110: Discover Your Pricing Mistakes with Per Sjofors

Per Sjofors is a six-time CEO, pricing expert, and author of The Price Whisperer: a Holistic Approach to Pricing Power. We talk about price anchoring, the mistakes businesses make with pricing, and how low prices can potentially scare away customers. 

 

Time Stamps

[00:40] Per's entrepreneurial journey

[04:08] Specific problems with modern pricing strategies

[07:00] Reasons why pricing is critical for business success

[09:56] How to develop a practical pricing framework

[12:03] The risk of overcomplicating pricing

[13:59] When and when not to hide prices on your website

[16:11] The psychology behind hidden prices

[18:19] What is price anchoring, and is it effective?

[22:42] How to defend and justify your pricing

[27:01] Can low prices scare away customers?

[28:37] The drawbacks of attracting price-sensitive clients

[30:52] Parting thoughts 

 

Links and Resources

Steve and Greg Cleary's Book: Pinnacle: Five Principles that Take Your Business to the Top of the Mountain

Per's Book - The Price Whisperer: A Holistic Approach to Pricing Power

Per's LinkedIn

Persjofors.com