This episode of The Art of Entrepreneurship is for founders who keep hearing, “We don’t have budget,” and assume their price is the problem. Most of the time, it’s not. The real problem isn't the price itself, but the narrative surrounding it and whether buyers genuinely grasp the value you’re offering.

I break down why perceived value matters more than the number itself. When you sell features instead of outcomes, urgency disappears and your offer starts to feel optional. Pricing pushback is rarely about the cost. It’s about confidence, proof and whether buyers truly believe this will work.

This episode walks through how to strengthen perceived value so pricing feels justified instead of uncomfortable. That includes anchoring pricing to ROI, giving buyers better context for comparison and surfacing the emotional payoff behind a purchase. When you position yourself as the safest choice instead of the cheapest one, the entire conversation shifts.

Tune in if you’re ready to stop lowering your price and start raising your pricing power.

If you like this episode, here are some others you'll enjoy.

How to humanize your brand w/ Rich Turgeon, Creative Director & Head of Brand at AtlasFX: https://www.jackiehermes.com/podcast/richard-turgeon
Discounting: https://www.jackiehermes.com/podcast/discounting
6 ways to persuade your prospects to buy (revisited): https://www.jackiehermes.com/podcast/persuade-your-prospects-to-buy-revisited

✨ This podcast is produced in partnership with Accelity, a full-service marketing agency for bold people growing bold companies.

If you're ready to level up your B2B marketing, check us out.

→ accelitymarketing.com

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Your prices aren’t too high; your perceived value is too low