Price Tags and Profit Margins: The Science You're Missing with Per Sjofor

Communication, Connection, Community: The Podcasters' Podcast

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Pricing might be the most powerful yet underutilized profit lever in your business toolkit. In this eye-opening conversation with Per Sjöfors, "The Price Whisperer," we uncover why most businesses leave substantial money on the table through ineffective pricing strategies.
Per reveals the shocking mathematics behind pricing power: while a 1% increase in sales volume typically yields a 3.5% profit increase, and a 1% cost reduction generates about 5.5% more profit, a mere 1% price increase can boost profitability by a staggering 11.3%. Despite this leverage, most companies rely on guesswork, cost-plus formulas, or competitor matching—approaches that severely limit profit potential.
Drawing from his experience running multiple companies and conducting pricing research across approximately 5,000 products and services, Per debunks common pricing myths and introduces a scientific approach anyone can implement. He shares a practical method for solopreneurs and small businesses to determine their optimal price range: interview at least 25 prospects and ask two specific questions about price thresholds. This approach works equally well across B2B and B2C contexts because pricing psychology follows similar patterns regardless of market type.
The conversation also explores behavioral economics principles showing why pricing too low can actually decrease sales by creating perceptions of poor quality. Even retail giants like Walmart have shifted away from purely price-focused messaging after seeing declining sales when customers associated low prices with inferior products.
Whether you're a podcaster monetizing your platform, a consultant valuing your expertise, or a business owner setting product prices, this episode provides actionable insights to transform your pricing strategy and significantly boost your profitability. As Per reminds us in his parting wisdom: "You can always increase prices. If it doesn't work, you can always revert."

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Chapters

1. Welcome to Communication Connection Community (00:00:00)

2. Meet Per: The Price Whisperer (00:00:34)

3. The High Leverage of Pricing (00:01:30)

4. Common Pricing Mistakes Companies Make (00:05:16)

5. The Science of Effective Pricing (00:09:20)

6. Finding Your Price Range (00:14:38)

7. Final Thoughts on Pricing Strategy (00:19:20)

8. Episode Closing and Credits (00:25:37)