Most businesses don’t have a cost problem … they have a pricing problem.

In this episode of the CFO Access Podcast, Jeff Robson speaks with behavioural economist and pricing strategist Etinosa Agbonlahor about why so many leaders undercharge, the pricing strategies you should avoid (the ones that drive away up to 90% of customers), and how to use price as one of the strongest signals in a buying decision.

They unpack the psychology behind willingness to pay, fear, uncertainty, discounting, and price rises, then turn that thinking into practical actions CFOs can use immediately.

If you’ve ever wondered whether your pricing is too low, too high, too safe, or whether you could increase your prices without driving customers away, this episode is for you.

This Episode

00:00 Intro: price as a signal

02:06 What a behavioural pricing firm does

05:36 Reference points, loss aversion and bias

09:03 Why “take it or leave it” loses 90% of customers

11:24 The curse of knowledge: why experts underprice

25:07 Where the fear of pricing comes from

27:30 The right way to raise prices

37:00 The startup trap of building instead of selling

41:03 Pricing scenarios in forecasting

47:30 Discount hygiene: bonuses and concessions

50:00 How AI is changing pricing

55:36 Dad jokes to finish

Connect with Etinosa Agbonlahor on LinkedIn