Let's Talk Pricing Podcast

AI is creating new possibilities for pricing, but knowing where to start and how to turn those possibilities into business results is another challenge entirely.
In this episode of Let's Talk Pricing, PPS President Kevin Mitchell welcomes Kiran Gange, Founder & CEO of RapidPricer; Saloni Vastani, Managing Partner at Intellisiv and Professor at Emory University; and Danilo Zatta, Senior Partner at Implement Consulting Group.
Together, they explore what it takes to make AI work for pricing, starting with a real business challenge. They discuss identifying opportunities where AI can create value, defining a strategy, measuring success, and building an implementation plan that leadership can support.
The conversation also offers a preview of their hands-on Pricing Strategy Sprint workshop at profitABLE26 Atlanta, where participants will work through their own pricing challenges and develop a Pricing Implementation Brief to take back to their organisations.
Learn more about profitABLE26 Atlanta, October 27–30, at www.pricingsociety.com

PPS President Kevin Mitchell has a quick message for the pricing community about what’s waiting for you at profitABLE26 Atlanta, October 27–30.
Hear why Kevin believes now is the time to invest in pricing, your team, and your own development, and why he hopes you’ll join us in Atlanta.
⏰ Early bird pricing ends September 25th at 11:59 PM EDT. Register now to lock in your savings: pricingsociety.com/profitable26atl

Most organizations say they've adopted value-based pricing. But when it's time to price the next deal, many sales teams still default to cost-plus.

In this episode of Let's Talk Pricing, Kevin Mitchell sits down with Gaurav Dawar, Senior Manager, Pricing & Revenue Management at WillScot, to explore why that gap exists and what it takes to make value-based pricing the default in everyday commercial decisions.

Drawing from a real-world implementation at WillScot, Gaurav shares practical lessons on estimating willingness to pay from transaction behavior, delivering pricing guidance sales teams can actually use, and measuring whether those recommendations improve business outcomes.

In this episode, you'll learn:
Why many organizations never fully transition from cost-plus pricing.
How transaction data can provide a more practical estimate of willingness to pay.
Why pricing ranges are often more effective than a single recommended price.
The role explainability plays in sales adoption.
Lessons learned from implementing value-based pricing at scale.
Where pricing is headed over the next several years.

Pricing isn’t just about numbers.
While models, margins, and optimization often take center stage, the most powerful forces shaping pricing decisions are human—how customers perceive value, how decisions are made, and what ultimately drives willingness to pay.
In this episode of Let’s Talk Pricing, we’re joined by Jenny Millar, Founder and CEO of Untapped Pricing and co-author of The Pricing Sprint. Drawing on her experience leading pricing strategy at eBay across eleven European markets, Jenny shares how behavioral science is reshaping the way organizations approach pricing.
We explore:
Why pricing is often treated as a technical exercise—and what’s missing

How human behavior influences pricing outcomes more than data alone

Why companies consistently leave value on the table

What it takes to build a more collaborative, evidence-driven pricing process

How pricing teams must evolve in a more data-driven, customer-centric world

If you’ve ever felt that pricing decisions don’t always follow logic, this conversation will change how you think about the role of behavior in pricing strategy.

Guest: Josh Bardell, Principal of Global Industries, Conga
Many pricing organizations have historically optimized around one objective: winning the deal. But as technology, buying behavior, and data capabilities evolve, leading companies are beginning to rethink what pricing success actually looks like.
In this episode of Let’s Talk Pricing, Josh Bardell joins Kevin Mitchell to explore how AI-powered pricing and decision intelligence are helping B2B organizations move beyond transactional thinking toward maximizing customer lifetime value.
The conversation examines how advances in neural networks and AI agents are enabling pricing teams to generate more dynamic, real-time offers while aligning pricing decisions with long-term customer engagement. Along the way, Josh shares practical perspectives from industries including airlines, retail, distribution, and manufacturing.
Topics discussed include:
Why focusing only on “winning the deal” can limit long-term profitability

How pricing teams can shift toward a customer lifetime value mindset

What neural networks have changed about AI-driven pricing models

How AI agents enable real-time, optimized offers for digital-native buyers

The evolving role of rebates, subscriptions, and engagement-based pricing tactics

Where pricing leaders should start when adopting AI-driven decision intelligence

What capabilities will define high-performing pricing teams in the coming years

This episode offers a practical look at how pricing strategy is evolving as AI capabilities mature and customer expectations change.