Most organizations say they've adopted value-based pricing. But when it's time to price the next deal, many sales teams still default to cost-plus.

In this episode of Let's Talk Pricing, Kevin Mitchell sits down with Gaurav Dawar, Senior Manager, Pricing & Revenue Management at WillScot, to explore why that gap exists and what it takes to make value-based pricing the default in everyday commercial decisions.

Drawing from a real-world implementation at WillScot, Gaurav shares practical lessons on estimating willingness to pay from transaction behavior, delivering pricing guidance sales teams can actually use, and measuring whether those recommendations improve business outcomes.

In this episode, you'll learn:

• Why many organizations never fully transition from cost-plus pricing.
• How transaction data can provide a more practical estimate of willingness to pay.
• Why pricing ranges are often more effective than a single recommended price.
• The role explainability plays in sales adoption.
• Lessons learned from implementing value-based pricing at scale.
• Where pricing is headed over the next several years.