What if the biggest obstacle to pricing transformation isn't the pricing strategy itself, but getting people to change?
Anna Fastishevskaya leads commercial finance and pricing for Eaton across EMEA, bringing experience in finance, commercial strategy, profitable growth, and pricing transformation. She also has an unexpected perspective on leadership: she's a theater actress who uses acting techniques to help people communicate, connect, and lead change.
In this episode, Anna explains why pricing needs a seat at the leadership table, how companies can move beyond selling products to delivering customer value, and why trust, transparency, and stakeholder alignment are essential to successful pricing transformation.
Why You Have to Check Out Today's Podcast:
- Discover why pricing should be positioned at a senior level and connected to the broader revenue generation strategy.
- Learn how pricing leaders can help teams embrace change, align stakeholders, and communicate customer value more effectively.
- See how theater techniques can help leaders tell better stories, connect with their audience, and lead transformation without losing authenticity.
"Plan early for different types of scenarios and play transparently with the customers and the stakeholders so that the trust is really being built. The biggest thing that everybody hates is surprises."
— Anna Fastishevskaya
Topics Covered:
02:00 – From Commercial Finance to Pricing Leadership. How Anna's background in finance and profitable growth prepared her to lead pricing transformation.
03:30 – Why Customer Value Comes Before the Price. Why building long-term customer relationships and delivering value matter more than simply closing today's order.
05:00 – Who Should Own Pricing? Why Anna believes pricing should have a seat at the senior leadership table and be part of a broader revenue generation strategy.
09:00 – The Challenge of Selling Value Instead of Products. Why manufacturers need to identify monetizable customer value and bring customers along on the journey.
11:00 – Why Pricing Transformation Needs Leadership. How leaders can help teams adapt when expectations for results move faster than people's ability to change.
14:30 – What Theater Teaches Us About Leadership. How Anna uses acting and audience feedback to sharpen communication and make business stories clearer and more impactful.
19:00 – Why Pricing Teams Need Emotional Intelligence. How empathy, stakeholder alignment, and leadership engagement help pricing teams succeed across an organization.
20:30 – How to Tell a Story That Connects. Anna shares a practical coaching technique: develop a short personal story tailored to your audience to create a stronger connection.
23:30 – The Pricing Advice That Builds Trust. Anna's advice on planning for different scenarios and communicating transparently with customers and stakeholders.
Key Takeaways:
"We cannot succeed in isolation. This is the teamwork from the broadest perspective of organization." – Anna Fastishevskaya
"Plan early for different types of scenarios and play transparently with the customers and the stakeholders so that the trust is really being built." – Anna Fastishevskaya
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