Creating a Premium Pricing Culture

Pricing is a prison cell of our own making. And it’s cultural. Blair has come up with a series of prompts as a creative exercise to help us all move into a realm of higher pricing.

Links “Creating a Culture of Premium Pricing” by Blair Enns at WinWithoutPitching.com
“Have we Hit Peak Strategy?”
“Be the Client You Want to See in the World”

[@dameanvil]

01:18 🎯 Goal: Speak to segments of the audience separately. 01:34 💸 Topic: Creating a premium pricing culture. 01:45 🧩 Insight: Pricing is cultural within a firm. 02:03 🧠 Concept: Pricing as a collective mindset or "prison cell." 02:41 🔄 Exercise: Prompts to shift to premium pricing culture. 03:29 📊 Example: Successful client feels underperforming despite high billings. 04:14 🚀 Aim: Bust out of the pricing limitations. 05:07 📈 Strategy: Move to the high end of the market for more profit. 06:13 💡 Barrier: Fear and lack of confidence in moving up market. 07:01 🔑 Solution: Hire new people with different confidence levels. 07:50 🛠 Prompt: Combine disciplines to create unique, expensive services. 09:02 🤿 Example: Underwater welding as a high-paying, unique skill. 10:16 🧠 Skills: Listening, understanding behavior, simplifying complexity, capturing desire. 11:26 🔬 Trend: Neuromarketing often not done by qualified individuals. 12:03 🥃 Example: Firm creating cocktails and training platforms. 13:19 💡 Advice: Obsess over product development for better pricing. 14:32 🚀 Dream: Many listeners wish to move from client work to product development. 15:23 🎩 Challenge: Consider creating a high-end product version. 15:51 🔄 Reminder: Prompts to encourage premium pricing culture shift. 16:12 💼 Hiring: Bringing in people with different pricing experiences. 16:32 💡 Identify high-end markets or segments to understand potential for increased pricing. 17:05 🤑 Consider hiring individuals from high-cost markets to gain new pricing insights. 17:40 🎯 Focus on long-term strategy rather than short-term trends. 18:17 🍏 Apple exemplifies patience and strategic AI integration, contrasting with rushed competitors. 19:16 🏗 Build a luxury brand by establishing relationships with influential industry figures. 20:13 👑 Define what concierge-level service would mean for your market. 21:24 🖥 Example of high-priced concierge service in web design, emphasizing quick turnaround. 22:00 🚗 Luxury service concept by Avis, catering to premium customer needs. 22:17 🏷 Rebranding for a luxury feel can create a positive cycle for clients and employees. 23:09 📸 Consider all touchpoints, including Zoom backgrounds and email signatures, for a luxury impression. 24:23 💲 Actual pricing adjustments can foster a premium culture. 26:00 🎯 Establish a high anchor price to elevate overall pricing strategy. 27:58 💼 Assign pricing responsibilities to those comfortable with high numbers, not based on seniority.