The most common mistakes in pricing for B2B services

Episode notes

In this episode of If Prices Could Talk , Tracy Dent sits down with Jeet Mukherjee (Chief Strategy Officer) to unpack why pricing services feels more emotional, more political, and more fragile than pricing products - and why that can quietly destroy pricing power inside otherwise strong companies. We’ll explore why discounts show up late in the deal, why confidence matters more than math, and what leaders can do to stop services pricing from going off the rails. In this episode, we discuss: Why services pricing breaks down faster than product pricing How internal alignment (or lack thereof) sabotages price execution How discounting creeps in even when value is obvious What leaders get wrong about buyer types, value, and negotiation when selling services 00:00 Introductions 01:43 Why B2B services pricing feels so much harder than products 04:47 Most common way to price in B2B professional services 09:31 What’s my differentiation and how do I charge for it? 12:34 How to put the client in control when they’re buying 14:26 Understanding your client’s price sensitivity 21:55 When AI pushes us towards outcome-based pricing 28:10 Understanding your market and benchmarking

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