If you run any kind of business, setting the best price for your services can be tricky.
Start out at the wrong price and you will struggle. If it’s too high, people ignore your offers. Set the price too low and you leave money on the table. You might even begin a pricing death spiral.
In this episode, my guest is Per Sjofors (pronounced Par Chauffeurs). Through his work with companies large and small, he has become known as “the Price Whisperer.”
Pricing Strategy has always been an interest area for Per. As a serial entrepreneur running companies in Europe and the US, he did pricing experiments. Some of these worked spectacularly well, and some did not work at all. As a result, Per founded his current company out of his frustration that what business schools teach about pricing is too abstract and too academic for a business executive to act on. He set out to make pricing practical and actionable. All this stems from a deep understanding of how we as humans make purchase decisions and how everything a company does affects what its customers are willing to pay for a product or service.
Since then, he has been at the forefront as a pricing thought leader, taking a very different view on everything pricing. Per is a member of the Forbes Magazine Business Council, a member of the C-Suite Network, appears regularly on podcasts and business radio shows, and gets quoted regularly in the financial press, including Inc Magazine, The Street, Fortune Magazine, Industry Week, Business Insider and the Financial Times.
His new book “The Price Whisperer – A Holistic Approach to Pricing Power” is available on Amazon here: https://amzn.to/3nX1BJm Prior to founding his own company, Sjofors & Partners, Per had more than 25 years of CEO experience, driving companies to rapid, profitable growth, where he gained an appreciation for the importance of optimal pricing. More can be found on https://sjofors.com/pricing-strategy-services
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