Untapped Pricing

If customers don't easily understand your pricing, they'll hesitate or default to the lowest-priced option. We see this all the time when we measure how hard customers have to think to understand pricing. Perhaps a tier isn’t clear, the value message comes too late, or the price forces people to do mental maths... these small moments create hesitation. And hesitation kills conversion far faster than a higher price ever will. You may not need to change your fees at all. You might just need to make them feel clearer, fairer and easier to say yes to. When pricing is simple to understand, sales conversations speed up, confidence goes up and buying feels easier for everyone. If you’d like a quick view of where your pricing could be easier to buy from, send me your pricing page or proposal. Get in touch here → https://lnkd.in/eXTf6qni

I started my day on Breakfast Business on Newstalk in Ireland this morning, diving into the psychology behind Black Friday. Discounts don’t just change the price. They change how we feel. The thrill of spotting a deal, the rush of a countdown clock, the fear of missing out when everyone else is grabbing a bargain… Black Friday turns shopping into a game. A great promotion delivers a bargain, a buzz and a bit of belonging. But retailers need to tread carefully. Go too big every year and customers simply wait for the sale. Discount the wrong products and you sacrifice margin on items that would have sold anyway. And when offers become cluttered or confusing, people hesitate and that hesitation costs sales. What’s interesting this year is seeing more targeted approaches. The big headline deals are still there to grab attention, but bundles and multi-buys are being used to lift basket size without slashing margin across the board. Loyalty schemes are taking centre stage, turning Black Friday into more of a relationship-building moment. And value-adds like faster delivery or extended returns offer a nudge to buy without eroding long-term pricing power. Promotions reshape what customers believe something is worth so the real win is not this weekend’s spike, it's maintaining willingness to pay when prices return to normal. Thanks again to the Newstalk team for having me on. Always a pleasure bringing a behavioural lens to pricing. Listen here 👉 https://lnkd.in/eBmWHAa9 If you want your promotions to boost sales today without damaging willingness to pay tomorrow, I’d love to talk! https://lnkd.in/eXTf6qni

Terrified by next year’s targets? Let’s look at your pricing. When goals jump and margins tighten, most leadership teams focus on volume. Generating more customers, with more activity and more urgency feels like the best way to close the gap. But there's a faster way to get there AND build longer-term sustainability into your business....and that's how you price. If your prices haven’t moved, but your costs, competitors and customer expectations have, you’re carrying risk into the new year without realising it. Those gaps compound quickly, showing up as tighter margins and slower growth. Pricing is one of the most efficient levers you have. A small, evidence-led adjustment can create more profit than months of chasing incremental revenue. It strengthens confidence, protects value and gives your targets a fighting chance. When teams bring pricing into the conversation, everything changes. The path to hitting the numbers becomes clearer, the pressure eases and decisions get sharper. As a result, growth stops feeling like a grind and starts feeling achievable again. If next year’s targets look intimidating, you don’t need more volume. You need pricing that works as hard as your business does. If this resonates, I’d love to chat. We help leadership teams turn pricing into their most reliable lever for growth and margin. Get in touch here → https://lnkd.in/eXTf6qni

Inflation quietly eats your margins, one unchanged price at a time. You feel it when profit per deal starts slipping, but no one can quite explain why. Costs have gone up, but your prices haven’t. And it’s not because you don’t know the numbers. It’s because price reviews never feel urgent, until it’s too late. Every month you delay is another month of working harder for less. A structured pricing strategy makes sure prices keep pace with costs and value. If you know your prices haven’t moved in a while, let’s chat. We help leadership teams turn pricing into the biggest growth lever. Get in touch here → https://lnkd.in/eXTf6qni

Is your pricing simple enough? This short video explains why it’s important to keep your pricing simple! 👀 Take a look! If you'd like a sounding board on how to adapt your pricing, positioning or value, I'd love to talk. Here's more on how we can help → https://lnkd.in/eQ37JK8t.

Did you know that we subconsciously rely on the first number we see before making a pricing decision? In this 60 second clip, I explain more about this “anchoring effect” and how exposing people to a high number first can influence how they view the price you show next. If you'd like a sounding board on how to adapt your pricing, positioning or value, I'd love to talk. Here's more on how we can help → https://lnkd.in/eQ37JK8t.