Real Reasons Your Pricing Isn't Working

Pricing can feel like the simplest lever in a small business, but it’s also the one that messes with your head the fastest. When a prospect disappears after you send a proposal, it’s easy to assume the number is the problem and start discounting, adding payment plans, or stuffing your offer with bonuses. I take a different angle here: I’ve become convinced that pricing often wears a mask, and until we name what’s underneath, changing the rate won’t fix the real friction. We walk through five...