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International pricing can feel like a riddle wrapped in currency conversions. This episode revisits a conversation from 2019 with Jessica Lockhart, my very first podcast guest, where we unpack the tough questions around pricing your offers across borders.
Jessica, a global speaker and founder of Humanology, brought up a simple but crucial dilemma: how do I set prices fairly across countries? While she’s since retired, her pricing question is more relevant than ever. I’ve added a fresh intro to reflect on what still holds true and what’s changed.
You’ll hear us explore:
- What factors matter most when setting prices across different countries
- How to weigh fairness, simplicity, and profitability across markets
- What tools can help you make smarter pricing decisions
If you’re navigating global markets or serving clients in multiple currencies, this conversation about international pricing brings you practical ideas to simplify your approach, without sacrificing value or profit. I’ve gone back and reflected on our discussion to tease out what I missed and what I would highlight today if we were having that conversation once again.
Listen now to learn how to make confident, strategic choices for your business.
What to Listen out for:
- 02:36 Challenges in International Pricing
- 04:10 Balancing Fairness, Simplicity, and Profitability
- 06:36 Jessica’s Pricing Question
- 08:08 Original discussion with Jessica
- 15:44 Conclusion and Final Thoughts
Favorite quotes from this episode
“ I’ve been using different sources and different methods to establish my international fees and prices. But as I said, not on a very solid basis. I’ve just been improvising.” Janene
“ You want to be fair and you want to make it too affordable to your target audience. That makes sense. But you also have to make it easy enough for you to manage and still maintain a certain level of profitability for your business. Balancing those three things is a big part of the challenge.” Janene
“ There are really two separate topics here. One is, what prices do I actually use? And another is around this whole topic of currencies, because of course the currency can have an impact on your bottom line.” Janene
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Episode Summary
How do you price your services fairly and profitably across different countries, without turning your business into a logistical nightmare?
In this episode, I’m revisiting one of my very first podcast interviews, a live coaching conversation with global speaker Jessica Lockhart. Back in 2019, Jessica came to me with a challenge that still hits home today. Her clients were international. Her pricing was improvised. She didn’t know how to make it work sustainably.
She wasn’t alone. And if you work with clients across borders, this might sound familiar.
What Happens When You Wing It
Jessica had been using different methods and sources to set her international fees. But she admitted none of it was based on a solid strategy. She was relying on intuition. And the gap between regions like Switzerland and Latin America made her question everything.
If you’ve ever wondered, “Am I charging the right amount for this market?” or “Should I be using local currencies?”, this episode will sound very familiar.
International Pricing Is More Than Just Conversion Rates
Too often, business owners treat trying to price to different countries like a quick math problem. Convert the price. Tweak the rate. Done. But that’s only part of the story. And usually they are most often concerned about it when going to lower priced countries, but rarely do they see it for the opportunity it is when to enter higher price countries.
And often there are risks that often get overlooked. Exchange rate shifts. Payment platform limitations. Currency exposure. These can quietly chip away at your profits. And when the price difference between markets gets wide, it brings up real fear. Fear of losing clients. Fear of getting it wrong.
This episode won’t give you a formula. But it will help you ask smarter questions.
How Do You Keep It Fair, Simple, and Profitable?
This is the real balancing act. You want your prices to feel fair. You want to make things accessible for your clients. But your pricing also has to be easy enough for you to manage, and profitable enough to support your business.
In this conversation, I explore how to navigate those trade-offs. And why sometimes, simplifying your pricing might be the smartest choice you can make.
What I Would Add If We Did It Today
Listening back, I found myself thinking about a few things I’d say differently now. In particular, I missed a chance to talk about how packaging and delivery can help you handle big price gaps between markets. It’s a smart move that gives you flexibility without devaluing your offer.
If you’ve ever felt unsure about how to justify different prices across countries, this could be a game-changer.
Why I Brought This Episode Back
Even though this was recorded in 2019, the pricing challenges are just as real today. More entrepreneurs are working across borders. More clients are paying in different currencies. And international pricing is no longer just a problem for big companies.
It’s your problem too. And it’s time to handle it with more confidence and clarity.
Take Action With Your Pricing
Practical next steps for your pricing journey.
The Scorecard
Spot pricing strengths and gaps in minutes. Get the Pricing Scorecard — your first step to more confident, sustainable prices.
The Webinar
Learn the 3 keys to fair, profitable pricing. Watch my Getting to a Fair Price webinar and start setting prices with confidence.
Book a Call
Let’s talk through your pricing challenges. Book a call and explore how coaching can help you grow with clarity and profitability.
