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What if the reason you hesitate to name your price has nothing to do with confidence and everything to do with how clearly you understand your own value? This week, Jon Goehring and Coach Jim Johnson welcome John Ray, pricing strategist, host of the Price and Value Journey podcast with over 1,200 episodes across radio and podcasting, and author of The Generosity Mindset, for a conversation that will change how you think about pricing, influence, trust, and the way you communicate with everyone around you.
John opens with a reframe that hits immediately: if you hesitate when it is time to name your fee, you do not have a confidence problem. You have a value definition problem. He walks through the mindsets that hold most professionals back, including imposter syndrome, comparison, and a tendency to define value by what they do rather than what they deliver, and explains why clients almost always see more value in your work than you do.
The conversation gets rich with practical storytelling. John shares the story of a senior move management company that was pricing itself like a typical moving company until a simple reframe around emotional care and security helped them become the most expensive option and still win the business. He also unpacks the concept of generosity mindset not as a soft idea but as a genuine competitive advantage, and explains why the Go-Giver principle of being ready to receive is just as important as being ready to give.
Jon and Coach draw out some of the sharpest moments of the episode when John talks about trust building through great questions, including his favorite two word follow up: say more about that. He also shares a counterintuitive approach to getting more testimonials, including why offering to draft the review yourself actually produces better results and is completely ethical, and why most professionals leave dozens of glowing endorsements on the table simply because they never ask.
The episode also covers how to build genuine presence with clients and team members in unexpected ways, why the phrase feel welcome to reach out will always outperform don't hesitate to contact me, and John's specific system for tracking connections and touches to make sure relationships stay warm without feeling transactional.
Whether you are a business owner trying to price with confidence, a leader trying to build trust with your team, or simply someone who wants to communicate with more authenticity and impact, this episode is packed with immediately applicable ideas.
Connect with John: johnray.co
Find John on LinkedIn:
Listen to the Price and Value Journey podcast at: https://podcasts.apple.com/us/podcast/the-price-and-value-journey/id1606521863
Free value conversation resources available at johnray.co
