Pricing is one of the most critical levers in any business, yet so often misunderstood or left to gut instinct. Today’s guest knows exactly how to turn pricing into profit. Pricing expert Ron Wood explains why smart pricing strategies start with understanding what customers truly value, not just what they’re willing to pay.

Ron is the founder of Pricing Insight and has spent nearly three decades advising more than 160 Fortune 500 companies, ASX-listed firms, and private-equity-backed businesses. He’s trained over 5,000 executives in 15 countries on how to make better pricing decisions. Ron explores inflation, discounting, customer acquisition costs, and how to arm sales teams with the tools to sell on value …not price!

RON WOOD

Pricing Insight
https://www.pricinginsight.com/

Pricing University
https://pricinguniversity.com.au/

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Something’s shifting in the air. You can feel it. Conversations with business leaders sound eerily similar: layoffs in construction, slower markets, and salespeople who usually thrive now finding things tougher. When unrelated industries start echoing the same story, it’s a signal that the Australian economy may be tightening.

And when that happens, sales teams feel it first. So how do you prepare? Not by piling on more sales training, but by strengthening your leaders — the people holding it all together under pressure from every direction. Next year will test even the best. The smartest move isn’t more hustle or more noise; it’s investing in the capability of your sales leaders to lead, coach, and manage through what’s coming.

THE SALES DOCTOR

The Sales Revolution Book

The Sales Doctor

Sales teams don’t need just another piece of software – they need a true virtual teammate. That’s what Kaddi delivers: an AI-first digital twin that helps salespeople cut through information overload, execute complex processes with confidence, and gives leaders real-time visibility into deals.

David Marshall has more than 30 years in B2B sales and sales technology. He founded Blitz Incentives and built Performio into a global leader in incentive compensation management before launching Kaddi.
David returns to The Sales Revolution to explain why the platform rebranded from Sales Grid to Caddy, how it works alongside or outside a CRM, and how early adopters are already boosting revenue per head by more than 50%.

KADDI
https://kaddi.io/

David previously was on episode 36 of The Sales Revolution:

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The Next Level Sales Impact Online Program
https://thesalesdr.com.au/online-program/

The Sales Revolution Book
https://thesalesdr.com.au/the-sales-revolution-book/

The Sales Doctor

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Richard Morley-Kirk is a seasoned retail executive with over 25 years’ experience growing brands across the UK, Europe, the Middle East, and Central Asia. He’s best known for co-founding Pinky Goat, a specialist eyelash brand that grew from a home-based startup into a global retail presence in over 3,500 stores.

Now based in Dubai, Richard is COO for several consumer brands under the Joelle Mardinian umbrella, with a focus on scaling internationally. He shares insights into building a distinctive brand, understanding retail buyer behaviour, and choosing the right distribution model.

He also explores the role of customer data, how to respond to market shocks, and why a strong USP (unique selling proposition) is non-negotiable when trying to stand out in saturated global markets.

RICHARD MORLEY-KIRK https://www.pinkygoat.com/ https://www.linkedin.com/in/richard-morley-kirk-195a6219/

THE SALES DOCTOR

The Next Level Sales Impact Online Program https://thesalesdr.com.au/online-program/

The Sales Revolution Book https://thesalesdr.com.au/the-sales-revolution-book/

The Sales Doctor https://thesalesdr.com.au/

Sales is often associated with ego – loud personalities, overconfidence, and showmanship. Yet ego is the greatest barrier to genuine connection. Exceptional salespeople are not driven by self-promotion but by authenticity and balance. They are right-sized – aware of both strengths and weaknesses and committed to serving others rather than inflating their image. Ego repels trust, while humility and presence build it.  

Ingrid explores how operating at a steady “five,” neither overblown nor self-doubting, creates deeper relationships and better results. Shifting focus from self-interest to empathetic listening reshapes sales conversations and elevates true performance. 

 THE SALES DOCTOR 

The Next Level Sales Impact Online Program 

https://thesalesdr.com.au/online-program/ 

The Sales Revolution Book
https://thesalesdr.com.au/the-sales-revolution-book/  

The Sales Doctor 
https://thesalesdr.com.au/