What Your Pricing Is Really Communicating
We can’t really talk about money in business without talking about pricing, and I’m seeing some important shifts in how modern buyers experience it.
I share three thoughts on what pricing actually communicates today, why clarity and confidence matter more than clever positioning, and how pricing has become a trust-building exercise rather than a persuasion tactic. If pricing has felt uncomfortable, confusing, or heavy in your business, this episode offers a different way to look at it.
Transcript
23 - Pricing
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Speaker: [:Speaker 2: As business owners, we can't really have a discussion fully about money unless we're discussing pricing for our products and services.
Speaker 2: And my three thoughts this week are around pricing, and three things that I see have really shifted in how things are priced and when you're considering what your prices are in your business that maybe you should take into consideration these days. So my first thought is. Clients aren't buying a price tag.
rough that experience and it [:Speaker 2: in a way that they think that the price tag looks good. The problem with that kind of approach to pricing is that, like I said, people aren't buying the price tag. Also modern consumers are tired, and I'm not talking about that nap tired i'm talking about. Cognitive load exhaustion. When pricing is unclear or it's overly tiered, or it requires a lot of justification, it becomes another decision that they just don't wanna make or is too much for them to make.
o who I am selling to. Is it [:Speaker 2: Because leadership reduces cognitive load and that really helps people make good decisions. My second thought on this topic is price matters, but likely not in the way that you think. I often see people really struggle with pricing things too low, and I'm gonna raise my paw here and say, I've done that.
his has been a little over a [:Speaker 2: the amount that I was charging her was too much and she flat told me something that it sticks to me To this day, it's, she says, you have no business in my wallet. This is not where you belong. You are in your money. You are the person responsible for what you bringing into your business. What I am doing is really none of your business.
Speaker 2: And this falls back to this, pricing matters, but likely not in the same way that you think. So if your prices are too low for your clients, that can feel porous. It can feel unstable, and it can feel potentially more costly if they really spend their time and effort and dollars moving with that solution
re's a big reason. If you've [:Speaker 2: A well held price communicates that I hold you dear client in respect, and I know what is sustainable. Clients do not just pay for a product or a service. They pay to not feel like they're taking something from you or to not feel like they're gonna lose in this equation, even though the price tag looks really good on what is going on.
ng process much more than it [: itting here recording this in:Speaker 2: So those are things that can be really helpful in you determining what you should be charging for something. Inconsistent discounts in particular, and vague. It depends. Pricings or pricing that de feels inflated for positioning alone. It really, they really erode trust, not because clients are cheap, but because unpredictability reads
: like risk. So [:Speaker 2: In my opinion, I'm a service-based entrepreneur, so I may see be seeing that I've worked with product people, but you know, a product has some costs, right? You have your manufacturing costs, you have labor costs, you have shipping and you have all of the costs. You can add things up and you can arrive at a product
and it has a lot to do with [:Speaker 2: Hopefully at the end of the day when you sit down and you think about these things, maybe this has opened up a door for you to think about your pricing a little bit differently. Thank you for hanging out with me today. I appreciate you and I will see you in the next episode.
Speaker: Thank you for listening to the Be More Business podcast. Where wisdom and innovation merge to create a business that supports the life you want to live. For more resources, courses, and inspiration, visit be more business.com.
