Pricing can feel like the simplest lever in a small business, but it’s also the one that messes with your head the fastest. When a prospect disappears after you send a proposal, it’s easy to assume the number is the problem and start discounting, adding payment plans, or stuffing your offer with bonuses. I take a different angle here: I’ve become convinced that pricing often wears a mask, and until we name what’s underneath, changing the rate won’t fix the real friction.
We walk through five common “pricing problems” that usually aren’t pricing problems at all–they are just wearing disguises. Along the way, I share simple diagnostic questions you can use on your own business, plus the “two-week vacation” test that reveals whether your pricing or business model is actually supporting your life.
