The Pricing Lady

By Janene Liston

The Pricing Lady helps smart business owners price with purpose and profit with clarity.

Pricing is the most powerful and underused tool in your business. Done right, it fuels growth and profitability... more

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FAQs about The Pricing Lady:

How many episodes does The Pricing Lady have?

The podcast currently has 120 episodes available.

The Pricing Lady episodes:

March 10, 2025Creating a Pricing Strategy That Builds Long-Term Client Relationships
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Creating a pricing strategy can feel a lot like buying a lottery ticket—you pay the price, but there’s no guarantee of a return.
Now, consider your pricing approach. Do your clients feel like they’re gambling on whether they’ll get value? If you're not sure then you need to find out. And if they feel there's risk there, thex won't be inclined to buy. Furthermore, if they do buy and the value isn't there, they won’t stick around.
Your pricing strategy isn’t just about setting numbers; pricing, when done well, is a tool for building trust, fostering loyalty, and creating long-term client relationships. But how do you price in a way that not only reflects your value but also encourages clients to stay with you over time?
In this episode of Live with The Pricing Lady, you'll explore how to craft a pricing strategy that strengthens relationships while keeping your business profitable. You’ll discover how to price with confidence, communicate your value effectively, and set expectations that lead to lasting partnerships.
I’ll share key insights on balancing profitability with customer satisfaction, avoiding common pricing mistakes, and adapting your strategy as your business grows. Whether you're a service provider, consultant, or entrepreneur, this episode will give you the tools to develop a pricing approach that keeps clients coming back.
Tune in to learn how to price for both profit and partnership!
What to listen out for:
00:43 Building a Pricing Strategy for Long-Term Client Relationships
03:06 Mindset Shifts for Effective Pricing
09:04 Key Elements of a Relationship-Based Pricing Strategy
18:01 Common Pricing Mistakes to Avoid
26:27 Conclusion and Next Steps

Episode Links:
The Fair Price Formula: https://maven.com/the-pricing-lady/fairpriceformula
Don't go yet. If you're enjoying the show please rate and review. It helps us spread the word to more people and ultimately get more small businesses on the path to sustainable profitability and business success. Thanks for Listening.
What’s Next?
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.
...more
31min
February 24, 2025From Shy Pricer to Confident Pricing – with guest Jeannie Dougherty
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Are you a shy pricer or do you feel confident about your prices?
If you feel shy or uncertain about your prices, you're not alone. Many people feel this way, what's most important is that you identify that's you and start taking steps to shift things.
In this episode of Live with The Pricing Lady, we discuss the Shy Pricer mindset—why so many entrepreneurs struggle with pricing and how it can hold your business back. I’m joined by Jeannie Dougherty, a money coach and expert, who shares her insights on overcoming the fear of rejection, ditching comparisons, and stepping into your true value.
We dive into what a shy pricer is, how to shift from hesitation to confidence, how to better understand the value you bring, and why value-based pricing is the key to sustainable success. We also talk about the shy buyer and where it comes from and what it means to your business. If you've ever found yourself discounting, feeling shy about what you charge or unsure about how to price your offer you just might be the shy pricer and this episode is for you! Step into the light and join us.
Tune in as we explore the challenges and the practical strategies to help you move past pricing doubts and confidently charge for the value you deliver.
What to listen out for:
05:17 The Shy Pricer Explained
05:51 The Money Brain Concept
08:55 Characteristics of a Shy Pricer
15:18 Understanding the Shy Buyer
15:55 Overcoming Shy Pricing

Episode Links:
Reach out and talk to Jeannie.
Website: https://www.linkedin.com/in/moneyexpertforcareerchange/
Instagram: https://www.instagram.com/iamjeanniedougherty/
Money Type Quiz: https://jeanniedougherty.com/take-money-type-quiz/
Don't go yet. If you're enjoying the show please rate and review. It helps us spread the word to more people and ultimately get more small businesses on the path to sustainable profitability and business success. Thanks for Listening.
What’s Next?
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.
...more
33min
February 10, 2025Position Discovery Calls: From Free Sessions to Paid Clients
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Position your discovery calls for success!
In this episode of Live with The Pricing Lady, the Podcast, we delve into the transition from offering free sessions to securing paid clients by optimizing your discovery calls. I share my journey of shifting my mindset and rethinking the purpose of these initial calls.
We take a look at the common mistake of trying to prove oneself during these calls and the importance of focusing on diagnosing client needs instead - that's the key to position discovery calls for success. I break down how to structure your calls with specific questions, transitioning from a casual approach to a more strategic one. I also delve into the debate of whether or not to charge for these calls and provide guidance on making this decision based on the value you offer. Throughout the episode, you get practical tips and actionable insights that'll help you enhance your discovery calls, understand your clients better, and ultimately turn these conversations into fruitful business engagements.
If you're looking to maximize the efficiency and effectiveness of your client interactions, this episode is a treasure trove of advice and best practices. Be sure to check out this pricing podcast, it's a treasure trove of help for you and your business.
Enjoy!
What to listen out for:
00:30 Personal Experience and Realizations
01:39 Shifting Your Mindset
04:19 Structure the Call Right
10:25 Position Discovery Calls
13:57 Final Thoughts and Summary

Don't go yet. If you're enjoying the show please rate and review. It helps us spread the word to more people and ultimately get more small businesses on the path to sustainable profitability and business success. Thanks for Listening.
What’s Next?
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.
...more
20min
January 27, 20257 Key Questions to Help You Assess Your Pricing Strategy
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Assess your pricing strategy - is it setting you up for success—or holding business success back?
Or maybe it's just limiting where you can go. Either way it might be the perfect time to make a change.
In this episode of Live with The Pricing Lady, we’re taking a look at how to review your pricing strategy to determine if there's a need to make adjustments. Pricing isn’t just numbers—it’s a reflection of the value your offer brings customers. And it requires you to consistently assess the situation and make adjustments as things change so that you stay on top of market shifts, aligned with your customers and profitable.
When was the last time you paused to re-assess your pricing strategy? Join me as we explore seven essential questions that will help you refine what pricing for 2025. From recognizing market shifts to ensuring prices align with your value proposition, gain practical tools to make pricing decisions with more clarity and confidence.

Tune in to set the stage for a profitable and impactful 2025.

What to listen out for:

01:08 Assess your pricing strategy
01:50 Look out for changes in key areas
06:34 How in alignment is your business
08:06 Reflecting on customers, market and your own habits
13:40 Conclusion and Next Steps

Don't go yet. If you're enjoying the show please rate and review. It helps us spread the word to more people and ultimately get more small businesses on the path to sustainable profitability and business success. Thanks for Listening.

What’s Next?
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.
...more
17min
December 02, 2024Price Talk Tactics: Knowing the Right Time to Discuss Price with Customers
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When’s the right time to discuss price with clients?
In this Live With The Pricing Lady episode, we’re tackling one of the trickiest aspects of pricing strategy: when to bring up price in conversations with clients. Jumping into it too early can make your conversations feel cold and transactional, potentially putting off clients before they see the value of what you offer. On the other hand, waiting too long can lead to frustration, erode trust, or even cost you the sale. In this episode, I’ll walk you through how to read the room, build value first, and transition seamlessly into pricing conversations in a natural and meaningful way.
Tune in to learn techniques that will help discuss price with clients with more confidence, strengthening customer relationships and setting the stage for successful outcomes!
What to Listen out for:
04:17 Understanding Client Needs and Expectations
05:52 Establishing Value in Your Offer
07:25 Timing the Pricing Discussion
13:36 Positioning Price as Part of the Solution
15:21 Summary and Final Thoughts

Don't go yet. If you're enjoying the show please rate and review. It helps us spread the word to more people and ultimately get more small businesses on the path to sustainable profitability and business success. Thanks for Listening.
What’s Next?
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.
...more
19min
November 18, 2024The Value Factor: How Strategic Pricing Fuels Your Success with Lorraine Ball
Send us a text
Are you pricing your products or services with confidence and clarity? If not, you may be missing out on growth opportunities and profitability.
In this Live With The Pricing Lady episode, I sit down with the talented Lorraine Ball—marketer, business consultant, and entrepreneur—to explore how strategic pricing can transform a business. Together, we delve into what it means to price confidently, understand the market, and communicate true customer value.
Lorraine shares her journey from the corporate world to running her own business, detailing how she refined her pricing models and strategies for better results. This conversation is packed with practical advice on setting prices that resonate with your customers and drive your business forward.
Tune in to uncover actionable insights that could help you make better pricing decisions today.

About this Episode’s Guest

Meet today’s guest, Lorraine Ball, a passionate marketing strategist and founder of MTFW, LLC. After years in Corporate America, Lorraine said goodbye to bureaucracy, glass ceilings, and (as she likes to say) bad coffee, to pursue her true calling—helping small business owners succeed. Today, she’s a successful entrepreneur, author, and professional speaker who shares her vast marketing knowledge with business owners across the country.

Join us in this episode as we dive into Lorraine’s journey from corporate life to entrepreneurship and explore her unique, practical approach to marketing.

Recommended book:

Made to Stick by Chip and Dan Heath

How to Reach Lorraine:

LinkedIn: https://morethanafewwords.com/
Website: https://www.linkedin.com/in/lorraineball/

What to Listen out for:
02:39 Lorraine's Background and Superpowers
07:38 The Importance of Pricing Strategy
14:20 Challenges in Pricing and Overcoming Them
20:39 Understanding Your Market and Customer
24:56 Final Thoughts and Takeaways

What’s Next?
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.
...more
29min
November 04, 2024The Pros and Cons of Discounts in Service-Based Business
Send us a text
Are discounts and promotions helping your business thrive, or are they quietly cutting into your profits?
In this episode of Live with The Pricing Lady, we’re getting real about something many businesses struggle with—how to use discounts without damaging your bottom line or your brand.
Sure, discounts can drive quick sales and attract new customers, but are they really aligned with your long-term goals? I’ll break down how these tactics work in different industries—like retail and consumer goods, where they can really pay off, versus luxury brands or professional services, where they can do more harm than good.
We’ll also talk about some common traps—like discounting because you're unsure of your value or not analyzing profitability well enough. Don’t worry, I’m not just pointing out the problems. I’ll share practical tips on how to use discounts thoughtfully and protect your brand while maintaining profitability.

Ready to take control of your pricing? Tune in to the latest episode, and learn how to stop letting discounts drive your decisions. Listen now wherever you get your podcasts.

What to Listen out for:
01:48 Pros of Discounts and Promotions
05:46 Cons of Discounts and Promotions
12:47 The Pitfalls of Discounting in Business
15:54 The Importance of Business Purpose and Math
20:18 Setting Clear Boundaries for Discounts
23:04 Effective Communication of Discounts

Don't go yet. If you're enjoying the show please rate and review. It helps us spread the word to more people and ultimately get more small businesses on the path to sustainable profitability and business success. Thanks for Listening.

What’s Next?
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.
...more
26min
October 21, 2024 Consistency & Courage: Pricing Strategies for New Coaches with Marc Mawhinney
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Pricing strategies for new coaches. Have you ever thought to yourself, "I'm new coach, I can't charge that much."
Even worse. Maybe someone advised you not to charge me. As a result you're afraid and holding yourself back from charging more.
Between bad advice, not knowing how to do it and feeling a lack of confidence it's no wonder you feel confused about where to set your prices in your new coaching business. That's one reason why I've asked seasoned coach for coaches Marc Mawhinney to join me on the show.
In this engaging episode of Live With The Pricing Lady, Marc, a lifelong entrepreneur and expert in coaching shares with us his pricing journey. We dig into the intricacies of pricing as a fundamental aspect of building a sustainably profitable business. He shares his journey as a coach, reflecting on his initial pricing challenges and the lessons he learned about valuing his services correctly. We discuss the significance of setting boundaries, understanding the value you deliver and the common pricing struggles faced by new coaches. Marc emphasizes the critical role of consistency, confidence, and courage when approaching pricing.

Whether you're a new coach or reevaluating your current pricing model, this episode offers invaluable insights to help you confidently charge for the value you deliver. Don't miss these essential pricing strategies for new coaches and the wisdom shared in this episode. Listen now!

What to Listen out for:

03:42 Journey into Coaching and Business Beginnings
05:23 The Challenges of Pricing in Coaching
12:41 The Importance of Setting Boundaries
15:38 Strategies for Pricing and Client Management
22:42 Valuing Experience and Growth in Coaching
24:21 Key Takeaways and Final Thoughts

Episode Links:
Reach out and talk to Marc.
Website: https://www.naturalborncoaches.com/
LinkedIn: https://www.linkedin.com/in/marcmawhinney/
Don't go yet. If you're enjoying the show please rate and review. It helps us spread the word to more people and ultimately get more small businesses on the path to sustainable profitability and business success. Thanks for Listening.

What’s Next?
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.

...more
30min
October 07, 2024The Price Rise Trap: 3 Myths Keeping You Stuck
Send us a text
Do you suffer from the Price Rise Trap?
Worried about being seen as greedy?
Scared that you'll lose customers if you charge more?

Think it's just to hard, I won't bother?
In this episode of Live With The Pricing Lady, we tackle the common price trap myths and fears that hold businesses back from increasing their prices. Join me as we break down misconceptions around pricing, from the idea that raising prices is too complicated to the fear that you’ll drive customers away. With over 20 years of experience, I’ll share proven strategies to help you overcome these challenges and gain the confidence to charge for the value you deliver - no more will you suffer from the price rise trap.
You’ll discover how to shift your mindset, focus on the value you provide, and communicate price increases effectively without losing your client base. I’ll also introduce my Price Check Guide, a practical tool designed to help you assess when it’s time to raise your prices and how to do it strategically, so you’re not leaving money on the table.
Whether you're a business owner struggling with pricing anxiety or simply curious about how to optimize your pricing for growth, this episode is packed with actionable advice to help you take the next step. Plus, stay tuned for more details on my upcoming Raising Prices program, where we'll dive even deeper into mastering the art of pricing with confidence.
Tune in, and start your journey towards profitable pricing today!

What to Listen out for:
00:42 Episode Overview: Myths About Raising Prices
02:02 Myth 1: Raising Prices Makes You Greedy
04:47 Myth 2: Customers Will Leave If Prices Increase
07:47 Myth 3: Raising Prices Is Too Difficult
09:05 Steps to Confidently Raise Your Prices
16:43 Conclusion and Resources

Episode Links:
Price Check Guide - https://thepricinglady.com/price-check-guide/

Don't go yet. If you're enjoying the show please rate and review. It helps us spread the word to more people and ultimately get more small businesses on the path to sustainable profitability and business success. Thanks for Listening.

What’s Next?
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.
...more
19min
September 23, 2024 Understanding Behavioral Styles for Effective Pricing with Shelly Starks
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What has the BIGGEST impact on your prices?
Nope, not the customer.
Not your competitors.
Not your costs.

You do. Your behavior, what you choose to do or not do has a bigger impact on your prices and your pricing strategy than anything else. This is why it's important to take a look at behavior styles and pricing.

In this episode, I speak with Shelly Starks, a communications coach and behavioral analysis expert as well as the CEO of Inline Consulting Services. I wanted to understand not only her pricing journey but how she helps sales teams have better pricing discussion.

Her expertise is all about the impact of understanding behavioral styles and I was curious how it relates to and impact pricing.. Shelly shares how identifying and adapting to different communication styles can lead to more effective conversations and better business outcomes. We delve into her journey of becoming a communications coach, overcoming cultural taboos about discussing money, and improving pricing strategies through increased self-awareness and confidence. Shelly also discusses the importance of recognizing one's own worth and value in professional settings to enable fair and effective pricing.

What to Listen out for:

00:59 Shelly's Superpower: Understanding Behavioral Styles
03:17 Shelly's Background and Business Journey
06:26 Diving into Pricing Strategies
13:36 The Psychology of Money and Pricing
21:53 Communication Styles and Their Impact on Pricing
35:10 Final Thoughts and Takeaways

Episode Links:
Reach out and talk to Shelly.
Website: https://shellystarks.com/
LinkedIn: https://www.linkedin.com/in/shelly-starks/

Don't go yet. If you're enjoying the show please rate and review. It helps us spread the word to more people and ultimately get more small businesses on the path to sustainable profitability and business success. Thanks for Listening.

What’s Next?
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.

...more
42min

FAQs about The Pricing Lady:

How many episodes does The Pricing Lady have?

The podcast currently has 120 episodes available.