Etinosa said she doesn't have a nickname, but we felt she is the Pricing Maven! Get ready for some deep pricing insights on this week's episode of The Next 100 Days Podcast.

Etinosa, an expert in pricing and behavioural economics, discusses her approach to helping companies optimise their pricing strategies. She explains the "decision-offer pricing framework" which involves mapping monetisation zones, conducting pricing research, framing the pricing, and continuously testing and adjusting. Etinosa emphasises the importance of understanding customer psychology and value perceptions when setting prices.

Etinosa describes how companies often make the mistake of letting their sales team prioritise velocity over profitability, leading to excessive discounting. She explains how her team works to align the departments—sales, marketing, finance, and product— to develop a cohesive pricing strategy that captures the true value delivered to customers.

Etinosa discusses specific pricing tactics and frameworks, such as using "decoy pricing" to steer customers towards a preferred option, and the importance of understanding reference points and how customers evaluate value. She provides examples of how her team has helped clients reframe their pricing to be more effective.

Etinosa shares that in addition to her consulting work, she is also involved in real estate investing and financial counselling for individuals, which she finds very rewarding. She discusses how her background in behavioral economics informs her work.

Graham Arrowsmith

Graham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. He's the founder of MicroYES, a Partner for MeclabsAI, where he introduces AI Agents that you can talk to, that increase engagement, dwell time, leads and conversions. Now, Graham is offering Answer Engine Optimisation that gets you ready to be found by LLM search.

Kevin Appleby

Kevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin on LinkedIn and at kevinappleby.com