The Happy Pricing Podcast

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 c...

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 prop...

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, feelin...

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...

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 practice...

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 an...

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...

If you’ve ever felt guilty spending money on things that are important to you, the solution is to work on understanding and acknowledging your money stories, and find ways to flow around them. Here are the steps we need to take: Become aware of our money stories. Practice acknowledging and accepting them. Find ways to flow around them, rather than letting them block us. Unaddressed money stories w...

If you’re struggling to charge enough for your work, you're not alone. The solution is simple: raise your prices. It's the easiest way to increase your earnings. But lots of us face resistance and doubt when it comes to actually doing it. To tackle this problem, we need to first understand our beliefs around pricing and money. We may have limiting beliefs that are holding us back from charging wha...

Bringing play and experimentation into pricing can lead to more positive and valuable conversations with clients. Approaching pricing with ease helps us create a space for dialogue, rather than showing up with tension or desperation. This is an invitation to challenge your limiting beliefs and fears around pricing, and to start experimenting to see what unexpected results you can achieve. Links Jo...

Pricing is not just a number, but a signal that sends messages to customers about the value, safety, and reassurance of what we offer. Positioning plays a crucial role in how pricing is perceived, and it’s important to be confident in the value we offer and not negotiate with ourselves by offering discounts. In this episode, Carlos and Ben discuss how pricing and positioning overlap, and how we ca...

How comfortable are you talking about money? That, along with what you sell and who you want to sell it to will dictate whether you want to – or should – put prices on your website. As ever, the answer is never black-and-white, so Ben and Carlos are joined by community leader Frances Khalastchi to unpack the options. Links The Vision 20/20 programme Join the Happy Pricing course Connect with Franc...

Pricing well means understanding the value of the work to the customer, and being willing to have open conversations sensitivity. We need to tell a story about the value of the work and the expertise of the person or business providing it, rather than just focusing on time and materials. It also means being willing to challenge our own assumptions about what is a fair price and being open to explo...

When pricing feels like guesswork, that uncertainty can damage the trust we’re hoping to build with our clients. If we explore the change we’re helping our clients achieve, we can gain a better understanding of what’s important to them and tailor our pricing accordingly. Pricing is a product of what we sell and how we sell it, and being curious is key to understanding the value of our work and hel...

There are four layers of goals: the crazy layer, the control layer, the concrete layer, and the everyday. To work effectively towards a goal you need to break it down into output you can control and create steps you can build upon. As entrepreneurs, we have to do things every day to get to our goals. But if “more money” is your goal, what will more money buy you? Carlos and Ben explore setting fin...

Having clarity about what you want and being intentional about it can lead to opportunities you might not expect. But while it's important to focus on increasing income, it's vital to be mindful of how you spend it. David Papa learned this when, despite earning more income than ever before, he stopped paying attention to his spending and avoided looking at his income directly in the face. As a res...

Testimonials aren’t about peacocking or making the business look good, but about providing value to prospective clients and sharing existing clients’ transformations. In this discussion, B2B business consultant Ian Edwards explores the importance of asking intentional questions to understand the client's metrics for success, the need for quality over quantity of testimonials, and the role of testi...

In this live coaching session, Carlos and Ben attempt to diagnose why people aren't buying Wolfgang’s higher-ticket coaching offering. Wolfgang has been running his “basecamp” events and workshops to help people find their contribution and space in the world. While these events have been well-attended, Wolfgang has struggled to sell his higher-ticket coaching services and retreats to attendees. Is...

As entrepreneurs, we need to empower customers and create a story that justifies an emotional response. In this episode, Carlos and Ben discuss the four pricing methods from  The Personal MBA : cost-based, market-based, return-based, and value-based pricing. They emphasise the importance of understanding the story the buyer is telling themselves and tapping into their motivations and needs. L...

We often have a certain number in our minds that we feel is an appropriate amount to charge, which can limit them from charging more. In this episode, Carlos and Ben discuss the concept of a money ceiling and how individuals can raise it. They explore the fear of rejection that comes with raising prices and the internal challenge of what is fair to charge. Ultimately, they hope to encourage you to...

There’s a mismatch between what people are selling and what customers are actually buying. People focus on Facebook ads and leads, rather than on creating conversations. Simon and Frances, co-founders of the Better Bolder Braver community, help coaches who feel overwhelmed or disconnected from marketing advice. They use the five levels of awareness to help people understand their journey when buyi...

“The reason that your customers or clients buy anything is because they are trying to change something. It's never about the ‘what’ of what you do – whether that's coaching, whether that's websites… whatever it might be – there is some other change that a customer or client is trying to make, and that's the reason that they're buying the thing that you provide.” The first step to figuring out how...

"Be clear on the things that you want to make possible in your life, and understand that money is a facilitator - it's not an end in itself." Carlos and Ben are joined by Beccie D’Cunha and Frances Khalastchi to discuss the role money plays in setting positive intentions. Links Join the next Happy Pricing cohort Better Bolder Braver Courage Lab Needs & Feelings

In this first episode of season 5 we talk about setting strong intentions about money to help us be more intentional about our prices. As Ben says, money in and of itself is a poor motivator for most. What motivates us are the things that we can do with the money. Money is a facilitator for acquiring and experiencing these things. The question is then what are these things for you? What would you...

On this episode of Waking up to Money we want to help you help your customers buy YOU. We all love choice. It makes us feel in control. When it comes to pricing, providing options gives your customers some control. But too many options will confuse them. And unrelated options will confuse them even more. The more confused they are the more likely they'll not buy from you. When it comes to pricing...