How to Increase Your Price, With Casey Brown

Update: 2025-10-01

Description

Points of Interest

00:00 – 01:15 – Introduction: Marcel introduces Casey Brown, author of Fearless Pricing and founder of Boost Pricing, highlighting her experience generating over $1B in client profit.
01:15 – 02:15 – Defining a Pricing Geek: Casey explains her passion for pricing as the intersection of psychology, process, and data, with a mission to help firms earn the prices they deserve.
02:15 – 03:09 – From Engineering to Pricing: Casey shares how she moved from chemical engineering into pricing at GE, discovering its blend of strategy, negotiation, and value creation.
03:09 – 04:29 – Pricing as Poker, Not Economics: Casey contrasts real-world pricing with textbook theory, describing it as a poker game where buyers and sellers strategically hide information.
04:29 – 07:01 – The Price–Quality Effect: Casey highlights how higher prices in professional services often increase demand, as clients equate higher cost with higher quality.
07:01 – 09:13 – From Strategy to Mindset: Casey explains how shifting focus from pricing models to training sales teams on confidence and value communication created better results.
09:13 – 14:22 – Why Agencies Struggle with Pricing: Casey outlines two main barriers—lack of focus on pricing strategy and fear of rejection—that lead to underpricing and discounting.
14:22 – 18:35 – Running a Pricing Meeting: Casey recommends quarterly reviews of market shifts, win rates, and client profitability to make pricing a consistent strategic priority.
18:35 – 22:18 – Operational Levers for Pricing Power: Marcel and Casey discuss how utilization, staffing models, and capacity planning affect the ability to hold firm on price.
22:18 – 26:30 – New vs. Existing Client Pricing: Casey stresses segmenting price increases by client type and keeping communications brief, personal, and unapologetic.
26:30 – 35:51 – Preparing Teams for Sales Conversations: Casey emphasizes role-play, objection handling, and value-first framing to help frontline teams confidently present pricing.
35:51 – 47:56 – Raising Prices with Longstanding Clients: Casey shares phased approaches and cautions against gimmicks, while Marcel introduces tactics like repackaging and the “3 Rs”—Recapture, Rescope, Replace.