The Psychology Behind Pricing: 5 Pricing Principles

About this talk

Pricing is a science, not guesswork. Yet most companies pick a price that feels right and stick with it.

Imagine if American Airways picked a price for their London to New York price in 2018 and didn't bother to change or update it. It'd be crazy, right? But that's how most B2B and SaaS brands operate.

In this talk, Phill Agnew will talk you through five pricing principles to use when coming up with your price. He'll help remove the guesswork and give you structures upon which you can make better pricing decisions.

Presentation takeaways

• Five pricing principles

• One pricing mistake most of us make

• Two simple tricks to increase prices and keep customers