Most tech founders treat pricing as a late-stage decision. Adriana Daragon of GTM Advantage explains why that's a costly habit — and what happens to trust when you discount to close. A sharp conversation about commercial thinking, go-to-market strategy, and the pricing signals founders consistently misread.

Reach out to Adrijana: https://gtmadvantage.ch/

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Pricing when clients are struggling usually triggers the same instinct: lower your price. But that's often not the real question, and it's not always the right move. I look at what's being asked, what dropping your price costs you, and why holding steady isn't as unfair as it feels.

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Speaking fees are more misunderstood than most speakers realize — and the data proves it. Alex Merry, founder of Mic Drop, shares what 500k£ in speaking engagements revealed about where the money actually is, plus the pricing journey that took him from a £200 program invented on the spot to offers he's confident standing behind.

Reach out to Alex

Get the Speaking Toolkit: https://alexmerry.com/public-speaking-toolkit/

Follow him on LinkedIn:

http://linkedin.com/in/mralexmerry

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The Pricing Lady is a proud member of the SwissCast Network

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Most founders anchor to the lowest price in their market. They call it being competitive. It isn't. It's a trap — and it shapes everything from the clients you attract to how hard it is to grow. This episode gets into why.

Free coaching sessions feel generous and the intention behind them (demonstrate value to build trust) is valid, but that’s not the whole story. They also shape who shows up, how seriously clients take the work and how your pricing lands later. The bigger question: is using free sessions the best way to attract the right clients – or is it just you in your comfort zone?

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During a recent keynote with coaches, someone wrote in the chat: "There are so many coaches now, I don't think we can charge what we used to."

It's a question a lot of coaches are asking themselves. But lowering your prices isn't a neutral move. It changes the clients you attract, the work you do day to day and how many people you need to hit the same revenue goals.

Before you drop your prices, it's worth understanding what a saturated market does to pricing — because it's not what most coaches assume.

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Preventing scope creep isn’t about controlling your clients—it starts with how you structure your work. Most scope creep is created long before a client ever says yes, and if left unchecked, it quietly erodes your pricing power.

In this episode, I break down the three moments where scope creep actually begins: your offer design, your contract, and how you respond when boundaries are tested. Because the real fix isn’t raising your prices—it’s tightening the structure around how you work.

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The Pricing Lady is a proud member of the SwissCast Network

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Client referrals can be the fastest yes in your business, and the easiest way to make pricing decisions you would not normally make.

Janene and Celina Guerrero unpack how referrals change behaviour, soften boundaries and quietly pressure pricing and profitability.

If you have ever rushed into a yes because it was a referral, this episode will help you slow down just enough to protect your standards.

Let’s Talk

Looking for pricing support or interested in a partnership? Start here.

Connect on LinkedIn

Connect with me on LinkedIn for practical pricing insights, new episodes, and behind-the-scenes updates.

Why Pricing Feels So Hard

Curious why pricing feels so difficult? Explore the decisions behind confident pricing.

Pricing flinch? That moment you hesitate, soften, or overexplain when someone asks what you charge. In this episode, I revisit my original take and share what I see differently now: the flinch isn’t one problem, it’s a diagnostic signal. Listen in to spot what yours is really pointing to — so you stop “fixing” the wrong thing.

Let’s Talk

Looking for pricing support or interested in a partnership? Start here.

Connect on LinkedIn

Connect with me on LinkedIn for practical pricing insights, new episodes, and behind-the-scenes updates.

Why Pricing Feels So Hard

Curious why pricing feels so difficult? Explore the decisions behind confident pricing.

Mentioned in this episode:

The Pricing Lady is a proud member of the SwissCast Network

Discover more great podcasts for English-speaking Switzerland

SwissCast Network

Pricing coaching services after corporate can expose an uncomfortable truth: experienced professionals pricing like beginners.

In this episode, I sit down with Glasa Gottschalk, Life & Business Mindset Coach and founder of G.I.I. Coaching & Consulting, to talk about why that happens — and what needs to shift.

From well-meaning but misguided advice inside certification programs to the carryover of effort-based, hourly thinking, we explore how corporate experience quietly gets discounted when professionals move into coaching. We also discuss the difference between pricing based on time and pricing based on transformation — and why separating identity from pricing changes everything.

If you’ve transitioned from corporate into coaching, this conversation will challenge how you’re approaching pricing coaching services — and whether your fees truly reflect the experience you bring.

Let’s Talk

Looking for pricing support or interested in a partnership? Start here.

Connect on LinkedIn

Connect with me on LinkedIn for practical pricing insights, new episodes, and behind-the-scenes updates.

Why Pricing Feels So Hard

Curious why pricing feels so difficult? Explore the decisions behind confident pricing.

Mentioned in this episode:

The Pricing Lady is a proud member of the SwissCast Network

Discover more great podcasts for English-speaking Switzerland

SwissCast Network