Impact Pricing Buyers Buy Futures, Not Features: Understanding the "Let Me Think About It" Moment with Mark Stiving and Rebecca Kalogeris
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Mar 3, 2026 Rebecca Kalogeris, a pricing and go-to-market practitioner, joins to unpack why buyers stall and say “let me think about it.” She explains buying as a prediction and compares it to gambling. Short, punchy segments cover confidence as payoff plus probability, the role of belief over facts, anticipated regret, and why people buy futures not features.
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Buying Is An Active Prediction
- Buying is an active prediction where the buyer bets money on a future outcome.
- Mark Stiving frames purchases as gambling because buyers must build enough confidence to place the bet.
Confidence Equals Payoff And Probability
- Confidence breaks into payoff (value if it works) and probability (odds it will work).
- Mark Stiving uses a CRM example to show buyers estimate both payoff and probability from limited signals.
Use Relevant Referrals To Build Belief
- Increase buyer belief by showing you've done it before with referrals and case studies.
- Mark Stiving cites the common request: give me a referral from someone who looks exactly like me and has achieved the result.