Episodes

Most tech founders treat pricing as a late-stage decision. Adriana Daragon of GTM Advantage explains why that's a costly habit — and what happens to trust when you discount to close. A sharp conversation about commercial thinking, go-to-market strategy, and the pricing signals founders consistently misread. Reach out to Adrijana: https://gtmadvantage.ch/ Mentioned in this episode: The Pricing Lady is a proud member of the SwissCast Network Discover more great podcasts for English-speaking Switze...

Pricing when clients are struggling usually triggers the same instinct: lower your price. But that's often not the real question, and it's not always the right move. I look at what's being asked, what dropping your price costs you, and why holding steady isn't as unfair as it feels. Mentioned in this episode: The Pricing Lady is a proud member of the SwissCast Network Discover more great podcasts for English-speaking Switzerland SwissCast Network

Speaking fees are more misunderstood than most speakers realize — and the data proves it. Alex Merry, founder of Mic Drop, shares what 500k£ in speaking engagements revealed about where the money actually is, plus the pricing journey that took him from a £200 program invented on the spot to offers he's confident standing behind. Reach out to Alex Get the Speaking Toolkit: https://alexmerry.com/public-speaking-toolkit/ Follow him on LinkedIn: http://linkedin.com/in/mralexmerry Mentioned in this e...

Most founders anchor to the lowest price in their market. They call it being competitive. It isn't. It's a trap — and it shapes everything from the clients you attract to how hard it is to grow. This episode gets into why.

Free coaching sessions feel generous and the intention behind them (demonstrate value to build trust) is valid, but that’s not the whole story. They also shape who shows up, how seriously clients take the work and how your pricing lands later. The bigger question: is using free sessions the best way to attract the right clients – or is it just you in your comfort zone? Mentioned in this episode: The Pricing Lady is a proud member of the SwissCast Network Discover more great podcasts for English-...

During a recent keynote with coaches, someone wrote in the chat: "There are so many coaches now, I don't think we can charge what we used to." It's a question a lot of coaches are asking themselves. But lowering your prices isn't a neutral move. It changes the clients you attract, the work you do day to day and how many people you need to hit the same revenue goals. Before you drop your prices, it's worth understanding what a saturated market does to pricing — because it's not what most coaches ...

Preventing scope creep isn’t about controlling your clients—it starts with how you structure your work. Most scope creep is created long before a client ever says yes, and if left unchecked, it quietly erodes your pricing power. In this episode, I break down the three moments where scope creep actually begins: your offer design, your contract, and how you respond when boundaries are tested. Because the real fix isn’t raising your prices—it’s tightening the structure around how you work. Mentione...

Client referrals can be the fastest yes in your business, and the easiest way to make pricing decisions you would not normally make. Janene and Celina Guerrero unpack how referrals change behaviour, soften boundaries and quietly pressure pricing and profitability. If you have ever rushed into a yes because it was a referral, this episode will help you slow down just enough to protect your standards. ***** Hi I'm Janene, Let’s Take the Next Step Together Pricing can feel confusing or overwhelming...

Pricing flinch? That moment you hesitate, soften, or overexplain when someone asks what you charge. In this episode, I revisit my original take and share what I see differently now: the flinch isn’t one problem, it’s a diagnostic signal. Listen in to spot what yours is really pointing to — so you stop “fixing” the wrong thing. ***** Hi I'm Janene, Let’s Take the Next Step Together Pricing can feel confusing or overwhelming — and that’s completely normal. I’m here to help you gain clarity and con...

Pricing coaching services after corporate can expose an uncomfortable truth: experienced professionals pricing like beginners. In this episode, I sit down with Glasa Gottschalk, Life & Business Mindset Coach and founder of G.I.I. Coaching & Consulting, to talk about why that happens — and what needs to shift. From well-meaning but misguided advice inside certification programs to the carryover of effort-based, hourly thinking, we explore how corporate experience quietly gets discounted when prof...

If pricing still feels hard, the issue might not be the number — but how the pricing decision was made. In this episode, I dig into why thin decisions create doubt, and how to recognize when your pricing doesn’t have enough behind it to be trusted. ***** Hi I'm Janene, Let’s Take the Next Step Together Pricing can feel confusing or overwhelming — and that’s completely normal. I’m here to help you gain clarity and confidence. If you’re ready for personalized support and real solutions, book a cal...

Using AI in price setting only works when you stay the decision-maker. Let it support your thinking, not override it. In this episode of The Pricing Lady, I break down how to use AI as a strategic tool in your pricing process without handing over control. You'll learn where AI adds the most value, the risks of treating its output as truth, and four mindset shifts that keep your authority intact. ***** Hi I'm Janene, Let’s Take the Next Step Together Pricing can feel confusing or overwhelming — a...

Defending prices is often a symptom, not the real problem. If you're scrambling to justify your fees, chances are the foundation is missing. In this episode, I’ll help you uncover why you’re on the defensive — and what clarity you need to feel confident about your prices. ***** Hi I'm Janene, Let’s Take the Next Step Together Pricing can feel confusing or overwhelming — and that’s completely normal. I’m here to help you gain clarity and confidence. If you’re ready for personalized support and re...

Is your pricing legally sound—or skating close to legal trouble? In Part 2 of this series, legal strategist Vena Verga-Danemar returns to unpack more of the pricing pitfalls founders often overlook. We dive into the legal grey zones behind: Discounts and comparison pricing: when slashing prices can backfire Dual-currency pricing and geo-blocking: where convenience meets compliance Marketing claims and testimonials: how bold language can cross legal lines If you're running sales, pricing internat...

What if your pricing is legally off — and you don’t even know it? In this episode, Janene is joined by legal and business strategist Vena Verga-Danemar to unpack what every founder needs to know about pricing and legal compliance. They break down how pricing clarity, terms, and legal structure work together to protect your business and build trust with clients. You’ll learn: • Why B2C laws apply based on your customer’s location, not yours • How to use pricing and legal terms to filter out the w...

Should I lower my prices? It’s a question every service-based business owner faces at some point, often in moments of doubt or sales stress. In this episode, I show you how to pause, assess, and respond instead of reacting. You’ll learn the common triggers behind pricing discomfort and how to protect your value with clarity and confidence. Pricing Tool Kit Link: https://thepricinglady.com/calculate-this/ The Price Check Guide: https://thepricinglady.com/price-check-guide/ Mentioned in this episo...

International pricing can feel like a minefield. Should you vary prices by country? What if you don’t? In this episode, I revisit my very first guest interview, where my guest came to me with the question: “How can I do international pricing more intentionally?” We explored when to differentiate prices, what tools can help, and whether you even need to vary prices at all. Originally recorded in 2019, I’ve come back to it with a fresh perspective, adding new insights and filling in a few importan...

Small pricing adjustments can be a game-changer—if you do them regularly. In this solo episode, Janene explains why ignoring pricing for too long leads to panic, and how small, smart tweaks help you stay profitable without a full overhaul. She looks at 3 simple examples to help you explore where and how you can make small, but mighty adjustments in your business. ***** Hi I'm Janene, Let’s Take the Next Step Together Pricing can feel confusing or overwhelming — and that’s completely normal. I’m ...

We're entering the final stretch of the year—and it’s the perfect moment for a pricing check-in. Most business owners are focused on finishing strong. But they rarely pause to ask: "Is my pricing actually helping me get there?" In this episode of The Pricing Lady podcast , Janene walks you through 5 smart, strategic questions that help you uncover hidden misalignment, make targeted pricing adjustments, and set yourself up for a stronger finish to this year. Don't delay the sooner you listen the ...

When pricing feels personal, confidence often takes a hit. In this solo episode of The Pricing Lady Podcast, I explore how tying your self-worth to what you charge can quietly sabotage your business. You’ll learn five ways this shows up and three strategies to separate your identity from your pricing decisions. If you’ve ever dropped your price mid-call or hesitated to raise rates, this episode is for you. Hit play and start shifting how you think about pricing—so you can show up with more confi...

Negotiating with confidence isn’t about having all the right words—it’s about knowing your value, owning your ask, and holding your ground, even when it feels uncomfortable. In this episode, I’m joined by Carrie Gallant, leadership coach and negotiation strategist, who shares powerful insights on why so many women hesitate to negotiate—and what we can do to change that. We talk about shifting your mindset around Pricing, how to prepare for high-stakes conversations, and why silence after stating...

How do you create strategic pricing clarity ? It starts with defining what success means to you. In this episode of Live with The Pricing Lady , I’m speaking with Anna Lundberg, business mentor and founder of One Step Outside. We explore why pricing that aligns with your personal and business goals is far more sustainable—and powerful—than copying what others are doing. We talk about undercharging, mindset traps, and how to shift from selling time to selling transformation. Anna also shares her ...

Can pricing really build trust? Absolutely. And if you’ve ever hesitated to share your prices or felt unsure about how much to show and when , this episode will help you reframe that hesitation. In this solo episode, I take you behind the scenes of pricing transparency—what it really means, and why it matters more than many service-based businesses realize. We’ll explore the surprising connection between how you present your prices and how much your clients trust you. You’ll hear why a lack of c...

What if your biggest pricing challenge isn’t your market, your competition, or your offer—it's what’s going on in your head? In Part 2 of The Psychology of Pricing series, we shift our focus inward to explore how the psychology of pricing impacts your decisions far more than you might realize. Because even the most brilliant pricing strategy won’t work if you’re subconsciously undercutting yourself with doubt, fear, or outdated beliefs. In this solo episode, I take you behind the scenes of what ...