The Price is Right… or Is It? Common Pricing Mistakes with Etinosa Agbonlahor
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The Price is Right… or Is It? Common Pricing Mistakes is covered in this video.
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In this episode of Leadership LIVE @ 8:05!, Andrew Frazier, MBA, CFA, is joined by behavioral economist and CEO of Decision Alpha Etinosa Agbonlahor to discuss common pricing mistakes that can leave small business owners overworked, underpaid, and wondering where the profit went. Together, they explore the mindset issues behind chronic underpricing, the risks of copying competitors' prices, the limitations of cost-plus pricing, and the hidden impact of discounts and "friends & family" deals. Etinosa shares practical insights based on behavioral economics to help business owners better understand customer-perceived value and build more sustainable pricing strategies.
You'll learn:
• Why business owners may struggle to price their value confidently.
• Why relying on competitor pricing can limit growth.
• How cost-plus pricing can still leave you undercharging.
• How discounts can affect your profitability.
• Ways to align your pricing with the real value you deliver.
If you've ever wondered whether your prices are truly right—or suspect you're leaving money on the table—this conversation will help you identify common pricing mistakes and think more strategically about your pricing. Etinosa Agbonlahor is a behavioral economist and CEO of Decision Alpha, a behavioral pricing firm that helps businesses improve pricing for growth, traction, and stronger perceived value. With over a decade of global experience across the U.S., Australia, Africa, and the U.K., she has shaped pricing, engagement, and customer-behavior strategy for major financial institutions and venture-backed startups. Her work has been featured in MarketWatch, Morningstar, and other leading platforms.
LinkedIn: https://www.linkedin.com/in/etinosasere/
Website: decisionalpha.co
Resources from Etinosa Agbonlahor / Decision Alpha
📘 Behavioral Pricing Playbook Practical strategies for understanding how customers value what you offer: https://playbook.decisionalpha.co
🤖 Stress-Test Your Pricing Strategy with Fred Receive tailored pricing recommendations in minutes: https://fred.decisionalpha.co
Every Tuesday evening on Leadership LIVE @ 8:05! - Talking Small Business, your host Andrew Frazier, is joined by experienced entrepreneurs and business owners who share their secrets to success via Livestream. You will learn about developing your business leadership skills from our roster of high-performing guest experts. Leadership LIVE is one of the many valuable resources provided through the Small Business Pro University, empowering business owners to learn, profit, and grow.
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