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Etinosa said she doesn’t have a nickname, but we felt she is the Pricing Maven! Get ready for some deep pricing insights on this week’s episode of The Next 100 Days Podcast.

Summary of Podcast

Pricing psychology discussion
Etinosa, an expert in pricing and behavioural economics, discusses her approach to helping companies optimise their pricing strategies. She explains the “decision-offer pricing framework” which involves mapping monetisation zones, conducting pricing research, framing the pricing, and continuously testing and adjusting. Etinosa emphasises the importance of understanding customer psychology and value perceptions when setting prices.

Competitive advantage
Etinosa describes how companies often make the mistake of letting their sales team prioritise velocity over profitability, leading to excessive discounting. She explains how her team works to align the departments—sales, marketing, finance, and product— to develop a cohesive pricing strategy that captures the true value delivered to customers.

Pricing tactics and frameworks
Etinosa discusses specific pricing tactics and frameworks, such as using “decoy pricing” to steer customers towards a preferred option, and the importance of understanding reference points and how customers evaluate value. She provides examples of how her team has helped clients reframe their pricing to be more effective.

Etinosa’s background and interests
Etinosa shares that in addition to her consulting work, she is also involved in real estate investing and financial counselling for individuals, which she finds very rewarding. She discusses how her background in behavioral economics informs her work.