The Pricing Lady

Pricing sustainable products brings up a question I hear constantly: what do you do when there's nothing out there to compare your price to?

That's the first problem. The second is what happens once you put the price in front of a customer — some are ready to pay it, others push back, and some tell you straight out it should cost less because it's sustainable.

In this episode I go through why pricing a sustainable product feels this hard: the missing comparison point, the mission bias every founder in this space has to reckon with, and value that's often delayed or hard to prove upfront. I also cover a wrinkle specific to founders selling through a channel instead of directly to end users — the argument that works with your customer often doesn't work with the partner deciding whether to carry you.

None of this means the pricing method changes. It means applying the fundamentals with more care, in a context that's genuinely more demanding.

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How do your pricing decisions change as your business evolves? In this conversation with Josefine Wanner, we talk about her journey from setting her first coaching prices (and even trading sessions for coffee) to building scalable offers and making more deliberate pricing decisions.

We get into why she stopped calculating what she earns per hour, the math behind low-ticket offers, when a low price can be an intentional entry point, and why comparing your prices with other coaches only gets you so far. Josefine also shares what happened when two unhappy clients made her question a $2,000 program — and why she went back to the evidence before deciding what to do.

Plus, we talk about testing your pricing and offers long enough to learn what works for your business.

Connect with Josefine at: https://www.linkedin.com/in/josefine-wanner/

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

When a customer says, “That’s too expensive,” it’s easy to assume the price is the problem — and reach for a discount. But pricing pushback can have very different things behind it, from timing and priorities to how the customer sees the value.

In this episode, I look at why discounting becomes our default reaction, share two very different examples of what can actually sit behind a pricing objection, and explore what to do before you change the price.

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/

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.

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

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?

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.

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.