Episode Details

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If you have ever looked at your own pricing and felt a knot of guilt, this episode is going to feel like a conversation you needed to overhear. In Part 2 of Andee's talk with Jan Touchberry, they get specific about the thing most product based business owners quietly wrestle with: charging what their work is actually worth. They dig into why women in particular tend to undercharge, how to price around the buyer's return instead of your own costs, and why reaching for a discount can quietly cost you more than it earns. It is honest, practical, and full of reframes that change how you look at your next price.

Episode highlights

[00:00] The guilt that shows up the moment you set a price, and why we talk ourselves down.

[03:50] The Proverbs 31 reframe: how charging your worth connects to provision and generosity.

[09:39] Why you should sell the transformation, not the deliverable, told through a real wholesale example.

[13:00] The $45 hat story: how strong branding gives you permission to charge more.

[29:23] The pricing move that beats discounting every single time.

Key takeaways

1.     Price from the buyer's return on investment, not just your cost of goods. Start with the transformation your product creates, then work backward to a number that reflects it.

2.     Your branding sets the price expectation before you say a word. When your visual presence matches who you serve, charging more feels earned instead of awkward.

3.     Undercharging is often a control problem in disguise. You cannot guarantee a client does the work, and pricing low to feel responsible for their results only teaches people to undervalue what you offer.

4.     Discounting trains the market to see you as the cheap option. If cash flow is the concern, offer a payment plan instead of cutting your price.

5.     Your price is not permanent. Revisit it at least once a year, survey your ideal buyers, and do not be afraid to raise it as your value and the market shift.

Resources and references mentioned

•       Part 1 of this conversation, on scarcity and provision thinking

•       Proverbs 31 episode (referenced in the pricing mindset discussion).

•       Base44, the AI "vibe coding" tools mentioned for building sales pages and calculators.

•       Jonathan Mast's AI training referenced for landing page prompts 

•       Jan Touchberry, host of the Marketing Without Socials podcast

Resources & Links 

👉🏼 Apply for the Faire Accelerator

👉🏼  Grab your seat for the Retail Ready Wholesale Challenge.

👉🏼 Join the waitlist for my signature She Sells Wholesale course – doors open soon!

👉🏼 Best SEO Tool to drive organic traffic to your website

👉🏼 My favorite email marketing platform

** Some links in this post are affiliate links, which means I may earn a commission if you buy—at no additional cost to you. I only share what I genuinely use and love.

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