77 - The Pricing Lesson That Took Me 10 Years to Learn
Most entrepreneurs undercharge by focusing on effort instead of value. This episode reveals the pricing shift that unlocks growth: charging for outcomes rather than deliverables. Learn how to position for ROI, raise trust, and scale impact.
The Pricing Lesson That Took Me 10 Years to Learn
Pricing isn’t a math exercise. It’s a strategy.
And most entrepreneurs get it wrong for far too long, including me.
In this episode, I share the single pricing lesson that reshaped how I operate and how I help others scale:
1. Pricing Based on Effort Caps Both Growth and Impact.
For years, I charged based on time, features, or what felt “reasonable.” I thought that would make it easier to close deals. Instead, it limited my capacity and my clients’ transformation.
2. Clients Pay for Outcomes, Not Effort.
What finally changed everything? Reframing pricing around ROI. When you solve bigger problems, you can charge higher prices because the impact is greater. Value is the true north, not time invested.
3. Premium Pricing Is a Clarity Exercise.
Raising prices isn’t about being greedy. It’s about knowing exactly:
• What do you solve?
• Who do you solve it for?
• What result do they walk away with?
When your offer speaks to a clear transformation, premium pricing becomes not just justifiable but expected.
4. Positioning Around ROI Builds Trust.
Ironically, the more I charged, the more seriously clients took the process. Higher investment created stronger buy-in and accountability, leading to better results and longer retention.
Final Takeaway:
Pricing isn’t what you ask for, it’s what you signal.
This episode is a mindset reset for entrepreneurs who are ready to stop apologizing for their prices and start owning the outcomes they create.
Because the market doesn’t reward effort, it rewards clarity, confidence, and transformation.
Highlights:
00:00 The Pricing Lesson That Took 10 Years to Learn
00:02 Understanding the True Nature of Pricing
00:16 The Shift in Pricing Strategy
00:24 Personal Journey and Mistakes in Pricing
00:41 Reframing Pricing as a Value Amplifier
00:58 The Importance of Clarity in Premium Pricing
01:10 Reflecting on Pricing Mistakes
Links:
Website: https://www.marcogrueter.com/
LinkedIn: https://www.linkedin.com/in/marcogrueter/
Transcript:
The pricing lesson that took me 10 years to learn. I used to think pricing was about fairness or market rates or what people would say yes to. Turns out pricing is a strategy, not a spreadsheet. And here's the lesson that changed everything. People don't pay for effort, they pay for outcome. And the bigger the problem you solve, the higher the price you can command.
Four years I on the charge. I priced based on what I thought I was worth. I worried about rejection. I added more feature instead of increasing the value. It felt safer, but it kept my growth and my client's results. Once I reframed pricing as a value amplifier, everything changed. I started solving more valuable problems.
I positioned around ROI, not deliverables, and I raised prices. And clients trusted me more, not less. Here's the truth. Premium pricing isn't about greed. It's about clarity. Clarity in what you solve, clarity in who you serve, and clarity in the transformation you deliver. What's one pricing mistake you had to unlearn?