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 youhow 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 skepticssell to the converted and reserve your energy for the people who are alignedtalk about the good feelings and solutions people are looking for not only when you sell but also when you marketconnect the what of what you do to the good feelings and solutionsdon’t try to persuade people to do things they don’t want to dounderstand your customer through dialogue (through useful conversations on social media)selling isn’t a battle of wills with a single winnerselling isn’t about needing to be likedrecognise that it doesn’t matter how good at selling you are if the person isn’t ready to buyselling to the right people is key to running an effortless businesshow 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 dohow 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 perspectivepricing well is about having a choice about whether you want to work with a customer or nothow 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 servicevalue is subjective and when someone buys something from you there are many motivations that influence whether they buyprice is an important signal that links to an emotional driver in the buyerhow does the love for your work influence its perceived valuehow do you make sure that you’re not over-pricing or short changing yourself?don’t let your customers benchmark your pricesinvest your time in understanding your customers motivations to help you define valuethe lower limit is define by what you need to live the life you want to livemost people are worth more than they think and their customers will agree

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