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446: Pricing Mindsets for Business Success with John Ray
I was recently interviewed by John Ray on The Price And Value Journey Podcast, and I thought it only fitting to return the favor. I’ve loved spending time with John and getting to know him and his work. Today’s topic is an important one: pricing. We will discuss what we tell ourselves about pricing, how we underprice ourselves, and what needs to change about our pricing mindset. John has extensive experience and valuable wisdom to share, and every coach needs to hear what he has to say! Join us!
John Ray is a consultant and business coach who advises expert service providers, including consultants, coaches, attorneys, fractional executives, and other service professionals, on two of their biggest challenges: pricing and business development. He is passionate about how changes in mindset, positioning, and pricing change the trajectory of a business and the lifestyle choices of a business owner. John’s #1 bestselling book, The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices, was published in 2023. John is a radio enthusiast and fellow podcaster, hosting The Price And Value Journey Podcast and North Fulton Business Radio.
Show Highlights:
- Red flags of inadequate pricing: pricing by the hour and working too hard for too little money
- “You need a certain number of clients who are saying NO because you are too expensive.” –John Ray
- As a service provider, YOU are the product.
- Mindsets that get in the way of success for service providers: impostor syndrome, inadequacy, and helping
- Generosity Mindset: Getting in the head of your clients and understanding where they see value in what we deliver
- An example of the generosity mindset at work in the intangibles
- “The effectiveness of your pricing is constrained by your willingness to have a value conversation.” –John Ray
- Sales vs. serving people in understanding their needs, wants, hopes, desires, and fears
- Considerations in offering differentiated options to clients with a “good, better, best model”
- Advice about creating long-term clients
- Don’t turn yourself into a commodity!
- Messages about pricing across the lifespan of a business
- Pricing adequately will help you achieve the ultimate goal of working less and earning more.
- Abundance vs. scarcity mindset
Resources:
Connect with John Ray: Website, Facebook, Emaill, The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices book, and The Price And Value Journey Podcast
Connect with Meg:
ENROLLING NOW FOR THE FALL MENTOR PROGRAM beginning in August 2025. Click here for more information and sign up now!
Explore the STaR Coach Community and see what’s available there for you!
Visit the STaR Coach Show YouTube Channel! Subscribe today! Join our live show taping on the 3rd Thursday of every month at 1 pm CT.
Explore past episodes and other resources at www.STaRcoachshow.com.
Mentioned in this episode:
Join Mentoring Program!
If you’re a coach who wants to grow—not just check a box—this is for you.
I’m enrolling coaches now for my Spring Mentoring Program. Some are here for credentialing hours. Others are here because they want to become the coach their clients rave about.
Inside the program, we work on your actual coaching.
You’ll hear yourself differently.
Learn from other coaches.
Develop more presence.
And ask questions that create real transformation.
If you’re ready to deepen your skills and your impact, I’d love to support you.
Learn more at starcoachshow.com/mentor
I’d love to work with you.
Enroll More Clients: Clarity Sprint
Do you love coaching, but when it comes to enrolling clients, writing your bio, or posting online, you freeze? Or fall into “coach speak” that doesn’t actually connect?
That’s not a you problem. It’s a messaging problem—and it’s costing you clients.
Join me for my free, live five-day experience: Enroll More Clients: Clarity Sprint. From March 16–20 at 9 a.m. Central, I’ll help you get crystal clear on your ideal client, refine your message so it actually resonates, and create a confidence statement that makes booking a call the obvious next step.
No fluff, just clarity, you can use immediately.
Grab your free spot at:
https://starcoachshow.com/5day
Enroll More Clients: Clarity Sprint
View all episodes
By Meg Rentschler
5
132132 ratings
I was recently interviewed by John Ray on The Price And Value Journey Podcast, and I thought it only fitting to return the favor. I’ve loved spending time with John and getting to know him and his work. Today’s topic is an important one: pricing. We will discuss what we tell ourselves about pricing, how we underprice ourselves, and what needs to change about our pricing mindset. John has extensive experience and valuable wisdom to share, and every coach needs to hear what he has to say! Join us!
John Ray is a consultant and business coach who advises expert service providers, including consultants, coaches, attorneys, fractional executives, and other service professionals, on two of their biggest challenges: pricing and business development. He is passionate about how changes in mindset, positioning, and pricing change the trajectory of a business and the lifestyle choices of a business owner. John’s #1 bestselling book, The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices, was published in 2023. John is a radio enthusiast and fellow podcaster, hosting The Price And Value Journey Podcast and North Fulton Business Radio.
Show Highlights:
- Red flags of inadequate pricing: pricing by the hour and working too hard for too little money
- “You need a certain number of clients who are saying NO because you are too expensive.” –John Ray
- As a service provider, YOU are the product.
- Mindsets that get in the way of success for service providers: impostor syndrome, inadequacy, and helping
- Generosity Mindset: Getting in the head of your clients and understanding where they see value in what we deliver
- An example of the generosity mindset at work in the intangibles
- “The effectiveness of your pricing is constrained by your willingness to have a value conversation.” –John Ray
- Sales vs. serving people in understanding their needs, wants, hopes, desires, and fears
- Considerations in offering differentiated options to clients with a “good, better, best model”
- Advice about creating long-term clients
- Don’t turn yourself into a commodity!
- Messages about pricing across the lifespan of a business
- Pricing adequately will help you achieve the ultimate goal of working less and earning more.
- Abundance vs. scarcity mindset
Resources:
Connect with John Ray: Website, Facebook, Emaill, The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices book, and The Price And Value Journey Podcast
Connect with Meg:
ENROLLING NOW FOR THE FALL MENTOR PROGRAM beginning in August 2025. Click here for more information and sign up now!
Explore the STaR Coach Community and see what’s available there for you!
Visit the STaR Coach Show YouTube Channel! Subscribe today! Join our live show taping on the 3rd Thursday of every month at 1 pm CT.
Explore past episodes and other resources at www.STaRcoachshow.com.
Mentioned in this episode:
Join Mentoring Program!
If you’re a coach who wants to grow—not just check a box—this is for you.
I’m enrolling coaches now for my Spring Mentoring Program. Some are here for credentialing hours. Others are here because they want to become the coach their clients rave about.
Inside the program, we work on your actual coaching.
You’ll hear yourself differently.
Learn from other coaches.
Develop more presence.
And ask questions that create real transformation.
If you’re ready to deepen your skills and your impact, I’d love to support you.
Learn more at starcoachshow.com/mentor
I’d love to work with you.
Enroll More Clients: Clarity Sprint
Do you love coaching, but when it comes to enrolling clients, writing your bio, or posting online, you freeze? Or fall into “coach speak” that doesn’t actually connect?
That’s not a you problem. It’s a messaging problem—and it’s costing you clients.
Join me for my free, live five-day experience: Enroll More Clients: Clarity Sprint. From March 16–20 at 9 a.m. Central, I’ll help you get crystal clear on your ideal client, refine your message so it actually resonates, and create a confidence statement that makes booking a call the obvious next step.
No fluff, just clarity, you can use immediately.
Grab your free spot at:
https://starcoachshow.com/5day
Enroll More Clients: Clarity Sprint
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