How to Increase Your Price, with Casey Brown — Ep.201

About This Episode

In this episode of the Agency Profit Podcast, Marcel sits down with Casey Brown—bestselling author of Fearless Pricing and founder of Boost Pricing—to tackle the real hurdle agencies face after deciding to charge more: actually winning and defending higher prices with confidence. Casey explains why pricing lives at the intersection of data and psychology, and why mindset and sales execution often drive most of the ROI. Together they walk through practical moves you can use right away, from running a quarterly pricing meeting that tracks leading indicators like win rate and planned margin, to segmenting price-increase communications for different client types, to preparing your team with role-plays, objection handling, and value-first messaging. They also dig into packaging and contract mechanics, when to use fixed fees or abstracted T&M, and how to avoid filling excess capacity with discounted work. If you want clearer pricing decisions, stronger sales conversations, and better client profitability, this conversation gives you a simple playbook to charge—and earn—what your work is worth.

Watch this Episode

Points of Interest

• 00:00 – 01:15 – Introduction: Marcel introduces Casey Brown, author of Fearless Pricing and founder of Boost Pricing, highlighting her experience generating over $1B in client profit.
• 01:15 – 02:15 – Defining a Pricing Geek: Casey explains her passion for pricing as the intersection of psychology, process, and data, with a mission to help firms earn the prices they deserve.
• 02:15 – 03:09 – From Engineering to Pricing: Casey shares how she moved from chemical engineering into pricing at GE, discovering its blend of strategy, negotiation, and value creation.
• 03:09 – 04:29 – Pricing as Poker, Not Economics: Casey contrasts real-world pricing with textbook theory, describing it as a poker game where buyers and sellers strategically hide information.
• 04:29 – 07:01 – The Price–Quality Effect: Casey highlights how higher prices in professional services often increase demand, as clients equate higher cost with higher quality.
• 07:01 – 09:13 – From Strategy to Mindset: Casey explains how shifting focus from pricing models to training sales teams on confidence and value communication created better results.
• 09:13 – 14:22 – Why Agencies Struggle with Pricing: Casey outlines two main barriers—lack of focus on pricing strategy and fear of rejection—that lead to underpricing and discounting.
• 14:22 – 18:35 – Running a Pricing Meeting: Casey recommends quarterly reviews of market shifts, win rates, and client profitability to make pricing a consistent strategic priority.
• 18:35 – 22:18 – Operational Levers for Pricing Power: Marcel and Casey discuss how utilization, staffing models, and capacity planning affect the ability to hold firm on price.
• 22:18 – 26:30 – New vs. Existing Client Pricing: Casey stresses segmenting price increases by client type and keeping communications brief, personal, and unapologetic.
• 26:30 – 35:51 – Preparing Teams for Sales Conversations: Casey emphasizes role-play, objection handling, and value-first framing to help frontline teams confidently present pricing.
• 35:51 – 47:56 – Raising Prices with Longstanding Clients: Casey shares phased approaches and cautions against gimmicks, while Marcel introduces tactics like repackaging and the “3 Rs”—Recapture, Rescope, Replace.

Show Notes

• Pricing Meeting Structure Guide
• Pricing & Scoping for Agencies Podcast
• Boostpricing.com/resources
• Casey’s LinkedIn
• Fearless Pricing Book

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