Leaders of B2B Podcast - Interviews on Business Leadership, B2B Sales, B2B Marketing and Revenue Growth · Content Allies - B2B Podcast Production

Maximizing Profits Through Smarter Pricing with Brian Doyle of Holden Advisors

·25 min·1 clip

Brian says procurement is “playing poker,” and 1.5% of buyers are price buyers.

Brian Doyle of Holden Advisors sits down to talk about how B2B companies can increase pricing power. He starts with the idea that better pricing means more revenue and more profit. The conversation opens with his background, including his start as an Air Force pilot and his move into the commercial industry. That setup gives the episode a practical tone from the start. He brings the discussion back to one core point: value is easier to charge for when the buyer can recognize it clearly. Negotiation comes up as poker with procurement, and that framing matters because it changes how a seller shows up. Instead of treating procurement like an obstacle, the seller can treat the exchange like a game with rules. That makes patience and composure part of the pricing job. The discussion then turns to the difference between saying you are valuable and proving it. Brian gives an example of a sharper sales conversation built around a dump-truck express lane. The seller does not lead with a feature dump. The seller asks how long the customer waits. The seller asks what that wait costs in trucks, drivers, and stalled work. The customer ends up supplying the math. Once the buyer says the savings out loud, the value case becomes much harder to ignore. The episode also touches on how businesses can grow out of commodity positioning. The host shares how his own company added services over time, including quarterly business reviews, ads work, LinkedIn support, studio shoots, and guest scheduling. That example reinforces the episode’s central idea from both the buyer side and the seller side. Pricing power grows when an offer becomes more complete and more obviously useful. The conversation keeps returning to the need to make customers feel the difference, not just hear about it. It is less about elegant pricing theory and more about the lived mechanics of selling. By the end, the episode argues that smart pricing is built through evidence, patience, and a clear sense of what the customer is really saving. It is a useful conversation for anyone trying to move from commodity rates to stronger value-based pricing.

As heard by us

Pricing power gets sharper when the customer can see the value in their own math.

Brian Doyle treats pricing as a practical discipline, not a slogan. He ties it to revenue and profit, and he keeps coming back to the same point: if the value is clear, pricing gets easier.

Read the full review in PlayNext →

Why you'd press play

Need a sharper way to defend price with procurement without sounding defensive?

Read the full recommendation in PlayNext →

Listen to the show on

Apple Podcasts Spotify

Play clips from this episode More from Leaders of B2B Podcast - Interviews on Business Leadership, B2B Sales, B2B Marketing and Revenue Growth