Leaders of B2B Podcast · 2025-03-24 · 25 min
Most businesses unknowingly leave money on the table - are you one of them? In this episode, we’re joined by Brian Doyle , President and CEO of Holden Advisors , who shares strategies for increasing pricing power to drive revenue and profitability. Brian is an ex-Air Force pilot and recognized expert in leadership and communication. Brian explains how businesses can improve their revenue and profitability through value-based pricing strategy and go-to-market effectiveness. Key Takeaways: (01:36) Businesses often leave money on the table by underpricing their offerings. (03:42) Pricing power depends on value, market position and sales execution. (06:03) Customer insights reveal pricing opportunities. (09:46) Use cascading questions to quantify value. (15:23) Procurement uses standard tactics to lower prices. (17:07) The “give-get” strategy ties price cuts to value reduction. (21:23) Understanding procurement motivations preserves pricing integrity. (22:52) Procurement’s asks are part of the game - expect them and stay strategic. Resources Mentioned: Brian Doyle - Holden Advisors | LinkedIn - Holden Advisors | Website - This episode is
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