This small mistake is costing business owners (millions!)
There’s a silent killer in businesses right now, and it’s costing millions: the fear of charging what you’re worth.
Most ANZ businesses undervalue themselves. Some by 10%, but often by double. PwC’s Global Consumer Insights Survey revealed that 85% of consumers are willing to pay more for products and services they trust. Yet many businesses are stuck in the “competitive pricing” trap, leaving real revenue on the table.
Could rethinking your pricing strategy be the game-changer for 2025?
The Case for Confident Pricing
Pricing isn’t just about revenue—it’s about your brand’s value in the market. Studies consistently show that higher prices:
Increase perceived quality (Journal of Marketing Research).
Attract more loyal, serious customers, saving you time and reducing churn.
Boost profitability exponentially: According to McKinsey, a 1% price increase can translate to an 8% profit lift.
For a real life example: On my podcast, Two Commas, I spoke with Miles Valentine of Zeacom. Post exit, the acquirer made a bold move after their purchase—they doubled maintenance fees (pre-SaaS times, we had maintenance billing!). Miles freaked out, fearing a customer haemorrhage.
Yet, they lost just two customers, but saw revenue spike.
The lesson I took from this? Often, the market values you more than you realise—you just have to own it.
What’s Holding You Back?
It’s natural to fear losing customers, however: cheap customers are the most demanding and the least loyal. Confident pricing attracts the clients you actually want to work with—the ones who value your solutions and are willing to pay for them.
Ready to stop leaving money on the table?
Let’s chat about your pricing strategy for 2025. Whether it’s pricing, growth, or building a business ready for exit, I’ve helped countless founders unlock their true value—and I’d love to help you do the same.
Book a call here or just hit reply, and let’s talk pricing, and strategy.
Cheers,
Josh
