#411: Mastering the Art of Pricing: How to Charge What You’re Worth with Casey Brown
10/17/24 • 84 min
In this episode of Independence by DesignTM, I sit down with pricing expert Casey Brown, founder of Boost Pricing, to dig deep into one of the biggest pain points for business owners: pricing. Casey breaks down the psychological barriers that often keep us stuck—mainly fear—and shows how we can shift from defensive pricing to a confident, value-driven strategy. We talk about how to approach price objections, avoid unnecessary discounts, and make sure we’re getting paid what we’re worth.
Watch on YouTube
Casey also shares practical insights on how professional services businesses can move away from hourly billing and adopt value-based subscription models. Whether you’re struggling with price pushback, want to increase your margins, or need to gain the confidence to raise your rates, this conversation is packed with actionable takeaways to help you master pricing and boost your bottom line.
Casey Brown is a pricing expert and founder of Boost Pricing. With over 25 years of experience, she has helped thousands of businesses increase their profitability through smarter pricing strategies. Her focus is on empowering leaders to price confidently and capture the full value of their services. Casey is a sought-after speaker and consultant who has worked with organizations across many industries to help them stop leaving money on the table.
Chapters:
- (00:00) – Introduction and Casey’s background, the art and science of pricing, emphasizing mindset and setting clear goals for business success
- (04:06) – The psychology behind pricing: fear vs. confidence
- (12:17) – Understanding market value and data-driven pricing strategies are crucial for businesses to find their pricing ceiling and manage risk
- (17:09) – Value-based pricing for professional services: shifting from hourly billing to subscription models
- (28:00) – Trust and value are key in differentiating service providers, achieved through consultative selling, education, and effective communication
- (41:00) – Simplifying pricing strategy and options, perceived value, clear messaging, predefined packages, balancing knowledge and execution, speed in proposals, and repeatable pricing framework
- (50:56) – Negotiating discounts and pricing strategy, cautious approach to discounts, understanding contribution margin, leveraging customer pushback for dialogue
- (59:00) – Trust, pricing strategies, and timing of adjustments are crucial in business operations and understanding underpricing's true cost
- (1:09:00) – The Sherman Act, understanding financial metrics and fair pricing is crucial for companies to avoid legal issues and build trust with customers
- (1:14:00) – Mapping pricing power, negotiation tactics and mindset change for financial success, pricing power empowers sales teams
- (01:24:00) – Final Thoughts: Valuing and compensating excellent work, demanding fair prices, and appreciating high-quality work are important for justice
- Share with the owner/operators you know!
Ryan Tansom is a seasoned entrepreneur, speaker, and the founder of Independence by DesignTM, a transformative ownership framework for growth-oriented business owners. After turning around and selling his family business in an eight-figure exit, Ryan spent over a decade dissecting the lessons learned from his journey. His mission is to help other business owners avoid the pitfalls he encountered by providing them with the tools and knowledge to align their business operations with their personal and financial goals.
With a deep understanding of the challenges faced by owner-operators, Ryan developed Independence by DesignTM to empower owner-operators to create sustainable cash flow, grow their company’s equity value, and achieve true independence. He has shared his insights on hundreds of stages, including Vistage, EO, and industry associations, and has reached over 500,000 listeners through his podcast.
Ryan is passionate about helping business owners get unstuck from the day-to-day grind and design a business that serves their life, not the other way around.
Resources:
Casey Brown Boost Pricing https://boostpricing.com
Website: Caseybrown.com
LinkedIn: Casey Brown
X (formerly Twitter): @CaseyBrownBoost
Price Pressure is a Buying Signal https://www.youtube.com/watch?v=ZP2eJ2d4jl0
Dozen Reasons Not to Bill Time & Materials
In this episode of Independence by DesignTM, I sit down with pricing expert Casey Brown, founder of Boost Pricing, to dig deep into one of the biggest pain points for business owners: pricing. Casey breaks down the psychological barriers that often keep us stuck—mainly fear—and shows how we can shift from defensive pricing to a confident, value-driven strategy. We talk about how to approach price objections, avoid unnecessary discounts, and make sure we’re getting paid what we’re worth.
Watch on YouTube
Casey also shares practical insights on how professional services businesses can move away from hourly billing and adopt value-based subscription models. Whether you’re struggling with price pushback, want to increase your margins, or need to gain the confidence to raise your rates, this conversation is packed with actionable takeaways to help you master pricing and boost your bottom line.
Casey Brown is a pricing expert and founder of Boost Pricing. With over 25 years of experience, she has helped thousands of businesses increase their profitability through smarter pricing strategies. Her focus is on empowering leaders to price confidently and capture the full value of their services. Casey is a sought-after speaker and consultant who has worked with organizations across many industries to help them stop leaving money on the table.
Chapters:
- (00:00) – Introduction and Casey’s background, the art and science of pricing, emphasizing mindset and setting clear goals for business success
- (04:06) – The psychology behind pricing: fear vs. confidence
- (12:17) – Understanding market value and data-driven pricing strategies are crucial for businesses to find their pricing ceiling and manage risk
- (17:09) – Value-based pricing for professional services: shifting from hourly billing to subscription models
- (28:00) – Trust and value are key in differentiating service providers, achieved through consultative selling, education, and effective communication
- (41:00) – Simplifying pricing strategy and options, perceived value, clear messaging, predefined packages, balancing knowledge and execution, speed in proposals, and repeatable pricing framework
- (50:56) – Negotiating discounts and pricing strategy, cautious approach to discounts, understanding contribution margin, leveraging customer pushback for dialogue
- (59:00) – Trust, pricing strategies, and timing of adjustments are crucial in business operations and understanding underpricing's true cost
- (1:09:00) – The Sherman Act, understanding financial metrics and fair pricing is crucial for companies to avoid legal issues and build trust with customers
- (1:14:00) – Mapping pricing power, negotiation tactics and mindset change for financial success, pricing power empowers sales teams
- (01:24:00) – Final Thoughts: Valuing and compensating excellent work, demanding fair prices, and appreciating high-quality work are important for justice
- Share with the owner/operators you know!
Ryan Tansom is a seasoned entrepreneur, speaker, and the founder of Independence by DesignTM, a transformative ownership framework for growth-oriented business owners. After turning around and selling his family business in an eight-figure exit, Ryan spent over a decade dissecting the lessons learned from his journey. His mission is to help other business owners avoid the pitfalls he encountered by providing them with the tools and knowledge to align their business operations with their personal and financial goals.
With a deep understanding of the challenges faced by owner-operators, Ryan developed Independence by DesignTM to empower owner-operators to create sustainable cash flow, grow their company’s equity value, and achieve true independence. He has shared his insights on hundreds of stages, including Vistage, EO, and industry associations, and has reached over 500,000 listeners through his podcast.
Ryan is passionate about helping business owners get unstuck from the day-to-day grind and design a business that serves their life, not the other way around.
Resources:
Casey Brown Boost Pricing https://boostpricing.com
Website: Caseybrown.com
LinkedIn: Casey Brown
X (formerly Twitter): @CaseyBrownBoost
Price Pressure is a Buying Signal https://www.youtube.com/watch?v=ZP2eJ2d4jl0
Dozen Reasons Not to Bill Time & Materials
Previous Episode
#410: Q3 2024 Economic and M&A Update with ITR Economics, ButcherJoseph, and Walker Insights
In this special Quarterly Economic and M&A Update, I’ve pulled together three powerful conversations to help you, the owner-operator, navigate the current economic landscape and make smarter decisions for your business. We’ll start with Brian Beaulieu from ITR Economics, who provides a detailed breakdown of inflation, interest rates, and how the economy might shift in 2025. Then, Jeff Buettner from ButcherJoseph shares critical insights into M&A trends, offering practical advice on how to position your business for growth through strategic acquisitions. Finally, I wrap up with Tom Walker, where we discuss how to manage capital effectively, handle debt, and plan for long-term wealth creation in today’s complex financial environment.
Watch on YouTube
If you’re focused on growing your business while staying ahead of economic challenges, this episode gives you actionable strategies to think and operate like a capital allocator.
Chapters:
- (00:00) - Introduction - A quick overview of what to expect from this quarterly update and why it's critical for owner-operators right now
- (02:05) - Segment 1: Economic Forecast with Brian Beaulieu (ITR Economics), Inflation isn’t going away soon, but understanding the trends helps you prepare
- (08:32) - Don’t wait for interest rate cuts—start positioning your business today - 2025 offers growth potential if you’re prepared to act when the market turns
- (12:23) - Financial resiliency analysis - financial forecasting and business strategy
- (23:34) - Owner-operators in Ryan’s workshops
- (25:00) - Don’t expect the government to help you in the next political cycle
- Business leadership and future planning
- Economic trends and market activity
- (28:00) - Segment 2: M&A Trends with Jeff Buettner (ButcherJoseph), watching the Fed and their moves
- (33:00) - Rising interest rates are a challenge, but they’re also slowing down your competition—use that to your advantage, asset-heavy industries are seeing more deal flow, so positioning your company for growth through M&A is critical
- (37:00) - Flexible Deal Structures for Business Owners - Strategic buyers are on the hunt—find out how to make your business attractive for acquisition
- (41:00) - Acquisition strategies for business owners, positioning your company for the future, strategic business valuation and planning
- (52:39) - ESOPs and personal guarantees
- (55:40) - Assess whether your business is ready for a strategic acquisition or if you should be on the lookout for options to increase value
- (1:11:36) - Segment 3: Strategic Capital Allocation with “fractional CFO” Tom Walker of Walker Insights
- (1:14:00) - Navigating financial uncertainty, oversimplifying, low interest rates foster bad decisions
- (1:20:02) - Farmland data, investment trends and challenges, renting farmland
- (1:25:21) - How will we return to “normalcy”? Potential debt defaults, navigating economic uncertainty in agriculture
- (1:34:00) - What to watch in the economy
- Share with the owner/operators you know!
Ryan Tansom is a seasoned entrepreneur, speaker, and the founder of Independence by DesignTM, a transformative ownership framework for growth-oriented business owners. After turning around and selling his family business in an eight-figure exit, Ryan spent over a decade dissecting the lessons learned from his journey. His mission is to help other business owners avoid the pitfalls he encountered by providing them with the tools and knowledge to align their business operations with their personal and financial goals.
With a deep understanding of the challenges faced by owner-operators, Ryan developed Independence by DesignTM to empower owner-operators to create sustainable cash flow, grow their company’s equity value, and achieve true independence. He has shared his insights on hundreds of stages, including Vistage, EO, and industry associations, and has reached over 500,000 listeners through his podcast.
Ryan is passionate about helping business owners get unstuck from the day-to-day grind and design a business that serves their life, not the other way around.
Resources:
Brian Beaulieu
Website: ITR Economics https://itreconomics.com
LinkedIn: Brian Beaulieu https://www.linkedin.com/in/brian-beaulieu
Jeff Buettner
Website: ButcherJoseph https://butcherjoseph.com
LinkedIn: Jeff Buettner
Next Episode
#412: Revenue Predictability & Strategic Marketing Tied to Valuation Growth with Shiv Narayanan
In this episode of Independence by DesignTM, I sit down with Shiv Narayanan, founder of How to SaaS, to uncover the core strategies behind scaling a business through strategic marketing and revenue predictability. Shiv’s deep experience in the private equity space and his work with founder-led companies offers actionable insights for owners looking to make their businesses more attractive to investors—or simply run them more profitably with greater financial predictability.
Watch on YouTube
Shiv and I explore how aligning marketing, sales, and operations with clear, measurable KPIs can transform not only your company’s growth trajectory but also your journey from being an operator to becoming a strategic owner. We dive into how you can productize your offering, create sustainable cash flow, and maximize your company's equity value—all crucial elements of the Independence by DesignTM Framework.
Shiv Narayanan is the Founder and CEO of How To SaaS, a marketing strategy consulting firm specializing in helping Private Equity investors and B2B companies maximize enterprise value. As an advisor, consultant, and fractional CMO, he has generated hundreds of millions in value through innovative marketing and demand generation strategies. A two-time bestselling author, Shiv's books—*Post-Acquisition Marketing* and *Exit-Ready Marketing*—offer frameworks for PE investors and founders to enhance growth and valuation. Previously, he served as CMO of Wild Apricot, which was successfully acquired in 2018.
Chapters:
- (0:00:00) Introduction of Shiv Narayanan, insights on marketing strategies for PE firms
- (0:10:54) Transitioning from owner-operator to prioritizing ownership duties
- (0:14:11) Importance of building predictable revenue streams for success
- (0:27:35) Developing strategic plans to acquire customers in PE context
- (0:36:36) Entrepreneurs need financial literacy, strategic thinking, and unique value propositions to succeed in business
- (0:47:04) Organizational clarity, strategic resource allocation, and revenue predictability are crucial for business success and potential acquisition
- (0:53:00) Shiv's book Exit Ready Marketing is a good place to start
- Share with the owner/operators you know!
Ryan Tansom is a seasoned entrepreneur, speaker, and the founder of Independence by DesignTM, a transformative ownership framework for growth-oriented business owners. After turning around and selling his family business in an eight-figure exit, Ryan spent over a decade dissecting the lessons learned from his journey. His mission is to help other business owners avoid the pitfalls he encountered by providing them with the tools and knowledge to align their business operations with their personal and financial goals.
With a deep understanding of the challenges faced by owner-operators, Ryan developed Independence by DesignTM to empower owner-operators to create sustainable cash flow, grow their company’s equity value, and achieve true independence. He has shared his insights on hundreds of stages, including Vistage, EO, and industry associations, and has reached over 500,000 listeners through his podcast.
Ryan is passionate about helping business owners get unstuck from the day-to-day grind and design a business that serves their life, not the other way around.
Resources:
Exit Ready Marketing by Shiv Narayanan – A tactical guide for founders looking to make their businesses more marketable.
Built to Sell by John Warrillow – Framework for building a company that can thrive without you.
Profit First by Mike Michalowicz – A strategy for ensuring your business always generates profit and keeps you financially secure.
Website: How to SaaS https://www.howtosaas.com
LinkedIn: Shiv Narayanan https://www.linkedin.com/in/shiv-n22/
Independence by DesignTM Owner’s Workshop https://ryantansom.com/independence-by-design-workshop
Independence by DesignTM Ownership Coaching: Ryan Tansom’s Ownership Accelerator programs and coaching https://ryantansom.com/coaching
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