EP502: Casey Brown – How To Overcome Fear Around Pricing - Part 1

"It's the bookkeeper who has to sell his or her own services, and so they're not a professional salesperson. So a lot of times there's a lot of fear and we get in our heads, we get in our gut, we feel pushy, we feel salesy, we feel weird and we discount. And so to me, it's about arming the person whose job it is to sell this value with the skills and tools to do it."
-Casey Brown

In part one of this two-part conversation, pricing expert and resident of Boost Pricing, Casey Brown, joins the podcast to help bookkeepers overcome fear, self-doubt, and hesitation around pricing their services. Drawing from her journey as an engineer turned pricing strategist, she explains how your "money story" shapes your pricing decisions—and how to change it.

In this interview, you'll learn:

• How mindset & money stories limit what you charge
• The biggest pricing mistake small firms make
• How to handle pricing objections without discounting

Connect with Casey on LinkedIn.

To buy her book, Fearless Pricing, click here.

Watch her TED Talk, or video on 12 things I Hate About Hourly Billing.

To learn more about Boost Pricing, click this link. 

Time Stamp

00:00 – Why pricing confidence matters for bookkeepers
02:10 – Casey's journey from engineer to pricing strategist
04:38 – Lessons from working at GE & entering the pricing world
05:56 – Shifting from big corporations to small businesses
07:14 – Why analytical pricing models don't work for small firms
08:13 – Helping bookkeepers sell their own value with confidence
10:24 – From pricing analytics to pricing mindset training
12:31 – How training teams led to massive profit increases
13:36 – Why pricing problems start between your ears, not in spreadsheets
15:14 – Common sales beliefs that hold business owners back
17:19 – The myth that "the market sets the price"
18:52 – How changing beliefs can boost profitability
20:18 – Why most people fear talking about price
21:01 – Understanding your personal money story
22:41 – How emotions affect pricing decisions
23:13 – Exercises to detach emotion from pricing
24:22 – Casey's advice for bookkeepers ready to charge more

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