Remove the guesswork from your pricing
Feel better about money and more confidently earn what you’re worth
This course offers game-changing tools, tactics and mentoring to help you price well and get paid your worth.
Who’s it for
Small business owners, freelancers and creatives that already have an established product or service, but need help to price more confidently and courageously.
This course isn’t about just arbitrarily raising your prices. It’s a simple structured approach to having conversations about pricing that you can apply immediately and start pricing with intention and authenticity.
Would you like to talk about money without feeling icky?
With this course we’ll help you:
remove the guesswork from your pricing
convert more sales with higher value clients
stop chasing the wrong clients who don’t value you
learn how to say ’no’ more (and be in a position to do so)
This course will be available from mid-March. Please use the button below to pre-register.
5 minutes with Ben & Carlos
In this 5 minute video Carlos Saba, co-founder of The Happy Startup School talks to Ben Johnson about how this course came about and what excites them about collaborating on it.
Your happy price
The price at which you feel excited to do your best work your customers are happy to pay.
How the course works
We want to help you to transform your business through:
Sharing proven tactics on how to more effectively price your products or services
Providing you with a simple set of tools to define your own niche, create more value and charge more
We’ll help you make best use of your time when it comes to pricing your work so you spend less time second guessing yourself and underselling your value.
Through the Happy Pricing group program, we've been fortunate to help over 50 people change their relationship to money, to remove the guesswork from their pricing and better earn their worth.
We’ve now decided to offer all 8 videos from the program and over 20 hours of detailed teachings as a self paced course.
That means you’re not beholden to our six week programme - or the near £1,000 course price.
In the videos you’ll learn the core concepts of pricing theory and you’ll then be able to apply what you’ve learned straight away to your own business.
This course is highly practical, based on real-world methods that have worked for us in our own businesses. You’ll learn tools and techniques that will help you now and in the future, developing a bolder mindset about money.
Course structure
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To price better you need a good reason why. What can more money buy you? We’ll help you to explore the opportunities that pricing better can offer you, your business, your employees, clients or even your family.
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There’s more to pricing than putting a price to your time. Many different factors affect your price and why a client might buy from you. We’ll cover the most important ones you can control:
How are you perceived in the market?
What’s your expertise?
Understanding what a client is really buying ; the tangible and intangible outcomes they want.
Teasing out your client’s budget.
Payment terms as an opportunity to earn more.
Flipping “I need it now!’ and other sticky client ‘threats’ into pricing opportunities!
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Questions are your friend. The right questions help you understand what is really important to your client.
They help you tease what a client wants to spend. Or not. The right questions make client objections less likely. Imagine that!
The right questions are critical to pricing the client not the job, as we covered in Module 2.
You’ll learn the right questions which unlock the opportunity for you to earn your worth.
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Getting a client to buy from you isn’t just about finding a magic price. How you package and present information back to your client is as important. Building on Modules 2 and 3 you’ll learn how to put options together which make you easier to buy.
My story
By Ben Johnson
Early on in running my last company we did what many people do – we begged for work.
Not actually begging - well, not using those words - but in the signals we sent and in our behaviours, we were begging for work.
We had great meetings and conversations with prospective clients. Full of life, energy, connection and potential.
And then we’d talk about money. “How much do you charge?”.
We thought it better to charge a little, to open the door and get the relationship going. We weren’t asking for much; maybe a couple of thousand to show what we can do. Time after time it came to nothing.
It felt like pushing water up hill.
Price is a hugely important lever.
What you charge sends a signal. Maybe the most important signal.
It says:
I feel good about what I do. Or not.
I'm confident in what I do. Or not.
I’m safe to buy. Or not.
We’re either the same as everyone else. Or not.
Putting your prices up is a lever which affects all aspects of your business.
I know because we did..
“It costs £45,000”.
Without plan or foresight, I was in a meeting with another prospective client. The same energy, positivity; a conversation rich with seeming opportunity. Like the others.
Sure enough, the conversation wound its way to money; how much do you charge?
But rather than replying with the same “give us a few thousand we’ll show you what we can do”, I said “It costs £45,000”.
No plan, no foresight just an accidental increasing our price by about a factor of 20.
And, you know what, they bought. Straight away. No quibble. No discussion. Just a “great, lets do it”.
In that one moment, much changed.
It changed how we felt about our work.
It changed how our market felt about us.
It changed our positioning.
It will affect our marketing.
And we started to win more work. Much more. And with it changed the very foundation of our business.
In that one moment, we become easier to buy.
Busyness
You didn’t start a business to look busy.
Yet too often it can feel like we’re on the hamster wheel.
The constant push and struggle to create opportunity, to win work, to feed ourselves and teams at large.
More is rarely better. Yet we’re perennially chasing an illusory more / better goal.
Try this.
Do the maths.
If you employ people, how many?
If you sell your time, how much for? And how does this relate to what you actually earn?
Often times we’re chasing more and bigger and better; we’re working harder but earning the same.
This is true whatever our motivation.
Whatever your business, profit is the oil which allows the organisational wheels to spin.
Whatever your motivation, if you’re not generating sufficient profit, you’re strangling your mission, strangling your goal.
Getting a grip on money affords you and your business a rich stream of opportunities, whether your motivation is personal, commercial or social.
Earning well is important for your wellbeing. And it’s important for your organisational wellbeing.
“Perhaps the reason price is all your customers care about is because you haven't given them anything else to care about.”
– Seth Godin
The price is right
We know how hard it can be to price right. Often we price too low which ends up becoming a barrier to us achieving our goals.
This is why we’d love for you to be able to…
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set a price for your products or services that feels right
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set a price that gets you excited to do your best work
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not have to worry about where your next client is coming from
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be comfortable saying no to the wrong clients
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feel confident pricing higher
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have clients waiting to buy what you have to offer
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have enough time for the things that matter to you
Pre-register now
Our self-paced Happy Pricing Course will launch in Mid-March. To get notified of its release and also take advantage of our early bird discount the pre-register below.
Your teacher
Ben Johnson, entrepreneur and pricing coach
Ben has co-founded, created, managed and sold businesses most recently, the experience and innovation design firm, FreeState, sold to Hassell. And before that businesses online and off. He is an active investor, advisor, teacher and talker and writes books and blogs. He wants to share his knowledge and experience to help purpose-driven entrepreneurs create financially sustainable businesses and thrive.
Ben blogs at Ten Percent Better and you can find him on LinkedIn
“There’s a lot of advice out there from people who’ve never done it. Ben has and very successfully. His advice is based on first hand experience and will change the way you think about pricing forever.”