Price Without Fear, with pricing expert Andrew Bailey (The Price and Value Journey, Episode 134)
In this episode of The Price and Value Journey, pricing expert Andrew Bailey joins host John Ray to explore why fear and hesitation dominate so many conversations around pricing. Drawing on his extensive experience as a pricing strategist and negotiation coach, Andrew shares how solo and small firm professionals can move from anxiety to confidence by focusing on outcomes, shifting mindset, and learning how to express value more clearly.
They discuss why price communicates more than numbers, how to handle pricing objections without falling into discount traps, and why clarity, not persuasion, is the key to powerful pricing conversations. If you struggle with how to price your services, talk about your worth, or respond to pushback, this conversation offers clarity, practical advice, and a fresh mindset.
The Price and Value Journey is presented by John Ray and produced by North Fulton Business Radio, LLC, an affiliate of the Business RadioX® podcast network.
Key Takeaways from Andrew Bailey in this Episode
- Pricing is not just a financial decision. It’s a story you tell your clients about your value. Too often, professionals price to be liked or to avoid losing business, rather than pricing to reflect their true impact.
- Confidence at the pricing table comes from clarity. When you can articulate the results you deliver and back them up with real-world evidence, you can name your price without flinching.
- Negotiation is often misunderstood. It’s not about tricks, pressure, or pushing for discounts. It’s about clear communication, options that fit the client’s goals, and being willing to walk away when a fit isn’t right.
Topics Discussed in this Episode
00:00 Introduction and Guest Welcome
02:04 The Psychology of Pricing
05:26 Overcoming Fear in Pricing
09:06 Building Confidence in Pricing
17:39 Value Proposition vs. Client-Defined Value
21:20 Quantifying and Monetizing Value
23:16 The Importance of Price in Business
23:41 Building Strong Client Relationships
24:45 The Value Conversation
25:43 Effective Client Engagement
31:18 The Role of Introverts in Sales
34:05 Negotiation Strategies
44:48 Confident Pricing Communication
47:54 Conclusion and Contact Information
Andrew Bailey
Andrew talks about 4 skills that combine to give people and businesses the confidence to “price without fear” and achieve the profit they deserve.
With so many businesses undervaluing what they do, he helps people discover and quantify value, price to their value, powerfully sell their proposition and negotiate with confidence and strength.
Andrew works with many businesses from corporate multinationals to SMEs, in the private and public sectors in a range of industries from consumer goods, construction, drinks and tobacco to online retailing, IT, printing, leisure, professional services and education.
He has published a book outlining his distinct approach, is writing his second book on pricing, value and negotiating, and is asked to contribute to other publications. He regularly speaks at events and seminars on pricing, value and negotiating and has his own podcast as a way of reaching more people.
Holding an MBA from Nottingham Business School, Andrew is also a guest lecturer at the Business School amongst others and teaches undergraduates, business students and company executives on the Executive Education Programme. He has been recognized and awarded fellowships by a number of business organizations, including the Chartered Inst. of Marketing, the Institute of Directors and the Chartered Management Institute.
About The Price and Value Journey Podcast
The Price and Value Journey is a show for expert-service professionals who want more than formulas and quick fixes. If you’re a solo or small-firm provider—consultant, coach, attorney, CPA, or fractional executive—you know the real work of building a practice goes far beyond pricing. It’s about finding clarity, showing up with confidence, and learning how to express the full value of what you do in ways that clients understand and appreciate.
Hosted by John Ray, business advisor and author of The Generosity Mindset, this podcast explores the deeper journey behind running a services business: how you think about your work, how you relate to clients, and how you sustain a business that’s not only profitable but deeply fulfilling. Yes, we talk pricing, but we also talk mindset, business development, trust, empathy, positioning, and all the intangible ingredients that make a practice thrive.
With solo episodes and conversations featuring thoughtful guests, The Price and Value Journey is a companion for professionals who are building something meaningful. Produced in partnership with North Fulton Business Radio, LLC, an affiliate of Business RadioX®, the podcast is accessible on all major podcast platforms. The complete show archive is here.
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 business coaching and advisory work, as well as advising solopreneurs 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 expertise, such as attorneys, CPAs, accountants and bookkeepers, consultants, coaches, marketing professionals, and other professional services practitioners.
In his other business, John is a podcast show host, strategist, and the owner of North Fulton Business Radio, LLC, an affiliate of Business RadioX®. John and his team work with B2B professionals to create and conduct their podcast using The Generosity Mindset® Method: building and deepening relationships in a non-salesy way that translates into revenue for their business.
John is also the host of North Fulton Business Radio. With over 850 shows and having featured over 1,300 guests, North Fulton Business Radio is the longest-running podcast in the North Fulton area, covering business in its region like no one else.
John’s book, The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices
John is the #1 national best-selling author of The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices.
If you are a professional services provider, your goal is to do transformative work for clients you love working with and get paid commensurate with the value you deliver to them. While negative mindsets can inhibit your growth, adopting a different mindset, The Generosity Mindset™, can replace those self-limiting beliefs. The Generosity Mindset enables you to diagnose and communicate the value you deliver to clients and, in turn, more effectively price to receive a portion of that value.
Whether you’re a consultant, coach, marketing or branding professional, business advisor, attorney, CPA, or work in virtually any other professional services discipline, your content and technical expertise are not proprietary. What’s unique, though, is your experience and how you synthesize and deliver your knowledge. What’s special is your demeanor or the way you deal with your best-fit clients. What’s invaluable is how you deliver outstanding value by guiding people through massive changes in their personal lives and in their businesses that bring them to a place they never thought possible.
Your combination of these elements is unique in your industry. There lies your value, but it’s not the value you see. It’s the value your best-fit customers see in you.
If pricing your value feels uncomfortable or unfamiliar to you, this book will teach you why putting a price on the value your clients perceive and identify serves both them and you, and you’ll learn the factors involved in getting your price right.
The book is available at all major physical and online book retailers worldwide. Follow this link for further details.
