In this episode, Mary, Sean, and Tom tackle a timely and complex challenge: how should companies respond when costs increase due to tariffs, but the value of their product hasn’t changed? With tariffs officially in effect, the team explores how to handle price increases without damaging customer relationships, market share, or trust.

They discuss how segmentation, transparency, and clear communication are essential tools—not just to pass through cost increases, but to do it in a way that strengthens positioning and deepens customer alignment.

What You’ll Learn:

• How to use segmentation to tailor pricing and value adjustments across customer groups
• The role of transparency in managing tariff-related surcharges
• Why arming your sales team with the right storyline is critical for execution

Key Quotes:
“Blanket price hikes are the surest way to alienate your customers—segmenting gives you options.”
“Transparency builds trust—especially when you’re passing along a cost you didn’t create.”
“You’re not just adjusting prices. You’re adjusting how you communicate value.”