#LivePricingCoachingWithMarkStiving: From 35% to 70% Win Rates, Mark Richman's Pricing Transformation

What happens when a former client returns for a live pricing coaching session?

Mark Richman, CEO of Skeleton Key, shares how applying Mark Stiving's value-selling principles helped increase his close rate from 35% to 70% by focusing on customer outcomes instead of pitching solutions.

Now, he returns to the hot seat to workshop his toughest pricing challenges in real time—from buyers who can't quantify value to outcome-based pricing and pricing for emotional outcomes.

This isn't another pricing interview; it's a front-row seat to a CEO getting his sales strategy challenged, refined, and rebuilt in real time.

Why You Have to Check Out Today's Podcast:

Steal the framework that helped transform a 35% win rate into 70% — without changing his product. Find out why your prospects' "solution" is often the biggest obstacle to closing the deal. Watch Mark Stiving challenges Mark Richman's sales strategy and uncover the hidden pricing opportunities he almost missed.

"That willingness to not talk about what we do and that focus on why the client's there in the first place and how you can really help them achieve the outcome they want has transformed the way I sell. I went from about a 35% close rate to a 60 to 70% close rate."

— Mark Richman

Topics Covered:

01:30 – A Live Pricing Coaching Session Begins. Mark Richman returns to the hot seat as Mark Stiving coaches him through real pricing and sales challenges.

03:10 – Why Nobody Cares About Your Product. Mark Stiving explains why buyers purchase outcomes, while Richman shares how this mindset transformed his sales process.

05:15 – From 35% to 70% Win Rates. Mark Richman reveals the conversation shift that doubled his close rate, and Mark explains why it works.