Happy New Year! At beginning of each show I ask the same question, What is the most important thing you can share about pricing? After 20 interviews, I have compiled the answers into a best-of show.

Defining Value Pricing

* Ed Kless, VeraSage Institute – Entrepreneurs continue the work of creation.

* Melissa Hawks, Hawks & Rock – Your brand has a story and that story has value.

* Wes McClure – Step back and make a commitment to value.

* Jon Lax, Teehan+Lax – Value pricing is a philosophy, a way of looking at the world.

Serving the Customer

* Curtis McHale – By serving the customer, you in turn will be served.

* Jim Medema, Surefoot Data – Learn to talk about your pricing confidently and clearly.

* Matt Riopelle – It is more fun to make money than to save money.

* Cliff Ravenscraft, Podcast Answer Man – Price your products and services for the type of customer you want to serve.

Value and Pricing Are Subjective

* Blair Enns, Win Without Pitching – Pricing (and value) is ultimately subjective.

* Troy Dean, WP Elevation – Pricing is completely arbitrary and made up.

* Ron Baker, VeraSage Institute – Prices are ultimately set by value and value is completely subjective.

* Jason Blumer, Blumer CPAs – The future success of a business is its ability to price high.

* Marty Thomasson, Gearbox Solutions – Value pricing requires a full commitment.

* Tom Morkes – Pricing is a part of marketing.

Qualifying the Customer

* Casey Lewis – It is OK to walk away from a customer you cannot serve.

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