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Pricing is not just about setting a number, but understanding the value that your product or service brings to your customers. It's about considering the problem you solve and the positive change you can create for your clients. Pricing should be based on a deep understanding of your target audience and what they are willing to pay for the value you provide. We need to overcome the stories and discomfort that can hold us back from pricing our offerings appropriately. By connecting to our motivations and being confident in the value we offer, we can navigate the leap from current pricing to charging what we’re truly worth. LinksJoin the Happy Pricing courseJoin the conversation live

When we approach pricing without research or strategy, we end up with uncertainty, ineffective communication, and demonstrating a lack of understanding our customers’ needs. We need an outside-in approach that starts with researching the value customers get from our product or service. By focusing on the customer and their needs, we can develop a pricing strategy that is clear, confident, and effectively communicated. This week, Carlos and Ben discuss a blog post on the perceived mistakes Elon Musk made in the wake of his attempt to charge $20 per Twitter account that wanted to receive a blue Verified badge. What Musk saw was resistance, ambivalence, and ultimately the need to make quick pivots. Pricing solely based on internal needs and without considering customer value can lead to missed opportunities and an ineffective pricing strategy, so what lessons can be drawn, not only from Musk’s pricing strategy, but from the value he placed on buying the company to begin with? LinksJoin the Happy Pricing courseJoin the conversation liveFive lessons on how not to do pricing from Elon Musk’s Twitter

If you raise an invoice for a client and then apologise for the amount, this creates uncertainty and can even damage your business. To avoid this, we need to shift our perspective and approach pricing with confidence. We do this by understanding our own stories about money, remembering the subjectivity of it, and creating a sense of certainty around what we’re delivering. The more we apologise for our prices, the more we project our own stories about value and create unnecessary doubt and discomfort. This can lead to misunderstandings, strained relationships with clients, and missed opportunities. But by proactively communicating and setting clear expectations from the beginning, we can build stronger relationships with our clients and feel more empowered in our pricing discussions.

Many of us can end up feeling like a commodity, just like everyone else in our industry. But by understanding our unique story, experiences, and values, we can differentiate ourselves and stand out from the crowd. In this episode, Carlos and Ben discuss delving into our own stories of change, and communicating it clearly and effectively to our audience. Undifferentiated businesses just become another name in a sea of competitors. They get overlooked because people can’t see anything special or different about what we offer. But by embracing our personal brand and sharing our story, we can attract the right clients who appreciate our expertise and are willing to pay for it. LinksJoin the Happy Pricing courseJoin the conversation live

Our personality has a significant impact on how we approach pricing and value. According to the Enneagram, each personality type brings its own unique perspective and challenges when it comes to setting prices for our products or services. Understanding our own Enneagram type and the tendencies that come with it can help us navigate pricing challenges with more ease. It allows us to recognise any apologies or resistance we may have towards pricing and find ways to align our worth with fair exchange. By exploring our Enneagram type and its relationship to pricing, we can develop a healthier and more confident approach to setting prices that reflects our value and supports our financial well-being. Kieran Morris is a musician who works with community choirs and helps people connect their voice with their message. Annie Hanekom has been working in the field of people dynamics for the past 20 years, focusing on how people relate to each other and themselves. Both guests have a passion for exploring the Enneagram and its impact on various aspects of life, including pricing and money. LinksJoin the Happy Pricing courseJoin the conversation live

Having mature conversations around money can be tricky and uncomfortable, and can lead to ineffective communication and missed opportunities. We need to approach money conversations with an open mind and a willingness to understand different perspectives. This starts with separating personal emotions from the conversation and focusing on the client's needs and the value you bring. Avoiding money conversations can lead to misunderstandings, missed opportunities, and a lack of clarity in pricing and value. In this episode, Carlos and Ben are joined by money coach Krystle McGilvery to explore the importance of understanding clients’ needs, conducting research, and approaching the conversation from a business perspective rather than an emotional one. LinksMaking an offer they can’t refuse – Happy Pricing livestream, with Jon OsborneConnect with Krystle via LinkedInJoin the Happy Pricing courseJoin the conversation live

You're about to draft a proposal, and you're wondering whether it will convince the client. Have you included everything necessary? You've poured hours into creating detailed, lengthy proposals in the past, only to face rejection. You've tried mirroring successful proposals from others, but the results are disappointing. In this episode, Carlos and Ben explore the pitfalls of overcomplicating proposals and how simplicity can be your greatest asset. They uncover why proposals aren't the heavy lifting tools we often perceive them to be in the sales process. Most importantly, they discuss how to navigate these challenges with ease and confidence.

Many of us struggle with discomfort and negative emotions when discussing money and setting prices for our work. But by understanding and addressing our underlying money stories and beliefs, we can have more positive and confident conversations about money and pricing. If we don't address our money stories and the emotions they bring up, we may continue to struggle with setting fair prices, feeling confident in our worth, and having effective conversations about money. This can hinder our ability to earn what we deserve and negatively impact our overall wellbeing. In this conversation, Krystle joins Ben and Carlos to discuss ways we can reflect on our own money stories and beliefs, identify discomfort, fears, or judgments that arise when discussing money, and the connection between money stories and pricing decisions. LinksJoin the Happy Pricing courseJoin the conversation live

Pricing an event that brings about life-changing experiences is complex and subjective. We need to consider the transformative value and outcomes of the event we’re creating, as well as the emotional commitment and investment participants are making in themselves. The price of a product with an emergent outcome should reflect the unique nature of the experience and the story behind it, rather than simply focusing on content or financial returns. It means reducing the uncertainty for potential participants so we can help them understand the value they’ll receive. LinksJoin the Happy Pricing courseJoin the conversation liveHappy Startup Summercamp

In times of economic uncertainty, we need to have open, constructive, and compassionate conversations with clients and prospects. Understanding their worries and fears, and providing reassurance and clarity can help build trust and create value in the relationship. By focusing on the basics – like understanding clients' motivations and needs – and continuously improving our own skills and practices, we can navigate through difficult times and continue to be valuable and useful in our work. LinksJoin the Happy Pricing courseJoin the conversation live

Understanding your value can help you price more confidently, without being brash. When we understand our target audience and what they need, we can create a perception of value that resonates with them. But we need to be prepared to handle rejection and understand that a "no" isn’t necessarily the end of the conversation. If we don't communicate the value of our work properly, we undervalue it and risk missing out on valuable client relationships. This week, Carlos is joined by Frances and Simon from the Better Bolder Braver community, who help coaches market their work with more ease. That involves having tricky conversations around pricing, and being able to clearly communicate the value they bring. This episode is perfect for you if you Want to learn how to confidently set pricesAre interested in understanding how to convey your work’s value to potential clientsNeed advice on dealing with rejection and building confidence in pricing conversations LinksJoin the Happy Pricing courseJoin the conversation livePricing Philosophy – Derek SiversBetter Bolder BraverNever Split the Difference: Negotiating as if Your Life Depended on it, by Chris Voss and Tahl RazChris Voss Teaches the Art of Negotiation – Masterclass

Storytelling is a powerful tool in marketing and selling. It lets us connect with our audience on a deeper level and create a sense of trust and authenticity. By understanding our own journey and values, as well as those of our ideal customers, we can craft compelling stories that resonate with them and help them see the value in what we offer. It's not just about selling a product or service, but about creating a meaningful experience that meets the needs and desires of our audience. This week, Ben’s on holiday so Carlos is joined by Better Bolder Braver co-founder, Frances Khalastchi. She emphasises the importance of understanding our own journeys and values, as well as those of our ideal customers, in crafting compelling stories that resonate with our audience and create a sense of trust and authenticity. LinksConnect with Frances via LinkedInBetter Bolder Braver – marketing community for coachesJoin the Happy Pricing courseJoin the conversation live