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Rising Tides Live: Pricing! What To Charge? When To Charge?
Pricing took center stage on Rising Tides Live as Shawn Walchef and the community wrestled with one of the hardest questions in business: how much to charge, when to change it, and what customers are actually responding to. From secret-menu mozzarella sticks and buffet coupons to 20/20 value promotions and paid discovery calls, restaurateurs, creators, operators, and service providers traded candid stories about confidence, value, and fear. A clear theme emerged: price is emotional, but decisions should be informed by listening, data, and relationships. When leaders ask better questions, test boldly, and communicate value clearly, pricing stops feeling reactive and starts becoming a strategic tool for trust, loyalty, and growth.
Interview Takeaways:
Interview Takeaways:
When leaders are truly confident in their product and their offer, pricing conversations shift from fear to value. That confidence shows up in how you talk about your work, how you serve customers, and how you stand behind your price.
Guessing about pricing is risky. Asking customers directly, studying their behavior, and listening carefully gives you clearer insight into what they actually care about and how they experience value.
Great products can still be misunderstood. Sometimes the best move is not changing your price, but telling your story better so customers fully understand what they are paying for and why it is worth it.
Episode Links:
About Our Sponsors
DAVO:
DAVO automates every step of the sales tax process — from collecting to filing to paying...
Click here to learn more
Marqii:
Marqii is designed to create unforgettable customer experiences...
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By Shawn P. Walchef
4.7
102102 ratings
Pricing took center stage on Rising Tides Live as Shawn Walchef and the community wrestled with one of the hardest questions in business: how much to charge, when to change it, and what customers are actually responding to. From secret-menu mozzarella sticks and buffet coupons to 20/20 value promotions and paid discovery calls, restaurateurs, creators, operators, and service providers traded candid stories about confidence, value, and fear. A clear theme emerged: price is emotional, but decisions should be informed by listening, data, and relationships. When leaders ask better questions, test boldly, and communicate value clearly, pricing stops feeling reactive and starts becoming a strategic tool for trust, loyalty, and growth.
Interview Takeaways:
Interview Takeaways:
When leaders are truly confident in their product and their offer, pricing conversations shift from fear to value. That confidence shows up in how you talk about your work, how you serve customers, and how you stand behind your price.
Guessing about pricing is risky. Asking customers directly, studying their behavior, and listening carefully gives you clearer insight into what they actually care about and how they experience value.
Great products can still be misunderstood. Sometimes the best move is not changing your price, but telling your story better so customers fully understand what they are paying for and why it is worth it.
Episode Links:
About Our Sponsors
DAVO:
DAVO automates every step of the sales tax process — from collecting to filing to paying...
Click here to learn more
Marqii:
Marqii is designed to create unforgettable customer experiences...
Click here to learn more