Pricing strategy for small business sits at the center of profitability. In this episode, Tom Wheelwright talks with pricing expert Casey Brown about why many entrepreneurs undercharge and how proper pricing dramatically improves both margins and customer relationships.

Casey Brown leads organizations in discovering their true pricing power and helping them get paid for the value they deliver. She explains that most business owners price based on fear of losing customers instead of confidence in results. Tom and Casey discuss why competing on price weakens a business and how communicating value changes buyer behavior.

You will learn how customers actually evaluate price, why discounting often reduces trust, and how entrepreneurs can position their offer so buyers understand the outcome they receive—not just the product they purchase. Casey also shares how pricing influences negotiation, brand perception, and long-term growth.

This episode solves a major problem for entrepreneurs: working harder without increasing income. The discussion shows how to stop racing to the bottom, clarify your value, and build pricing that supports expansion instead of constant stress.

This topic matters now because rising costs, competition, and uncertain markets pressure owners to lower prices. Entrepreneurs who understand pricing gain leverage, improve profitability, and create businesses that reward expertise rather than effort alone.

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.
06:18 – How entrepreneurs can communicate their value.
10:03 – STOP letting fear drive how much money you earn.
11:32 – STOP taking your brilliance & expertise for granted.
15:32 – Pricing for billable hours.
17:18 – Steps to build trust with potential prospects.
21:53 – Monthly fee vs. Hourly fee?
24:35 – Pricing Power: Am I underpriced or overpriced? The answer is in the market.
30:00 – Steps for price increases with existing customers.
33:22 – What if I sell products? Does this all apply to me? Where does it differ?

Looking for more on Casey Brown?
Website: boostpricing.com, caseybrown.com
Books: “Fearless Pricing”
LinkedIn: https://www.linkedin.com/in/caseybrownboost

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