Raise prices without losing customers is one of the biggest challenges entrepreneurs face. In this episode, Tom Wheelwright sits down with pricing strategist and author Adam Wallace to explain why customers do not really buy price — they buy perceived value.

Adam Wallace has spent years helping companies uncover pricing power, working alongside Fortune 100 leadership teams and private business owners to increase earnings and long-term growth. He explains why many business owners unknowingly undervalue their own products and how mispricing silently destroys profitability.

You will learn:

• What customers actually value when making buying decisions
• Why lowering prices often weakens your business
• How to confidently increase prices while strengthening loyalty
• Practical steps to apply value-based pricing immediately

This episode solves a critical problem: most entrepreneurs set prices based on fear, competitors, or cost structure instead of value. Understanding value-based pricing allows you to grow profit without adding customers, working longer hours, or increasing risk.

Order Tom’s book, “The Win-Win Wealth Strategy: 7 Investments the Government Will Pay You to Make” at: https://winwinwealthstrategy.com

00:00 – Intro.
06:30 – Value in your niche product.
10:18 – Embody their dream destination.
12:35 – Your Service vs. Their Experience.
17:55 – The 80/20 Rule.
22:05 – Connection & the sales funnel.
26:48 – Price signals value.
32:55 – Identifying various needs.
37:30 – ABC’s of raising your prices.

Looking for more on Adam Wallace?
Website: https://www.adamwallace.com/
Books: “(Re)-Value: Raise Your Prices and Build Your Legacy”
LinkedIn: https://www.linkedin.com/in/propertyofwallace/

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