The Happy Pricing Podcast

Carlos and Ben wrap up their Happy Pricing podcast series with a look back on what they’ve learned, and take a moment to think about what’s next. Links Join the Happy Pricing course Listen to Peripheral Thinking , Ben’s podcast Listen to the Happy Entrepreneur podcast , co-hosted by Carlos

What's the first thing you do when a potential customer tells you that they don't want to work with you? Run and hide? Here's how it went… You've had a great conversation. You've explained to them what you do and how experienced you are. They nodded and smiled and listened to everything you said. They even asked some questions. They then asked you to send them a proposal and a price. You do that....

When you’re working for yourself or running a small business, navigating challenging times can feel like being a little boat on choppy seas. Your job is to keep the boat float until calmer waters come. You're feeling nauseous from the continues ups and downs of the waves and at the same time you’re trying to scrabble around grabbing ropes trying to steady the sail and keep on course. That's a lot...

How would you sell and price an immersive retreat experience for people in the corporate world? What would we need to do to be confident and clear about the value and the cost? There have been similar discussions within the Happy Startup community about pricing services for corporate clients. In this episode, bioinspired business consultant Lucy (of  Work Wild ) joins Carlos and Ben to discus...

Carlos was watching a webinar from the "6 figure side hustle" people when he heard them talk about some really interesting pricing principles. "People aren't logical. They're psychological." And so there are simple things you can do that can help you increase your prices. Whilst it may seem like manipulation, it's also about believing in the value you create – and making sure your customers believ...

Alexlouise is a money success coach and author of Rock Solid Money Maker. She joins Carlos and Ben to talk about financial freedom. They cover what it means for her and what she believes you need to think and do to achieve it. Links Join the Happy Pricing course Join the conversation live

Ben and Carlos reflect on the pricing of the Do Lectures’ latest course,  the Secrets of Small Magical Events –  a course to help you run events that benefit your business rather than burn you out. For over 15 years, David and his team at the Do Lectures have iterated towards a model for an events business that works for them, and now they’re sharing it with others. Both Laurence and Car...

Recently one of the Happy Startup community members approached Carlos with a challenging situation. They are owed several thousands of pounds for work they’d done for their client but the client said they were unable to pay the whole amount in one go. While they’ve offered to pay in a set of 3 monthly instalments, the community member is feeling nervous about that proposal – they’re worried they w...

Tom Nixon is a coach who helps founders create purpose-driven companies. He's also the founder of Maptio, an online tool that helps fast-changing organisations visually map how their teams are organised and evolve. And he's the author of  Work With Source , a modern guide to business building. And he's also a money geek. He sells coaching services, and he sells a software product. On today's...

If you’re a coach, consultant or agency one way to be able to guarantee some steady income is to work on a retainer basis. But what does that mean from the client’s perspective? How do you generate the commitment from clients to engage in a longer relationship, particularly if the work you do can be responsive and emergent? How do you set the boundaries and expectations for the work? And how do yo...

In November Matthew Matheson is hosting a retreat to help people re-connect with their authentic  selves. It 's an idea that he developed during his time on the  Vision 20/20  program. Carlos and Ben talk with Matthew about the process he's been going through to price the retreat and see if they can help him get clearer about what that price could be. Links Join the Happy Pricing co...

Ben and Carlos try to interpret an email from Seth Godin to see how it relates to pricing and selling. How do we help our customers make a decision (to buy from us)? And how do we do that with integrity and not feel slimy? It can feel like we’re manipulating their ability to choose but we may also be helping them make the best decision. Which side of the fence are you sitting? Master manipulator o...

Proposal shouldn't contain any surprises – particularly not the price. The role of a proposal is to replay everything you've already spoken to your client about. In the previous episode, Carlos and Ben were joined by Hazel Martin, an executive and personal coach, who had a question about proposals and prices. She'd already had a couple of calls with the client and sent them a proposal. Her third c...

Beccie D'Cuhna is the founder of CourageLab and empowers leaders and teams to have courageous conversations, through mediation, training and coaching. She took part in our first Happy Pricing course and says her business is now looking very different these days to the extent that she believes she's now pricing by value not time. She talks with Carlos and Ben about how she's got to this point and w...

Jim Ralley  helps with the design and strategy of learning experiences for NGOs, governments and corporate clients. Last year he tried to find the right balance between work, parenting and time for himself… and failed. This year will be different. He has a solid plan. He has the support of his family, colleagues, and clients and a strong desire not to get into that situation again. He says th...

What’s the value of a personal brand? When building your reputation, what would this reputation do for you? What financial value does it have? What’s it worth to get on the radar of the people that you’d love to collaborate with? How much time and effort should you invest in building your personal brand? You could write a book to build a personal brand, and so what are the costs of writing it? Wha...

If you want to increase your prices, it has to start with an understanding of your value. Not just the mechanical tasks you perform, but the trust, familiarity, and unique value you bring to your clients. This can lead to a dramatic increase in price, which gets closer to reflecting the true value of the service provided. Mark Steadman is a podcast consultant who works with individuals contemplati...

Being polarising in your pricing and your offering is way more impactful than trying to appeal to the masses. But it means being clear about who you want to work with and focusing tightly on them. This not only helps attract the right customers who’ll find value in your offerings, but it saves your time and theirs, by allowing those who aren’t a good fit to self-select themselves out of the proces...

Changing the way you present your product can greatly affect how people see its value and price. When you’re faced with a sticky patch, lowering prices or costs might not be the right thing to do. So instead, what might happen if you took those constraints and reframed the experience for the customer? In this episode, Carlos and Ben discuss the importance of creativity and perception in selling pr...

Pricing expertise is not determined by traditional models. It’s about understanding the value and aligning incentives with the customer. By challenging conventional pricing logic and considering factors like value and skin-in-the-game, you can better convey the true worth of your products or services. This week's guests are Claus Raasted and Filip Fučić. Claus is an “overpaid rockstar consultant”...

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 dis...

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 effe...

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...

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 anot...

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...