"You should be distinct enough and positioned just a bit enough that people go, 'Oh, I am caring about the value they're gonna bring to me, to the point where I wanna double click.’” -Etinosa Agbonlahor Etinosa Agbonlahor, behavioral economist and CEO of Decision Alpha, shares how pricing is about more than numbers. She explains why understanding your value and talking to clients is key to building a profitable bookkeeping business. In this interview, you’ll learn:

• Why most bookkeepers underprice their services
• How client conversations uncover real value
• Ways to position yourself so price isn’t the only factor

To learn more about Etinosa, click here. Connect with Etinosa on LinkedIn.

Learn more about Decision Alpha. Download your free Behavioral Pricing Playbook here. Timestamps 02:32 – Etinosa’s career journey in finance & behavioral economics 04:57 – Why businesses leave 11% profit on the table 07:56 – The number one mistake in pricing: not talking to customers 11:12 – How bookkeepers often copy pricing from competitors 13:55 – Should you show prices on your website? 15:30 – Positioning: are you in the bazaar or the premium store? 19:02 – Differentiation through unique processes or systems 21:15 – Telling your story to build perceived value

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