When it comes to the psychology of pricing for entrepreneurs, what’s happening in your head often has a bigger impact and matters more than what’s happening in the market.
In this episode, I dive into the internal side of pricing psychology —the beliefs, fears, and mindset traps that quietly sabotage your pricing decisions. From imposter syndrome to the fear of rejection to second guessing each and every decision, I unpack the real reasons so many business owners hold back and undercharge.
You’ll hear practical ways to shift your thinking, build pricing confidence, and stop the self-sabotage that’s costing you revenue. If you’ve ever avoided pricing conversations or doubted whether people would pay you “that much,” this one’s a must-listen.
Hit play now and let’s work through the mindset blocks keeping your pricing stuck.
What to Listen out for:
- 00:33 The Influence of Mindset on Pricing
- 01:56 Understanding Internal Pricing Psychology
- 04:59 Challenges That People Face
- 14:28 Tips for Overcome Internal Psychology
- 20:57 Conclusion and Next Steps
Favorite quotes from this episode
“If your intention is to take advantage of people, then yes, that’s greedy. But every business owner I’ve met? That’s not their intention. They’re delivering real value.” Janene
“Avoidance is a coping mechanism, but it’s not one that helps.” Janene
“Tying your price to time and effort is not going to help you—because time and effort aren’t the same as value.” Janene
“If you don’t practice saying your prices out loud, you’ll stumble when it matters most.” Janene
Episode Links
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Get started improving your business. Beyond this pricing podcast there’s more for you to explore. Sometimes it’s difficult to know where to begin. I suggest you Download the the self assessment Pricing Scorecard to get a view of what’s working and not in your business. Ever wondered, “What’s a fair price?”, check out my on-demand webinar “Getting to A Fair Price“. Two great places to get started with pricing in your business today.
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Podcast Summary
What’s Really Holding You Back From Better Pricing?
Think your pricing woes are all about numbers? Think again. In this episode of Live with the Pricing Lady, we dig into the real reasons you might be struggling with your prices—and spoiler alert: they’re mostly in your head. This is the second part of our series on the psychology of pricing (if you missed the first episode check it out here), and we’re turning the spotlight inward. If you’re curious about the psychology of pricing for entrepreneurs, this conversation goes deep into the mindset shifts that drive better decisions and sustainable pricing confidence.
I’ll walk you through what’s really going on behind the scenes of your pricing decisions—how your mindset, beliefs, and fears shape the prices you set and how confident you feel saying them out loud. This is one of the most powerful conversations we can have about pricing, and trust me, it’s one that can change everything.
Mindset: The Silent Influencer of Pricing Psychology
One of the most overlooked aspects of the psychology of pricing is how deeply our inner beliefs shape our pricing behavior. It’s easy to blame the market or competitors, but until you address what’s happening internally, pricing will always feel harder than it needs to.
We explore why ignoring this internal side of pricing doesn’t work (yes, ostrich mode is tempting—but no, it doesn’t help) and how your beliefs about money, value, and worthiness often lead you to undercharge, over-explain, or hold back when you need to stand strong. If you’re relying on what others charge rather than understanding your own value, you’re not alone—and there’s a way through it.
Common Mindset Traps (And How They Sneak Up On You)
Whether you’re running your own solo business or part of a bigger team, mindset traps like imposter syndrome and fear of rejection are central to the psychology of pricing for entrepreneurs. They’re not just emotional issues—they impact your profitability and positioning in the market.
I share real-world examples from my own work—yes, even seasoned pros and full teams fall into these traps—and how these behaviors sabotage not just pricing, but your confidence and revenue.
Reframing Your Beliefs: Practical Shifts That Work
You don’t need to be stuck in those patterns. Throughout the episode, I offer actionable shifts you can start using right away to manage the influence your internal pricing psychology has on your prices and pricing behavior. From practicing saying your prices out loud (seriously, it works), to detaching your personal worth from your price tag, to learning how to set boundaries that keep your decision-making calm and confident—this is about building new pricing habits that reflect the real value you deliver.
One of the biggest mindset shifts? Learning to flip your focus. Stop obsessing over what people will pay you and start focusing on what they’re actually getting. When you anchor your pricing in outcomes, not sessions or hours, your whole approach changes—and your customers feel that clarity too.
Take Ownership, Make the Shift
We wrap up the episode with a challenge: pick one belief or mindset issue that’s holding you back and start rewriting it. Where did it come from? What’s it costing you? And what new story can you tell yourself that reflects the value you truly bring?
You’ve got the tools. You’ve got the awareness. Now it’s time to take the next step. Because when you understand both the internal and external psychology of pricing, you’ll make better decisions, hold stronger conversations, and create offers that are both valuable and profitable.
Ready to learn how the psychology of pricing for entrepreneurs could be the missing piece in your business growth strategy? Then tune in to this episode and start transforming your mindset for smarter, more confident pricing.
Tune in now and find out what your prices are really saying to your customers—and what to do if the message needs tweaking. Let’s make pricing a tool for connection, not confusion.
Subscribe, rate, and review the Live With The Pricing Lady your go to pricing podcast for service based businesses, for more insights. I’d love to hear your thoughts, questions, and topic ideas—connect with me at thepricinglady.com. Remember, pricing is a continuous journey, and together, we’ll make sure it leads to success!
