinkedIn: https://www.linkedin.com/company/revenue-management-labs/  

Season 2 of The Pricing Guys kicks off with a deep dive into discounting — one of the most dangerous pricing tactics. Michael and Avy share stories from B2C and B2B markets, showing how discounts reshape expectations, set risky internal benchmarks, and create cycles that are tough to escape once they start. Discover why value-adds and smarter alternatives beat discounting every time.

Michael and Avy sit down with Tom Gunter in the first guest interview on The Pricing Guys. With more than 35 years in FMCG leadership, Tom explains why common CPG playbooks stall growth and what real leadership requires. In this episode: The “BS” strategies holding CPG back Why pulling resources away from Canada hurts execution How to spot real growth opportunities The risk of mistaking temporary spikes for long-term trends Smart places to invest in 2025, plus easy cuts Backed by senior roles at ConAgra Foods, PepsiCo/Frito-Lay, Molson Coors, and Fiera Foods across a 35-year career, Tom offers a wealth of practical knowledge you can use now.

Michael and Avy sit down with Tom Gunter in the first guest interview on The Pricing Guys. With more than 35 years in FMCG leadership, Tom explains why common CPG playbooks stall growth and what real leadership requires. In this episode: The “BS” strategies holding CPG back Why pulling resources away from Canada hurts execution How to spot real growth opportunities The risk of mistaking temporary spikes for long-term trends Smart places to invest in 2025, plus easy cuts Backed by senior roles at ConAgra Foods, PepsiCo/Frito-Lay, Molson Coors, and Fiera Foods across a 35-year career, Tom offers a wealth of practical knowledge you can use now.