How to Raise Prices Without Losing Customers—with Casey Brown

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If you have ever had to decide how to price a product or a service, or if you foresee yourself having to make such a decision one day, I implore you to listen to today’s episode, in no small part because of how many practical takeaways you’re likely to leave with.

I’m joined today by Casey Brown, the founder of Boost Pricing, a consulting company that helps their clients with all things pricing, including not just setting prices, but also the often overlooked tactical details of how to actually go about executing on pricing changes.

In addition to being the Founder of Boost pricing, Casey is also a prominent keynote speaker, having delivered a TEDx talk in 2015 with over 5 million views to-date. She has degrees in both Chemical Engineering and Business, and if you listen to our conversation today, you won’t be surprised to hear that Casey cares about three primary things when it comes to her clients: Being fearless about price increases, getting paid what they’re worth, and increasing profitability fast.

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How to Raise Prices Without Losing Customers—with Casey Brown In The Trenches

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Episode Summary with Timestamps

  • 00:00 Introduction to Pricing Power

  • 04:13 The Importance of Pricing in Business

  • 07:20 Understanding Competitive Pricing

  • 10:14 Evaluating Pricing Power

  • 13:09 Testing Pricing Strategies

  • 16:29 Common Pricing Mistakes

  • 19:12 Internal Communication on Pricing

  • 22:29 Navigating Competitive Industries

  • 40:17 Understanding Pricing Power and Commoditization

  • 43:10 Effective Communication of Price Increases

  • 49:12 The Slippery Slope of Discounting

  • 55:15 Tactical Approaches to Pricing Negotiations

  • 01:03:04 Navigating Software Pricing Challenges

  • 01:12:51 The Importance of Simplicity in Pricing Models

  • 01:16:39 Personal Lessons on Value and Time

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Thanks to our Sponsors

This episode is brought to you by ⁠⁠⁠⁠Oberle Risk Strategies⁠⁠⁠⁠, the leading insurance brokerage and insurance diligence provider for the search fund community. The company is led by ⁠⁠August Felker⁠⁠ (himself a 2-time successful searcher), and has been trusted by search investors, lenders, searchers and CEOs for over a decade now. Their due diligence offering (which is 100% free of charge) will assess the pros and cons of your target company’s insurance program, including any potential coverage gaps, the pro-forma insurance pricing, and the program structure changes needed for closing. At or shortly after closing, they then execute on all of those findings on your behalf. Oberle has serviced over 900 customers across a decade of operation, including countless searchers and CEOs within the ETA community.

This episode is brought to you by Boulay⁠⁠⁠⁠, the industry standard for Quality of Earnings reports, tax, and small business audit services. Over the past 20 years, Boulay has worked directly with hundreds of search funds from capital raise to exit, currently assisting over 150 funds in the search phase, another 125 in the operating phase. They work with Searchers across the entirety of the ETA journey: They perform financial due diligence and create QofE reports that your investors can rely on, they provide a full suite of tax services both for your search fund and for the acquired company, they perform the annual audits required by most debt and equity investors, and also perform outsourced accounting services, acting as a fractional bookkeeper and controller for those companies whose needs might not necessitate full-time in-house resources.


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