We spent June exploring one of the biggest (and most stressful) questions for small business owners: Am I charging the right amount?

Led by Michelle Scribner, CEO of Sum of All Numbers, this value-packed workshop broke down pricing through the lens of strategy, psychology, and sustainability—so you can stop guessing and start charging with confidence.

Why Pricing Strategy Matters

Pricing isn't just about numbers—it's about perception, confidence, and long-term sustainability. Whether you're a service provider, a product-based business, or somewhere in between, getting your pricing right impacts your profitability and how your business is perceived.

The 3-Part Framework for Smarter Pricing

1. Strategy: Find Your Sweet Spot

We introduced "The Pumpkin Plan" approach to help you align your pricing with:

Your Unique Offering: What sets you apart?
Your Top Clients: Who loves what you do and pays well for it?
Your Systems: What makes your delivery process smooth and scalable?

When all three align, you're positioned to charge more and keep more.

2. Psychology: Understand Perception

How we feel about money shapes how we price—and how clients respond.

Client Psychology: Pricing communicates quality. Cheap often signals low value.
Competitive Psychology: Don’t race to the bottom. Differentiate instead.
Your Psychology: Fear, guilt, or imposter syndrome can lead to undercharging.

Real-world examples highlighted how subtle changes in pricing strategy, like offering smaller discounts or adjusting your service environment, can shift perception and revenue.

3. Sustainability: Know Your True Costs

Too many owners confuse markup with margin. Understanding your actual profit is key:

Markup is the % added to cost.
Margin is the % of the final price that’s profit.

We walked through real examples from jewelry, construction, and service-based businesses showing how misunderstanding this difference can kill profitability.

Key Insights from the Workshop

Not All Money Is Good Money: Let go of the bottom 20% of clients.
Discounting Isn’t Always a Win: Even a small perceived deal can be more powerful than a deep discount.
Raise Prices Thoughtfully: Test small increases and track results.
Psychology > Logic: Clients make emotional buying decisions.

What to Do Next

Reassess your pricing using the 3-part model.
Know your margins (not just markups).
Refine your message around what makes you different.
Consider raising prices slowly—and strategically.
Share pricing responsibility if it helps overcome emotional hurdles.

Many attendees left with a clearer sense of their value, greater confidence in their pricing, and simple next steps to make improvements without overhauling their business.