This is an Impact Pricing Blog published on March 16, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: <a href= "https://impactpricing.com/blog/buyers-are-rational-its-the-sellers-that-arent/"> https://impactpricing.com/blog/buyers-are-rational-its-the-sellers-that-arent/</a> If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com. Now, go make an impact.   Connect with Mark Stiving: <ul> <li dir="ltr" role="presentation">Email: <a href= "mailto:mark@impactpricing.com">mark@impactpricing.com</a></li> <li>LinkedIn: <a href= "https://www.linkedin.com/in/stiving/">https://www.linkedin.com/in/stiving/</a></li> </ul>

Why Buyers Don't Buy When They're Convinced — They Buy When They Can Predict with Todd Caponi

The Impact Pricing Podcast will help you win more business at higher prices by teaching you about pricing and value.  

Once you understand how your buyers perceive the value of your product, you can build, market and sell products that win at higher prices.  

Pricing is really about creating, communicating and capturing value.