Shows
Live with The Pricing Lady, the PodcastThe Psychology of Pricing Part 1 – How Your Customers ThinkUnderstanding the psychology of pricing is one of the most powerful shifts you can make in your business—and in this two-part series, I’m breaking it down in a way that’s practical, eye-opening, and yes, even a little fun.In this first episode, I’m diving into the external side of pricing psychology: how your customers interpret, respond to, and are influenced by the prices you set. Because here’s the truth—your prices are never just numbers. They’re messages. And if that message isn’t aligned with the value you’re delivering, it can confuse people...2025-05-1924 min
Live with The Pricing Lady, the PodcastSliding Scale and Pro Bono Services: Support Clients, Protect Your ValueIf you've ever wondered how to offer sliding scale services or pro bono work without devaluing your business, you're not alone— and that's exactly what I'm diving into in this episode. I see so many purpose-driven entrepreneurs struggling to make their services accessible without draining their energy or undermining their value. In this conversation, I unpack the five biggest mistakes people make when offering reduced-rate work and show you how to avoid them with clarity and confidence. You'll walk away with practical tips on setting healthy boundaries, communicating the true value of your services, and ensu...2025-05-0515 min
Live with The Pricing Lady, the PodcastNavigating Discounts and Promotions, Protecting Your BrandAre you navigating discounts and promotions in a way that supports your value—or slowly undermines it? Navigating discounts and promotions without undermining your value is one of the trickiest pricing challenges we face as business owners. I’ve been there—offering a discount because a client’s story tugged at my heart, only to find out later it was a bit of a con. In this episode, I’m sharing why those spur-of-the-moment discounts can quietly drain your profits, confuse your pricing, and attract the wrong kind of clients. We’re not here to banish discoun...2025-04-2119 min
Live with The Pricing Lady, the PodcastSales Strategies and Pricing Tactics: A Conversation with Katie NelsonSend us a textSales and pricing—they’re two sides of the same coin. Sales strategies and pricing tactics do they sound scary to you?Many business owners feel uncomfortable with both. And yet they know that success won't come without them.In this episode of Live with The Pricing Lady, the Podcast, I sit down with Katie Nelson, The Sales Catalyst, to unpack how your sales strategy and pricing mindset are deeply connected. We explore why owning your value is the foundation of confident selling, how to shift from “convincing” to “serving,”...2025-04-1342 min
Live with The Pricing Lady, the PodcastPricing for Profit in the Service Sector: What You're OverlookingSend us a textAre you focused on pricing for profit or just doing what everyone else does?When setting prices it's easy to just focus on being like everyone else, but that may not fit your business. It may not bring you the profit you need. It might not even satisfy clients. The right prices are more than just doing what everyone else is, it's about doing what's right for your situation...for your business and clients.In this episode of Live With The Pricing Lady, I dive into...2025-03-2423 min
Live with The Pricing Lady, the PodcastCreating a Pricing Strategy That Builds Long-Term Client RelationshipsSend us a textCreating a pricing strategy can feel a lot like buying a lottery ticket—you pay the price, but there’s no guarantee of a return.Now, consider your pricing approach. Do your clients feel like they’re gambling on whether they’ll get value? If you're not sure then you need to find out. And if they feel there's risk there, thex won't be inclined to buy. Furthermore, if they do buy and the value isn't there, they won’t stick around.Your pricing strategy isn’t just about setting numb...2025-03-1030 min
Live with The Pricing Lady, the PodcastFrom Shy Pricer to Confident Pricing – with guest Jeannie DoughertySend us a textAre you a shy pricer or do you feel confident about your prices?If you feel shy or uncertain about your prices, you're not alone. Many people feel this way, what's most important is that you identify that's you and start taking steps to shift things.In this episode of Live with The Pricing Lady, we discuss the Shy Pricer mindset—why so many entrepreneurs struggle with pricing and how it can hold your business back. I’m joined by Jeannie Dougherty, a money coach and expert, who shares her...2025-02-2430 min
Live with The Pricing Lady, the PodcastPosition Discovery Calls: From Free Sessions to Paid ClientsSend us a textPosition your discovery calls for success!In this episode of Live with The Pricing Lady, the Podcast, we delve into the transition from offering free sessions to securing paid clients by optimizing your discovery calls. I share my journey of shifting my mindset and rethinking the purpose of these initial calls. We take a look at the common mistake of trying to prove oneself during these calls and the importance of focusing on diagnosing client needs instead - that's the key to position discovery calls for success. I break do...2025-02-1019 min
Live with The Pricing Lady, the Podcast7 Key Questions to Help You Assess Your Pricing StrategySend us a textAssess your pricing strategy - is it setting you up for success—or holding business success back?Or maybe it's just limiting where you can go. Either way it might be the perfect time to make a change.In this episode of Live with The Pricing Lady, we’re taking a look at how to review your pricing strategy to determine if there's a need to make adjustments. Pricing isn’t just numbers—it’s a reflection of the value your offer brings customers. And it requires y...2025-01-2715 min
Live with The Pricing Lady, the PodcastPrice Talk Tactics: Knowing the Right Time to Discuss Price with CustomersSend us a textWhen’s the right time to discuss price with clients? In this Live With The Pricing Lady episode, we’re tackling one of the trickiest aspects of pricing strategy: when to bring up price in conversations with clients. Jumping into it too early can make your conversations feel cold and transactional, potentially putting off clients before they see the value of what you offer. On the other hand, waiting too long can lead to frustration, erode trust, or even cost you the sale. In this episode, I’ll walk you through how to...2024-12-0218 min
Live with The Pricing Lady, the PodcastThe Value Factor: How Strategic Pricing Fuels Your Success with Lorraine BallSend us a textAre you pricing your products or services with confidence and clarity? If not, you may be missing out on growth opportunities and profitability.In this Live With The Pricing Lady episode, I sit down with the talented Lorraine Ball—marketer, business consultant, and entrepreneur—to explore how strategic pricing can transform a business. Together, we delve into what it means to price confidently, understand the market, and communicate true customer value.Lorraine shares her journey from the corporate world to running her own business, detailing how she...2024-11-1827 min
Live with The Pricing Lady, the PodcastThe Pros and Cons of Discounts in Service-Based BusinessSend us a textAre discounts and promotions helping your business thrive, or are they quietly cutting into your profits? In this episode of Live with The Pricing Lady, we’re getting real about something many businesses struggle with—how to use discounts without damaging your bottom line or your brand. Sure, discounts can drive quick sales and attract new customers, but are they really aligned with your long-term goals? I’ll break down how these tactics work in different industries—like retail and consumer goods, where they can really pay off...2024-11-0425 min
Live with The Pricing Lady, the PodcastConsistency & Courage: Pricing Strategies for New Coaches with Marc MawhinneySend us a textPricing strategies for new coaches. Have you ever thought to yourself, "I'm new coach, I can't charge that much."Even worse. Maybe someone advised you not to charge me. As a result you're afraid and holding yourself back from charging more.Between bad advice, not knowing how to do it and feeling a lack of confidence it's no wonder you feel confused about where to set your prices in your new coaching business. That's one reason why I've asked seasoned coach for coaches Marc Mawhinney to...2024-10-2128 min
Live with The Pricing Lady, the PodcastThe Price Rise Trap: 3 Myths Keeping You StuckSend us a textDo you suffer from the Price Rise Trap?Worried about being seen as greedy?Scared that you'll lose customers if you charge more? Think it's just to hard, I won't bother? In this episode of Live With The Pricing Lady, we tackle the common price trap myths and fears that hold businesses back from increasing their prices. Join me as we break down misconceptions around pricing, from the idea that raising prices is too complicated to the fea...2024-10-0717 min
Live with The Pricing Lady, the PodcastUnderstanding Behavioral Styles for Effective Pricing with Shelly StarksSend us a text What has the BIGGEST impact on your prices? Nope, not the customer. Not your competitors. Not your costs. You do. Your behavior, what you choose to do or not do has a bigger impact on your prices and your pricing strategy than anything else. This is why it's important to take a look at behavior styles and pricing. In this episode, I speak with Shelly Starks, a communications coach and behavioral anal...2024-09-2341 min
Live with The Pricing Lady, the PodcastShould I end my prices in 9s or 0s?Send us a textEver wondered...How should I end my prices?And does it really make a difference, or is it just marketing fluff?In this episode of Live with The Pricing Lady, join me as we dive into the psychology of charm pricing and explore whether ending your prices in 9s, 0s, or other options is the right strategy for your business. It's important to remember that ending your prices in a certain can either work for or against you, that's why you'll...2024-09-0912 min
Live with The Pricing Lady, the PodcastOvercoming Pricing Fear – with guest Stacey HagenSend us a textHow can overcoming pricing fear transform your business and elevate your success? In this episode of Live With The Pricing Lady, I'm joined by guest Stacy Hagen, a marketing and business coach from the Bay Area. We discussed the principles and strategies behind effective pricing for business sustainability. Our topics include managing pricing challenges, the impact of too-low prices, creating valuable offers, overcoming pricing fear, and understanding customers. Stacy shares insights on transitioning from life coaching to business coaching and offers actionable tips for setting initial prices, emphasizing the need to...2024-08-2624 min
Live with The Pricing Lady, the PodcastPackaged and tiered offers: What's the right strategy for your small business?Send us a textAs a woman leading a service-based business, you might often wonder, “How can I offer my services to different clients at different price points without compromising on value?”The truth is, it’s not about offering the same service at varying prices—instead, it’s about crafting distinct offers that speak to the unique needs of your diverse audience.In this episode of Live with The Pricing Lady, we dive into what you should consider before deciding if packaged and tiered pricing strategies are a good fit for yo...2024-08-1221 min
Live with The Pricing Lady, the PodcastMastering Pricing Objections: 3 Simple Steps to Overcome ResistanceSend us a textAre you mastering pricing objections? Have you ever felt your confidence waver when a customer challenges your pricing?Join us in this episode as we tackle one of the biggest challenges in pricing: handling objections. We'll explore 3 effective techniques to help you overcome the resistance you feel and turn objections into opportunities for deeper engagement and successful sales.Discover how to stay calm and composed when faced with objections. I share 3 tips that will help you maintain a positive demeanor to respond thoughtfully instead of defensively...2024-06-1812 min
Live with The Pricing Lady, the PodcastPricing insights for women-led businessesSend us a textHow can women-led businesses determine their pricing strategy?Today’s episode features Shannon Tacheny, an accomplished brand strategist and owner of Feather Blue Studios. Shannon's entrepreneurial journey is truly inspiring. From photography to brand strategy and marketing and business coaching, she has continually evolved her approach to pricing and value.Our conversation explores the pivotal moments that shaped Shannon's pricing philosophy. She reveals the liberating realization that there are no fixed limits to what clients might pay for a product or service. It all comes down to who we ar...2024-06-0334 min
Live with The Pricing Lady, the PodcastWhy Is It So Hard to Tell Customers What You ChargeSend us a textHow easy is it for you to tell customers what you charge?Pricing—it’s a topic that can often evoke feelings of uncertainty and discomfort. Whether you’re a seasoned entrepreneur or just starting out, articulating the price of your offer with confidence is crucial for business success.In this episode, we’ll unpack the reasons why you struggle with pricing discussions. From the fear of rejection to concerns about being perceived as greedy, we’ll explore the psychological barriers that hinder your ability to communicat...2024-05-2018 min
Live with The Pricing Lady, the PodcastIs a supported tiered pricing model the right option for your coaching business?Send us a textAs entrepreneurs and business owners, we constantly grapple with the challenge of pricing our products or services to meet various people's needs. The decision to adopt a particular pricing strategy can have far-reaching consequences, impacting everything from customer acquisition to revenue generation. In this episode, we aim to shed light on the nuanced dynamics of supportive tiered pricing and unravel its significance in today's competitive market landscape.This episode's guest, Avery Thatcher, has shifted to a "supportive" tiered pricing. She shares with us how she started her business, how her pricing...2024-05-0627 min
Live with The Pricing Lady, the PodcastShe Means Business: Aligning pricing for impactSend us a textLet's talk about pricing for impact. Your pricing strategy isn't just about numbers; it's a powerful tool that can drive your business toward its aspirations. Join us as we explore how to craft a strategic approach to pricing that not only sets your prices but also propels you towards both your business and personal objectives.Many people perceive price as this number they tack on to their offer just before going to market. Treating it in this way shows that you don't understand the potential it has to help you steer...2024-04-2213 min
Live with The Pricing Lady, the PodcastPricing for Freelancers: Tips and Tactics to Capture More ValueSend us a textLet's delve into the world of pricing for freelancers, aiming to equip you with the knowledge to navigate some of the pricing challenges in your freelance business. Joined by Karla Fernandes, we explore fundamental principles, tactics you can use, and effective strategies for pricing success.We've turned the tables this time around and Karla is asking me the questions freelancers ask most when it comes to managing pricing. We start by emphasizing that pricing more than "just" a number. That it's a reflection of the value freelancers provide to their clients...2024-04-0836 min
Live with The Pricing Lady, the PodcastThe Power of Profit: Why Profit isn't the Bad Word You Think It IsSend us a textIs profit a four-letter word, something to shy away from in your business? Not at all! Despite the negative connotations often associated with profit, it’s not about greed; it’s about smart business management.In today’s world of entrepreneurship, understanding profit is not just essential—it’s empowering. And that’s why I want to talk with you about the power of profit.In this episode, join me as we’ll navigate through the misconceptions surrounding profit and unveil its true value in driving business success....2024-03-2519 min
Live with The Pricing Lady, the PodcastThe Challenges of Pricing Your Own ServicesSend us a textIn this episode of ‘Live with The Pricing Lady,’ I’m joined by guest, Anthony Kuo, a seasoned career satisfaction coach and former pricing expert. Together, we embark on an illuminating exploration of Anthony’s transition from pricing pro in the corporate world to entrepreneurship, delving into the challenges he encountered while pricing his own services. And he shares what he’s observed working with clients.We uncover the key of finding intrinsic value in one’s profession and the inherent value that clients seek in return. Through our discussion, you’ll discover in...2024-03-1133 min
Live with The Pricing Lady, the Podcast3 Essential Price Setting Tips for BeginnersSend us a textHey there, fellow entrepreneurs! Are you ready for some price setting tips?Starting a business is like embarking on an epic voyage, full of excitement and endless possibilities. But when it comes to pricing your products or services, it can feel like sailing into uncharted territory. If you’re nodding along, feeling like you’re in the same boat, you’re not alone.Chances are, you’re more familiar with the role of a consumer than a pricing guru. You’ve seen businesses use all sorts of strategies, but decipherin...2024-02-2614 min
Live with The Pricing Lady, the PodcastThe Importance of Decoupling Self-worth from Your PricingSend us a text"I had a plan and a strategy for setting my prices. It felt like I knew what to do but it just wasn't working. I got no where. I realized the connection I had created between my self-worth and my prices. It was time to start decoupling my self-worth from my prices." Does that sound familiar to you?If so you, my friend, are not alone. It's easy to think of pricing as the logical, cold and calculated (no pun intended) thing. But the reality is y...2024-02-1220 min
Live with The Pricing Lady, the PodcastThe Power of Customer Experience in PricingSend us a textOn this episode of ‘Live with The Pricing Lady,’ I’m joined by the incredible Ghizlane Arifine, a true guru in Customer Experience. Together, we’re diving deep into the magical connection between the customers experience and the art of creating a great pricing strategy. Ghizlane reminds us of the pure gold in understanding the customer’s viewpoint, walking with them hand-in-hand through every twist of their purchasing journey.Join us as we dive into value-based pricing, where we explore how tuning into customer behavior and expectations can be the secret sauce to b...2024-01-2929 min
Live with The Pricing Lady, the PodcastPricing Trends for Small Businesses in 2024Send us a textDo you know what pricing trends to expect in 2024?As we begin the new year, it’s a good time to take a look at what’s been happening and where things are headed.People often mistake pricing as a “one-and-done” activity. The reality is that if your prices aren’t changing, then you’re no longer aligned with the market. Meaning you’re under or over priced. The consequences of that are many, most remarkably lower sales and profits. Ouch!That’s no way...2024-01-1530 min
Live with The Pricing Lady, the Podcast3 Things You Must Do When Planning Price IncreasesSend us a textEver wondered what key steps businesses often overlook when they're raising their prices?In this episode, we'll take you through three critical aspects of pricing that businesses frequently overlook when adjusting their prices. Whether you're considering raising or lowering your prices, it's easy to overlook these things. Often people are afraid to change prices especially raise them and postpone it as long as possible. When they finally do it they take big risks by applying a "rip off the bandaid" approach. Trying to get it done before they panic and decide...2023-11-2712 min
Live with The Pricing Lady, the PodcastShould I Offer Black Friday DealsSend us a textA few years ago I got an email from a client asking me to review "the attached" document. I opened it up to find a list of discounts and special offers she planned to make throughout the year. As I looked at the list my heart sank - each and every one was carefully thought out in terms of what the client was getting. But no thought had been put into whether or not they were a good business idea.I called and spoke to her about it. Asking her what...2023-11-1315 min
Live with The Pricing Lady, the PodcastFrom Vine to Wallet: Navigating Wine & Spirits PricingSend us a textHave you ever looked at a bottle of wine and thought "Whoa. Ouch that's pretty pricey!" Most of us have. Of course there are wines at all price levels but what really goes into the pricing of your favorite wine - that's what I wanted to know.One of the things that I love about what I do is that through helping businesses with their pricing I've been able to learn a lot about many different industries and about what goes into the making of that product, software or service. I...2023-10-3045 min
Live with The Pricing Lady, the PodcastApologetic Pricing: Looking Back, This Was My Pricing Strategy – with guest Mandy BronsilSend us a textWelcome to another insightful episode of Live with The Pricing Lady. Apologetic pricing - a pricing strategy whereby your price reflects your thinking that "Dear Customer, I'm sorry that I need to charge you for buying my product, service or software". There's an embedded "apology discount" factored into your prices.Does this strategy sound familiar to you?For most people feeling unsure about your prices is normal, but other people can take those negative feelings to an entirely new level. As this episodes guest put it she fe...2023-10-1625 min
Live with The Pricing Lady, the PodcastFlexible Pricing: How easy-going should your pricing strategy be?Send us a textDo you find yourself wondering how flexible your pricing should be? In the world of business, pricing isn't merely a numbers game—it's an art of balance. And finding that delicate balance between flexibility and complexity can make or break your business.On the one hand it's great to try and meet the specific needs of each individual client, as each one is unique. But flexibility isn't always the best thing for you, your business or your customers. It's more complex a decision than just meeting th...2023-10-0218 min
Live with The Pricing Lady, the PodcastFrom Hourly Rates to Bundled Value: The Power of Packaged PricingSend us a textTime based rates or packaged pricing, which is right for your business?People often start off with time-based rates, it seems relatively simple and straight forward - at first glance. But when you look closer time-based rates can be difficult to work with and they don't actually serve you or your clients well in the long run. Trading time for money does not focus on value or the quality of your expertise. Which is one reason why most people at some point in time will consider shifting to packaged pricing.2023-09-1814 min
Live with The Pricing Lady, the PodcastOvercoming Objections: The Worst Way to Respond to Pricing ObjectionsSend us a textPricing objections will come, as a founder or business owner it's important to prepare yourself (and your team) for when a client prospect says, "No thank you." Whether it's because it's too expensive or they don't know if they need it or something else, knowing what to do next can feel confusing or even a bit scary. Certainly it can leave you wondering how to respond in the best way possible.It's not uncommon to feel super confident telling people about your offer, after all that's your thing. You could talk...2023-09-0410 min
Live with The Pricing Lady, the PodcastFrom Pricing Woes to Pricing Pro: 5 Expert Tips to Avoid the Most Common Pricing MistakesSend us a textPricing is a much undervalued business topic. It has a bigger impact on your profit than anything else in your business – yet if you’re like most people you don’t often give it much attention. Studies show time and again that of the four profit levers (price, volume, fixed costs and variable costs), price has the most impact on profit. Yes a bigger impact than your costs. This surprises most people. And it’s counter to how they are working.Consider for a moment what most businesses do when profits start fa...2023-07-1028 min
Live with The Pricing Lady, the PodcastProfit Puzzles: Decoding Pricing, Value, and Crowdfunding CampaignsSend us a textUnderstanding value is the key to unlocking pricing and profits. Often profit puzzles people - they just aren't sure how to leverage what they've got. At the same time the more you learn and understand value, the more you realized it's everywhere.Crowdfunding campaigns are no exception. When you put together the packages people can "buy" or the offers for sponsors of your crowdfunding campaign - you have to think of value. And that's what this week's guest, in part has come to share with us....2023-06-2635 min
Live with The Pricing Lady, the PodcastEmbracing a Profitable Pricing Mindset – with guest Jen GutfriendSend us a textThere is no doubt about it that to succeed in your business you will need to embrace a profitable pricing mindset.Pricing and mindset are linked. You can know how to set prices but if you don't believe you deserve them you will sabotage yourself along the entire journey. It will be so much more difficult than it needs to be. As you may have heard from me and many of my guests on this show starting your own business is a personal development journey. One that constantly takes you outside...2023-06-1229 min
Live with The Pricing Lady, the PodcastUnveiling Strategies for Pricing Unique OfferingsSend us a textReady to break free from the ordinary?Many Startups are working on technologies that just a few years ago didn't even exist. They weren't even possible, maybe not even a dream. Technology is evolving fast and so are the new and innovative ideas that come along with those advancements. And the question I often get from people is "How do I price something that's unknown?" Do the same tactics and strategies apply? How can I help my customer understand the real value when they can't even...2023-05-2925 min
Live with The Pricing Lady, the PodcastWhat does Good, Fast or Cheap mean for your Service Prices?Send us a textAs a business owner, you've probably heard the saying "You can be good, you can be fast, or you can be cheap. Pick two."Is it really that simple? 🤔Recently someone wrote to me that they were struggling with this concept of good, fast or cheap as they aren't fast. And they feel pressured to be so when that's not them. Yes, I often get my show ideas from the questions people ask me. So keep asking! 😄I believe it's important to kno...2023-05-1513 min
Live with The Pricing Lady, the PodcastShould I Adjust Prices for Different Geographies?Send us a textHave you ever asked yourself, should I adjust prices for different geographiesCertainly if you’re doing business internationally you’ve most definitely asked yourself that questions.And you’re not alone in that. Over the years many people have asked me the question. Well, to be precise they’ve asked me “How should I adjust prices?” People almost always assume that just because they’re selling to another country then have to adjust their prices, but as you’ll learn in this episode, it isn’t always necessary...2023-05-0114 min
Live with The Pricing Lady, the PodcastWomen & Money: Improving your relationship with money (Part 2)Send us a textHow can you improve your relationship with money?Great question now let's get some answers.As you know I’ve invited two money experts, Ilana Jankowitz and Clara Creitz, onto the show recently to talk about Women & Money. In part 1 we took a look at where our money mindset comes from, how it disrupts our path to success and some of the things that women do well when it comes to money. If you haven’t listened to part 1 yet, listen here.Th...2023-04-1727 min
Live with The Pricing Lady, the PodcastWomen & Money: How your mindset impacts business and life. (Part 1)Send us a textWomen-owned businesses are significant contributors to the economy. And the number of businesses founded by women in many countries out-pacing overall new business growth. Despite this women face significant obstacles when it comes to starting businesses. While there are many factors that contribute to this, one aspect has to do our relationship to money.It’s no surprise that women face obstacles in accessing capital and funding. But if we go deeper than that women often have a tenuous, at best, relationship with money. Growing up many didn’t have good role...2023-04-0333 min
Live with The Pricing Lady, the Podcast12 More Questions to Ask Yourself When Setting PricesSend us a textWhat are you doing when setting prices? You should be asking yourself a series of questions.Questions are so powerful. In fact you can completely change people’s behavior simply by asking different questions. In this case we are looking at changing your behavior as you go about setting, getting and managing your prices. The previous episode we looked at 12 questions to ask yourself when price setting. Those were some of the more basic questions. If you haven’t listened to that episode yet do so now.Wh...2023-03-2012 min
Live with The Pricing Lady, the Podcast12 Questions to Ask Yourself When Price SettingSend us a text“Price setting is a thought process not a formula.”One big misunderstanding around price setting is, people believe there’s a mathematical formula to find the right price. This belief or hope holds many people back from doing the work that’s needed to find the best prices – finding a price that’s right for them and their customers.So if it’s not a formula but a thought process it begs the question, what does that really mean? It means you need a something to help you think...2023-03-0614 min
Live with The Pricing Lady, the PodcastLove your pricing. Love your work. Love your clients. Love yourself. Repeat.Send us a text"Love your pricing.Love your work.Love your clients.Love yourself.Repeat."The words above Rachel shared with me when we first met. It was so refreshing because very seldom will people put something like love in the same sentence as pricing. I was also fascinated to hear more of what she had to say.Pricing can feel like a very cold and calculated topic (no pun intended). But it has its softer sides - it's linked to...2023-02-2030 min
Live with The Pricing Lady, the PodcastPricing Learnings for Coaches & HealersSend us a textWhen healers and coaches approach pricing often their goal or intention is not fully aligned yet with running a business. This lack of alignment leads to fear and conflict and ultimately under pricing.Conflict often shows up as "I can't charge that much." "I should charge as little as possible." "If I price high then some people won't join." While your price needs to be aligned with who you're targeting, it also has to lead to a viable business. People who operate in this space are often missing the courage and...2023-02-0628 min
Live with The Pricing Lady, the PodcastThe Right Price Is Not Written in StoneSend us a textThere are many that would have us believe that there are standard prices for everything out there. Your little offer should be priced this. Or your group program has to be that. Reality is that the price you charge for what you offer is and should be unique to your business, your customers and the value your offer delivers. The right prices cannot be the same for everyone (or written in stone) since they depend on many different things. Things which vary from business to business. As my guest in this...2023-01-2330 min
The Forward Thinking CFONumeritas - Episode 18 - Janene Liston - The Pricing LadyIn the latest episode of The Forward Thinking CFO, we catch up with Janene Liston, a highly trusted Pricing Consultant & Business Coach.
Janene’s company The Pricing Lady specialises in supporting businesses with their pricing, and offers workshops, mentoring and strategies to help SMEs and large-scale businesses improve their relationship with profits.
This is something Janene has been doing since her early days in corporate management. After starting out her career as an engineer, she worked her way through various marketing jobs to become a Pricing Manager at Siemens and Syngenta AG.
In 2016, Janene decided to take the plunge and co...2023-01-2027 min
Live with The Pricing Lady, the Podcast3 Pricing Tips to Start 2023 Off RightSend us a textHappy New Year! I wish you great joy, happiness, good times, and business success in 2023. To help you get started on the right foot for this year I want to share with you some tips - 3 things you can do in January to make sure you're starting in the best way possible.Like anything else in life or business what we pay attention to is what will carry us through the year to come. If you ignore pricing, it will not be there supporting your business efforts. In fact, for many...2023-01-0919 min
Live with The Pricing Lady, the PodcastShould I Put My Prices On My WebsiteSend us a text "Should I put my prices on my website?" Funny as it may sound, this is the second most asked question I get from people. Which is one reason why it's the topic of this episode. I can see how the question plagues people and I don't think it's a topic worth worrying about. What's important is that you understand how to make a strategic decision about what's right for your business. I recently ran a poll on LinkedIn around this and what happened as a result was fa...2022-12-0513 min
Live with The Pricing Lady, the PodcastThe Importance of Knowing Why That's Your PriceSend us a textDo you know why that's your price? Or why you price is what it is?Many small businesses have no good reason for why they have the price they have except - that's what other people are charging. In my book that is rarely a reason that will make you feel confident. Nor will it give you the best price you can have.Knowing why your price is what it is, is what's going to give you the confidence to charge the prices that you need...2022-11-2126 min
Live with The Pricing Lady, the PodcastHow to Go About Pricing Your Membership SiteSend us a textOne thing I've seen an explosion of recently is membership sites and with that comes the question what do I charge my members. It can feel tricky. Often people use membership sites early on as a tool to create a community who's then later a "captive audience" for upselling - you can then sell them higher value offers. In the end pricing for membership sites will always come down to who am I targeting, what's the value I'm offering and how am I using...2022-11-0727 min
Live with The Pricing Lady, the Podcast5 Signs That'll Help You Know When to Make Changes to PricingSend us a textRecognizing when to make changes in your pricing is an important part of managing prices in any business. I've had many people on the show who shared with us that it took them quite a long time to both realize and then accept that they would need to change prices in their business. You may struggle with that as well. And it often has quite a negative impact on business, especially growing a younger business.This is why it's so important for you to be able to identify and then monitor...2022-10-2409 min
Live with The Pricing Lady, the PodcastI Offered Discounts People Didn't Ask ForSend us a textIt's often the case that when you don't feel confident about what you charge you make judgements or even decisions for your customers. Ones that aren't yours to make. It often shows up in the form of granting unnecessary discounts. For example if you've offered discounts before someone asks for one, before they've objected or before you've understood how they value your offer.Unnecessary discounting is one way in which businesses sabotage themselves. Don't get me wrong there's a time and place for discounting in some businesses. But more often than...2022-10-1020 min
Live with The Pricing Lady, the PodcastEpisode 100: Behind the Scenes with The Pricing LadySend us a textLet's take a look behind the scenes.In this special 100th podcast episode I’ve asked colleague and friend Pauliina Rasi to come on the show and interview me. It’s time for me to be the one in the hot seat and to answer your & her questions. It was exciting and a little daunting.Looking back on my business journey. It’s been just over 5 years since I started the business. At first it had multiple personalities – pricing, communication and mindfulness. Seriously, I tried to do them...2022-10-0356 min
Live with The Pricing Lady, the PodcastEpisode 99: Celebrating the Show with Guests & ListenersSend us a textWhen it finally dawned on me that I'd done nearly 100 episodes, I couldn't really believe it. Have I really come that far and been doing this that long. It almost feels like yesterday that I started. An entrepreneur's journey is by no means an easy one. But when you can stick with it the rewards are many. And I've asked three very special guests to join me to celebrate as we approach the 100th episode. Amanda Berlin, has been a guest more than once on the show, she was also the...2022-09-1255 min
Live with The Pricing Lady, the Podcast5 Pricing Tips for Coaches to Build a Stronger BusinessSend us a textOne of the people I had on the show earlier on observed that Coaches are terrible (in general) at valuing what they bring clients and it has a terrible impact on what they do with their pricing. This isn't really their fault.With good intentions the coaching programs sometimes provide business advice, like what to charge clients. But this isn't their expertise, often the advise is lacking and sometimes even detrimental to the process of building a coaching business that will be there for the long term. I've worked with many...2022-09-0519 min
Live with The Pricing Lady, the PodcastI Had Big Issues with Money, But Then My Whole Mindset ShiftedSend us a textMost of the time the biggest thing standing in your way is you. Often it's subconscious and so your job is to start recognizing when you're in your own way and figure out how to shift things so you can progress. It's also true when it comes to doing pricing in your business. Your mindset, your understanding of pricing and you're ability to work through the blocks that are in your way are tantamount to you getting where you want to go.That's been true for me, for nearly any business...2022-07-1828 min
Live with The Pricing Lady, the Podcast5 Pricing Best Practices for Your Small Business in 2022 and BeyondSend us a textWhat are the things that businesses do well to improve their pricing? That's a great question. I often speak about the mistakes people make but this time I wanted to focus on what you can and should be doing with pricing to help you. We are in unprecedented times, things are changing so fast around us we can example after example of how those who are most adaptable are the ones who come out on top.Looking at best practices in pricing can help you make sure you're focusing on the...2022-07-0418 min
Live with The Pricing Lady, the PodcastOnly After 100 Clients, Did I Realize I Wasn't Turning a ProfitSend us a textOne of the biggest mistakes small businesses make is not understanding what it is going to take to achieve the profitability they want to make. And yet it is so important to building a successful business. When you don't understand what it will take to achieve your goals (maybe you don't have goals), how could you possibly be doing the right things...the answer is... You can't.That's what my guest on this episode, Maryia Ramanava, shared with us. It was...2022-06-2034 min
Live with The Pricing Lady, the PodcastI Didn't Really Think about PricingSend us a textOne of the questions I get most often from people is when should I start looking at pricing. Most experts, myself included will tell you as early as possible. Why? Because you need it to understand the profit story of your business. To understand what it will take to be profitable. To explain to investors, partners, banks and others how effective your business model is. You can't do that without having had a real good look at pricing.But most, way too many businesses leave it to the last minute and...2022-06-0622 min
Live with The Pricing Lady, the PodcastThe Role of Costs In PricingSend us a textMany businesses use cost plus pricing to determine their prices but what is the role costs in pricing?Cost-plus pricing is one of the most widely used methods for setting prices, but it also more often to not leads to over- and underpricing. While understanding costs is important to having a successful Pricing Strategy and understanding your profit story, relying on them too heavily puts your business at risk. It begs the questions what is cost-plus pricing. what are the disadvantages, why do people use it and what should you base...2022-05-2314 min
Live with The Pricing Lady, the PodcastFor a Long Time Pricing Was This Big Mysterious ThingSend us a text"For a long time pricing was this great big mysterious thing. I didn't understand where the numbers came from."If you feel or felt this was then you're not alone. Pricing is rarely taught, in fact most people don't even know there are people out there who are experts. Your job, one of them, as a business owner is to demystify pricing so that it's not so difficult for you to do. Learn what you need to know and figure out how to make it simple for your business....2022-05-0933 min
Live with The Pricing Lady, the PodcastEveryone-itis: How a One Size Fits All Offer Can Hurt Your PricingSend us a textAvoiding everyone-itis is a better path for most small business owners. Certainly better than being a generalist."Who's your target customer?" I asked." Well, anyone." They responded with proud smiles."Oh no...here we go." I thought to myself.When it comes to starting or running a business nearly every program, coach or consultant will ask you who are you targeting. There's a really good reason for that (hint: it's not to annoy you). It's because the answers to most of the questions you have...2022-04-2516 min
Live with The Pricing Lady, the PodcastWhen the Price Is Too Low People Won't Believe in the ValueSend us a textCommonly businesses believe they have to set their prices low to entice customers. However more often than not it can be counterproductive to - in fact it might be what's keeping people from buying. They just don't believe they'll get the value, because the price is so darn low. That's what my guest learned and shared with us during this episode.She was advised to raise her prices and when she did her conversion rate shifted. Maybe the price was better aligned with expectations. Maybe it was that she herself believed...2022-04-1126 min
Live with The Pricing Lady, the Podcast6 Questions You Should Ask Before Offering a DiscountSend us a textThere are three types of discounts effective, ineffective and unnecessary. Most small business could benefit from being more careful about the discounts they offer and when. In fact, when it comes to "leaking" profits, poor discounting habits are often the biggest drain on your profits. It makes sense to put more rigor and thought behind what you're doing.Preparing in advance for what you will do and when, and having a clear internal policy for your team (if you have one) will help you eliminate unnecessary discounting. It can also help...2022-03-2816 min
Live with The Pricing Lady, the PodcastHow Can the Competition Have Such Low Prices & What Should I Do About It?Send us a textOver the years I have heard the battle cries from businesses and sales people about how the competition has such low prices. "It's killing our business. What can we do?" They cry. Often they feel defeated and like they don't have a chance to be successful because these "cowboy" competitors are in the way, with their very low prices. "Shouldn't we lower our prices too?" They ask.Not necessarily, in fact more often than not, it isn't the best solution. Just be...2022-03-1416 min
Into The Wild110. How to Price Your Offer with Janene ListonHey you wild women! My next guest is a highly-trusted pricing consultant and business coach, working with small businesses, startups, and entrepreneurs across industries and the globe. Janene Liston is also a certified pricing professional who has been helping businesses improve pricing and profits for over 25 years. Her mission is to empower small businesses to be more sustainably profitable, helping them know the value of their offer, and more effectively implement their pricing, ensuring that they can confidently create, communicate, and charge for the value that they deliver. She’s the host of Live with The Pricing Lad...2022-03-0742 min
Live with The Pricing Lady, the PodcastSometimes It's Just as Simple as Asking for MoreSend us a text"Sometimes it's just as simple as asking for more." These are words to live by in life and in pricing for your business. Most young businesses start out underpricing. This happens for a variety of reasons by design, lack of confidence, untested offers, their offers often have lower value. But most come to a point in time where they know they must raise their prices. That's when fear often gets in the way. Reality is if you don't test the waters and ask for more you'll never know what's possible. 2022-02-2826 min
Live with The Pricing Lady, the PodcastShould I Base My Prices on the CompetitionSend us a textPricing versus the competition may seem like the best and sometimes easiest thing to do in some businesses. In other businesses, where there's less price transparency, it may feel like you're missing out on a key piece of price setting information because you have no idea what the competition charges.Of course the competition is an important pricing consideration for many but what does it mean for your business? Can you only know what price to offer when you know the competition?It begs the question...2022-01-3111 min
The Daily GrindS3 Episode 30: Janene Liston | The Pricing Lady“Pricing is all about the psychology baby, with the wiggle of the eyebrows” on the Daily Grind, your weekly goal-driven podcast. This episode features Kelly Johnson and special guest Janene Liston. Janene is the Pricing Lady, a Certified Pricing Professional, an entrepreneur and a European Public Speaking Champion with 20 years experience in product marketing and pricing. She teaches business owners the strategies and actionable steps to set, get and manage pricing with more confidence.
S3 Episode 30: 12/21/2021
Featuring Kelly Johnson with Special Guest Janene Liston
Audio Credit Intro: Draw The Line Mastered by Connor Chri...2021-12-2137 min
Live with The Pricing Lady, the PodcastWhy I Quickly Shifted Away From Time-Based PricingSend us a textIt's quite common for people who offer services like coaching or consulting to use hourly based pricing. For most businesses such a pricing model doesn't serve either the client or the business. From the clients they often try to skip important steps that help them achieve their goal. They do so to "save" money but make it hard for to get the results they're seeking. And often you'll find they are less engaged in doing the work. For the business, it means less consistent outcome, more work and when you're more efficient (i...2021-12-1314 min
Live with The Pricing Lady, the PodcastI Can't Charge That: I Feel Like an Imposter – with guest Sherine LovegroveSend us a textHave you ever said to yourself "I can't charge that. I feel like an imposter"? Many business owners have felt that way. If you do then you're not alone. It's more common than you think. It's not bad nor are you stuck with that. When it comes to pricing, most people don't understand the economic value of their offer. Nor do they have a clear way to set prices they feel confident about. Without that how could you possibly feel that confidence you seek.We pile the pressure on ourselves and...2021-12-0624 min
Live with The Pricing Lady, the PodcastPricing Is A Thought ProcessSend us a textPrice setting is a thought process not a mathematical calculation.Often when people ask me how they should know what to charge they expect me to give them a mathematical formula to make the calculation. Determining the right price for your offer is different. It's a thought process where you look at different aspects to determine which prices are best. Businesses that treat pricing as a math problem are missing one of the most important rules of pricing:Pricing is rooted in a deep understanding of the customer and...2021-11-2215 min
Live with The Pricing Lady, the PodcastI Finally Got it: I Can Love my Work AND to Make MoneySend us a textI can't charge people because this isn't my real job. I can't charge because I'm new. I can't charge because they can't afford it. These are just a few of myriad reasons people give for giving things away for free and for setting very low prices. The problem is these excuses are a way to avoid the possibility of someone rejecting your offer. But the questions are, will these excuses get you where you want to be in a reasonable time frame? The simple answer is, no...2021-11-1529 min
Live with The Pricing Lady, the Podcast3 Reasons Competing on Price Alone is Risky for Your BusinessSend us a textEverybody loves a sale. But that doesn't mean it's right for your business. As we head into the seasons where retailers start dropping prices it's tempting to use similar tactics in your small businessBUT is it the right thing to do for your business?Great question! As my mother used to say, "Just because everyone else does it doesn't mean you have to."We're exposed to this tactic all the time as consumers but it's a...2021-11-0812 min
Live with The Pricing Lady, the Podcast5 Tips to Avoid The Nasty Discounting Habits That Kill Your ProfitsSend us a textDirty, disgusting discounting habits. They are killing your business and it needs to stop…now. Have you ever granted a discount because:it was easy,you felt ashamed of your prices,guilty to charge that much,anxious or afraid to ask for it,too lazy to stand up for your value,to be “fair”, or to prevent objections?If so, you’re not alone. These nasty discounting habits seem harmless and many people fall victim to them.. But just because others do it, doesn’t mean you should too. If this is wha...2021-10-2513 min
Live with The Pricing Lady, the PodcastWhy Do We Pay so Much More for BrandsSend us a textPrice and brand are intricately connected. Both topics drive perceptions, willingness to pay and customer behavior. As a business owner you need to understand how your brand influences what people do and what they're willing to pay. As well as how the price impacts your brand. When you under the role they both play and the way in which they influence purchasing behavior you'll better understand your business.This week on Live with the Pricing Lady I'm talking with special guest, Pete Canalichio from BrandAlive. BrandAlive is on a mission to h...2021-10-1724 min
Live with The Pricing Lady, the Podcast10 Signs It's Time to Change (or increase) Your PricesSend us a textKnowing when and how to raise prices in your business can make a huge difference in your profitability. There are many signs that cue you in it's time and reasons to do so.Many clients ask me the question "How do I know when to change my prices?" Often they are asking, because they know it's needs to be done but aren't sure why and how. The fear of losing even one customer is so big they can't reconcile it in their minds. As a result, m...2021-10-1114 min
Live with The Pricing Lady, the PodcastSoar to new heights: Overcome the adversity of your thinking.Send us a textThe adversity of your thinking is something you will need to overcome at times. When it comes to your business (and pricing and nearly all things in life) you'll be faced with challenges. Some will exist due to your own thinking.Change your thinking and change the quality of your mind. Often being able to overcome the adversity of your thinking is what allows you to finally move forward when your stuck or find the courage to do what is needed to get where you want to go.I...2021-10-0422 min
Live with The Pricing Lady, the PodcastHow the Clarity of Your Message Impacts Willingness to PaySend us a textDo you know how what you say impacts customer willingness to pay? Clarity of message is key in all things, and pricing is no exception.A customer's willingness to pay for something can be fickle. That's one reason why an important part of pricing is to consider the message. The message your prices deliver. What message you deliver with your prices and the message your actions around pricing communicate to your customers. You're communicating a lot! Whether you realize it or not, not only what you s...2021-09-2721 min
Live with The Pricing Lady, the Podcast3 Reasons You Need to Start with Pricing Early OnSend us a textEntrepreneurs often say, "I'm not ready to talk about pricing yet." I have more to do first. Even though they've been at their business for months even years. Unfortunately too many businesses leave PRICING to the last minute and then suffer the consequences. Often their profits suffer.In this episode of Live with the Pricing Lady I share 3 reasons why it helps you to start with pricing early on. When you understand what it helps you to do or avoid then you'll see why it's important t...2021-09-2013 min
Live with The Pricing Lady, the PodcastKnow Thy Customer, Know Thy PriceSend us a textWhen you know thy customer it's easier to know that price. The number one mistake businesses make with their pricing is:…not taking the time to understand the customer.This usually comes in two forms, they are trying to target "anyone" or they are moving forward with untested assumptions about customers. This makes it very difficult to find prices that fit customers. Beyond pricing is makes developing the right offers, marketing them and selling them a bigger challenge than necessary. Typically companies end up pricing low because they feel in...2021-09-1316 min
Live with The Pricing Lady, the PodcastImpact of Geography and Culture on Pricing BehaviorSend us a textPricing behavior is fascinating and it is influenced by many things – like geography, culture, upbringing, industry etc.We can learn so much by simply observing the world around us. Many years ago I was in Egypt at one of the markets and there was a stall with at least a dozen signs that read things like “hassle free pricing” and “hassle 10% extra”. It was also in multiple languages. I still have the photo too.Now if you’ve been to a market in Egypt you know haggling is...2021-09-0720 min
Live with The Pricing Lady, the PodcastRaise Business Profits with Better PricingSend us a textRaise profits (or even maintain)...that's an important part of growing your business. To do that you've got to understand the things that influence your profits and know how best to leverage them. Your goal isn't to raise profits just because you can. It's to do so in order to continue to be there for your customers. To build your business, shift and evolve and for some of you it's about leaving behind that your legacy. - How many profit levers does a business have?...2021-08-3113 min
Live with The Pricing Lady, the PodcastThe Amazing Effect of Purpose & Impact on Your PricingSend us a textHow does purpose and impact affect pricing?Traditionally we think of value being derived simply from the functions & features of a product or the outcome of a service. But what customers value often goes way beyond that.What about the influence of a company's purpose or their impact on the world? How does that affect value perception? And how does that affect what you charge?That's what I spoke about in this episode with expert guest Melissa Buch, on Live with the Pricing Lady.Melissa is the...2021-08-2421 min
Live with The Pricing Lady, the PodcastThe 5 Reasons You Need Solid Pricing StrategySend us a textA Pricing Strategy is the first step to setting your prices. More than that it will help you steer your business in the right direction and ensure that your pricing is setup to support your business objectives. Without one it's like playing the children's game pin the tail on the donkey. You're blindfolded, spinning in circles and in all likelihood headed in the wrong direction. In this episode of Live with the Pricing Lady I'll share with you the top 5 reasons you need a solid Pricing Strategy and how that can...2021-08-1712 min
Live with The Pricing Lady, the PodcastPricing When Your Offer Isn't A "Magic Pill" with Jen McFarlandSend us a textPricing your offer is a challenge under "normal" circumstances but what if you offer isn't like the "magic pills" everyone else is offering? It's not that it's not valuable it just doesn't have that "sexiness" that others offer. Does that make it harder or easier to price your offer?How does it (or does it) change what you do?What does that really even mean?In this episode...In this episode with Special Guest Jen McFarland about what she means and how it a...2021-08-1020 min
Live with The Pricing Lady, the PodcastWhat You Know About Pricing Is All WrongSend us a textSubscribe: Apple Podcasts | Spotify | Stitcher | Google | Amazon Profitability is one of the main goals of your business, but if what you know about pricing is all wrong you will struggle at best. What we learn as consumers is by in large the knowledge that most people posses about pricing. The retail world is different than most businesses. You need to step outside what you see and experience every day and look at whether those are the right strategies and tactics for your business. ...2021-08-0209 min
Live with The Pricing Lady, the PodcastThe Leaky Bucket of PricingSend us a textSubscribe: Apple Podcasts | Spotify | Stitcher | Google | Amazon Years ago one of my bosses came to me and said, "Janene, you've got to help me. The management team is having a heated debate about what's more important value pricing or transactional pricing. As I'm not the expert, I need to know what to tell them. So, which is most important?" I smiled and said "Neither. Both." Then I went on to explain to him my theory called the Leaky Bucket of Pricing. 2021-08-0216 min