The Pricing Lady on the Off My Duff Podcast
The Pricing Lady | Off My Duff Podcast
Talking pricing with Duff Gardner host of Off My Duff Podcast. It was such a pleasure to be on the show with Duff. He and I met earlier this year at the New Media Summit (thanks to host Steve Olsher). Afterwards he reached out and asked me to come on the show.
Duff comes from the startup world and has seen first hand how much new businesses especially service-based businesses struggle with pricing. He invited to come to talk about pricing and de-mistify the topic.
From Engineer to Pricing Expert & From California to Switzerland
To give people some context I share a bit of my own journey. I couldn't help but share the "my Bridge" story with him and the listeners. My career development has been anything but a straight line and yet I wouldn't change it for anything, because it all led me to where I am right now...serving small businesses like yours.
As I share in more detail I had a intuition to improve pricing early in my career, way before I even knew it was a specialty. I look back on that now and laugh a bit because it was such a mix of knowing I was doing the right things and being naive.
Pricing May Not Be the Center of the Universe, But It's Pretty Important
Duff was curious about how my background as an engineer and my early experiences with pricing play into what I do today with clients. Of course, everything we do is part of who we are and how we do things today. A perfect example is my writing. I learned from a very special lady Jeanne (last name left out for privacy). She was a mentor of mine in the early days and I learned how to write grants and other forms of technical documents from her.
My studies, while I may not be a structural engineer any more I approach problems in a very specific way. There's logic and structure to how I work with people, while at the same time I can hold more open space for things. Your background is in many ways who you are.
While pricing is not the most important thing, my experience shows it will help you make better business decisions when you get it right. By helping small businesses with pricing I can help them be wiser in a sense and make decisions based on more concrete information.
And we talked about so much more...
Duff had a lot of great questions for me. We covered a lot of ground. I had a great time being on the show with him and I'm sure you'll enjoy listening. Here are some highlights:
- The three faults in comparing your pricing to another competitor
- The purpose of implementing a pricing framework to determine your pricing in different markets and understanding price erosion
- Putting yourself out of your comfort zone in order to price yourself at what you are truly worth
- The importance of connecting with your target customer group in order to evaluate your services and establish that win-win situation