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SHOW NOTES:

In this episode of Stories With Traction, Matt Zaun sits down with Casey Brown, pricing expert, speaker, and author of Fearless Pricing, to unpack one of the biggest profit leaks in business: discounting too quickly, too deeply, and too often.

Casey explains why most pricing decisions are driven by fear, why so many sales teams negotiate against themselves before the customer ever pushes back, and why underpricing is often less about strategy and more about mindset.

This conversation explores the psychology behind pricing, how value should shape your pricing decisions, why customers often say “too expensive” when they really mean something else, and how to communicate price with far more confidence.

If you lead a company, sell a product, run a service business, or ever find yourself hesitating before quoting your price, this episode is packed with insight.