Focussing on pricing in isolation isn't going to help you get customers. If you don't align how you price with how you market you can waste a lot of time selling to the wrong people. On this episode we talk about how pricing, marketing and selling can fit together and why that's important. Here's a summary of the points that we cover: pricing well is only one component of getting people to buy from you how do you think about the journey of your customer to you? how clearly do you understand who you’re selling to? don’t waste time selling to skeptics sell to the converted and reserve your energy for the people who are aligned talk about the good feelings and solutions people are looking for not only when you sell but also when you market connect the what of what you do to the good feelings and solutions don’t try to persuade people to do things they don’t want to do understand your customer through dialogue (through useful conversations on social media) selling isn’t a battle of wills with a single winner selling isn’t about needing to be liked recognise that it doesn’t matter how good at selling you are if the person isn’t ready to buy selling to the right people is key to running an effortless business how does our relationship and need for money influence our interaction with customers? the extent we feel the need for money can undermine how we talk about the value of what we do how can the exchange of money be a sign of a commitment to the outcome? always price from the outside in as the most important person in the conversation is the customer and their perspective pricing well is about having a choice about whether you want to work with a customer or not how do some businesses sell the same thing for so much more? timing and context can have an influence on the value of the same product or service value is subjective and when someone buys something from you there are many motivations that influence whether they buy price is an important signal that links to an emotional driver in the buyer how does the love for your work influence its perceived value how do you make sure that you’re not over-pricing or short changing yourself? don’t let your customers benchmark your prices invest your time in understanding your customers motivations to help you define value the lower limit is define by what you need to live the life you want to live most people are worth more than they think and their customers will agree