“Your price selects your customers.”

That one line from Per Sjofors stopped me in my tracks. Per — known as The Price Whisperer, a name he didn’t even give himself — has spent years running pricing experiments across companies in four countries. Some sent revenues up 30% in a quarter. Others were complete disasters. And that’s exactly why he says small businesses shouldn’t run pricing experiments at all — there’s a smarter way.

Per has been the CEO of multiple companies across the US, the UK, Switzerland and Sweden, and his secret sauce is applying behavioral science to pricing and go-to-market strategy. He’s also the best-selling author of The Price Whisperer: A Holistic Approach to Pricing Power.

We Also Talked About

• Why everything your business does — marketing, messaging, targeting — affects what you can charge.
• The two exact questions to ask 50 potential customers to find your pricing range.
• Why copying competitors’ prices means following someone else’s guess.
• Why cost-plus pricing ignores the only thing that matters: what buyers think it’s worth.
• The pricing-page mistake that preconditions customers to think you’re expensive.
• Why you should always present a proposal rather than just sending it — and what to say when a client insists you just email it through.
• How price anchoring works, from a Thai restaurant menu to Apple’s $17,000 watch.
• Why raising your prices can attract better customers and slash support costs.

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Resources Mentioned

• Per’s book, The Price Whisperer: A Holistic Approach to Pricing Power (affiliate link)
• Per’s company, Sjöfors & Partners — https://sjofors.com
• Per’s YouTube channel — https://www.youtube.com/@thepricewhisperer

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