Your Pricing Is Killing Your Business
About this episode
Janene Liston discusses how pricing decisions impact profitability and offers strategies for business owners to set and communicate their prices effectively.
Janene Liston is the Founder of The Pricing Lady, a pricing strategy and advisory business that helps service-based companies replace guesswork with structure, confidence, and sustainable profit. With an engineering background, corporate pricing leadership, and certification in pricing, Janene works with owners who struggle to charge for the value they deliver. She helps clients uncover pricing blind spots, rethink discounting, communicate value clearly, and build businesses that pay them well. In this episode… Pricing decisions shape profitability long before business owners see the results in their financials. Delayed price changes, unnecessary discounts, and competitor-based pricing can quietly create profit leaks that compound over time. So how can owners replace uncertainty with a clearer way to set, explain, and stand behind their prices? The answer starts with building confidence through clarity, math, and value. Janene Liston, a pricing strategist, explains that many owners were never taught how to set prices, so they rely on guesswork, market averages, or fear-based decisions. Instead of leading with discounts, owners can examine scope creep, understand the true impact…
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