The Happy Pricing Podcast

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.

• Connect with David via LinkedIn
• Join 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.

• Connect with Ian via LinkedIn
• Join 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.

• The Second Mountain: The Quest for a Moral Life, by David Brooks
• Join 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.

• The Personal MBA: A World-Class Business Education in a Single Volume, by Josh Kaufman
• Join 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.

• Join 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.

• Join the Happy Pricing course
• Better 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.

• What 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?

• Join 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.

• Join the next Happy Pricing cohort
• Better Bolder Braver
• Courage Lab
• Needs & 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 done
• Terms - pricing based on how any instalments they want to pay in
• Team - pricing based on who does the work
• Tailor - pricing based on how personalised the service or product is
• Teach - 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.