That one line from Per Sjofors stopped me in my tracks. Per — known as The Price Whisperer, a name he didn’t even give himself — has spent years running pricing experiments across companies in four countries. Some sent revenues up 30% in a quarter. Others were complete disasters. And that’s exactly why he says small businesses shouldn’t run pricing experiments at all — there’s a smarter way.
Per has been the CEO of multiple companies across the US, the UK, Switzerland and Sweden, and his secret sauce is applying behavioral science to pricing and go-to-market strategy. He’s also the best-selling author of The Price Whisperer: A Holistic Approach to Pricing Power.
We Also Talked About
Why everything your business does — marketing, messaging, targeting — affects what you can charge.
The two exact questions to ask 50 potential customers to find your pricing range.
Why copying competitors’ prices means following someone else’s guess.
Why cost-plus pricing ignores the only thing that matters: what buyers think it’s worth.
The pricing-page mistake that preconditions customers to think you’re expensive.
Why you should always present a proposal rather than just sending it — and what to say when a client insists you just email it through.
How price anchoring works, from a Thai restaurant menu to Apple’s $17,000 watch.
Why raising your prices can attract better customers and slash support costs.
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