Register for Your Free Live Webinar Now:
Interested buyers rarely say no. They just go quiet. Join us for a live conversation with buying expert Mark Stiving, Ph.D. on the levers that turn interest into purchase.
Wednesday, July 29, 2026
10:00 AM Pacific · 60 minutes · Live + recording
In this webinar you'll learn
- Value vs. perceived value: Buyers act on what they believe, not what you build. Close that gap and willingness to pay follows.
Less effort beats more features: Every added feature raises decision effort. Stalled buyers need an easier choice, not more information. - Freemium, trial, or reverse trial: How to pick the right on-ramp based on your product.
- Meeting customers at the moment of need: timing and relevance are everything, but how do you find the right moment?
Your Speakers:
Mark Stiving, Ph.D.: Pricing Expert · Host, Impact Pricing
He is the buyer expert Fortune 500 companies call, holds a Ph.D. in pricing from UC Berkeley, has written four books, and hosts the Impact Pricing podcast.
Chris Weltzien: Senior Vice President of Business Development at RealDefense
Chris has spent 20 years in cybersecurity, consumer software, and subscription services (including senior roles at AVG, Check Point, and Pango). He helps OEMs, ISPs, and digital platforms launch programs that generate new recurring revenue while delivering greater value to their customers.