Business RadioX ®

  • Home
  • Business RadioX ® Communities
    • Southeast
      • Alabama
        • Birmingham
      • Florida
        • Orlando
        • Pensacola
        • South Florida
        • Tampa
        • Tallahassee
      • Georgia
        • Atlanta
        • Cherokee
        • Forsyth
        • Greater Perimeter
        • Gwinnett
        • North Fulton
        • North Georgia
        • Northeast Georgia
        • Rome
        • Savannah
      • Louisiana
        • New Orleans
      • North Carolina
        • Charlotte
        • Raleigh
      • Tennessee
        • Chattanooga
        • Nashville
      • Virginia
        • Richmond
    • South Central
      • Arkansas
        • Northwest Arkansas
    • Midwest
      • Illinois
        • Chicago
      • Michigan
        • Detroit
      • Minnesota
        • Minneapolis St. Paul
      • Missouri
        • St. Louis
      • Ohio
        • Cleveland
        • Columbus
        • Dayton
    • Southwest
      • Arizona
        • Phoenix
        • Tucson
        • Valley
      • Texas
        • Austin
        • Dallas
        • Houston
    • West
      • California
        • Bay Area
        • LA
        • Pasadena
      • Colorado
        • Denver
      • Hawaii
        • Oahu
  • FAQs
  • About Us
    • Our Mission
    • Our Audience
    • Why It Works
    • What People Are Saying
    • BRX in the News
  • Resources
    • BRX Pro Tips
    • B2B Marketing: The 4Rs
    • High Velocity Selling Habits
    • Why Most B2B Media Strategies Fail
    • 9 Reasons To Sponsor A Business RadioX ® Show
  • Partner With Us
  • Veteran Business RadioX ®

The Red Flags of Inadequate Pricing

January 21, 2022 by John Ray

The Red Flags of Inadequate PricingJohn Ray
  • Social:
  • Link:
  • Embed:
https://stats.businessradiox.com/35600.mp3
Download Audio

inadequate pricing

The Red Flags of Inadequate Pricing

In a discovery call I had with a videographer, he revealed that his pricing was inadequate before he disclosed what his prices were. What are those “red flags?” Do any of them apply to your practice? The Price and Value Journey is presented by John Ray and produced by the North Fulton studio of Business RadioX®.

TRANSCRIPT

John Ray: [00:00:00] And hello again. I’m John Ray on The Price and Value Journey. Recently, I was on a discovery call with a videographer. This man had been in business for about five years, and he felt like he needed to make some major changes to his business if he was going to achieve the goals he had set for himself.

John Ray: [00:00:21] About 15 or 20 minutes into the conversation, I told him, “You know, I can tell your pricing is too low.” “How do you know that?” he asked. “I haven’t told you my prices yet.”

John Ray: [00:00:35] In no particular order, I responded, there are several reasons. First, you price by the hour. By definition, a professional services provider, like you, who prices by the hour is underpricing their services. Second, you tell me that all clients are paying the same price. The problem there is that not all clients have the same values. Different clients value your services differently. You’re probably going the extra mile for clients who don’t value that added care you’re giving them and you’re not charging for it.

John Ray: [00:01:10] Third, you’re not offering options. Options are a powerful way to tailor your services to your best fit clients who love what you accomplish for them, and they’re willing to pay you a good price for that. Fourth, you complain that you feel like you’re working too hard for too little money. For professional services providers, like you, that’s always a sign of a pricing problem.

John Ray: [00:01:38] Fifth, you seem to be taking on most projects which come your way. More prospects should be turning you down because of price. Finally, I said, you’re talking a lot about what and how you do what you do instead of the challenges clients have that you solve. What that tells me is that you’re not having solid value conversations with clients at all. A value conversation is the dialogue you must have with a prospective client to understand the difficulties you’ll be helping them overcome. If you understand how your solution to their problems moves the needle for their business, then you’ll be able to set better prices.

John Ray: [00:02:25] He paused and said, “You’re exactly right. I need to work on my pricing.” In about 15 minutes, this videographer had run through just about every red flag I look for when assessing the pricing of professional services providers. If any of these red flags are flying over your practice, you have a pricing problem and your pricing is too low.

John Ray: [00:02:53] I’m John Ray on The Price and Value Journey. If you’d like to know more, go to johnray.co or connect with me directly, email me, john@johnray.co.

 

About The Price and Value Journey

The title of this show describes the journey all professional services providers are on:  building a services practice by seeking to convince the world of the value we offer, helping clients achieve the outcomes they desire, and trying to do all that at pricing which reflects the value we deliver.

If you feel like you’re working too hard for too little money in your solo or small firm practice, this show is for you. Even if you’re reasonably happy with your practice, you’ll hear ways to improve both your bottom line as well as the mindset you bring to your business.

The show is produced by the North Fulton studio of Business RadioX® and can be found on all the major podcast apps. The complete show archive is here.

John Ray, Host of The Price and Value Journey

John Ray The Price and Value Journey
John Ray, Host of “The Price and Value Journey”

John Ray is the host of The Price and Value Journey.

John owns Ray Business Advisors, a business advisory practice. John’s services include advising solopreneur and small professional services firms on their pricing. John is passionate about the power of pricing for business owners, as changing pricing is the fastest way to change the profitability of a business. His clients are professionals who are selling their “grey matter,” such as attorneys, CPAs, accountants and bookkeepers, consultants, marketing professionals, and other professional services practitioners.

In his other business, John a Studio Owner, Producer, and Show Host with Business RadioX®, and works with business owners who want to do their own podcast. As a veteran B2B services provider, John’s special sauce is coaching B2B professionals to use a podcast to build relationships in a non-salesy way which translate into revenue.

John is the host of North Fulton Business Radio, Minneapolis-St. Paul Business Radio, Nashville Business Radio, Alpharetta Tech Talk, and Business Leaders Radio. house shows which feature a wide range of business leaders and companies. John has hosted and/or produced over 1,100 podcast episodes.

Connect with John Ray:

Website | LinkedIn | Twitter

Business RadioX®:  LinkedIn | Twitter | Facebook | Instagra

Filed Under: North Fulton Studio, The Price and Value Journey Tagged with: inadequate pricing, John Ray, Price and Value Journey, pricing, professional services, ray business advisors, value, value pricing

BRXStudioCoversNorthFulton
All Episodes / Archives

Also Available On ….

Google-Podcasts-logo

Connect With Us

  • Email
  • Facebook
  • LinkedIn
  • Twitter
  • YouTube

Studio Partner

JohnRayBRXOctober2022Headshot

John Ray is a Show Host and Producer and owns the North Fulton (Georgia) studio of Business RadioX®. John and his team work with B2B professionals to create and conduct their own podcast using The Generosity Mindset™ Method:  building and deepening relationships in a non-salesy way that translates into revenue for their business.

John also operates his own business advisory practice, Ray Business Advisors. John’s services include advising solopreneur and small professional services firms on their value, their positioning and business development, and their pricing. His clients are professionals who are selling their expertise, such as consultants, coaches, attorneys, CPAs, accountants and bookkeepers, marketing professionals, and other professional services practitioners.

John is the author of The Generosity Mindset:  A Journey to Business Success by Raising Your Confidence, Value, and Prices.

John is the host of North Fulton Business Radio and The Price and Value Journey. North Fulton Business Radio, the longest running podcast in the North Fulton region of Georgia, features a wide range of business and community leaders. The Price and Value Journey is devoted to solo and small firm professional services providers and covers issues such as pricing, value, and business development.

John and his wife, Dr. Monica Ray, a dedicated teacher with 28 years in education, are grateful for their blended family of 5 children, 5 grandchildren, and 5 pets.

John is a Deacon in the Episcopal Diocese of Atlanta.

CONTACT

Our Mission

We help local business leaders get the word out about the important work they’re doing to serve their market, their community, and their profession.

We support and celebrate business by sharing positive business stories that traditional media ignores. Some media leans left. Some media leans right. We lean business.

Sponsor a Show

Build Relationships and Grow Your Business. Click here for more details.

Partner With Us

Discover More Here

Terms and Conditions
Privacy Policy

Connect with us

Want to keep up with the latest in pro-business news across the network? Follow us on social media for the latest stories!
  • Email
  • Facebook
  • Google+
  • LinkedIn
  • Twitter
  • YouTube

Business RadioX® Headquarters
1000 Abernathy Rd. NE
Building 400, Suite L-10
Sandy Springs, GA 30328

© 2025 Business RadioX ® · Rainmaker Platform

BRXStudioCoversLA

Wait! Don’t Miss an Episode of LA Business Radio

BRXStudioCoversDENVER

Wait! Don’t Miss an Episode of Denver Business Radio

BRXStudioCoversPENSACOLA

Wait! Don’t Miss an Episode of Pensacola Business Radio

BRXStudioCoversBIRMINGHAM

Wait! Don’t Miss an Episode of Birmingham Business Radio

BRXStudioCoversTALLAHASSEE

Wait! Don’t Miss an Episode of Tallahassee Business Radio

BRXStudioCoversRALEIGH

Wait! Don’t Miss an Episode of Raleigh Business Radio

BRXStudioCoversRICHMONDNoWhite

Wait! Don’t Miss an Episode of Richmond Business Radio

BRXStudioCoversNASHVILLENoWhite

Wait! Don’t Miss an Episode of Nashville Business Radio

BRXStudioCoversDETROIT

Wait! Don’t Miss an Episode of Detroit Business Radio

BRXStudioCoversSTLOUIS

Wait! Don’t Miss an Episode of St. Louis Business Radio

BRXStudioCoversCOLUMBUS-small

Wait! Don’t Miss an Episode of Columbus Business Radio

Coachthecoach-08-08

Wait! Don’t Miss an Episode of Coach the Coach

BRXStudioCoversBAYAREA

Wait! Don’t Miss an Episode of Bay Area Business Radio

BRXStudioCoversCHICAGO

Wait! Don’t Miss an Episode of Chicago Business Radio

Wait! Don’t Miss an Episode of Atlanta Business Radio