422: Pricing with Backbone

Brian is the President & CEO of Holden Advisors, a consulting firm specializing in pricing, sales strategy and negotiation. Under Brian’s leadership, his clients and business units have earned an extra $2B in new business, doubled their market share, and reduced commercial expenses by 20%. Brian’s leadership experience began as a US Air Force pilot where he commanded 31 combat missions in Kosovo and transported the Presidential motorcade around the world. As a keynote speaker and Rutgers Business School professor, Brian is also a recognized expert in helping organizations lead and communicate with the five different generations in today’s workforce.   Brian talks about why pricing can get tricky, navigating different types of buyers, getting straight to the decision maker, and much more!