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Free Worksheet

The Trust-First
Pricing Guide

A one-page audit to find the spots where your pricing is accidentally signaling low value… or desperation.

100% Free — No Email Required

Here’s something most pricing advice gets completely wrong: they treat pricing like math. Cost plus margin equals price. Done.

But your customers don’t see your spreadsheet. They see signals. And some of those signals—even at perfectly reasonable price points—are quietly telling them: “this person doesn’t fully believe in what they’re selling.”

This worksheet is a one-pass audit. Ten questions. Honest answers only. You’ll find out exactly where your pricing is working for you… and where it’s working against you.

How to use it: Check YES or NO for each question. No overthinking. Your gut answer is usually the right one.

📋 The Pricing Trust Audit

1. The Apology Price Do you feel a small wave of guilt (or anxiety) every time you quote your price—like you’re asking for too much?
Y
N
2. The Discount Default Is your first instinct when someone hesitates to offer a discount, a payment plan, or “what budget did you have in mind?”
Y
N
3. The Comparison Trap Do you regularly check what competitors charge—and adjust your pricing to stay close to (or below) theirs?
Y
N
4. The Hidden Price Do you avoid putting prices on your website because you’re worried people will think it’s too high?
Y
N
5. The Justification Pile-On When you quote a price, do you immediately follow it with a list of reasons why it’s worth it—before anyone has said a word?
Y
N
6. The “Just” Tax Do you use the word “just” before your price? (“It’s just $97…”) That word shrinks your price in ways you don’t want.
Y
N
7. The Urgency Theater Do you run “limited time” discounts that… aren’t really limited? The sale that’s always on?
Y
N
8. The Freebie Flood Are you adding free bonuses or extras not because they add value, but because you’re nervous the core offer isn’t enough?
Y
N
9. The Silence Test After quoting your price, can you comfortably stay quiet and let the customer respond—without filling the silence?
Y
N
10. The Raise You Won’t Give Yourself Has it been more than 18 months since you raised your prices—even though your skills, costs, and results have improved?
Y
N

Score: 0 / 10

What Your Score Means

8–10: Your pricing signals confidence. Customers feel it. You can probably raise prices and lose zero of the right clients.

5–7: Some mixed signals in there. Pick the two or three flags that hit hardest and fix those first. The good news: even one change can shift how buyers perceive you.

0–4: Your pricing is quietly undermining you. The offer might be great—but the signals around it are creating doubt. The fix starts with you, not the market.

The One Thing That Changes Everything

Pricing confidence isn’t arrogance. It’s clarity. It’s knowing what you deliver, who it’s for, and why it’s worth every dollar—and being willing to say so without apologizing.

The businesses that struggle with pricing almost always have the same root issue: they’re trying to be affordable to everyone instead of being undeniably worth it to the right people.

You don’t need cheaper prices. You need clearer value.

Want to go deeper? Read: The 3 Pricing Mistakes That Make You Look Small (Even If You’re Not)

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