Maximizing Profits Through Smarter Pricing with Brian Doyle of Holden Advisors

Most businesses unknowingly leave money on the table — are you one of them? In this episode, we’re joined by Brian Doyle, President and CEO of Holden Advisors, who shares strategies for increasing pricing power to drive revenue and profitability. Brian is an ex-Air Force pilot and recognized expert in leadership and communication. Brian explains how businesses can improve their revenue and profitability through value-based pricing strategy and go-to-market effectiveness.

Key Takeaways:

(01:36) Businesses often leave money on the table by underpricing their offerings.

(03:42) Pricing power depends on value, market position and sales execution.

(06:03) Customer insights reveal pricing opportunities.

(09:46) Use cascading questions to quantify value.

(15:23) Procurement uses standard tactics to lower prices.

(17:07) The “give-get” strategy ties price cuts to value reduction.

(21:23) Understanding procurement motivations preserves pricing integrity.

(22:52) Procurement’s asks are part of the game — expect them and stay strategic.


Resources Mentioned:

Holden Advisors

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