#033: The Silent Profit Killer: Gut-Based Pricing Is Costing You Thousands

You are the CEO of your store. You deserve to be paid well. Your customers deserve a store that thrives.

In this power-packed episode, Cathy Donovan Wagner dives deep into one of the most overlooked threats to retail profitability: gut-based pricing. If you've ever said, “That price just feels right,” or hesitated to charge what something’s truly worth, this one’s for you.

Learn why emotion-based pricing is costing your store big-time, how to reframe your mindset around margin, and the exact markup formula successful retailers use to build financially thriving businesses.

Cathy shares real-life retail examples, psychological pricing tips, and a behind-the-scenes look at how training your team can make or break your sales strategy. 

What You’ll Learn in This Episode:

• Why pricing “from the gut” is sabotaging your store’s success
• Smart psychology hacks like price anchoring and story-based value
• Why your role isn’t to be the cheapest, it’s to offer the best value

Key Takeaways:

• [03:14] The Importance of Value-Based Pricing and not from the Gut
• [05:42] Strategies for Effective Pricing
• [10:45] Overcoming Team Pushback on Pricing
• [13:47] Building a Profitable Retail Business

Resources Mentioned:

• Free Pricing Worksheet: Apply everything from this episode to your store today!
• Struggling with pricing confidence or profit clarity? Apply for your free Gameplan Call. We’ll walk through where you’re stuck, what’s possible, and the best next step for your store. And if Profit Club’s not the right fit right now, no pressure, the application will point you to a program that is.
• Our FREE TRAINING: Beyond Busy: 3 shifts to reclaim your time and boost store income is designed to help you grow your profit and simplify your store life.

Your Millie Moment: Trust the Math, Not the Fear

Cathy once underpriced a stunning French outfit out of fear. Her coach challenged her to bundle it at a 58% markup. She was nervous but it sold out fast.

• Your challenge: The next time you’re tempted to price from emotion or to back down because “it feels too high” pause. Take a breath.
• Can you bundle it? Can you shift your strategy without giving up your margin?

Connect with ambitious store owners in the Richer Retailer Facebook Group.

Share this episode with a fellow store owner and help them tackle cash flow challenges!

You’re not just pricing a product, you’re financing your future. Try the math. Adjust the markup. Trust the process. Because profit isn’t scary. It’s strategic.