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.LinksJoin the Happy Pricing courseListen to Peripheral Thinking, Ben’s podcastListen 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. And then tumbleweed.A couple of days later you follow up with an email, and a couple of days after that they get back to you saying no. How does that feel? And what do you do?For most people it feels like a punch in the gut – a painful rejection, particularly when the initial conversation felt so promising. And for most, after hearing such news, they put their tails between their legs and retreat.But when is no really a no? And if it's really a no, what were the reasons for the no? Who knows?On today's episode, Ben and Carlos share the things you need to do when you hear a no, so you can either turn it into a yes or find out the real reasons behind it. They also talk about the feelings that being told no can create and how we deal with them.LinksJoin the Happy Pricing courseJoin the conversation live

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 to deal with on your own. So what can you do?For Ben, these three quotes helped:"A whole and rich life can be lived in a small village.""The most important thing is to know is to know the most important thing.""Some of the worst things in my life never even happened."On today’s episode, Ben and Carlos talk about how these quotes helped Ben in his meditation business and how they could help you.LinksJoin the Happy Pricing courseJoin the conversation live

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 discuss pricing experiences in nature for teams of varying sizes, from small charities to large corporates.LinksJoin the Happy Pricing courseJoin the conversation live

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 believe in it too.On this episode, Ben and Carlos discuss options and ordering, framing, and 10xing your price.LinksJoin the Happy Pricing courseJoin the conversation live

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.LinksJoin the Happy Pricing courseJoin 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 Carlos were curious about this course, as this they hosted their own small “magical” event, the Happy Startup Summercamp which is now in its 10th year.Maybe they could teach a similar course themselves? But how much could they sell it for, and to whom? Well, why not learn from what’s gone before?Looking through the lens of the Happy Pricing course, Carlos and Ben analyse and reflect on the Do Lectures course and try to understand how they’ve pitched their pricing.If you’re thinking of selling your own magical events or you’re wondering how to design your own high ticket offer, this episode should help you.LinksJoin the Happy Pricing courseJoin the conversation live

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 won’t get paid the full amount. However, they were nearly going accept this offer but caught themselves before saying yes.They’re a compassionate, kind person who is always willing to help. They also know some of the current cashflow challenges that their client has. However, they have their own needs. They’re needing to move home soon and will need money for deposits and removal people. They need the cash too.So rather than defaulting to meeting someone else’s needs before their own, it was time for them to have some clear conversations about money.While we need more generous people in the world, if this generosity is actually a mask that hides a need to please or a fear of confrontation then it can also cause harm rather than just good. It can have an impact on your own wellbeing and sustainability.Asking for money isn’t wrong when you’re owed it… and you’re worth it.LinksJoin the Happy Pricing courseJoin the conversation live

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 episode, he shares his pricing approach to both.LinksTom’s websiteMaptioWork With SourceJoin the Happy Pricing courseJoin the conversation live

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 you come to am acceptable price for the monthly retainer?This blog post by Tom Nixon is a helpful way to think about selling client-friendly retainers.He talks about about how sales is consulting, how to sell value and find the right number, and how to cultivate commitment and make it easier for clients to say yes.On this episode, Ben and Carlos offer their thoughts to help you sell client-friendly retainers that meet your need for focus, stability and to do good work.LinksJoin the Happy Pricing courseJoin the conversation live

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.LinksJoin the Happy Pricing courseJoin the conversation liveMatthew’s retreat

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 or benevolent guide?LinksJoin the Happy Pricing courseJoin the conversation live

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 call was coming up and she knew that they'd want to negotiate on price. She was thinking that maybe she should have priced higher.Another feature of Helen's situation was that she was selling an existing product, a leadership program that had already been developed. She passionately believes in the power of the program and has delivered it to other companies. Therefore this also touches on selling a product as well as value-based selling.So Ben and Carlos were eager to get her back on the show to explore these questions a bit more deeply with her:How do I price more confidently when proposal writing?How do I price a product?If you're asking yourself similar questions then this episode is for you.LinksJoin the Happy Pricing courseJoin the conversation live

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 what she needed to learn or unlearn.LinksJoin the Happy Pricing courseJoin the conversation live

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 that "to be a good parent and partner, I have to find work that doesn't exhaust me, and that I don't mentally take home with me."His aim is to work less which means having to raise his prices.On this episode, Carlos and Ben hear about how Jim has accomplished this (by nearly tripling his daily rate) and what more he can do by pricing his work differently.If you're in a position where you need to change the way you work so you can give space to other important things in your life then you'll get something from this conversation.LinksJoin the Happy Pricing courseJoin the conversation live

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? What are the benefits in terms of royalties? What are the benefits in terms of it being a marketing vehicle for your company?What’s the value of the work of someone helping you build a personal brand? What is the relative value of your work compared to a 5 page website, a tweet or an illustration?On this episode, Carlos speaks with Anne Miltenburg, founder of Brand the Change, about her own experiences of pricing a brand.LinksConnect with Anne via LinkedInJoin the Happy Pricing courseJoin the conversation live

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 contemplating their “second mountain”. He helps people use their voice to achieve change, as he believes the voice is the most persuasive tool we have.In this episode, Carlos, Ben, and Mark discuss increasing price so it aligns more closely with the real value you provide.LinksJoin the Happy Pricing courseJoin the conversation live

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 process early on.In this episode, Carlos and Ben explore how having a clear, distinct stance can help find the right clients, along with how pricing sends a signal that attracts those we want to work with, and repels those that aren’t right for us.Join the Happy Pricing course

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 products and services, using the example of a restaurant owner. They explore how changing the presentation and packaging – not the product itself – can influence customers' perception of value. They also touch on the impact of physical and emotional exhaustion on an entrepreneur's ability to think creatively, emphasising the need for self-compassion and reframing one's perspective during challenging times.LinksJoin the Happy Pricing courseJoin the conversation liveWhy we need to end things – Episode 127 of the Happy Entrepreneur podcast, with Ben

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” who specialises in areas like innovation, change management, leadership, public speaking, and marketing. He is also an author of 37 books.Filip is a pricing mentor who helps people charge more for the value they provide. He has a background in marketing and has made mistakes in pricing his expertise, which led him to write a book on the topic.Together, they discuss “pricing logics” and the importance of aligning incentives when pricing expert services. They challenge traditional pricing models and advocate for pricing expertise based on value rather than per unit or hour.LinksJoin the Happy Pricing courseJoin the conversation live

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 youWant 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 conversationsLinksJoin 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

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 will continue to get in our way, affecting our ability to sell and spend effectively. But by working on them, we can find more freedom and ease in our relationship with money.What beliefs and perceptions do you have around money? How do they affect your ability to sell and spend? Start by becoming aware of them, and practice acknowledging and accepting them. And always remember, we can find ways to flow around them, just like water.LinksJoin the Happy Pricing courseJoin the conversation liveWork with Source: Realise big ideas, organise for emergence and work artfully with money, by Tom Nixon“Be like water” – Bruce Lee quotePeripheral Thinking – Ben’s podcast

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 what we're truly worth.To overcome these beliefs and raise our prices, we can follow these steps:Conduct a mental audit of our clients and identify who values our work the most.Decide on a new price point and communicate it confidently to our clients.Practice talking about money in a non-threatening setting to build our confidence.Keep in mind that price is a signal and can attract new, higher-paying clients.If we don't tackle our pricing hang-ups, we risk staying trapped at our current earnings level and missing out on opportunities for growth and investment in our work.Start today, by conducting a mental audit of your clients and identifying who values your work the most. Then, consider raising your prices and communicating the change confidently to your clients. Remember, the more we talk about money, the easier it becomes.LinksJoin the Happy Pricing courseJoin the conversation live

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.LinksJoin the Happy Pricing courseJoin the conversation live

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 can inject a little experimentation and play into our pricing.LinksJoin the Happy Pricing courseJoin the conversation live

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.LinksThe Vision 20/20 programmeJoin the Happy Pricing courseConnect with Frances via LinkedInBetter Bolder Braver – the coaches’ marketing community

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 exploration and dialogue with the customer to arrive at a mutually satisfactory agreement.LinksPricing Design Work & Creativity - Stop Charging HourlyJoin the Happy Pricing course

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 helping clients make informed decisions.LinksThe Vision 20/20 programmeJoin the Happy Pricing course

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 financial goals that do more than help us meet our core needs, but actually excite us to do our best work.LinksWill it Make the Boat Go Faster? Olympic-Winning Strategies for Everyday Success, by Harriet Beveridge & Ben Hunt-DavisThe Web of Meaning, with Jeremy Lent – Episode 1of Peripheral Thinking, with Ben JohnsonHow to triple your income, lose it, and get it back again – Episode 34 of the Happy Pricing podcast, with David PapaJoin the Happy Pricing course

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 result, he ended up almost back where he started before tripling his income.David shares his story with Carlos, and reveals how he started getting back on track.LinksConnect with David via LinkedInJoin the Happy Pricing course

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 testimonials in bridging the decision gap between promised results and trust in the service provider.LinksConnect with Ian via LinkedInJoin the Happy Pricing course

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 Wolfgang’s price the problem, or does he need to reposition himself as a coach instead of a facilitator? There’s also some concern about the perception that he doesn't need the money.LinksThe Second Mountain: The Quest for a Moral Life, by David BrooksJoin the Happy Pricing course

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.LinksThe Personal MBA: A World-Class Business Education in a Single Volume, by Josh KaufmanJoin the Happy Pricing course

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 explore higher prices and feel empowered to charge what you believe your services are worth.LinksJoin the Happy Pricing course

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 buying something or joining a community.LinksJoin the Happy Pricing courseBetter Bolder Braver

“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 you can help people is to understand who you’re helping. In this episode, Carlos and Ben raise a series of questions to help you figure out who you want to bring with you on a journey of change.This episode was recorded live with an audience joining in via chat.Questions to considerWhat is the state you’re helping people to transition from, and to?What do you want them to know?How do we want them to feel?What do we want them to do?Am I continuing to work with the ideal person?LinksJoin the Happy Pricing course

"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.LinksJoin the next Happy Pricing cohortBetter Bolder BraverCourage LabNeeds & 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 do with more money?Are those things really important to you?This leads us to talk about how you decide what the things you really want are.Sometimes we can be sidetracked by what friends, family and society say are the things we should buy.But they're not always that things that we need.And so we explore the idea of understanding our own needs better and how we can use that understanding to decide what we really want.Once we know what we really want we can then work out what that means in terms of money we need and therefore how much we need to price our work for to get that money.

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 if you're able to provide a manageable number of options that make sense you're going to increase the likelihood that people will buy from you.To help you think about how to present your options we talk about the 5 Ts:Turnaround - pricing based on how quickly the customer needs the work doneTerms - pricing based on how any instalments they want to pay inTeam - pricing based on who does the workTailor - pricing based on how personalised the service or product isTeach - pricing based on whether it's done for you or done by you (and how you learn)If you can, never give your customer just ONE price.Let them choose from a range of prices and empower them to make the right decision for themselves.