Focussing on pricing in isolation isn't going to help you get customers.

If you don't align how you price with how you market you can waste a lot of time selling to the wrong people.

On this episode we talk about how pricing, marketing and selling can fit together and why that's important.

Here's a summary of the points that we cover:

• pricing well is only one component of getting people to buy from you
• how do you think about the journey of your customer to you?
• how clearly do you understand who you’re selling to?
• don’t waste time selling to skeptics
• sell to the converted and reserve your energy for the people who are aligned
• talk about the good feelings and solutions people are looking for not only when you sell but also when you market
• connect the what of what you do to the good feelings and solutions
• don’t try to persuade people to do things they don’t want to do
• understand your customer through dialogue (through useful conversations on social media)
• selling isn’t a battle of wills with a single winner
• selling isn’t about needing to be liked
• recognise that it doesn’t matter how good at selling you are if the person isn’t ready to buy
• selling to the right people is key to running an effortless business
• how does our relationship and need for money influence our interaction with customers?
• the extent we feel the need for money can undermine how we talk about the value of what we do
• how can the exchange of money be a sign of a commitment to the outcome?
• always price from the outside in as the most important person in the conversation is the customer and their perspective
• pricing well is about having a choice about whether you want to work with a customer or not
• how do some businesses sell the same thing for so much more?
• timing and context can have an influence on the value of the same product or service
• value is subjective and when someone buys something from you there are many motivations that influence whether they buy
• price is an important signal that links to an emotional driver in the buyer
• how does the love for your work influence its perceived value
• how do you make sure that you’re not over-pricing or short changing yourself?
• don’t let your customers benchmark your prices
• invest your time in understanding your customers motivations to help you define value
• the lower limit is define by what you need to live the life you want to live
• most people are worth more than they think and their customers will agree