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Pricing is one of the biggest anxieties for business owners — but it doesn’t have to be!

In this episode, Nicky and James are joined by business and leadership strategist, Heath Gunn from Move That Mountain, to delve into the psychology, strategy, and practical steps behind pricing your services with confidence.

We explore why so many business owners undercharge, how pricing impacts your freedom and profitability, and why raising your prices might actually improve your business.

What we talk about:

Why pricing feels so uncomfortable (and how to fix that)
The real reason clients don’t leave when you raise prices
Why being the cheapest is probably hurting your business
The difference between vanity metrics and real profitability
How pricing affects your time, freedom, and growth
What to do when clients push back on price increases
Why customer value matters more than customer volume
The importance of positioning in your market
How to approach pricing when you're just starting out
The danger of racing to the bottom on price
Why confidence is the most important pricing skill