What Makes People Buy? Price & Value Masterclass w/ Ron Baker

If you've been struggling financially to manage your expenses, price of product, or just overall livelihood of your work, then get ready to finally bridge that knowledge gap with the help of Chris Do & Ron Baker, as they discuss the concepts of Ron Baker's book "Implementing Value Pricing: A Radical Business Model for Professional Firms".
With a long & experienced background as a Certified Public Accountant, as well as Chris Do's masterful questions, Ron Baker is able to break down these concepts of price & value simply enough for anyone to understand!
6:25 Subjective theory of value
7:15 High client impact, high prices welcome
8:25 Price justifies the costs
12:21 The power of brand
14:39 Both the buyer and seller profit
16:04 Pricing sends signals
17:32 Determine your market position
21:19 Value is subjective, price is contextual
26:00 Give your customers pricing options
27:29 The value conversation
31:10 Premium prices w/ clear value prop
Timestamps by Joshua Cunningham
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Host: Chris Do
Producer: Mark Contreras
Cinematographers/Editors: Stewart Schuster, Mark Contreras, MOCS Media
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[@felixquansah5214]

Definitely ranks in the top 3 guest interviews of the future. This man is insanely articulate and when I check all the references he’s making, he’s on a different level. Please bring him back soon. Loved this!!!

[@thefutur]

He sure is. We plan on having Ron on again.

[@Samuel_eldavis]

Which other ones do you rank in the top 3? Would be interesting to know

[@KBootsTee]

Curious… Who are the other top 2?

[@KBootsTee]

Yesssssssssss! Incredible, forthright and clear

[@josephalexander681]

OMG!!! When are you all having him back?

[@joshuacunningham7912]

6:25 Subjective theory of value 7:15 High client impact, high prices welcome 8:25 Price justifies the costs 12:21 The power of brand 14:39 Both the buyer and seller profit 16:04 Pricing sends signals 17:32 Determine your market position 21:19 Value is subjective, price is contextual 26:00 Give your customers pricing options 27:29 The value conversation 31:10 Premium prices w/ clear value prop

[@saraeissa4954]

Thanks!

[@thefutur]

Joshua, I'll update the description. Thank you !

[@EzekJohnson]

Powerful. Thank you Joshua.

[@joshuacunningham7912]

@@thefutur Right on my friend. I just do this for personal/public notes. I actually haven't finished them yet 😂. I'll respond here when I do.

[@ivankaradzhov3610]

Thanks

[@Adrian_Galilea]

Can't believe this video is free. Thanks.

[@seungjaeyeo8050]

The relationship between value based service and self esteem/self respect. The first sale you make is the price you put on your own service. WOW. Just wow..... this chat's value is just out the roof. Thank you for sharing this with the world!

[@GofelipeGraphicDesign]

I love the landscaping story and I’ve seen where I was the first two landscapers in many similar situations when I never heard back from the client.

[@aaronramsden1657]

This is by far the most articulate and thorough explanation of value pricing Ive ever heard

[@thefutur]

Agreed

[@lantigre]

Great interview. The best part was Chris taking the time to digest Ron's stories and points, and re-frame or rephrase them to ensure the audience (and possibly himself) understands the knowledge being dropped. Thank you

[@thefutur]

You’re very welcome

[@whatsapchat7443]

TeXtMe DiReCtLy🤙🤙🥶🥶

[@KBootsTee]

AGREED!!!! His comments furthered my comprehension and practicality. Soooo good

[@ByGodsGrace99]

Learned more in the first 10 minutes than 4 years of my college marketing courses

[@lucface]

Love KZbin for that

[@linadukstaite6046]

This man made a massive difference in how we reorganised our business mind in our business today. It is amazing to listen someone like him for free!

[@dylanmartinez925]

Ron is a fantastic teacher, this was so helpful. Incredibly coherent and direct, great examples and references. You can tell he's been doing this for a long time. True professional.

[@JacquiMwangi]

I have the Ron Baker headache. This guy is amazing and I can't wait to read his books

[@thefutur]

the medicine for this is to read his book. ;)

[@markm4642]

The KZbin algorithm is recognizing the value of your channel. This got recommended to me.

[@thefutur]

excellent!

[@jonathangonza]

It's always super valuable when a person that deals with money and other people's money speaks, lots of valuable information is able to be extracted.

[@DeconTheMonkey]

The conversation and information in this is amazing. Can’t believe this is freely available for the public! Gonna take notes after my first listen.

[@thefutur]

We are here to help.

[@jameslay6505]

This is one of those interviews I'm gonna have to watch maybe 5 times over taking notes each time. Even on my first run I keep replaying lines because there's so much meaning packed in such few words.

[@BushaBandulu]

Agreed.

[@Jphilipson]

This guy is explaining the opposite of everything I've ever heard from every "successful" photographer in the photojournalism industry and it makes way more sense then all of the seminars I went to which explained how to break down your operating costs to justify your price.

[@SWOOPNEBULA]

This was amazing shout out The Futur and much love to Ron.

[@olamideelegbe7009]

One of the best interviews I have come across. Really learnt a lot.

[@thefutur]

Thank you

[@dtopping5961]

I’m only half way through and had to stop - to process what he just said. This information is en point. I can’t tell you how much I appreciate him speaking of the “solve the problem” issue only getting the customer to the status quo. We work so hard to bring more and all the business books get repetitive. This interview is so good. I’m taking a break and turning it back on in just a minute.

[@thefutur]

Thank you for commenting

[@humanvoice369]

Bam! That's a world class business class on KZbin 💫 What a wonderful man!! Great to see people like this when the world is going the greedy and unimaginative free economy way. We need the youth to take notes from people like him. 👏👏

[@yv_shh]

I absolutely love how Chris is asking questions just like a student? He really applies what he teaches - Learn - Unlearn and that's why I respect him as my Guru. Love you Chris ❤️

[@thefutur]

Thank you

[@HavenatLee]

Yes, favorite interview so far! Great job, Chris!

[@ms.mcghee6286]

This video is solid gold. Well articulated by both host and guest. So many gemstones in this content for those holding a genuine interest in sales, particularly getting better at sales. Thank you for letting me feel as though my time was well spent in watching. Cheers!

[@ideegeniali]

Clarity, competence and value/concepts per minute in this interview is insane! Thank you very much!

[@christianacker3543]

BRAVO! I wish every design student would learn this. I wish every high school student would learn this. I wish every voter would learn this. Thanks for these interviews, Chris Do.

[@ThaoTrangPhotography]

I love this interview with Ron and Chris. IDK if it’s just me but I always like Chris doing the interview instead of allowing others to host it lol. Anyways, this was the best video ever! Watched all the way through and never got bored.

[@DABlinxz]

10 minutes into this and I've already learned so much. This is pure gold. 🥇

[@Itsthegreatwalt]

This is the best conversation I’ve ever heard about pricing. So many takeaways

[@krmorantte]

As someone who is just starting in the branding industry, this channel is gold mine! 🔥

[@thefutur]

Thank you 🙏

[@NetKnowHow1]

I loved this pod cast. Labour theory of value. Intrinsic value? The subjective theory of value. Utility of customer value. I am trying to price an offer that brings a prospect B to B leads for product sales.

[@10xAds]

Amazing podcast .. and the man is genius especially.. love the idea when he said u just don't solve the problem as it brings the customer back to point A .. but help him to achieve his dream ... .. excellent podcast

[@Nb61777]

6:50 this is great, something also missed here is basic economics principle of supply and demand! If a product has minimal supply and much demand, doesn’t matter how much utility it has, it’s over priced BUT PEOPLE WILL BUY! Same thing for a very saturated market, product can provide significant value but if there is more supply than demand, the product will be underpriced for its utility!

[@ayushkumarchandra]

Can't thank The Futur enough for this. I always used to give 3 price options to the buyers but never thought it can be improved so much. Definitely gonna buy the book.

[@sub.owen.create]

This is an absolutely epic conversation… Gold 🙏

[@luciaiglesias1456]

So much business wisdom! Thank you for another value-packed video, huge admiration

[@olenievart]

I just love this content here, man. We before in Ukraine and some still in BC, as everywhere else, still tend to think that the product’s value depends on actual hourly labour price involved and a number of another self explanatory ingredients. Whereas what’s the author is saying, in the opposite, is a customer based subjective theory of validating products pricing. Great job.

[@fernwehtwl]

i love this guest! he's so funny and very smart. I respect him

[@KBootsTee]

THRILLED to have stumbled on this. Intuitively I have been contemplating idea of subscription for my practice/business. Now I realize the true power of it and how strongly it aligns with my mandate, beliefs and mission. More pondering and reading to do !!!!! I feel incredibly INSPIRED. Thank you to both of you! 🙏🏼

[@AljaMr]

I wonder how did you implemwnt the subscription? I also love the idea…

[@alexandrfedorov5722]

Value of this video is amazing. Thank you so much!

[@titofly00]

I've had heard this interview like 3 times now, it's so amazing to listen to both of you. thanks!

[@justine313]

“ 31:29 We are possibly pursuers” I love this

[@jerryoverton7037]

I don't agree with everything expressed, but (as usual) The Futur has put out great content. It's not just the high quality of the guests, but the equally high quality of the interviewing. Hats off to Chris for carefully preparing thoughtful questions and being willing to shut the hell up while the guest answers. Great stuff.

[@thefutur]

Thank you Jerry.

[@CooleyHairGal33]

This is absolutely one of the best discussion on innovative pricing!! Thank you Chris.

[@JamieGAdaire]

If Ron doesn’t, he ought to be doing voiceovers. He has an excellent tone and he’s consistent.

[@Amish6Stringer]

Did you make this video SPECIFICALLY FOR ME?! This is amazing. Thank you so much for this. Bought the book. Rethinking everything. THANK YOU

[@sewkingwet]

Absolutely fantastic video, this is SOOOO AWESOME! Service based businesses need to know this!

[@notebeansstationery]

so much valuable content, thank you for sharing on value pricing, subscription modeling, and reshifting a mindset on an exchange of value! The best thing i’ve heard was from my brother when i was trying to price my art prints i sell at events. I initially wanted to sell it for 10$ becuase i also was charging for my costs, and when i asked him how much he would pay, he told me $20-40. The best thing he said was: “If i wanted to buy a nice paper like this, i would go to home depot or staples and buy it myself. I would pay for this piece for the art and the value it has.” This changed my perspective forever!

[@bmejia220]

Awesome insights from this man Ron. Thank you Chris for bringing him on. Next I’m diving into all his books, priceless value I think!

[@harryreafor]

By far one of the best interviews here in the Futur!

[@uhurudenis]

Your videos have helped me so much in running my business.

[@thefutur]

Great to hear!

[@leemartin7579]

The value contained within this video cannot be overstated. Thank you!!!

[@thefutur]

Thank you.

[@tuikigeorge]

Wow... This is the best interview on the channel. Has changed my business model completely.

[@luanf]

I don't listen to podcasts and definetely don't watch them. But this. This one is probably the most valuable interview I've watched in a long while. I instantly got a copy of his book and will do the same for the next one. Thanks Chris for bringing this person to my knowledge. I, like you, try to always go deeper in the knowledge tree and find the real OGs when it comes to sales, marketing and applied psychology so this was super insightful and helpful.

[@thefutur]

Luna, you might reconsider podcasts. I find them to be great.

[@d1o2n4]

Yeah podcast are great especially when you’re doing more tedious tasks like painting a fence or cleaning the house. Decent pair of headphones, juicy podcast and you barely notice the work plus constantly learning.

[@carmelgrace6402]

Thank you ! What a great interview. Mr. Baker , what a great orator , just so intersting and knowledeable

[@zsanettkovacs6234]

Watched this 3 times already. So much value! Thank you

[@BeIndigoDesign]

Fantastic interview! Please get him back on to talk more about actually implementing a subscription model for creative services. Mind blown!

[@blurbing511]

Another high-value video. Thanks, TheFutur team!

[@thefutur]

You’re very welcome

[@CardizoneSemblance]

I've never heard of this channel but the KZbin algorithm gods smiled upon me today. I don't own a business or freelance but this video was mind-blowing. That example of the landscapers was insightful dive into the art of value propositioning.

[@thefutur]

Welcome to the Futur

[@lydiaoe5227]

I am 100% in with the part about understanding the clients needs & context and giving the client options. The subscription part then suddenly makes a complete turn here. When your clients are mostly public authorities and are required to obtain at least 3 tenders from 3 different firms; proposing a subscription, would be asking the decision-making person to do sth that would make them lose their job. Consequently, it is contradicting to understanding the clients context.

[@catsinpajamas]

Subscription models are a fad and people are already sick of them. I predict there will be a big backlash.

[@HassanMalikTW]

22:50 honesty and humbleness ❤♥🫀🥰

[@KGohill007]

Another banger. Loving it. This put my mind into hyperspace. +points for reading list. +points for podcast. +points for think-tank 👍👍👍

[@GoddessKhepraEl]

Stellar masterclass and interview! I listened twice back to back to get the takeaway notes and double check uh earring them right. This is exactly what I needed as I have been at a stall in my service and if I’d be launching the subscription box I’ve contemplated

[@thefutur]

Glad to hear

[@ChoiceHacking]

Have to second the Tim Williams recommendation - very insightful re: agency positioning and pricing strategy. Brilliant guy and a great resource.

[@jolenerobbertse8129]

This is one of my absolute favorite videos on your channel! Thank you so much for the content you produce and put out!

[@thefutur]

Wow, thank you!

[@renehundertpfund5221]

Such an amazing interview - incredible value - thanks so much for this gold nugget!

[@vcfobyanders]

Thanks for the shout out, Ron!

[@kyanareneemayfield2834]

Was literally just looking up all of Ron Baker's stuff when this came out. Thank you

[@TheDaddyVampBabyVampChannel]

Ooh! “The Double Thank You.” That’s perfect.

[@ezrabagus535]

Wow this is super insightful and anwer if not all, most of my question regarding my business. After this I will reinvent what I do with my practice, and really be mindful about what customer wants and needs. Just wanted to speak that out to the world, thank you for the knowledge Ron and Chris :)

[@Ah_Mariee]

I just kept taking notes and outlining things for further research. This was a pricing masterclass!

[@thefutur]

We think so too.

[@BossLadyJay]

I have not thoroughly enjoyed or found value in a lot of KZbin videos lately, but this was top-tier! Thank you 🤗

[@pouchbae]

This was amazing! Jam-packed with so many gems! Thank you

[@niallcochrane3331]

The landscaper story was invaluable knowledge.

[@jameskelly8620]

Thank you! You really scratched my itch! Wow thank you one of the best!

[@JohnnyYeTaecanUktena]

It's not everyday i see someone using a Blue Yeti mic. They are great mics honestly

[@vivianeaires3335]

Fantastic episode. Thank You, Chris!💜

[@MrArtVein]

Listening to Ron a second time months later I caught quote from author Rabbi Daniel Lapin in dollars being certificates of appreciation. Crazy how ideas are so infectious.

[@slycer10]

This is next level stuff. Awesome interview, great answers and fantastic stories packed with insights 😀👍

[@Vladyyy]

I have no doubt the editor of this values our time

[@BiNDiViSUAL]

There were so many greens in this interview, great interview. Chris, Thank you for interviewing Ron

[@didelphissaksia786]

Again a video of this channel of Guru's which has helped me to advance in my understanding. ❤ Thanx SO much!

[@BeYourOwnDoctor]

Mind blowing concepts. A masterful podcast. Thank you for posting. Dr Jackson

[@rnt_experience]

Watching this in South Africa. What an interview! Found the book on Perlego and I'll read it religiously.

[@lovingbeing4294]

GOLDEN INTERVIEW, TRUTH spoken ❤

[@myhappylittlethings2382]

Super Gold! ✨️ Thanks Ron. ✨️🌟💯

[@Summitapparel]

Absolutely loved this! So helpful!! 🙌🏼

[@michaelwalling9030]

Outstanding discussion. So much to digest here.

[@suntoyfull64]

As a result of this interview the next step is for me to get his book. He is a genius on the topic of value pricing

[@bh3mediavideos]

I truly believe this video, just profoundly changed my life! I never heard of Ron Baker until now. His brake down of Value….will forever change how I do business and everyday life. Thank you!

[@thefutur]

Glad it was helpful!

[@Stu-K]

Good interview and I agree with, and have applied for the last 45 years, much of what was discussed when what you are selling is essentially the knowledge between your ears. When you are selling a manufactured product with materials to buy, development to do and prototypes to build, test and verify, and millions or more in CAPEX to invest, then the equation is not the same. To whom you are selling is also another major consideration. Selling to the actual consumer, say Apple, is not the same as selling to a major industrial business, say Ford, who want to know (and insist on suppliers providing) every detail in their bill of materials, their engineering costs, CAPEX, labour rate, overhead, investments, .... and last but not least their profit margin.

[@CreditSolutionist]

This was gold! Thanks for what you do 💎

[@davidlakvold8380]

Wow. Thank you for discussing the subjective nature of value. Excellent interview.

[@1dream921]

This was extremely valuable!

[@NaturalEarthTones]

What a gift Chris, ty for this interview. Ty Ron for your authenticity... #doublety 💝

[@Arun198601]

Loved this session so much...I wrote a blog post based on it for my industry. Tweaked the content but since the learning is transferable across industry...amazing stuff! Keep it coming!

[@brandonshabazz255]

Incredible. I literally need to listen again and take notes.

[@sir_afk]

Woah... That was awesome. 👌So insightful. Loved this. Thanks for sharing.

[@infinaneek]

One of the best interviews yet. Thank you!

[@thefutur]

Glad you enjoyed it!

[@Leonmiller407]

So much value in this interview thank you for doing it. You’ve got my brain working

[@thefutur]

Glad it was helpful!

[@etleo3811]

I’m in love ❤ Ron is the man !!!! 👏🏽