Pricing rarely gets the strategic attention it deserves inside most companies — most teams set it by surveying competitors and landing somewhere in the middle. Ann Padley, Senior Partner at Untapped Pricing and co-author of The Pricing Sprint, 12 Steps to Unlock the Power of Pricing, joins host John Golden on Sales POP! to unpack behavioral pricing: the idea that buyers never decide on logic alone. Drawing on field experience with companies spanning SaaS, sportswear, and seismic technology, Ann walks through the framing shifts, choice architectures, and testing tactics that move identical prices from stalled to closed. She also explains why anchoring your price to competitors quietly hands strategy to rivals, and how the right three-tier structure changes the entire sales conversation.
In this episode:
- What behavioral pricing actually means and why two identical prices can perform very differently
- The hidden cost of pricing yourself against competitors instead of your own value
- Why three clear options outperform every other configuration in B2B sales
- The Goldilocks effect, anchoring, and the pitfalls of size-based tier labels
- A field-tested framework for testing prices and interviewing customers without losing confidence
- How AI is breaking traditional pricing models and where customer research matters most
Ready to stop letting competitors set your strategy? Ann’s book, The Pricing Sprint, releases May 28th. Visit untappedpricing.co.uk/thepricingsprint/ to explore her work, the 12-step methodology, and ways to engage Untapped Pricing on your next pricing project.
Visit us on Apple Podcast You can also find SalesPOP! on all major podcast stations.
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