SUMMARY
Most founders don't have a pricing problem, they have a confidence problem. Marcos Rivera brings together the sharpest pricing lessons from founders, operators, investors, and pricing experts. Together, they tackle two of the biggest challenges in pricing: how to know your value and actually charge for it, and how to hold that price once a buyer pushes back.

Consider this your cheat sheet for pricing with confidence.

TAKEAWAYS

• Never justify or apologize for your price. The price is the price. (PJ Jackson)
• You don't have to feel ready to raise your price for it to work. (Rob Walling)
• Know your total economic value before you set what you'll actually charge. (Karan Sood)
• Spend most of your time on packaging, not the price number itself. (Peter Cohen)
• Good friction in your entry tier pushes customers to upgrade when they're ready. (Bill Wilson)
• Price variability trains buyers to keep squeezing. Consistency builds trust instead. (Michael Shields)
• Brand does the emotional convincing before pricing ever gets discussed. (Kevan Lee & Shannon Deep)
• If you want the truth from customers, change your price and listen. (Evan Munsing)

RESOURCES:
Paul “PJ” Jackson LinkedIn: https://www.linkedin.com/in/pjsayswedontridekangaroos/
Rob Walling LinkedIn: https://www.linkedin.com/in/robwalling/
Karan Sood LinkedIn: https://www.linkedin.com/in/soodkaran/
Peter Cohen LinkedIn: https://www.linkedin.com/in/peter-cohen-8a8b4859/
Bill Wilson LinkedIn: https://www.linkedin.com/in/wdrwilson/
Michael Shields LinkedIn:https://www.linkedin.com/in/shieldsmichaeld/
Shannon Deep LinkedIn: https://www.linkedin.com/in/shannon-deep-34997983/
Kevan Lee LinkedIn: https://www.linkedin.com/in/kevanlee/
Evan Munsing LinkedIn: https://www.linkedin.com/in/evan-munsing/
Marcos Rivera LinkedIn https://www.linkedin.com/in/marcoslrivera/
Pricing I/O https://www.pricingio.com/
Street Pricing Book: https://a.co/d/hlMzaM3
Want more information?: info@pricingio.com

The Street Pricing Podcast
Welcome to Street Pricing, the only show where proven SaaS (Software as a Service) leaders share their mindset and mistakes in pricing so we can all stop guessing and start growing. Street Pricing is hosted by Pricing I/O CEO and Pricing Coach, Marcos Rivera, sought after slayer of bad pricing. With 20 years of pricing expertise, he has helped price over 400 SaaS products and coached over 100 SaaS CEOs and counting! From the streets of the Bronx to CEO, Marcos wants to take the guesswork out of pricing.

• (00:00:00) - Intro
• (00:00:44) - Paul "PJ" Jackson on The $500 to $5,000 Price Hike: having the courage to charge what you're worth
• (00:07:51) - Rob Walling on The Fear of the Price Increase: moving before you feel ready
• (00:13:08) - Karan Sood on The $10 Million Question Every Founder Gets Wrong: understanding value creation
• (00:18:20) - Peter Cohen on Stop Obsessing Over the Number: packaging correctly
• (00:22:29) - Bill Wilson on The Friction You SHOULD Add to Your Pricing: designing upgrade paths
• (00:26:15) - Michael Shields on The Wet Towel Theory of Negotiation: why buyers push (and how to stop giving them a reason to)
• (00:34:37) - Shannon Deep & Kevan Lee on Brand Is the Heart, Pricing Is Just the Excuse: building brand preference
• (00:37:56) - Evan Munsing on The Fastest Way to Learn What Customers Really Think: using pricing as market feedback
• (00:42:03) - Outro