Podcasts about janene liston

Today, I'm speaking to Janene Liston, a.k.a. The Pricing Lady about the truth behind setting fair prices, and the best pricing strategies for small business owners.    You will learn: * When to start considering the price of your offers * What it means to price fairly * How to adjust your pricing without losing existing customers * The four reasons why people struggle with pricing * Why low pricing is rarely a good strategy for small businesses, and crucially * Where to start to get your pricing strategy right.     About Janene: Janene is a highly trusted Pricing Consultant & Business Strategist, working with small businesses, startups and entrepreneurs across industries and the globe. She's a Certified Pricing Professional, an entrepreneur and a European Public Speaking Champion with more than 25 years experience helping businesses improve profits through better pricing. During her corporate years, she led pricing transformation projects and pricing teams in large multinationals. While recovering from a burn out, she decided it was time to use her expertise to serve small businesses and startups. She believes small businesses can benefit greatly from improving how they do pricing. Her mission is to help small businesses, startups and entrepreneurs build the right pricing strategies, effectively implement those strategies and be more sustainably profitable as a result. Her approach is practical based on many years of experience. Watch out her passion for pricing is contagious. 60% of small businesses are either barely breaking even or operating at a loss. Pricing is either helping or hurting your business. What's it doing in your business? Access Janene's Free Pricing Resources here >   Website LinkedIn   Join the Weekly Live Masterclasses : The Value Sessions ‍ Join the Dream Clients Club to access the Value Sessions, along with other business-building resources, challenges and a wonderfully supportive community. ‍ You can register for this free online event here > ‍ About Melitta Melitta Campbell is an award-winning business coach who is passionate about helping women confidently build and grow a business that matters, through her award-winning Value Whispering Blueprint programme. ‍ She teaches her clients a unique approach to business growth and promotion that she has termed Value Whispering: the art of gently weaving your true value through everything you do, building meaningful relationships, and gently guiding your clients to the results they seek. So no matter how soft your voice. You can create a powerful impact.   Her expertise comes from three decades of communication, marketing and leadership experience, including more than a decade of running her own businesses. As a certified mindset coach, she also coaches her clients on the inner-game of success, as well as the practicalities of starting and running a thriving business and maintaining a balanced lifestyle.   Melitta is also the best-selling author of A Shy Girl's Guide to Networking, host of the popular: The Art of Value Whispering podcast and an in-demand speaker, appearing on stages and screens internationally. ‍ Originally from the UK, she now supports her global client base from her home in Switzerland, where she lives with her husband, two daughters and fluffy pup. Connect with Melitta Website        Facebook        Linkedin         Twitter         YouTube     ‍ Join the Dream Clients Club Come and join like-minded women in the FREE online community for Female Entrepreneurs. You can expect many more tips, tools and insights to support you as you build and grow your business to 6 figures and beyond! Join today via: www.melittacampbell.com/club

Episode Summary: In this episode of Practice Growth HQ, I continue my fascinating conversation with pricing expert Janene Liston about the psychology of pricing.  Janene is a highly trusted pricing consultant and business coach working with small businesses, startups and entrepreneurs, across industries and across the globe.  She is a certified pricing professional, who's been helping businesses improve pricing and profits for over 25 years.  In this episode we discuss how consumers behave around certain numbers, how much notice you should give patients when you raise your prices, as well as how to communicate a price increase clearly and effectively.   If you're waiting for permission to raise your prices, you'll love part two of this conversation!    What you'll learn:  (02:09) The psychology behind the numbers in your prices and how they influence consumer behaviour (06:45) Janene shares ‘when' and ‘how' you should raise your prices  (07:40) Discover the importance of setting, getting, and managing your prices    (13:05) Janene dives deeper into how to effectively manage your pricing   (16:21) How much notice should you give your patients when you raise your prices? Janene shares her thoughts (18:22) Learn how to communicate your price increases clearly and professionally   (22:36) Discover the most common excuses business owners use for not raising their prices   (24:03) Find out when the best time is to raise your prices   (27:01) Profit impact calculator: The dramatic difference a 10% increase or decrease in pricing has on your bottom line  Plus loads more!    Links and Resources:  Website: www.thepricinglady.com/goodies LinkedIn: https://www.linkedin.com/in/thepricinglady/

Episode Summary: In this episode of Practice Growth HQ, I talk about a most unusual topic that applies to everyone. It's the topic of pricing.  You'll meet pricing expert Janene Liston. Janene is a highly trusted pricing consultant and business coach working with small businesses, startups and entrepreneurs, across industries and across the globe.  She is a certified pricing professional, who's been helping businesses improve pricing and profits for over 25 years.  In this episode we discuss why getting your pricing right is essential for business success, how you can price your services based on the value you provide, and how to charge more at your practice even if you offer the same services as everyone else.   If you want to know how you can price to maximise profits, you'll really enjoy part one of this fascinating conversation!  What you'll learn:  (07:19) Janene shares how she ended up as working as the ‘pricing lady'  (09:58) Discover why getting your pricing right is critical for practice success  (14:00) Find out why pricing is the untapped profit lever in your business   (15:40) Value based pricing: A simple strategy to help you determine your service pricing  (19:46) Learn how to differentiate yourself from other service providers so that you can charge more   (22:15) The pitfalls of charging too little for your services and attracting the wrong kind of clients into your practice (24:00) How to change the perception of value for customers, even if you're offering the exact same services as your competitors  (25:17) Janene unpacks the 5 simple steps you need to take to develop a strong pricing strategy  (31:30) Discover how branding influences price perception  (38:29) Learn how to handle pricing for unusual or custom service requests  (42:17) Should service professionals put prices on their website? Janene shares her thoughts!    Plus loads more!  Links and Resources:  Website: www.thepricinglady.com/goodies LinkedIn: https://www.linkedin.com/in/thepricinglady/  

How to price anything is tough. And something every business owner doesn't want to get wrong. So I thought I'd get The Pricing Lady in to help us all optimise our pricing strategy. It's a priceless episode 603 of The (13 year-old, award-winning) Small Business Big Marketing podcast.   A little more about Janene Liston AKA The Pricing Lady Now, from what I can tell, pricing is one of those business activities that freaks the majority of business owners out. Agree? And if you get your pricing wrong, it can have a major impact on your growth. Which raises so many questions like … How do you best decide what to charge? Should you copy your competition's pricing? When should you include prices on your website? When, if ever, should you discount? Are you charging too much? Too little? Luckily Janene Liston AKA The Pricing Lady has answers to them all. Plus more! She's a genius at making sense of how to price your goods or services, as well as how you should speak, act and market your brand to achieve the optimal price. Now, Janene is an engineering graduate, and has a deep interest in bridges, which begs the question … how on earth did she become a world specialist on pricing?!   Resources mentioned in this episode of your favorite marketing podcast Join thousands of motivated business owners in The Small Business Big Marketing Tribe on Facebook Interview with Stage Kings Jeremy Fleming | #527   Services every business owner needs that Timbo recommends How to generate organic traffic to your website(without spending anything on advertising) High converting website designers(They built this website - take this simple quiz and see where yours needs improving) DIY SEO training - The most cost-effective way to get on page 1 of Google(20% off with discount code Timbo20) Proven customer attraction strategy(and ridiculously cheap) The Boomerang EffectTimbo's book on how and why to create helpful marketing    Businesses that made this podcast possible (please support them) DELL Technologies - Small business solutions Studio 1 Design - High converting website designers Fun Escapes - Proven customer attraction ideas Hawk Academy - DIY SEO training (discount code Timbo20 for 20% off)   Thanks for tuning in. May your marketing be the best marketing. Timbo Reid0480 015 150See omnystudio.com/listener for privacy information.

In this week's episode, I talk to Janene Liston about the P of Pricing. We talked about understanding how to price your offers. Janene is a highly trusted Pricing Consultant & Business Coach working with small businesses, startups and entrepreneurs across industries and the globe. She's also a Certified Pricing Professional who has been helping businesses improve pricing and profits for over 25 years. Her mission is to empower small businesses to be more sustainably profitable. Helping them know the value of their offer and more effectively implement their pricing. Ensuring they can confidently create, communicate and charge for the value they deliver. She's the host of Live with the Pricing Lady, the Podcast, a European public speaking Champion and a sought-after podcast and radio show guest. Watch out, her passion for pricing is contagious In this episode, you'll learn about understanding how to price your offers as well as... why pricing is so darn difficult Value Pricing and what the heck that means anyways Pricing psychology and when pricing gets icky How to apply fair and humane Pricing if we want a Triple Win: win for ourselves, win for our clients and win for the planet What confidence has to do with Pricing Discounting our prices And much more… Janene's Resources   Janene's Website Live with the Pricing Lady Check out Janene's free resources Connect with Janene on: Twitter Facebook YouTube LinkedIn Sarah's Resources Watch this episode on Youtube (FREE) Sarah's One Page Marketing Plan (FREE) Sarah Suggests Newsletter (FREE) The Humane Business Manifesto (FREE) Gentle Confidence Mini-Course Marketing Like We're Human - Sarah's book The Humane Marketing Circle Authentic & Fair Pricing Mini-Course Podcast Show Notes We use Descript to edit our episodes and it's fantastic! Email Sarah at sarah@sarahsantacroce.com Thanks for listening!   After you listen, check out Humane Business Manifesto, an invitation to belong to a movement of people who do business the humane and gentle way and disrupt the current marketing paradigm. You can download it for free at this page. There's no opt-in. Just an instant download. Are you enjoying the podcast?  The Humane Marketing show is listener-supported—I'd love for you to become an active supporter of the show and join the Humane Marketing Circle. You will be invited to a private monthly Q&A call with me and fellow Humane Marketers -  a safe zone to hang out with like-minded conscious entrepreneurs and help each other build our business and grow our impact.  — I'd love for you to join us! Learn more at humane.marketing/circle Don't forget to subscribe to the show on iTunes or on Android to get notified for all my future shows and why not sign up for my weekly(ish) "Sarah Suggests Saturdays", a round-up of best practices, tools I use, books I read, podcasts, and other resources. Raise your hand and join the Humane Business Revolution. Warmly, Sarah Imperfect Transcript of the show We use and love Descript to edit our podcast and provide this free transcript of the episode. And yes, that's an affiliate link. Sarah: [00:00:00] [00:01:00] [00:02:00] [00:03:00] [00:04:00] [00:05:00] [00:06:00] [00:07:00] Hi, Janine. So happy to have this conversation with you. Yay. I'm so glad Malita introduced  Janene: the two of us. Yeah, me too. Great to  Janene: be  Sarah: here. So Janine, we're gonna be talking about pricing. It's kind of one of the, I'd say it's definitely a hard topic. You know how I have the humane marketing mandala and one of the pieces. Pricing. And so I always have in each kind of season, I [00:08:00] have one of the episodes about pricing and it's definitely one that a lot of people listen to cuz let's face it. It's not easy for us business owners. So I wanna ask you that question, why it's not easy, but maybe for before that tell us a little bit about you and how you got into pricing. They call you the pricing lady. So , so tell us how that all came about. Yeah. And yeah. Share a little bit of your  Janene: story with us. Okay. Yeah. So thank you. First of all, for having me here and welcome to all those of you who are watching and listening. I started my career. I'm a us born. I grew up in California. I started my career as a structural engineer and after a few years of practicing, I decided it wasn't what I wanted and ended up. Long story short ended up in product management. And the first thing that they handed me was a price list and it was 20 years old and without any commercial background or any real marketing knowhow, I knew [00:09:00] something was wrong with that and took it upon myself to not just redo my price list, but all the price lists and really. Gave everything a refresh. And that was really my first foray or my first experience in pricing. I can honestly say I had no real background in it. But I just knew that was wrong and that we needed to at least fix that. After it was with that company, I came to Switzerland in 2001. And when I decided to stay here, then I was hired as a global pricing manager for Siemens building technologies. And that was in 2004. And it's been all pricing all the time. Since then. So it's been nearly 20 years of just pricing. I worked in also in another industry in the agricultural industry agrichemicals and seeds industry for a while. And then in 2015 started my own business. And at the time I didn't know what to call myself. A coach, a consultant. And I, you know, I didn't really care for either of the terms. [00:10:00] And one day I was explaining to someone that when I would do projects in the corporate world, I was traveling all over the place and I'd walk into a new location with a new group of people to kick off a pricing project and, you know, walk up to them and start introducing myself. Hey, I'm Janine, I'm here for the pricing project and they go, yeah, I know you, you're the pricing lady. . And she goes, well, why didn't you call yourself that? I was like, I dunno, , let's do it. And so now I use it, I leaned into it fully and, and use it. And I, I find it very easy. It's a nice way to, first of all, introduce myself because it always puts a smile. Either people are confused at first if they're not native English speakers, they're like, what, what is that? But usually people smile. It's easy to remember. Right. And it sort of breaks the ice. So it, it, for me, it fits the bill of not saying I'm a coach or I'm a consultant. Which makes me a little bit more general, but it puts me in [00:11:00] a very different position. It's very clear what what I work with and what I do. Yeah. And it kind of has this  Sarah: familiar tone to it. It's not like, oh, I'm the pricing expert. You know, it's like, I'm the pricing lady. I, I know a thing or two  Janene: about pricing. it's approachable. That was one of the things that when I worked on my brand. I kept using the word fun. And of course the people who are with the branding experts were like, no, don't use the F word . Yeah. You know, cause a lot of people try to do that and it's very general. And I, I understood that. And then one day I realized it's it was about being approachable. Most small businesses may feel that, you know, consultants are out of reach for them. You know that it's not something that's really available to them. And I really wanted to work with small businesses and I am approachable. And you know, I work a little bit differently than you might with a typical consultant. Although I can work in that way. I, I prefer to work with people in, [00:12:00] in a more approachable way. End fun pricing can be fun. And I've actually had people tell me specifically that, you know, they really dreaded going to that workshop, that pricing workshop or course, or whatever it was, but it was actually really a lot of fun for them. And to me that was, you know, high praise .  Sarah: Yeah. Yeah, totally. It's funny because for me as well, I think about pricing and, and it's like, you know, math. And numbers and that kind of stuff comes up and, and, and that's only a very small part of it. I'm sure. But we'll dig into that a little bit today. So, so yeah. Why don't we go back to my initial question that I thought, you know, why is it so hard for us to price? As small business owners to put a price on our services, what have you found out over the last 20 years? Janene: Great question, Sarah. So in my experience, there's really two reasons. [00:13:00] One is that nobody ever taught you how Hmm. Yeah, right. It's like, you know, if nobody ever taught you how to ride a bike, you'd figure it out possibly by yourself. But you'd have quite a bit of scrapes and bruises and bumps and maybe some mild trauma depending on, on, you know, how quickly you were able to do it. And it's the same with anything else. As well as with pricing, if nobody's ever showed you, how then, why would you expect for it to be just something that you would know how to do? And it would be easy and without any struggle, it's a little bit illogical to think that it would be nobody's ever pulled us aside in school and said, okay, Sarah, 30 years from now, when you start your own business, this is how you're gonna set the price of your, your packages. Right. They don't do that. And funnily enough, most people don't realize. While they do teach about pricing in MBAs. They don't actually teach you how to go about setting your prices. [00:14:00] Mm, they talk about, well, there's, you know, penetration strategies and skimming strategies and there's price elasticity. They use all these big fancy words, but they don't actually tell you how to go about setting those prices. So yeah, most people don't know how that's the first reason. Right.  Sarah: The second reason. Can I just go in there as sure. Because also what came to mind is for the MBAs probably cause I've worked at an international management school here in Loza and they have a big MBA program. And so I think when they teach about pricing, they look at big companies. They don't necessarily look at the small business owner and the small entrepreneur as an example. Right. And that, I think also probably leads to the, I don't know what you're gonna say for the second reason, but I have a feeling it has to do more with the, the personal aspect as well.  Janene: Yes, it does. Mm-hmm it does you're right. I would say those programs are geared towards more corporates. Yeah. Uh, [00:15:00] Yet again I would say. A lot of corporates are not very good at setting and managing their prices either. Mm. Yeah. I mean, even the corporates are not good at it. How are we gonna figure it? They do. They do struggle with it. They struggle with different aspects of it. Mm-hmm but if you think about in the larger company, who's usually responsible for setting the prices. A lot of times it's the product manager, right. And the product manager's background is not a marketing one. Right. They're an engineer or they're an agronomist or they're a scientist, you know, or a chemist. Right? They have no commercial background. No. Yeah, it's true. Yeah. So it it's, it's. It's a very important aspect and a larger company. A lot of people are responsible for it. Of course, in a smaller company, you gotta wear all the hats, the finance hat and the marking hat and the sales hat, so on and so forth. And that comes to, like you said, the second aspect of it, which is very personal and it has to do with [00:16:00] your core beliefs around money, success and worthiness mm-hmm . Yeah. And that is, you know, that is really something. Comes in full force for most small business owners because it becomes it shouldn't. But for many people it feels like that price that they're setting is somehow a reflection of them personally. Right. And being able to make. You know that disconnect, you know, you're not, I, I used to have a program called speak, believe in charge your worth. And I always had a real problem with charge your worth being in that phrase. I couldn't find a better way to say it. So I stuck with it for a while, but because it's really, it's not your worth. It's the value of what your products are, services or. Bring the customer and yeah, being specific with your language in that way can be very important. Most of us have hangups with money, success, and worthiness that play a sabotage role in the [00:17:00] background of our decision. So I was just got off the call with a client who is Dutch. And I've had several clients who are Dutch and they always think that the price has to be the lowest price in the market. Mm. But that is, you know, something that comes from in large part, the Dutch culture from their families, from their upbringing that, you know, it always has to be the lowest price. Now, many of those clients are operating in Switzerland where people are. Generally willing to pay a bit more. They're not always looking for the cheapest solution and yet they're operating with this completely other mindset in a market that doesn't match that mindset. And it really makes it hard for them. To feel like they can charge more. So that's just one example. Yeah. Yeah. I mean, we  Sarah: could do an hour just on  Janene: this topic alone. Right.  Sarah: And, and, and that's yeah, you work with clients on that. It's part of my marketing, like we're human program, because it, it is like, if you don't get. [00:18:00]  Janene: Like, if you don't do the deep work right there, mm-hmm , I, I honestly  Sarah: think you can never figure out the pricing and, and, and it's so interesting. You're bringing up different cultures so that matters, but then also, you know, how you grew up and, and, and all of these. Influences that obviously by the time we are ready to launch our business while we've been influenced by all of this. So we come with this baggage that is just like, yeah. And it's, it's so different from. You know, being an employee in a corporate where it has nothing to do with you, even if you are the one setting the price, it has nothing  Janene: to do with you where here it has everything to do with you, or you think it has everything to feel it. Yeah. Yeah. It's. Even, I mean, in the corporate world. So to me, there's two sides to pricing. There's, you know, the, the more concrete side, which is the numbers and the figures, which generally are [00:19:00] feel more concrete. And then there's the psychological side. I always tell people. Somewhat jokingly, but I actually mean in all seriousness is that pricing is all about the psychology baby. And you have to wiggle your eyebrows. When you say that , I don't think I'm asking. You're not doing it very well today. I'm out of practice because whether it's a small company or a big company, the psychology. Your personal psychology, the psychology of your organization. And this I've seen in large companies, the sales team thinks that price is the most important factor. From the customer's perspective. I will tell you nine times outta 10, when we did the research, we found it was maybe in the top five, usually within the top 10 mm-hmm . But if your sales team thinks it's number one, That is going to impact how they behave when they're having sales discussions with your customers. Yeah, so it, it's not just a small business [00:20:00] thing. It, it happens in both sides. And when it comes to psychology, you have the psychology internal to your business for a small business, your psychology usually and not of your employees, but then you also have the external psychology towards the market, towards the customer. So it has many different facets to.  Sarah: Yeah, I wanna talk about, so we addressed the, you know, the internal psychology a little bit, because it has to do with, you know, who you are, what you believe, whether you believe that you are worthy net, whether you ever sell anything anymore or not. Right. You have  Janene: to really, truly believe that you're worthy without ever  Sarah: getting a client again. right. And then there's the external psychology. And, and I talk about that also in my marketing, like we're human book, that's kind of. Cheeky psychology that we're taught in, in marketing and kind of this online sales world. Mm-hmm so I'm really curious to, to hear more about that and your points of view, and what's true. [00:21:00] What's not, and mm-hmm and how to deal with it when we want to. You know, apply this humane approach to running a business with ethics and not cheat people into buying your stuff just by using some kind of psychology hack mm-hmm . So talk to us about that.  Janene: Okay. Before I get into that, let me just make one more comment. So one of the things that I've learned in having my own business is I thought this was a career development journey. Mm. When in fact it's been a perfect per a personal development journey from day minus two until the day I stop, it will continue to be a personal development journey. And that's also one of the reasons that this personal psychology. Placed it such a big role. So you're constantly being pushed outside of your comfort zone. Pricing is certainly one of those areas. The value of what you offer is certainly one of those areas and, and being able to have the [00:22:00] strength and the courage. To step outside your comfort zone to tackle these things is what's going to enable you to keep pushing forward in your business and be there to deliver the great things that you wanna deliver to your clients. I truly believe that. And I'm sure that people told me that before I started. I'm sure I did not understand it. I know, but it is 100%. My reality. Yeah, yeah, yeah,  Sarah: yeah. That's a good preface for, for what's coming up next.  Janene: okay. So now you wanted to talk about the psychology. So the external psychology, there are a lot of things. A lot of studies out there. A lot of tricks of the trade, if you will. I'm not sure I like that terminology. But when it comes to, you know, having a humane business and I, I I'm, I'm not going to say that using them is inhumane or humane. I'm not making any judgment. What I really [00:23:00] feel is that as a business owner, you should understand the psychology side of it because. Even if you're not using it actively, you wanna make sure that accidentally you're not doing things that are hurting your business. . Yeah. And, and that's very possible to do. For example, I had a client a few weeks ago, we had CR gone through and created her price list. And she was getting her website ready and she had two offers, one for a very high priced. Group high net worth individuals. And the second offer, there were two completely different offers, but one was targeted towards young adults who were just starting out in their careers. Mm-hmm . And so she had one offer on one webpage and the other offer on another, and then she had a pricing page and she had the prices for both offers side by side mm-hmm which from a psychology perspective [00:24:00] meant that all the good work we had done was actually now working against her because it felt like cuz the prices were on the same page. Like they were competing with each other mm-hmm whereas if she just removed the pricing page and put the price for the young adult offer here and the price for the high net worth individuals here, that comparison would not be made in the same way. That's what I mean by you have to understand, you know, These things are communicating so that you can make sure you're not doing things in a way that is actually hurting your business or your customer's experience. Mm. Yeah. Now one of the things you and I had spoken about was the endings of prices. Right? Right. You might have that conversation. yeah. Should it be 95 or 97 or 99 or zero? So I can't answer that question. For everybody that is going to be a very individual decision in each business. Here's what I can tell you. And then you can decide for [00:25:00] yourselves what is going to be best suited for your company prices that end in zero, tend to be associated with more luxury goods. Prices. It ends in nines and sevens and fives tend to be associated, especially when they put, you know, 95 cents. Yeah. Or 99 cents at the end, those tend to be associated with more. Companies that are playing towards the low price leader side of things. How, how do I know this? If you go into Louis Viton you will never see 1,999 and 99 cents, right? You just won't see it. No, yeah. You'll see. 2000, you'll see, 2,500, 8,000, right. It's just, and, and the prices will be tiny on a little teeny, tiny price tech. Yeah, you go to Miro or you go to Kmart or somewhere like that. They have big price tags with great big [00:26:00] prices on them. And there's 90 nines and 90 fives at the bottom. Right. So you have to, you know, what sort of, you know, how does this align with the value or with your purpose or brand? What's gonna make more sense for you. Yeah. And, and, and,  Sarah: and how is it gonna resonate with your clients? You know, who are you trying to attract? If you have a big ticket and, you know, service and you price it with the 99 cents at the end, they probably  Janene: won't like it well, it depends. And it also depends. So here's another example. If you're say you're a consultant, you're offering projects. If you offer a price of 25,000 versus 24,495, right then from the customer's perspective, 25,000 looks like a number that you kind of just pulled outta your back pocket. Whereas [00:27:00] 24,495 looks like a number that you've actually spent some time considering. does that make one better than the other? You have to be the judge about yeah. What per what you want or how you want to be perceived by your customers. What's going to make more sense right now, if you're in an, in an industry or in a part of the world where you're gonna be doing a lot of negotiation, then 25,000, maybe. Just the easiest place to start. Right. But if you're looking not to do a whole lot of negotiation, you may start with a number that's more precise because then it reflects that that number is precise. Right.  Sarah: And if you're in Morocco, because I just came back from two weeks in Morocco I learned that you, you know, negotiate the price down to 30% of. They tell you, and then you go back up. So yeah, that's something that we're completely not used to doing the whole bargaining. Right. So I don't recommend that. no, no. And  Janene: I think you are, you're [00:28:00] absolutely right. Think about who you're targeting, what they expect, what works exposed for you now, the 90 nines and the 90 sevens. You know, those work with target groups that are more price sensitive. Yeah. They do, I mean, studies have shown time and again, that 1499 people see the 14, they don't think 15. Yeah. So if they were to see 15 and 1499 next to each other, they would perceive the 1 14 99 as being 14. Now that doesn't mean you have to use that in your business. You need to do what's right for you and for your clients. So understand why those things are things, if you will and then decide, okay. What feels right for my business and for my audience and lead with that, because that's most important to me is that you believe in the number that you use. Yeah.  Sarah: I think that permission piece is so important [00:29:00] because yeah. I've had people ask me, so do I need to do the 2 97? Can I not just, you know, say 300 just because everybody else is doing it. And I'm like, no, you just like, you it's like, whatever you feel is right. And because when you priced the way you feel is right. then if you've done your, you know, intense client work and know who your client is, well, then they will also resonate with that more than the 2 97. Janene: So, and if you're really, really not sure, create two landing pages, change one to have a price of 2 97, 1 to have a price of 300 and AB test. Yeah. Yeah. See what works better. Exactly. Yeah. I mean, okay. You'll make $3 or three Franks, less on each sale for the 2 97, depending on how on your margins. That could be that could make a difference or not, hopefully not. You know, but that's test it out. Yeah. Who says you can't. No  Sarah: one, I have a [00:30:00] follow up question on the comparison because that's another example that I share in the book and we see a lot where we have one same offer mm-hmm , but we have three different prices, you know, like one is the V I P offer the other one the sec, the one in the middle, and then the, the, the, the third one. And you know, where you use that anchor system. So talk to  Janene: us about that. Yeah. So anchoring is actually really important. I always tell PE, ask people what's the best way to sell a 500 Frank product, put it next to a 1500 Frank product. Right. And it's, it's, it's actually true. Yeah, you may never sell the 1500 Frank product, but if it's there, cause what, what you're doing. So the anchoring, the concept here is that people are going to want to compare it to something, right. And if you give them something else on the page to compare it to, they don't necessarily have to go elsewhere to look for a comparison. Right. Right. So that can be [00:31:00] really helpful. Now. Also not just the price, but what's included in each package. So you said the same offer, but there should be three different offers. Sorry. Yeah. Say same sales page, but same sales page, but three different offers. Yeah. What's included in those offers can steer behavior as well as the price. So let's say that, you know, the middle offer is the one that you think is the best for most of your clients. Right? Then you can set it up to kind of steer most of them towards that. Right. Or if you don't wanna use that, you need to make sure that you're not accidentally steering them in the wrong direction. Right. So based on what's included and the price levels, you can, you can. Help them navigate through the decision  Sarah: gently influence them or, or, yeah,  Janene: well navigate. Well, let's, let's face it. I mean, if I worked with a tool called [00:32:00] apathy and it is a tool that allows you to take an Excel. Like I, my pricing tools that I have on my website, they're Excel based. Mm-hmm it take, it takes the Excel tool and makes it into a web-based tool. Okay. So just converse it mm-hmm magic. I love it. and when I wanted to use it, they had three offers. Right. And the first offer was you have access for one, one month or three months. I forget which and then the next level up, it meant that you got a WordPress integration. And it was almost double the price. And I thought, well, okay, mm-hmm but where did press integration is really helpful? It can really solve a lot of problems. So I thought, okay, fine. And then the premium one came with phone support and I thought, well, I don't know anything about web based tools. I have no idea what I'm getting into and it was only 10 bucks more. So I think it went from like 30 to 60 to 70. Dollars. Okay. And the middle one was six months [00:33:00] and the last one was a one year access. Okay. So. My logic was okay. I want the WordPress integration. So I'm willing to pay double right and have six months access. Right. And then in the next step, my logic was, I want the phone support or the, the priority support. I didn't really care about the 12 months. I just, and it's only 10 bucks more. Okay. That's interesting. So they,  Sarah: they actually wanted you to get the, the third  Janene: offer. Right? Did, but that's where they put their focus. They absolutely did. Mm-hmm they absolutely did. And you know, if you start looking at, as you're buying things online, look, look at how they structure the offers and you'll see very clearly. Usually you can tell which one are the most profitable or at least which one they're steering you towards. Yeah. Wine lists at a gross at a grocery store at a restaurant mm-hmm . The most profitable will wine for most restaurants will be the second, most expensive. On like [00:34:00] buy the glass Uhhuh glass. Why? Well, they know that most people don't know a lot about wine mm-hmm so they're trying to, you know, make a good choice, but they don't wanna buy the, they don't wanna embarrass themselves by no, they're not gonna buy the cheapest and they're not gonna buy the most expensive mm-hmm so they buy the second most expensive,  Sarah: right. yeah. Yeah. And that's kind of the traditional thing. So I was surprised that with this tool, They actually wanted you to get the, you know, the highest one, even though it wasn't that much higher, because usually you see the third offer to be some kind of V I P you know, 10 times the middle of it depends. So it was interesting to, yeah, I've never  Janene: seen it really depends. So sometimes. You're right. Sometimes they use the, the premium offer as the main anchor. Yeah. Which means they make it so high price to make everything look cheaper. Yeah. But other times it's actually the it's better for ACY. It was better to have someone in there [00:35:00] for full year mm-hmm Because they had just started and they were working out some of the kinks right. In this web-based con web-based tool converter, if you will, for lack of a better phrase. And so, and to have me on the phone with them, so actually, Benefit more to have people all the way over there. Yeah. Yeah. That feels like  Sarah: an honest offer. You know, it feels like, okay, I see what you're doing, but it's a win-win situation and, and yeah. You know, that's what we want. So I'm gonna share with you an example of one of my programs. So the, the marketing, like we're human program, I ran it in January and I had those three offers. The first one was. Online only mm-hmm I think they went for 500 bucks and then the group program 950 mm-hmm cause I run it live only twice per year  Janene: mm-hmm  Sarah: and then the V I P program for 4,800 mm-hmm where they also got coaching besides the [00:36:00] group program. And so I thought like, you know, the, the cur the common advices, just put that V I P offer on there. You might sell one, but you might not. And to my surprise, I actually sold three and only four group programs. So I was like, what's going on here? Like how, yeah. Can you share some insights of what might have been happening there? Did I not put enough value maybe or perceived value in the group offer? What do you think  Janene: was happening? Yeah, there's a lot of things that could be going on there. The price difference between 509 50 is not very big. Did you get anybody at the 500 or was it no, not for this one. Exactly. So you made, you made the barrier very low for them to go to the middle package. Okay. Yeah,  Sarah: so which I wanted, I wanted to, which was good,  Track 3: right?  Janene: Yeah. Yeah. Which is, which is good. I wanted,  Sarah: You know, [00:37:00] probably, I mean, it was great that I had the three V I P I would've wanted more for the  Janene: middle one for the middle, right? Yeah. Yeah. Hmm. I think, I think here it's, it's just a matter of people wanting that one to one support. Yeah. So the big difference between the two packages, the middle and the top was getting your one to one time. Right. Is that correct? Am I correct in that?  Sarah: Yeah. Yeah. That's the difference. Yeah. Between the two. So,  Janene: And I think for, you know, for some things, you know, I, I I've had group programs as well and I, I will continue to do but I've found most of my clients prefer to work one on one. Because , this is gonna sound funny when I say it, you know, but most people will assume that. Their pricing is special. Right. And that it has to be done in a special way. It's unique and, yeah. Right. And, and yes, every business is unique. Don't get me wrong. I use the same [00:38:00] process with everyone, but as we go through that process, different. Different businesses will require we focus on different areas with different levels of intensity. Right? Right. So it's, it's same but different. And I would guess that, you know, the, the people who went for your, your V IP package, it was really because they wanted that one to one. FaceTime with you. Yeah. And they didn't think that the group would give them what they needed.  Sarah: Yeah. It's interesting. You get so much insights from, you know, just this example and, and, and then you're like, oh, what does that mean for me? Do I want to lower the V I P do I want to increase it? Because I actually want more people in the, in the group or, yeah. How do I play with that? And it's yeah. Yeah. It's just  Janene: so, I mean, I think, I think in your case you could play. Increasing the one to one package mm-hmm , but may, maybe also bringing your, your group program over a thousand. Yeah. Yeah. Yeah. It'll, [00:39:00] it'll be interesting how  Sarah: it plays out for the next. Yeah. I thought I'd bring it up and, you know, because these, yeah. These examples are, are real and we're like, how do we do this? And it's basically just like, well, you, you try and, and then you figure out, okay, this work, that didn't work. How do I improve it now? Right. But obviously  Janene: it could also be that. I mean, cuz they are. They are, I would guess the same, but different , which is so, so specific Janine in that, you know, one is a group, two of them are group program, and one is individual. So having it in this tiered structure, you know, it's. If you had say a VIP option, that was part of the group, it was really a VIP experience of the group, as opposed to a straight up one to one package, then you might see different results. Right, right. Yeah.  Sarah: Yeah. Again, what, what this tells me that is that pricing.[00:40:00]  It's not just about a number that you put on the thing it's also  Janene: about your offering, right? Offering pricing,  Sarah: same, same thing. Really. It's like, well, how much value are you going to put into that price? And, and I think that's kind of what went wrong the last few years. And that's why I, I kind of attack some of these pricing strategies where they use these psychology hacks to, you know, sell a program for a hundred thousand and that, and the actual value. It's just very questionable often. And, and so that's why, what we need to understand is like, well, what is the value that people actually get out  Janene: from that offer? Right. Well, I guess, you know, if, if the business is, you know, half a million dollar business and they're looking to grow to be a million dollar business than investing a hundred thousand dollars to grow your business to a million is, is a reasonable. Investment to expect to make, right? Yeah, of course. But if you're a [00:41:00] $80,000 business and you are investing a hundred thousand to try and get to  Sarah: 200,000, then you  Janene: know, it's, you can, the pace be made probably would most people buy into it? Probably not. Right? Yeah. So it's, it's all contextual and this is why. I cannot emphasize enough when it comes to pricing. You always, always, always have to go back to who are you targeting? Mm. Yeah, because if you're targeting businesses that are $80,000 businesses looking to get to 200, then a hundred thousand dollars offer or Frank offer is probably. Suitable for that target group. Yeah. That's true. And you can really make life difficult for you if you try to create, if you create an offer and then try to force that offer on the wrong target group, right? Yeah. And let's face it. Most businesses start with, this is what I offer. Now. Let me figure out who I [00:42:00] can sell it to . Yeah. As opposed to starting with, I wanna do something for this group of people, with what I have, let me figure out how I can best serve. Sarah: So it feels like there's like two big problems. Either you price too low because you have all this baggage or you grew up in a culture where the lowest price is the best idea or you price too high to the wrong target audience. And I'm sure there's a ton, tons of other problems, but these are kind of the two that stand out from our conversation. Janene: Would you agree with that? Well, yeah. I mean, it's much, if you. Regardless of whether or not, you know what you're no, let me, let me think about how I wanna say this. So. Probability that you will over under price is relatively high. The more you understand about pricing, the more you can reduce that likelihood, right? Yeah. Of being under overpriced doesn't mean it doesn't happen, but even, even if, and here's another interesting part of the [00:43:00] psychology. So even if your price is a little bit high, Yeah. If you're really good at communicating the value, you'll sell it anyhow. Yeah. No. Now you don't want it to be icky sales, but let's say I, you always use this example. So let me just use it again. There are two lemonade stands. You're walking down the street, you run across two lemonade stands. One says lemonade, 25 cents. The other says lemonade, 50 cents. Which one do you buy? okay. In most parts of the world, you might buy one from each kid. If they're two cute little kids selling lemonade, and just give the other one, a 25 cent tip, call it a day. But what if the one that is 50 cents also says clean water included? Hmm. Yeah. And that's the marketing  Sarah: piece. ,  Janene: that's the pricing psychology piece from the communication standpoint. Yeah. That child is communicating the value of what they deliver better. Now it may be that they are brother and sister [00:44:00] and mom is in the kitchen making the lemonade, but because one of them communicated the value differently. People are more willing to pay the 50 cents. Right. And let's say you're in a country where clean water isn't assumed. Then they have an even bigger advantage. So the better that you can communicate the value of your offer. To some degree, not big, not on a big scale, but to some degree, the more wiggle room you have in terms of, you know, O overpricing let's say yeah. Over underpricing. And that's exactly  Sarah: why. And what we said at the beginning, it's not just about the, the number. In fact, the number you can change it, however you want almost with, with boundaries, but it's about communicating that value. That's absolutely so key.  Janene: And I was saying most people struggle. To really understand. I see this in my clients all the time. This is where they struggle the most. When we get to the value [00:45:00] piece, consistently, I mean, there are struggles in different areas, but there's something about that. That attaching a number. Cuz when we do the value work, we don't just talk about benefits. Benefits are not value. It's what people get from those benefits that creates value. And you need to be able to understand the benefits so that you can understand how those create value and then quantify that value mm-hmm . And when it comes to quantifying value and know, it makes people feel really uncomfortable. but it's hard because  Sarah: again, your worth, your worst kind of gets  Janene: in there. It's like, really? Yeah. And they're like, well, what if you know, what if. I can't guarantee it. I'm like, I'm not asking you to guarantee it. I'm asking you to tell a story about the value that people can get. Mm-hmm you can choose to share that with clients or not. It's up to you, but if you don't understand what it is, [00:46:00] then how can you believe in any price that you put out there? Yeah. Yeah. You can't. Mm. And if you don't this ,  Sarah: I, I look at the hour and I'm like, oh no, we have to wrap up. But I'm so glad we brought up the, the value pricing. Cause that was kind of in the questions I, I had prepared and we just kind of jumped over it. But the, yeah, this idea of pricing for value and not like your Dutch  Janene: client just for time  Sarah: exchanged or, you know, let me get the cheapest offer out there so that I get the most clients. It is so important and I think it cannot be repeated enough and, and you're right. It's, it's difficult. I mean, it's,  Janene: you have to believe in the value that you bring. Yeah. Yeah. And if you don't look at it and, and put number to it, Then you'll really struggle to believe in it. And like I said, if you don't, they won't there's always a few gem clients out there who believe in spite that you [00:47:00] don't , but those, you know, those are, are often few and far between and the best thing for you and for your clients is that you understand and believe in the value that you bring. Sarah: Ah, this has been so good. Thanks so much, Janine. This you're welcome has been really valuable. I wish we could. Maybe we will do a second round round. hard to, yeah. But do you share with our listeners where they can find out more about you and how you work with clients and, and all of that? Yeah.  Janene: I encourage people to head on over to the pricing lady.com. Very easy to remember. I have a podcast you'll find some great Information on there as well and regular guests and also solo cast episodes, which are a little bit more instructional. And of course, if you'd like to book a call, you can find that there as well.  Sarah: Wonderful. And I have one last question and that is what are you grateful for today or this  Janene: week? This one? Yep. I'm grateful for opportunities like this. I [00:48:00] really enjoy sharing this topic with people and, and helping people to think differently about it so that they can gain momentum towards having a more sustainably profitable business. So thank you very much, Sarah. Thanks for everyone for listening. Thank  Sarah: you, Janine. Take  Janene: care.[00:49:00] [00:50:00] [00:51:00] [00:52:00] 

Most CPAs struggle with pricing. After all, it's not a topic that's commonly taught. Even less frequently discussed is pricing mindset - in short, how to think about pricing. If you don't think about how you think about pricing, you will run on default thinking. And if you run on default thinking about pricing, you're probably going to leave money on the table.  Here today to talk with me about this problem is my guest, The Pricing Lady, Janene Liston.  Janene is a Certified Pricing Professional, and she works with small businesses to improve how they price so they can be most sustainably profitable.    Highlights: — “What most people understand about pricing comes from being a consumer, especially from the retail industry.”  — “Pricing is about how you set, how you get, and how you manage prices. And it's a way of being or behaving in your business. It's a mindset.” — “There are lots of prices that are right for your business and your customers. Your job is to find the price range that you can work in.”  — “Even if you're offering accounting services that are same (as other accountants), you may be able to charge more if you're better at communicating value.”  — “Believe that you are in fact better than the rest, not just by saying it, but actually being better than the rest.”   ***Want one piece of business strategy delivered daily to your inbox?*** Subscribe here: https://www.shethinksbigcoaching.com/subscribe-main-list Connect with Janene: Website: https://thepricinglady.com/   Download Janene's Self-assessment Pricing Scorecard: https://thepricinglady.com/goodies/  

Talk about a power-packed episode! Host Rachel Wilson Thibodeaux is joined by Janene Liston, architectural engineer-turned- business owner, certified pricing specialist and consultant. Key topics addressed here:When higher prices are NEEDED for sustainabilityHigh ticket vs low ticket pricingThe mistake so many marketers make with pricing and what they should be doing insteadWhy some businesses and marketers should not be offering Black Friday salesFind out what percentage of small businesses are barely breaking even or operating at a loss...hint: it's a little scaryFascinating mindset shifts needed to raise your prices with confidence and more!Janene's website: www.thepricinglady.comFind Janene on most platforms, including Facebook, Instagram and Twitter @thepricinglady Get your 7 Unique Ways For Experts, Service Providers and Marketers to Be Different and Better Cheat Code absolutely FREE at www.bit.ly/differentandbetter Follow the podcast on Instagram @getoutthewaypodcast and follow Rachel @rachel.theswagstrategist  You can also connect with Rachel on LinkedIn at www.linkedin.com/in/brandstrategyexpert If you find value in this, or any other episodes, we'd appreciate if you subscribe and review. Reviews matter and help more people to find the podcast. 

Hey you wild women! My next guest is a highly-trusted pricing consultant and business coach, working with small businesses, startups, and entrepreneurs across industries and the globe. Janene Liston is also a certified pricing professional who has been helping businesses improve pricing and profits for over 25 years.  Her mission is to empower small businesses to be more sustainably profitable, helping them know the value of their offer, and more effectively implement their pricing, ensuring that they can confidently create, communicate, and charge for the value that they deliver. She's the host of Live with The Pricing Lady, the podcast, she is a European public speaking champion, and a sought-after podcast and radio show guest.  Watch out, her passion for pricing is contagious! In this episode you will learn: How Janene got known as ‘the pricing lady' (9:00) When a business should start pricing (16:00) What pricing is and what elements it involves (17:11) How women approach pricing differently than men (24:17) Some of the biggest mistakes people make when they are pricing their offers (32;58) If it's easier to increase your price or lower your price (34:31) What it means to be a wild woman: “Having the courage to trust in yourself. I think I could live more freely and wildly if I had more trust in myself.” - Janene Liston Public Shoutouts: Book: Playing Big by Tara Mohr Got a minute? Would love a review! Click here, scroll to the bottom, tap, and give me 5-stars. Then select "Write a Review." Make sure to highlight your favorite bits. Subscribe to level up your business Subscribe here. ------------- Connect with Janene Website: thepricinglady.com LinkedIn: @thepricinglady Podcast: Live with The Pricing Lady Connect with Renée Warren @renee_warren @we.wild.women www.wewildwomen.com

Janene Liston is also known as The Pricing Lady and she discusses the science behind the right pricing structures for your business and why time based pricing is not always the best option. She also explains why your price should not be based on your costs but on the value you bring.  

Who is Janene?Janene is a highly trusted Value & Profit Expert, working with small businesses, startups and entrepreneurs across industries and the globe...and she’s a Certified Pricing Professional. Her mission is to empower small businesses to sustainably grow their revenue and profit. By showing them how to use the pricing strategies and tactics that help them confidently create, communicate and charge for the value they deliver. Watch out, her passion for pricing is contagiousKey Takeaways1. When people start in business they under-price. They're trying to cast a wide net, and attract anyone. They need to target.2.. Pricing is rooted in a deep understanding of the customer. Because the customer is the final judge and jury on value. It's about making sure that your offer is pitched to the right audience.3. Show Me the Money matrix. Four questions to help determine value to your customer offer. How do I help my customers reduce risk? How do I help them be more competitive? How do I help them improve quality of their of their businessHow do I help them bring economic efficiency? Take those four questions, not only about apply, write down your answers, and then try to quantify them. And then you'll be on your road to understanding better the quantifiable value but that your offer delivers customers,Valuable Free Resource or ActionJanene has a free webinar - details at her website thepricinglady.comA video version of this podcast is available on YouTube : _________________________________________________________________________________________________Subscribe to our newsletter and get details of when we are doing these interviews live at https://TCA.fyi/newsletterFind out more about being a guest at : link.thecompleteapproach.co.uk/beaguestSubscribe to the podcast at https://link.thecompleteapproach.co.uk/podcastHelp us get this podcast in front of as many people as possible. Leave a nice five-star review at  apple podcasts : https://link.thecompleteapproach.co.uk/apple-podcasts and on YouTube : https://link.thecompleteapproach.co.uk/Itsnotrocketscienceatyt!Here's how you can bring your business to THE next level:1. Download my free resource on everything you need to grow your business on a single page : https://link.thecompleteapproach.co.uk/1pageIt's a detailed breakdown of how you can grow your business to 7-figures in a smart and sustainable way2. Join The Complete Approach Facebook Group :  https://TCA.fyi/fb Connect with like-minded individuals who are all about growth and increasing revenue. It's a Facebook community where we make regular posts aimed at inspiring conversations in a supportive environment. It's completely free and purposely aimed at expanding and building networks.3. Join our Success to Soar Program and get TIME and FREEDOM. : https://link.thecompleteapproach.co.uk/Success-to-SoarIf you're doing 10-50k a month right now: I'm working with a few business owners like you to change that, without working nights and weekends. If you'd like to get back that Time and still Scale, check the link above.4. Work with me privatelyIf you'd like to work directly with me and my team to take you from 5 figure to 6 and multi 6 figure months, whilst reducing reliance on you. Click on https://link.thecompleteapproach.co.uk/DiscoveryCall  tell me about your business and what you'd like to work on together, and I'll get you all the details.————————————————————————————————————————————-TranscriptNote, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)SUMMARY KEYWORDSprices, pricing, question, business, customer, janine, great, offer, talk, coffee mug, quantify, spend, wide net, profit, webinar, generalist, common mistake, startups, differentiation, brilliantSPEAKERSStuart Webb, Janene ListonStuart Webb  00:42Hi, and welcome back to another episode of, it's not rocket science, five questions over coffee. I have my coffee mug here in front of me. I'm here with Janine, who is the pricing lady? This is gonna be a really fascinating discussion. Because for me pricing is something so many people get wrong. So many people are afraid of pricing, they're afraid of what it does. I think it's a real differentiator. It's the thing which sets you apart. If you are even a small business, even a solopreneur, your pricing can really set you apart. So I think Janine is going to give us some great tips to great points today. Get your coffee ready. This is going to be a great discussion. Hi, Janine. Welcome to the podcast.Janene Liston  01:22Hi, Stuart. Thanks for having me here. Hello, everyone.Stuart Webb  01:25This is this is going to be absolutely fascinating. So Janine, let's start off with the obvious thing. What's the biggest challenge? And I think we've sort of started to get into this already. What's the biggest challenge your ideal client has faces today?Janene Liston  01:39Right. So I think there's two things for the startups, the solo entrepreneurs, that group of people, it's really about, how can I understand the value of what I'm charging and set the right prices. So it really comes down to a confidence piece for more established businesses is really about optimising profitability, not chasing after profits at all in any cost, but optimising their profit.Stuart Webb  02:07I think that's a really good point you need the word optimising profit is something which I think a lot of time people forget the profit element of system, they're afraid of really understanding the profit margin. So, you know, that leads me on to the next question, what's the common mistake people make when they're trying to solve that problem of their price, withoutJanene Liston  02:30without help? Right. So I think one of the common mistakes that people make when they're first starting out, is under pricing. And usually, a lot of times that will come from trying to sell everything to anyone. They're trying to cast a wide net, and attract anyone. And in doing so they position themselves as a generalist. And when you're positioned as a generalist, your prices, quite frankly, if you're lucky, will be average at best, but you usually they're below average. So casting a wide net for most businesses isn't going to be the way to get enough traction, to be able to get going on a profit context. And quite frankly, profit is how you're going to grow your business later. So without that profit, you basically won't be there to serve your clients later on.Stuart Webb  03:24Janine, that's really interesting, because I think you've said something really interesting, which is this generalist point. And, yeah, I just like to, you know, we're going to expand a little bit on this, because I think it's really important. What you were saying is a differentiator, I've said that I think differentiation is a real key issue for many small businesses, many business, it's differentiation. But you've just sort of talked about the fact that that it, if you're trying to Castle wide that you become too generous. Can you expand a little bit on what you think that means in terms of what that does to your pricing?Janene Liston  03:56Right. So basically, what happens is, there are lots of people who want your product or service or who could use it, and different people will have a different value to it. So this guy over here may think it's nice to have, but I'm not going to spend a whole lot of money on it. This one might think, Oh, that's good value for money. And this one might really think, Wow, this is the best thing ever. And I'm going to give all my money for it. Now, if you're going to price for all three of them, then basically you're going to average those prices. And in order to capture a sort of majority of them, you're going to have to be on the lower end when it comes to an average price or target price. So in reality, what you either want to do is focus on one or segment them have different offers and therefore different price points.Stuart Webb  04:49You know, I was I'm reminded of a story and we could develop this but of a an experiment, a social experiment that we run by I think it was New York University where they put a virtuoso violinist outside of the New York subway station. And he played for 45 minutes and counted the number of coins that were thrown into his violin case. And the answer at the end of that, at that time were a few, a few dollars, He then played a 45 minute concert at a concert venue in front of an audience that had paid to come in here and play. And he gained something in the region of 1000s of dollars for that particular performance. The difference was the audience. It wasn't his playing. It wasn't his his performance, it was the audience he was playing to second audience paid to hear him play because they appreciated his art, his craft, whatever, that's what we're talking about, isn't it? It's about making sure that your offer is pitched to the right audience.Janene Liston  05:56Yes, I always say pricing is rooted in a deep understanding of the customer. Because the customer is the final judge and Judge Jury on the value. And the value is going to determine in the end with the prices. I think also in your story, you can say Location, location, location, also makes a difference. But you're right, it really pricing comes down to the customer. And if I may, this leads me to another mistake that people make. It's that they I lost my train of thought there. Oh, yes, I know what it is. So your service based businesses, when they tend to set prices, they go, Oh, I do this really great thing. Let me see what everybody else is charging. And let me price a little bit less. And your product based businesses tend to go, Ooh, I developed this really cool widget. Let me add at my costs and add a margin. And that's where I'll put my price. Now, if your were listening just a moment ago, then, you know, there's one problem that these two methodologies have in common. And that's both of them completely ignore the customer.Stuart Webb  07:08Brilliant, absolutely. Love that. I love that. And you know, the thing, it just there is it's highlighted, is that that value is that what is the value? What's the value to the customer? Just Just one other thing I was talking to somebody yesterday about a landing page, question that I had for them is how many additional customers and customer and customer value will that bring to your business, because that determines how much you want to put into the cost to develop that landing page. If it's going to bring you one extra customer, they spend another $1 a pound, then you don't want to spend a huge amount on that landing page. But if it's going to bring in 10,000 customers, and they each spend 10,000, you need to spend more on testing and proving. So it's all about the value it brings to your business as well as the value it brings to the customer. Absolutely. Terrific. So, Jenny, we could talk for many hours, I'm sure and we get and we won't, because otherwise this podcast will not be called five questions over coffee. But 10,000 questions over coffee? Well, let's just get to, you know, you have got some great ideas. You've got some great things teach us, what's the way that we can get hold of that knowledge from you, and hopefully, at great value to us.Janene Liston  08:25And so in terms of you're asking, likeStuart Webb  08:29free action or free resource that you're going to be able to sort of pass to us.Janene Liston  08:33Excellent. So there's, I'm running a webinar this weekend next week, which is Is it time to raise my prices and how to do it confidently? Twice? Yes, this time of year that is on top of everybody's minds. What am I going to do with my prices next year. And of course, this year, we're in really unprecedented sort of set of circumstances, right?Stuart Webb  08:59I think I think there's I think there's a drink there. If you've used the word unprecedented, I think we will have to take as longJanene Liston  09:05I don't have a coffee mug, I have my water bottle. Yeah, so this is a hot topic. And everybody is you know, a bit sensitive about what to do wants to know what to do. So I'm going to share with people how to know when it's time and give them some tips and strategies on how to raise prices really effectively.Stuart Webb  09:28Brilliant. I love it. I think it's gonna be a good webinar. So the details of that if you can see scrolling across the bottom of the screen, it's the pricing lady.com forward slash raising, raise prices sorry. Exactly. The pricing lady.com raise prices. Brilliant. Thank you so much to need. So what what contact book or talk has really been impactful in your experience.Janene Liston  09:54So one of the books that I read years ago well before I ever started my own business was called the E myth, and it has stuck with me for a day. And well, there's a couple of things. So first of all, it's really great for young businesses, startups, entrepreneurs. And what stayed with me one was a, it's an easy read. So pretty much anybody can read it. Being an American living in Europe, a lot of people hear English as a second language. So I recommend also for people who's you know, who are, maybe English isn't their strongest language, but it's also published in many languages. And there are two things that I like about it. One is its simplicity. And the two things that stuck with me are one that your business is about creating experience for people. So a lot of the value that you provide beyond the service or beyond the product is actually related to the experience that you create for people. And that can bring as much value as the service or the product itself. And I think that that's really such a strong message to keep in mind. And then the other thing is that when you start your own business, you think, Oh, I can do this better, or I can do this differently. And you think that what you're an expert in is what you're going to spend all your time doing. But those of us who have have a business now, that's not the reality of the case, you do have to be the salesperson and the marketing person, the accounting person, the finance guy, and so on and so forth. And there's a time and a place to do those things yourself. And there's a time and a place to outsources things.Stuart Webb  11:31Yeah, yeah, absolutely. Right. That is a really key thing. I often say, to many entrepreneurs, I come across us what I call the path of least resistance, and they really should understand the value of their own time to their business because we get it wrong so many times. Jenny Lister fast, fascinating discussion, we could go on for hours, but I'm gonna come to question five. Okay, question five is my Get Out of Jail Free card, which is where I can't think of any good question. So I throw it over to you. What's the question that I should have asked you, that you think would have really delivered great value? And, and then please don't leave us hanging? Give us the answer to that question. back for another one of these in just a few days.Janene Liston  12:12Yes, of course. So I think that the the question is probably in people's minds right now is okay, you've told us we need to focus on value. How do I do that? Yeah, so I use something. I love the question.Stuart Webb  12:25I'm hoping we're gonna get a brilliant answer.Janene Liston  12:28Yes, you're about to get a good answer, a great answer, maybe even a really an answer. So I use something with my clients, I call it the Show Me the Money matrix. Okay. Okay. And what we do is we ask ourselves four questions, to help us quantify the value that comes out of our offer. It's not the features in your product, that brand, that is the value, it's what those features do for you. It's not the type of service that you offer. It's that experience that you have and what it brings. So there are four areas that we look at. The first is how do I help my customers reduce risk? How do I help them be more competitive? How do I help them improve quality that can be of life or of their business of their offer? And the last one is how do I help them bring economic efficiency? Take those four questions, not only about apply, write down your answers, and then try to quantify them. And then you'll be on your road to understanding better the quantifiable value but that your offer delivers customers,Stuart Webb  13:35gee, I love it. Sell the benefits, not the features sell the whole not the drill. We've always said it. Haven't we quantified a brilliant way of actually capturing what the benefit is in those four great questions. I love those questions. I will be writing those downloads and I shall make sure that I get it getting bedded into some question matrix that I use. Don't think I can steal your name because it will surely come shortly copyrighted. But those are four great questions about what it is benefit. Yeah, this has been a fascinating discussion. Thank you so much for spending some time but I think I think pricing is such an important topic. It's such a such a difficult one for people to get right. I think you've given us a really great highlights of how to get pricing right. I hope we can get people to come along and get onto that. That webinar. Yeah, just repeat it's the pricing lady. That's that's Janine she is the pricing lady the pricing lady.com forward slash raise prices get along to that webinar, see what you can do with your prices to help you to get the right price based upon the value you deliver to clients and and this is a great topic. So I think there's gonna be some great stuff coming out of that. Just to remind everybody if you want to see in the future, we send out an email before these to try and make sure that you know what's coming up if you want to get onto the newsletter list so that you can see what who get whose guests we get coming up. Get almost going and subscribing to TC a dot FYI, forward slash subscribe if you got to TCA FYI folks have subscribed to before filling your details. Let us know that you want to be told that we've got great interviews with people like Janine coming up, and we will send you an email on the Monday of the week coming up, so that you know who's coming up that week. Janine, thank you so much for being with us today. Really appreciate it. Really appreciate the stuff you've told us. I hope people come and come and populate that webinar. Myself, I'm gonna I'm gonna see if I can get on there and steal some great ideas from you because you've got so much to say about this. Thank you so much for being with us.Janene Liston  15:34Thanks for having me here. It was a real pleasure.Stuart Webb  15:36It's a real pleasure. Thank you Get full access to It's Not Rocket Science! at thecompleteapproach.substack.com/subscribe

“Pricing is all about the psychology baby, with the wiggle of the eyebrows” on the Daily Grind, your weekly goal-driven podcast. This episode features Kelly Johnson and special guest Janene Liston. Janene is the Pricing Lady, a Certified Pricing Professional, an entrepreneur and a European Public Speaking Champion with 20 years experience in product marketing and pricing. She teaches business owners the strategies and actionable steps to set, get and manage pricing with more confidence. S3 Episode 30: 12/21/2021 Featuring Kelly Johnson with Special Guest Janene Liston Audio Credit Intro: Draw The Line Mastered by Connor Christian Follow Our Podcast: Instagram: @dailygrindpod https://www.instagram.com/dailygrindpod/ Twitter: @dailygrindpod https://www.twitter.com/dailygrindpod Podcast Website: http://www.kjfwi.org/the-daily-grind Shop Our Merch: https://kelly-johnson-foundation.square.site Follow Our Special Guest: Instagram: https://www.instagram.com/thepricinglady/ @thepricinglady Website: https://thepricinglady.com/ --- Support this podcast: https://anchor.fm/dailygrindpod/support

Certified Pricing Professional Janene Liston shares her journey behind 20 years of experience leading to her being an entrepreneur and a European Public Speaking Champion. She offers her knowledge on the hidden psychology of pricing. Key points shared in this episode: How to work your way through pricing. Mindset: the importance of valuing oneself first, in order to put a price on our products / services. The value piece it's made up of 4 areas: context, quantify & quality, risk, competitive advantage. What you sell and to whom you sell it, influence the pricing, your revenue and profit. Believe in the price you are charging, how you say it can vary the credibility that the client receives. Find Janene's social media links:  LinkedIn: https://www.linkedin.com/in/thepricinglady/ Facebook: https://www.facebook.com/thepricinglady YouTube: www.janeneliston.com/live Twitter: https://twitter.com/thepricinglady   If you found this information valuable, don't forget to share, like and subscribe! Follow me: Kamille on Instagram: https://www.instagram.com/kamillecawley/ Kamille's website: https://kamillecawley.com/

LifeBlood: We talked about all the variables that go into pricing a product or service, why focusing on cost is a mistake, and the importance of having a deep understanding of your customer with Janene Liston, Certified Pricing Professional and entrepreneur.  Listen to learn how pricing is the biggest driver of profit! For the Difference Making Tip, scan ahead to 17:51! You can learn more about Janene at JaneneListon.com, Facebook, Twitter and LinkedIn. We're honored to have been named one of the top podcasts for investing! We're on YouTube, check us out! George is honored to be included on Investopedia's list of the Top 100 Financial Advisors for 2020! Have George speak to your organization. You can learn more about the show at GeorgeGrombacher.com, Twitter, LinkedIn, Instagram and Facebook or contact George at Contact@GeorgeGrombacher.com.

EP #275 -This week on the podcast, I'm joined by Janene Liston, an Europe's most trusted Pricing Strategist for small businesses and a Certified Pricing Professional as we discuss Is Your Pricing Model Killing Your Business. Her mission is to empower small businesses to sustainably grow their revenue and profit. By using the pricing strategies and tactics that help them confidently create, communicate and charge for the value they deliver. Watch out, her passion for pricing is contagious. Learn More About Janene Liston: Visit Janene‘s Website: https://thepricinglady.com Get Janene‘s free book “The Pricing Scorecard” here: https://thepricinglady.com/pricing-scorecard Follow Janene Liston on LinkedIn: https://www.linkedin.com/in/thepricinglady Follow Janene Liston on Facebook: https://www.facebook.com/thepricinglady Whether you are new to 'The Driven Entrepreneur' podcast or a recurring fan, please help out by subscribing to the show on Apple, Spotify, or Google, and leave us that 5-Star love and a quick review over at Apple Podcasts! Your support and your reviews mean a lot to me, and really help the show to reach more people. Plus, it provides me with valuable feedback, so that I can continue to bring value to you each and every week. I love hearing from fans and listeners. Please share your feedback, guest suggestions, or ideas for show topics with me on social media. Connect with Matt Brauning On Social Media: Follow Matt Brauning on Facebook: https://www.facebook.com/mattbrauning Follow Matt Brauning on Instagram: https://www.instagram.com/mattbrauning/ Follow Matt Brauning on Youtube: https://www.youtube.com/mattbrauning/ Check out more on this podcast, PLUS subscribe to my other podcast “Speaking of Getting Booked” This one's for anyone who wants to get booked to speak. We interview people who book and hire speakers just like you, and share all their strategies for you to get booked!" mattbrauningpodcast.com Get a signed copy of my #1 Best-selling book, "The Firebox Principle" PLUS take the Firebox quiz FREE at: fireboxbook.com Want to sponsor the show? Email inquiries to: mattbrauningpodcast@gmail.com

Janene Liston is the pricing lady. Janene opens our eyes to things we've never even considered before today.  It's a conversation that dives deep in the biggest pricing faux pas in the world of business. Lots of takeaways with very little math LOL! Learn-the most common mistakes entrepreneurs make when it comes to pricing-how 1% improvement can lead to 8% profit-why eroding prices are often overlooked and dangerous Masterclass:  Working Hard Sucks And It's Costing You Money!https://www.winthehourwintheday.com/working-hard-sucks-and-its-costing-you-money-masterclass Win The Hour, Win The Day! www.winthehourwintheday.comPodcast: Win The Hour, Win The Day PodcastFacebook: https://www.facebook.com/winthehourwintheday/LinkedIn:  https://www.linkedin.com/company/win-the-hour-win-the-day-podcast You can find Janene Liston at:Website: https://thepricinglady.com/Facebook: https://web.facebook.com/janene.liston.1Email: janene@thepricinglady.comLinkedIn: linkedin.com/in/thepricingladyWin The Hour Win The Day https://www.winthehourwintheday.com

My today's guest: Janene Liston, also called The Pricing Lady, is the Pricing Strategist for small businesses from Switzerland. She began her career as an engineer and spent her time on construction sites. But it wasn't her passion as well as her next stop in marketing and product management. Finally, she found her big mission which is to empower small businesses to build the pricing strategies that help them charge for the value they deliver and build more sustainable and profitable businesses. You can find her here: www.thepricinglady.com DO YOU WANT TO START WRITING? ✍️ Take my free 5-Day Writing Challenge: https://www.estherbuerki.com/writing-challenge ✍️ Find my free resources and online programs on my website: https://estherbuerki.com ✍️ Follow me on Facebook: https://www.facebook.com/inspirationb... ✍️ Follow me on Instagram: https://www.instagram.com/esther_buer... ✍️ Join me on Linkedin: https://www.linkedin.com/in/estherbue... ✍️ Get in touch with me through e-mail: contact@swissmadestory.ch Esther Bürki SWISS MADE STORY Im Stumpen 7 8409 Winterthur Switzerland --- Send in a voice message: https://anchor.fm/esther-buerki/message

Welcome to Episode 311 of the Yeukai Kajidori Show. In this episode, Janene Liston and I discuss effective pricing strategies. If you want to know how to effectively manage prices based on value and set the right pricing strategies so you can build sustainably profitable businesses, tune in now! In this episode, you'll discover: Areas to focus on pricing-setting process.The process of constructing the value to price your productsSteps to do once you set the price.Process of developing pricing strategiesIdentifying the advantages to work with   About Janene Janene Liston is a Certified Pricing Professional, whose accomplishments include: Europe’s most trusted pricing strategist for small businessesFormer Construction EngineerHired as Global Pricing Manager in 2004 More Information Learn more about how you can improve your results with pricing strategy with Janene Liston's training program on www.thepricinglady.com Facebook: https://www.facebook.com/thepricinglady/ Twitter: https://twitter.com/thepricinglady Linkedin: https://www.linkedin.com/in/thepricinglady/ Yeukai's Links:   Get free resources: Yeukaicourses.com   Stay in the know: Yeukaibusinessshow.com    Thanks for Tuning In! Thanks so much for being with us this week. Have some feedback you'd like to share? Please leave a note in the comments section below! If you enjoyed this episode on effective pricing strategies., please share it with your friends by using the social media buttons you see at the bottom of the post. Don't forget to subscribe to the show on iTunes to get automatic episode updates for our "Yeukai Kajidori!" And, finally, please take a minute to leave us an honest review and rating on iTunes. They really help us out when it comes to the ranking of the show and I make it a point to read every single one of the reviews we get. Please leave a review right now. Thanks for listening!

Do you charge services to what you are actually worth? Many small business entrepreneurs tend to underestimate the value of their services or undersell themselves to compete with others. However is it sustainable? Today we are joined by Janene Liston, the Pricing Lady, who is here to share with everybody some tips and tricks to help you use pricing strategies to close better deals and grow profits. Don't miss these Highlights:  The three faults in comparing your pricing to another competitor Her journey from a structural engineer and its influence on further developing sales and pricing in businesses The purpose of implementing a pricing framework to determine your pricing in different markets and understanding price erosion Putting yourself out of your comfort zone in order to price yourself at what you are truly worth The importance of connecting with your target customer group in order to evaluate your services and establish that win-win situation About the Guest:  Janene Liston, is a certified, pricing, professional, and entrepreneur and a European public speaking champion with 20 years experience in marketing and pricing. She's been a speaker at conferences, seminars in organizations & clubs, as well as a guest on radio and podcast shows from across the Globe. She covers topics like price setting, pricing communication, and pricing psychology, helping small businesses build pricing knowledge, strategies & skills. She teaches business owners how to set the right prices and close more deals. http://www.thepricinglady.com (http://www.thepricinglady.com) About the Host:  Duff Gardner is an award-winning 7-figure marketer, startup founder and digital producer. Today, he leverages his 30+ years in a diverse range of businesses and his journey overcoming a series of out-of-the-blue panic attacks to help impact-driven entrepreneurs leverage the power of what he calls “startup thinking” to start, scale and serve in a big way. He is the host of the podcast Off My Duff - The Entrepreneur Podcast and Founder of the training company Offers that Sell. Duff holds an MSc. in Learning Sciences and Information Technology from Carnegie Mellon Silicon Valley, is a fierce advocate of LGBT+ rights and animal rescue, and lives in beautiful Victoria BC. His mantra is: “teach what you love, live from your truth”. http://www.offmyduff.com (www.offmyduff.com)  Website - https://duffgardner.com/ (https://duffgardner.com/) Linked in - https://www.linkedin.com/in/duffgardner/ (https://www.linkedin.com/in/duffgardner/) Facebook - https://www.facebook.com/offmyduff (https://www.facebook.com/offmyduff) Instagram - https://www.instagram.com/duffgardner/ (https://www.instagram.com/duffgardner/) Twitter - https://twitter.com/offmyduff (https://twitter.com/offmyduff) Youtube - https://www.youtube.com/c/DUFFGARDNER/ (https://www.youtube.com/c/DUFFGARDNER/)   Thanks for listening! Thanks so much for listening to our podcast! If you enjoyed this episode and think that others could benefit from listening, please share it using the social media buttons on this page. Do you have some feedback or questions about this episode? Leave a comment in the section below! Subscribe to the podcast If you would like to get automatic updates of new podcast episodes, you can subscribe to the podcast on Apple Podcasts or Stitcher. You can also subscribe in your favorite podcast app. Leave us an Apple Podcasts review Ratings and reviews from our listeners are extremely valuable to us and greatly appreciated. They help our podcast rank higher on Apple Podcasts, which exposes our show to more awesome listeners like you. If you have a minute, please leave an honest review on Apple Podcasts. 

  Welcome the Driven Female Entrepreneurs Podcast! The weekly show that helps you dream bigger and achieve more in your business, by learning what works from successful female entrepreneurs.   In this bonus episode In this bonus episode of the Driven Female Entrepreneurs Podcast, I invited some of my previous guests back for a discussion about what it takes to succeed as a female entrepreneur.  It was so fascinating to compare notes and there was so much value shared. In this bonus episode I spoke with: Ep 28. Janene Liston, the Pricing Lady www.melittacampbell.com/janene-liston   Ep 10. Elaine Slatter, Small Business Marketing consultant www.melittacampbell.com/elaine-slatter   Ep 35. Giselle Rufer, Founder of Delance Watches for Women www.melittacampbell.com/giselle-rufer   Ep 45. Yelena Ganshof de Meersch, Brand Expert www.melittacampbell.com/yelena-ganshof   Join the Driven Female Entrepreneur Community Come and join like-minded women in the FREE online community for Driven Female Entrepreneurs.  You can expect many more tips, tools and insights to support you as you build and grow your business to 6 figures and beyond!   > The Driven Female Entrepreneurs Club   About Your Host, Melitta Campbell Since 1997, Melitta has been using her ability to spot gaps between a company's goals and its strategy and positioning to help businesses become profitable and achieve growth - in as little as three months. By combining the insights gained from working directly with senior leaders for more than 20 years, her unique blend of art-school and business-school training, and her restless curiosity, Melitta has helped her clients identify new opportunities and develop creative solutions that add value in profitable and purposeful ways, that are straight-forward to implement and result in a clear competitive edge. After witnessing too many talented and passionate women fall short of their vision to make a profit and a difference, more recently, Melitta has brought her business, leadership and marketing expertise together with her personal experiences, to become a trusted advisor and coach for female-led businesses. Book your Free Business Clarity Call: www.melittacampbell.com   Get More Clients with your FREE Listener Gift The number one question I'm asked is: How can I get more clients?  To help you market your business and attract more of your ideal clients, download your free eBook today: Download your FREE Gift: 100 Ways to Market your Business for Free! Follow the show on Twitter Get bonus tips and content on the Driven Female Entrepreneur Twitter channel

This week we welcome to the podcast Janene Liston, a.k.a The Pricing Lady. Janene discovered her passion for pricing after an early career that saw her as an engineer, before venturing into marketing and product management.Since 2014 Janene has been working independently as 'The Pricing Lady', supporting small business in Europe become more confident in their pricing.In this episode she shares some of her most important pricing lessons with our listeners.In today's episode we discuss:Why price is only important in the context of valueAvoiding the trap of pricing based on your competitionHow to respond when a client or prospect says 'that's too expensive'Why you should avoid using the word 'costs' in pitches and the better alternativesThe importance of tiered pricing and how it can help frame your value and move your prospect towards making a decisionHow reframing rejections and objections may help you overcome fear during pitchesHow meditation and mindfulness can support improved confidence in pricing and negotiationCONNECT WITH JANENE THE PRICING LADY:https://janeneliston.com/https://www.linkedin.com/in/thepricinglady/https://www.facebook.com/thepricinglady/https://twitter.com/thepricingladyhttps://www.youtube.com/channel/UCsGZwi8otsnH07t98Bo9gogREFERENCED ON THIS EPISODE:Book: How To Build Your Creative Career by Russell Nohelty: https://amzn.to/3oQOojsPodcast: The Advertising Hour - Selling Out with USA Today Best-Selling Science-Fiction & Fantasy https://pod.co/the-advertising-hour/7-selling-out-with-usa-today-best-selling-fantasy-and-science-fiction-author-russell-noheltyArticle: Pricing Experiments You Might Not Know But Can Learn From https://cxl.com/blog/pricing-experiments-you-might-not-know-but-can-learn-from/The Handy Brain Method from Dan Siegel https://www.youtube.com/watch?v=gm9CIJ74OxwCONNECT WITH SCOTT:scott.colenutt@sitevisibility.comhttps://www.linkedin.com/in/scottcolenuttCONNECT WITH SITEVISIBILITY:https://www.sitevisibility.co.uk/https://www.youtube.com/user/SiteVisibilityhttps://twitter.com/sitevisibilityhttps://www.facebook.com/SiteVisibility

  Welcome the Driven Female Entrepreneur Podcast! The weekly show that helps you dream bigger and achieve more in your business, by learning what works from successful female entrepreneurs.   In this episode In this episode of the Driven Female Entrepreneurs Podcast, I speak with Janene Liston, The Pricing Lady, about her business journey and how she helps business owners large and small, develop the right pricing strategies and start charging their worth.   Janene didn't start out her career as a pricing strategist, but as a structural engineer (with a passion for bridges!). But a few years into her career realised that she wanted to move into a role where she could use her problem solving skills in an environment that offered more interaction with people. That move took her from the U.S. to Switzerland and soon after into a role as a Pricing Manager for Siemens. When the time was right for her to start out on her own, Janene decided to use her pricing expertise and experience to help small and medium-sized businesses to enjoy greater profits through pricing that is better aligned to their brand and objectives.  Listen to this episode to discover the impact the right (or wrong) pricing can have on your business how to get start designing your own pricing strategy.   Highlights In this episode you'll learn: How pricing impacts every aspect of your business strategy, not just your financial goals. Where to start when finding the right price for your offers. The importance of having a clear niche or target market. Why setting your price is just one piece of the pricing puzzle. The importance of follow through in successfully getting the prices you set. How your communication impacts the perceived value of your offer. How to confidently stand by your prices. Why getting a 'No' response can be a good thing, and what to do next. The danger of pricing too low. Why preparation is key when it comes to your sales conversations. How discounts always come with a trade-off. The importance of getting a coach or mentor to support your growth. The power of a strong supportive network. ... and much more!   About Janene Liston  Janene Liston is Europe's most trusted pricing strategist for small businesses. She's a Certified Pricing Professional, an entrepreneur and a European Public Speaking Champion with 20 years experience in product marketing and pricing. She teaches small businesses and startups how to create, communicate and charge for the value they deliver - helping them build the right pricing strategy. They can close more deals at the right price and build more sustainable profits.   Connect with Janene    https://www.janeneliston.com Linkedin profile      Facebook page      Twitter handle   Join the Driven Female Entrepreneur Community Come and join like-minded women in the FREE online community for Driven Female Entrepreneurs.  You can expect many more tips, tools and insights to support you as you build and grow your business to 6 figures and beyond!   > The Driven Female Entrepreneurs Club   About Your Host, Melitta Campbell Since 1997, Melitta has been using her ability to spot gaps between a company's goals and its strategy and positioning to help businesses become profitable and achieve growth - in as little as three months. By combining the insights gained from working directly with senior leaders for more than 20 years, her unique blend of art-school and business-school training, and her restless curiosity, Melitta has helped her clients identify new opportunities and develop creative solutions that add value in profitable and purposeful ways, that are straight-forward to implement and result in a clear competitive edge. After witnessing too many talented and passionate women fall short of their vision to make a profit and a difference, more recently, Melitta has brought her business, leadership and marketing expertise together with her personal experiences, to become a trusted advisor and coach for female-led businesses. Book your Free Business Clarity Call: www.melittacampbell.com   Get More Clients with your FREE Listener Gift The number one question I'm asked is: How can I get more clients?  To help you market your business and attract more of your ideal clients, download your free eBook today: Download your FREE Gift: 100 Ways to Market your Business for Free!  

Do you worry about what and how to charge customers or clients? Maybe you feel unsure how your current pricing strategy will keep you profitable? Well, you’re not alone! Many businesses hire Janene Liston, our guest expert, to get their pricing right as well.  Known as “The Pricing Lady”, Janene understands pricing strategies and can help you discover where your potential profit is hiding. She’s a trusted business partner for hundreds of clients and has a wealth of corporate experience within a variety of industries. In this conversation, she demystifies the idea of what your pricing should be and how to do it in a way that charges you up, while maintaining a profitable business. If you’re ready to make a positive difference in your business, you don’t want to miss this episode.

“Pay attention to what your prices are actually communicating towards people. Your prices speak with your customers, and they stir behavior, they can either be stirring them in a direction that is beneficial for both of you, or in the wrong direction.” –Janene Liston Your pricing isn’t just about determining the right monetary value; it’s your identity. Leveraging your biz requires a profound consideration on how you place your prices. You will encounter countless struggles and challenges along your journey especially on pricing matters. You will come across various customer types that will challenge your resolve. This podcast reveals pricing strategies that premium entrepreneurs follow. It’s not about how high or how low you set them. Rather, it is how you put value primarily, to yourself and next to your target customers.  Check out my website: https://thekimsutton.com/ Shownotes: https://thekimsutton.com/pp600   Follow Kim on: Facebook: https://www.facebook.com/kimsuttonofficial/ LinkedIn: https://www.linkedin.com/in/kimberlyannesutton/ Twitter: https://twitter.com/thekimsutton   Highlights: 02:19 The Pricing Lady 09:27 Pricing Challenges 14:07 Brands and Prices 21:12 Your Focus Group 25:32 Worthy of Your Business 32:23 3 Mindset Areas in Pricing 36:08 When Your Customers Say: “That’s Too Expensive!” 42:21 What Your Prices Say 

#EPISODE23 - HELP! WHAT SHOULD I PRICE MY COURSE? Take a screenshot of the episode on your phone and tag me on your Instagram Stories @nafisa_mark Pricing can be a minefield. I totally get it and have asked myself the above question several times. It's not just the strategy aspect one has to review but then there is also all the debilitating mindset crap that comes along with it. Will my customers pay that price, will they they think I'm too cheap, too expensive???..... And before you know it, you've got yourself in such a tangle and overwhelm and your plucking pricing out of thin air, right? Don't worry I have your back. Pricing your online course can feel like throwing a dart and randomly picking numbers, but when done right it’s the easiest way to make hundreds (if not thousands!) more on your online course. After a lot of work put into mastering my own pricing. And by valuing myself, my programmes, the transformation they provide, the work i put into creating them - I truly don't have issues with pricing any more as well as having my ideal client buy. I can't wait to tell you how I have achieved this. On this episode, I will be answering the above crucial question on the 'Marketing Pod' alongside Janene Liston. Janene Liston is Europe’s most trusted pricing expert for small businesses & Solopreneurs. An American now based in Switzerland, she’s a Certified Pricing Professional with over 20 years experience in product marketing and pricing. She teaches business owners the strategies and actionable steps to set, get and manage pricing with more confidence. In episode 23 of the Marketing Pod, today, I'll be asking all the most confusing questions and challenges that Female Solopreneurs have around their pricing. So get ready to get a better understanding of pricing for your course, programmes and more. You'll soon be saying bye to the confusion around setting a fair price that your audience may or may not pay to creating offers that align with your soul, your audience and make you hundreds (if not thousands!) more. If you have a burning question around pricing your course, service, membership or more, pop on over to my Instagram stories or head on over to the Marketing Pod Community Facebook Group. And don't forget to subscribe to the Marketing Pod and leave a review gorgeous. Nafisa xoxo Download Janene's free pricing video series at her website: www.janeneliston.com/tec

In this episode, Esmie and Janene discuss:  Lives in Switzerland since July 31st of 2001 Went through burnout during her corporate job, she was crying… The post Janene Liston: Price According To Your Worth appeared first on EsmieLawrence.

Janene Liston, also known as The Pricing Lady, sat down to discuss how her career as an engineer in the U.S. led her to Switzerland where she found her passion in pricing. The SwissPats also discuss what the results mean following the Zurich tradition of lighting a snowman on fire and how much the Lausanne police fined a man after parking for five minutes when he just paid for four. 

One of the hardest things a business owner faces is setting the price for their products, especially if you are the product! Janene Liston moved from California to Switzerland and has taken her career expertise and created a business advising small & medium sized businesses on their pricing and how to charge what you are worth. And that's why she calls herself The Pricing Lady! Full Episode notes : www.alexcongdon.com/26

Pricing with Janene Liston The post 023 Pricing with Janene Liston appeared first on Creative Funding Show.

Worrying about what and how to charge customers is costly – your time, energy and money. Clients hire Janene to help them build a profit mindset in their business – master the skills of pricing, be confident in communication and on the path to business success. Watch out. Her passion for pricing is contagious. Janene [...] The post Ep 163: [On Air Coaching] Raising visibility through speaking and interviews with Janene Liston appeared first on Amanda Berlin -- Communication Strategy and Business Consulting.

This live coaching session today has dealt with a lot of pain points and I am 100% certain that you are going to get a lot out of this. Today’s episode discusses a lot of obstacles that an entrepreneur faces, whether established or just starting out. Janene has a big dream for giving back. Her plans include that of a lifestyle change where she can take two months off and render volunteer services to the less fortunate. But—yes, there is a but—she isn’t in that position to do so, just yet. We help Janene today on the steps she can take to achieve that goal she’s focused on. Get your pens ready because the tips I’m throwing out here are not just limited to Janene’s area of challenge. Stay tuned in until the very last minute to learn more.   About Janene Liston I'm here today with Janene Liston, the Pricing Lady. She's a multi-passionate entrepreneur who believes that inside each of us is all we need to thrive in life. Sometimes we just need help tapping it. Clients hire her to help them build more confidence when it comes to what and how to charge their customers. She's taken her passion for pricing (yes, one can be passionate about pricing) and communication from the corporate world to the entrepreneurial world, helping business owners just like you and I. Janene’s Top 5 StrengthsFinder Themes:   Learner Relator Ideation Individualization Strategic     Key Takeaways Having a profit mindset in your business doesn’t make you greedy, it makes you smart. Allow yourself the permission to gravitate to people who lift you higher. If you want to go to that next level, protect yourself from the people who suck you dry. Our strengths have needs, just like humans need air and water. Getting out of the status quo is a need. Time-Stamped Show Highlights [02:23] Saying hello to our guest, Janene. [05:22] Who does Janene primarily work with? [06:00] The psychology behind pricing.“Pricing in my opinion, is 80% human psychology.” [08:12] Janene’s strength themes that further separates her from the pack.“I’m in the zone most when I’m learning something new.” [13:14] What is the process working with Janene.“Help them focus on what’s right and what works in the context of their values and the kind of business they want to have.” [16:20] Janene’s limbo kind of challenge in her business.“I know what I need to do but it’s not always bringing me in the direction that I want to head.” [18:53] Our guest paints a picture of what a harmonious, successful life looks like.“Being around people in a support network.” [24:28] Alissa shares some pointers on how to achieve the lifestyle that our guest envisions.“If you don’t take your profit, you’re never going to take your profit.” [28:18] The importance of self-care.“One of the biggest reasons that we burn out is that we don’t continue to fill our cup.” [30:45] Alissa is on a roll talking about strengths. [32:41] Alissa recaps on the interview’s talking points. [35:40] Podcast recommendation of the week! Selected Links for This Episode The Pricing Lady Connect with Janene on Twitter Connect with Janene on LinkedIn 12-Point Checklist Profit First Podcast of the Week: Profit First podcast by Mike Michalowicz Frickin’ Awesome Resources Frickin’ Awesome Entrepreneurs Facebook Community From Frustrated to Frickin’ Awesome by Alissa Daire Nelson Daire Success Coaching website StrengthsFinder 2.0 test StrengthsFinder 2.0 by Tom Rath