Pricing isn’t a math exercise. It’s a strategy.

And most entrepreneurs get it wrong for far too long, including me.

In this episode, I share the single pricing lesson that reshaped how I operate and how I help others scale:

1. Pricing Based on Effort Caps Both Growth and Impact

For years, I charged based on time, features, or what felt “reasonable.” I thought that would make it easier to close deals. Instead, it limited my capacity and my clients’ transformation.

2. Clients Pay for Outcomes, Not Effort

What finally changed everything? Reframing pricing around ROI. When you solve bigger problems, you can charge higher prices because the impact is greater. Value is the true north, not time invested.

3. Premium Pricing Is a Clarity Exercise

Raising prices isn’t about being greedy. It’s about knowing exactly:

• What do you solve

• Who do you solve it for

• What result do they walk away with

When your offer speaks to a clear transformation, premium pricing becomes not just justifiable but expected.

4. Positioning Around ROI Builds Trust

Ironically, the more I charged, the more seriously clients took the process. Higher investment created stronger buy-in and accountability, leading to better results and longer retention.

Final Takeaway:

Pricing isn’t what you ask for, it’s what you signal.

This episode is a mindset reset for entrepreneurs who are ready to stop apologizing for their prices and start owning the outcomes they create.

Because the market doesn’t reward effort, it rewards clarity, confidence, and transformation.

Highlights:

00:00 The Pricing Lesson That Took 10 Years to Learn

00:02 Understanding the True Nature of Pricing

00:16 The Shift in Pricing Strategy

00:24 Personal Journey and Mistakes in Pricing

00:41 Reframing Pricing as a Value Amplifier

00:58 The Importance of Clarity in Premium Pricing

01:10 Reflecting on Pricing Mistakes

Links:

Website: https://www.marcogrueter.com/

LinkedIn: https://www.linkedin.com/in/marcogrueter/