When we first thought about the the title of this episode we thought it would be "When pricing goes wrong". What we ended up talking about was when "selling" goes wrong. Amongst other things we cover the role of timing, alignment and understanding your client's budget. The key message we want to get across is that Happy Pricing is about creating more ease in your business. And that the price in your head isn't important. It's about the price in your customer's head and finding out what that is.