When a customer says, “That’s too expensive,” it’s easy to treat it as a pricing problem. But what they say and what’s actually stopping them from buying aren’t always the same thing. Before you reach for a discount, you need to understand what’s really behind the pricing pushback. This clip…
Dropping your price can feel like the easiest way to win a customer. If your strategy is to be the low-price leader, price is part of how you attract customers. But if you’re building a business around the value you deliver, using price to win customers can backfire over time.…
When a customer says, “That’s too expensive,” it’s easy to assume the price is the problem. But pricing pushback can have very different things behind it — and lowering the price before you understand the objection can mean solving the wrong problem. In this episode of The Pricing Lady, I…
When a prospect says your price is too high, the problem is almost never the number. It's usually about priority, fit, or timing — and dropping the price doesn't fix any of that. Full episode: https://youtu.be/ChEZcwjOyt8
Lowering your price to win a deal feels like a solution — but it sends a signal you don't want to send. Adriana Daragon of GTM Advantage explains the real cost of discounting for B2B tech founders. Full episode: https://youtu.be/ChEZcwjOyt8
Most tech founders treat commercial questions — pricing, positioning, GTM — as something to finalize once the product is ready. Adriana Daragon, founder of GTM Advantage, has built her work around changing that habit. In this conversation, we talk about why leaving those decisions late makes pricing harder to get…
When clients push back on price, most people's first instinct is to drop it. But that's only one option — and it moves in one direction. The price value scale shows you where the real flexibility is. When you work the value side, you have a lot more to work…
Lowering your price when clients are struggling feels like the caring thing to do. But is it? If dropping your price puts pressure on your business, it eventually affects how well you can serve those clients. Being fair means being fair to the client and to you. 🎧 Full episode:…
Pricing When Clients Are Struggling: Should You Lower Your Price? When clients are struggling and budgets get tighter, the instinct is almost always the same: lower the price. It feels fair, competitive, and like the right thing to do. In this episode, Janene looks at why that instinct usually points…
"I used to believe the higher your fee, the more time you have to put in. I don't believe that's true." If you're still pricing based on effort, this one's for you. 🎧 Full episode: https://youtu.be/bKz8_fvTb4o #speakingfees #publicspeaking #pricingstrategy
Everyone thinks other speakers get paid more than them. The data says otherwise. Alex Merry ran the largest speaking fee survey in the UK — 500+ anonymous engagements. What he found will change how you think about your fees. Full Episode at: https://youtu.be/bKz8_fvTb4o
**Speaking Fees: Everyone Thinks Other Speakers Get Paid More. The Data Disagrees. | Alex Merry** Most speakers have a number in their head — a fee they think is reasonable, benchmarked against what they imagine others charge. Alex Merry decided to stop guessing and start counting. Alex is the founder…
Most business owners don't start underpriced because they're bad at math. They start underpriced because of what they're using as a reference point. The lowest prices in the market aren't instructions. They're data. 🎧 Full episode: https://youtu.be/DbpLlReiczc 🔔 Subscribe for weekly pricing insights from The Pricing Lady
**Why You Keep Pricing Too Low — and What's Holding You There** Most founders anchor to the lowest price in their market without realizing it. That number stops being data and starts being the instruction — this is where you're allowed to operate. And once that anchor sets, everything starts…
I made this mistake early on — using that first conversation to prove my value. People got something useful and moved on. Here's what I changed. 🎧 Full episode: www.thepricinglady.com/pricingpodcast
A plumber doesn't fix your toilet for free. A lawyer doesn't argue a case pro bono. So why do coaches default to giving away coaching before the relationship even starts? 🎧 Full episode: www.thepricinglady.com/pricingpodcast
A free coaching session feels like good business. Let them see what it's about and how it works. The logic makes sense. But a free session isn't just a bit of free work — it's a signal. About how you work, where the line is and what a client should…
A crowded coaching market doesn't mean your prices have to drop. It means the gap between the low end and the high end widens — and where you land comes down to decisions most coaches haven't made deliberately. Full episode on the channel. #pricingstrategy #coachingbusiness #coachingprices
During a recent keynote with over 100 coaches, someone wrote in the chat: "There are so many coaches now, I don't think we can charge what we used to." It's a conclusion a lot of coaches are reaching. But is it the right one? In this episode I look at…
It happens once, so you let it go. Then it happens again… and now you’re not sure how to address it. Scope creep doesn’t get better on its own—and the longer you ignore it, the harder it becomes to fix. In this episode, I break down why this happens and…
Scope creep usually gets blamed on the client. By the time a client asks for more, the conditions for scope creep are usually already in place. Listen to the full episode at: https://youtu.be/kcuVVTsjQj4
Most service providers know the feeling. The project was agreed, the scope was set — and yet work keeps expanding beyond what was priced. The instinct is to blame the client. But scope creep almost never starts with the client. It starts with decisions made before the project ever began.…
In this episode of The Pricing Lady Podcast, Janene Liston speaks with Celina Guerrero, sales strategist and founder of Connect & Co., about how referrals shape the way service-based businesses attract clients, scope work, and make pricing decisions. Referrals are often seen as the ideal growth channel. They come with…
When someone asks what you charge… do you tighten, soften the number, or start explaining before you’ve even answered? That split-second reaction is what I call the **pricing flinch**. Most people treat it like a confidence problem. “Just prepare more.” “Just practice saying the number.” But not all flinches are…