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

[@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

[@togoornottogo]

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!

[@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

[@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.

[@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!

[@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.

[@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.

[@Adrian_Galilea]

Can't believe this video is free. Thanks.

[@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.

[@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

[@mamotivated]

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

[@thefutur]

excellent!

[@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

[@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…

[@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.

[@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.

[@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. ;)

[@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. 👏👏

[@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!

[@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.

[@ahmedyarkhan5169]

"Price justifies the costs and what justifies the price is the value." Powerful line, made me understand the key behind pricing.

[@BusinessWolf1]

eh, it's not quite 100% equivalent because it goes quantifiable > quantifiable > quantifiable > unquantifiable

[@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.

[@ByGodsGrace99]

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

[@lucface]

Love KZbin for that

[@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!

[@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!

[@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.

[@judimunro9279]

You BOTH say thank you. We do! Just had a customer come back to the tent and thank us again (a second time)❤❤❤ that’s a very good 🪧 sign.

[@krmorantte]

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

[@thefutur]

Thank you 🙏

[@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.

[@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.

[@ideegeniali]

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

[@alaakela]

Price justifies cost. So true! Costumers expecting to pay the same amount for repeat buys year after year, while inflation reduces value of money, company keeps price but to be able to do this, they reduce cost by reducing quality. Customer complains about worse quality of widget, yet unwilling to pay for quality.

[@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.

[@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.

[@DABlinxz]

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

[@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

[@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.

[@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.

[@Vladyyy]

I have no doubt the editor of this values our time

[@NibberKSmooth]

Branding is where it's at. The better the brand and the experience the better the sales and profit.

[@blissiimo2064]

In a seminar I did with Robert Kawasaki, we did a whole piece around describing money, value and inherent value. We had to "demonstrate' it! Value is symbol of what a someone will pay for it. Money is just a symbol of value across space and time that indicates demand.

[@jameskelly8620]

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

[@olamideelegbe7009]

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

[@thefutur]

Thank you

[@Itsthegreatwalt]

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

[@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.

[@Anza_34832]

@44:24 Subscription instead of ownership in many cases means: 1) Not having enough money to buy and own it. 2) Not really being interested in owning, so a temporary “rental” is sufficient. If (1) applies to you, you are probably in for some trouble in the future.

[@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

[@pandaccj9811]

I can listen to both of them the whole day without feeling bored. Pack with value. Thanks, Chris and Ron

[@thefutur]

You’re very welcome and Thank you

[@roberttomsiii3728]

I second this motion.

[@fernwehtwl]

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

[@brandonshabazz255]

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

[@tuikigeorge]

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

[@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

[@leemartin7579]

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

[@thefutur]

Thank you.

[@BiNDiViSUAL]

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

[@donatoclemente4421]

As a freelance developer turning entrepreneur, this is GOLD

[@thefutur]

Ron is the man!

[@BeIndigoDesign]

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

[@vcfobyanders]

Thanks for the shout out, Ron!

[@MannyBernabe]

This thumbnail does not do just to the value of this conversation. Gold!

[@thefutur]

Thank you. I suspect no thumbnail could.

[@alexandrfedorov5722]

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

[@harryreafor]

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

[@uekiarawari3054]

learned thing : cost are determined by prices. price justifies the cost a business can expand doctor are so valuable that people are willing to pay price that justifies their human capital investment. cost do not determines the prices. But prices justifies cost. We're defined by the services we don't do and the customers we don't have.

[@pitvipersports]

I just discovered this channel, golden nuggets of wisdom every time I tune in!

[@thefutur]

Awesome!! Welcome to the Futur

[@sonjagalyon-kamonika]

The subscription business model is genius!

[@ITERCYNTAI]

I am very grateful for your sharing of knowledge and know-how Mr Ronald J. Baker... Thank you channel THE FUTUR for this interview very rich in marketing lessons

[@HavenatLee]

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

[@justine313]

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

[@choiceblade]

"...perscription without diagnosis is malpractice...". MInd. Blown. This guy is hella good at teaching...so are you, BTW.

[@thefutur]

Thank you

[@CooleyHairGal33]

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

[@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

[@baptistemiramon]

Incredible interview! Thank you.

[@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!

[@Ah_Mariee]

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

[@thefutur]

We think so too.

[@monique9354]

I do not know how I ended up here. I was not familiar with anything that was discussed, however, I thoroughly enjoyed this entire interview. I learned a ton and now have something new and interesting to learn about. Both of these guys are so easy to listen to. Now I want the books, previous & new.

[@thefutur]

Welcome to the Futur

[@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!

[@sunjayv]

Brilliant!!...you know, if I can digest even half of this podcast, won't need to buy the book for now...I mean this can get me into a position to afford the book!

[@thefutur]

But buy the book. We need to support authors.

[@sunjayv]

@@thefutur Sure...I didn't mean it otherwise🙂

[@kyanareneemayfield2834]

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

[@sixfiguretrucking]

There's a fine line in this interview because at one point in the interview he says you can't be Ruth Chris and McDonald's but says you need to offer options to your customer after explaining the lawn care example. I'd definitely like more context on that thought process.

[@didelphissaksia786]

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

[@HassanMalikTW]

22:50 honesty and humbleness ❤♥🫀🥰

[@maxa_mili]

It makes me happy that the background isn’t a generic shelf with a couple random objects I’m on it 🙌

[@amine1237]

this is a goldmine, I couldn't process everything here on a one day and it wasn't easy to keep up. thank you the futur for providing these goodness

[@thefutur]

Glad it helped!

[@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!

[@titofly00]

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

[@carmelgrace6402]

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

[@tonyafurbee304]

YOU ARE THA MAN!!! please educate my husband! keeps tellimg me you must get paid first, i get that, however, he has never been an artist! you cannot put an hourly price on someones creativity! its impossible to hourly rate when your making certain products! its just not logical! im doing what im doing first and foremost, not just or only for money! its the satisfaction i get from making ppl happy!!! i totally agree with everything your saying!!! i told him i feel like im gauging ppl!!! i feel like its all about me if i hourly rate my work!

[@BossLadyJay]

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

[@notlmpng]

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

[@MortenCharlie]

The biggest aha moment I ever had on any Pod😲 I Got a new pricing hero🙌🏼

[@ChoiceHacking]

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

[@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

[@KRUChY_80]

my mind just go BUUUUUM - so many pitches, ideas, mind hacks... WOOOWW

[@uhurudenis]

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

[@thefutur]

Great to hear!

[@Leonmiller407]

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

[@thefutur]

Glad it was helpful!

[@KGohill007]

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

[@megankagarise8485]

His landscaping story taught me how to be successful in sales

[@reneecherrie]

On weekends there is a Pete's coffee bar and lounge ( personally relaxing experience and a great cup of coffee!)in the mall that I work in and on weekends all drinks a y size cost $1. There is never a line and yet when I tell people they still go to Starbucks in the mall to stand in a long line, pay 5 times the price, get a watered down and incorrectly made cup off coffee. We even have a coffee maker in our break room.

[@zsanettkovacs6234]

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

[@andrewb5743]

Specialize but also generalize enough that you can meet a unique need with specific value. If you can create the entire marketing funnel for a customer in one package, they can all work in sync and provide essentially limitless value. (TOF to BOF).

[@samgrey3530]

Amazing 👏 The Futur is the best academy channel I have ever encounters in KZbin.

[@thefutur]

Thank you 🙏