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This Pricing Expert Doubled 150+ SaaS Companies Revenue (Here's How)
Episode Summary
Discover hidden SaaS profit levers with Ulrik Lehrskov-Schmidt, top B2B pricing expert. From accidentally starting consulting to helping 150+ companies achieve 102% price increases, Ulrik reveals pricing isn't about numbers—it's about structure. Learn how shifting to all-you-can-eat pricing tripled a business and the psychological triggers that make customers buy.
Key Takeaways
Chapters
00:58 - The Accidental Pricing Consultant
How writing a book on pricing psychology during baby duty launched a million-dollar consulting career
02:23 - From Conference Tickets to Microsoft Partnerships
The surprising story of how one pricing experiment led to becoming Microsoft's preferred pricing partner
07:09 - It's Not the Number, It's the Structure
Why the "how" of pricing matters more than the "what" - the conference business case study
10:34 - Package Around Outcomes, Not Features
Transform your sales conversations by selling pipeline and conversion instead of basic and pro plans
14:17 - The Psychology of Price Anchors
Why no price is high or low except when compared to something else - mastering pricing psychology
17:32 - Data-Driven Pricing That Actually Sells
The promise times probability formula and why customers need reassurance, not just promises
21:03 - The 102% Price Increase Methodology
How segmented pricing strategies increase enterprise accounts while lowering prices for smaller customers
24:33 - The Perpetual License Trap
Why customers asking for one-time payments create a maintenance nightmare and kill innovation
32:02 - The Complexity Budget Framework
Matching pricing complexity to deal size - from simple $5K sales to complex $5M enterprise deals
36:11 - Pricing Design vs. Pricing Math
Why you're pricing the customer, not the product - the train class ticket analogy
39:57 - The Commercial Debt Crisis
How custom contracts and sales flexibility create an operational nightmare at scale
41:46 - Should You Put Pricing on Your Website?
The decision framework for public vs. private pricing and how transparency supports sales teams
Guest Information
Ulrik Lehrskov-Schmidt
CEO, willingness to pay.com
Author of "The Pricing Roadmap"
150+ B2B SaaS pricing projects completed
Connect with Ulrik:
Host Information
Connect with John Rankins:
Transform Sales with The Sales Machine
Your CRM is DEAD—just a glorified address book. While you chase reports, competitors win deals. The Sales Machine drives actual performance with automation, insights, and gamification that work.
Book strategy call: thesalesmachine.com
View all episodes
By John RankinsEpisode Summary
Discover hidden SaaS profit levers with Ulrik Lehrskov-Schmidt, top B2B pricing expert. From accidentally starting consulting to helping 150+ companies achieve 102% price increases, Ulrik reveals pricing isn't about numbers—it's about structure. Learn how shifting to all-you-can-eat pricing tripled a business and the psychological triggers that make customers buy.
Key Takeaways
Chapters
00:58 - The Accidental Pricing Consultant
How writing a book on pricing psychology during baby duty launched a million-dollar consulting career
02:23 - From Conference Tickets to Microsoft Partnerships
The surprising story of how one pricing experiment led to becoming Microsoft's preferred pricing partner
07:09 - It's Not the Number, It's the Structure
Why the "how" of pricing matters more than the "what" - the conference business case study
10:34 - Package Around Outcomes, Not Features
Transform your sales conversations by selling pipeline and conversion instead of basic and pro plans
14:17 - The Psychology of Price Anchors
Why no price is high or low except when compared to something else - mastering pricing psychology
17:32 - Data-Driven Pricing That Actually Sells
The promise times probability formula and why customers need reassurance, not just promises
21:03 - The 102% Price Increase Methodology
How segmented pricing strategies increase enterprise accounts while lowering prices for smaller customers
24:33 - The Perpetual License Trap
Why customers asking for one-time payments create a maintenance nightmare and kill innovation
32:02 - The Complexity Budget Framework
Matching pricing complexity to deal size - from simple $5K sales to complex $5M enterprise deals
36:11 - Pricing Design vs. Pricing Math
Why you're pricing the customer, not the product - the train class ticket analogy
39:57 - The Commercial Debt Crisis
How custom contracts and sales flexibility create an operational nightmare at scale
41:46 - Should You Put Pricing on Your Website?
The decision framework for public vs. private pricing and how transparency supports sales teams
Guest Information
Ulrik Lehrskov-Schmidt
CEO, willingness to pay.com
Author of "The Pricing Roadmap"
150+ B2B SaaS pricing projects completed
Connect with Ulrik:
Host Information
Connect with John Rankins:
Transform Sales with The Sales Machine
Your CRM is DEAD—just a glorified address book. While you chase reports, competitors win deals. The Sales Machine drives actual performance with automation, insights, and gamification that work.
Book strategy call: thesalesmachine.com