Ep: 126: Pricing Your Services: The Psychology & Strategy Behind Value-Based Pricing | Special Guest: Peter Giordano III, Pricing Strategist
Episode 126
Pricing the right way.
Pricing your services can feel like a guessing game—too high and you lose clients, too low and you leave money on the table. In this episode, pricing strategist Peter Giordano III shares how consultants and service providers can price with confidence and maximize profitability.
We break down:
✅ How to turn intangible strategy into tangible value
✅ When to reveal your pricing (on your website or after a discovery call?)
✅ The psychology of pricing—using anchoring, decoy pricing, and the endowment effect
✅ The role of gateway offers in pricing strategy
✅ How to position your pricing for maximum conversions
Key Takeaways:
🔹 Make Strategy "Biteable"
Clients struggle to see the value in broad, long-term strategies. Instead, break them into smaller, tangible deliverables that are easier to sell and price.
🔹 Value-Based Pricing > Hourly Rates
Peter emphasizes pricing based on the client’s perceived value rather than just your time. If you can save a business $50K per year, your price should reflect that impact.
🔹 Pricing as a Filter
List pricing on your website if you want to filter out unqualified leads and save time.
Keep pricing off your website if your services are customized or value-based.
🔹 Pricing Psychology Hacks
Anchor pricing: Show a high-priced option first to make other options seem more affordable.
Decoy pricing (Popcorn Pricing): Add a “middle-tier” option to nudge clients toward the offer you want to sell.
The Endowment Effect: You may overvalue your services simply because you created them—get outside input!
🔹 Handling Price Objections
Clients say no for 3 reasons:
1️⃣ They can’t afford it → Offer payment plans or a scaled-down version.
2️⃣ They don’t see the value → Improve your messaging and show ROI.
3️⃣ They don’t trust you (yet) → Build credibility with case studies and testimonials.
🔹 Offer Ladders & Upsells
Structure your offers in phases:
1️⃣ Gateway Offer – Low-cost, high-value entry point
2️⃣ Signature Offer – Your main revenue driver
3️⃣ Ongoing Services / Upsells – Retainers, maintenance, or long-term consulting
Guest Expert: Peter Giordano III
This week, we talked to Peter Giordano III, a pricing expert for consultants.
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