Get ready for a fresh perspective on pricing in this engaging episode of Count Me In. Host Adam Larson welcomes behavioral pricing expert and Decision Alpha CEO Etinosa Agbonlahor to share how psychology, emotion, and real customer conversations can reshape the way businesses think about pricing.

 

Forget relying only on cost-plus formulas or spreadsheets. Etinosa brings stories from the field, insights from brain science studies, and practical advice for using behavioral principles to set prices customers will value. Find out why understanding what customers care about and how they actually make purchase decisions can help you stand out from competitors. Learn how to confidently raise prices when needed and avoid common mistakes when communicating those changes.

 

If you want your pricing to truly reflect the value you deliver, this episode has actionable tips, relatable examples, and fresh ideas worth hearing. Discover what happens when you combine financial know-how with a behavioral mindset, with guidance straight from Etinosa Agbonlahor.

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BILL is a leading financial operations platform for startups to established brands. Headquartered in San Jose, California, we’re a trusted partner of leading US financial institutions, accounting firms, and accounting software providers. We empower business owners, CFOs, controllers, and accountants to save time and take control of their payables, receivables, spend, and expense management. For more information, visit bill.com.