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314

 – The Hidden Emotions Behind Your Pricing Decisions (Let’s Pull the Curtain Back)

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Hosted by HerBusiness

On air:

26 June 2025

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“What am I to charge this much?” 
“Who do I think I am?” 
“No one is going to pay for this!”

Many women business owners have had the same doubts — and these doubts can stop us from realising the success that we want. The hidden emotions behind our pricing strategy need to be addressed – because they do nothing but keep you stuck and prevent your ideal clients from receiving the transformation you offer.

In this episode, we are talking about why your pricing isn’t the actual problem, how to uncover and manage the emotions that are influencing your decisions, and the pricing mistakes that most people make – that YOU can avoid.

Here’s What You’ll Learn in the Episode: 

  • Why competitor-based pricing and following the market can keep you stuck and undervalued (even though it’s what we’re “taught” to do!)
  • The 2 BIGGEST pricing mistakes I see women business owners making over and over again
  • How fear and guilt can disguise themselves as other, more logical or compassionate emotions
  • The clear signs that it is time to raise your prices (if you’ve clicked on this episode, it’s likely past time )
  • How to build a ladder of access for your ideal clients (and how to serve more people without undercharging)
  • The 7 steps to building a healthier, more confident relationship with your pricing and finances
  • How to move from “Will they pay this??” to “Will the right people see this?”
  • And so, so much more.

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Mentioned in This Episode:

Join the HerBusiness Network

The Ultimate High Converting Offer Blueprint

Thanks to this week’s reviewer: Danika Armytage, Big Stories Little Films

Apply for the Marketing Success Mastermind

Subscribe to the HerBusiness podcast:

For more stories of remarkable women entrepreneurs, subscribe to the HerBusiness Podcast.

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About the host

Suzi Dafnis

Hi there. I’m Suzi Dafnis, CEO at HerBusiness. My BIG passion is helping women business owners to grow and scale their business, so that they can create their ideal lifestyle and make a difference in the world. Every day I am inspired by the more than 30,000 amazing women (and men!) in our community and I love finding the best education, mentors, and resources from around the globe, to help them get the skills, knowledge, and support they need to succeed. It’s been my privilege to lead HerBusiness (formerly The Australian Businesswomen’s Network) for the past 23 years (two+ decades – WOW!) because, whilst I’ve enjoyed success in business, I’ve also experienced the highs and the lows – sometimes you can feel on top of the world and in control and other times you can feel isolated, exhausted and stuck. What has made the biggest difference for me has always been having great people around me and having a lifelong commitment to learning. That’s why I am so passionate about the work we do here at HerBusiness – providing a Connection Network for women in business to get the mentors, contacts, referrals, knowledge, and skills they need to grow their confidence, make more money, build their businesses, expand their network and create the lives they love. My entrepreneurial journey started in the spare room of my Sydney apartment in 1994 when my business partner and I started a boutique events company that represented speakers and authors from the USA, here in Australia. Over the years I’ve grown multiple multi-million dollar businesses in the events, publishing and education niches – with teams in Australia, New Zealand, and the USA. Not everything has worked and there has been a degree of trial and error, and a lot of bumps in the road. But I have always had a strong commitment to always surrounding myself with great mentors and like-minded peers – a Connection Network that I can depend on and who can depend on me to be there for them too. I truly do what I love, every day.  

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