You already know what you offer is worth it. So why does it feel so hard to actually charge that number? In Part 2 of this conversation, Jan sits back down with Andee Hart — sales strategist, wholesale business expert, and host of She Sells Differently — to tackle one of the most emotionally loaded topics in entrepreneurship: pricing. Not the spreadsheet version. The version where guilt, fear of rejection, people-pleasing, and a deep desire to serve all collide at the checkout page. Whether you sell physical products, coaching, courses, or creative services, this episode will challenge the way you've been calculating your prices — and give you a practical framework for backing into what you should actually be charging. In this episode you'll learn: Why women entrepreneurs consistently underprice themselves — and the caregiving instinct that's often behind itHow to shift from cost-based pricing to ROI-based pricing (and why it might raise your price by $1,000 or more)Why knowing your ideal client's transformation is the foundation of every pricing decisionThe real reason discounting hurts your business — and what to offer instead in a slower economyHow your brand visuals directly affect what price people are willing to pay (the $45 hat story is one you'll remember)What an ROI calculator is, why Andee uses one on her sales page, and how she built it using AI tools without codingHow people-pleasing and the need to control client outcomes can silently keep you underchargingAndee's top pricing tip: why your first price doesn't have to be your forever price Episode Highlights[00:00] Jan introduces Part 2 and frames the topic: pricing, guilt, and the fear of thinking too much of yourself [02:14] Why women struggle with pricing more than men — and Proverbs 31 as a biblical foundation for charging what you're worth [04:04] The pricing framework Andee uses with product makers: start with cost of goods, then layer in labor, time, and — most importantly — the buyer's ROI [05:55] Jan gets real: she knows she's underpricing her web design and branding services, and shares the mindset shift she's working through right now [07:10] The critical mistake entrepreneurs make in sales copy — leading with features instead of the transformation — and how to fix it [08:00] Andee's wholesale course example: how she built an ROI calculator into her sales page and why it became a game-changer for conversions [09:40] Why one client avatar isn't enough — and how going deeper into who you serve at each stage of the customer journey changes how you price [11:06] The $45 hat story: how one perfectly branded coffee shop in Franklin, Tennessee made Jan open her wallet immediately — and what that means for your pricing power [13:20] Product makers and packaging: why homemade-looking branding keeps wholesalers off retail shelves, and how branding does the selling when you're not in the room [14:13] The scary investment conversation — why stepping into a big God-given vision requires being brave enough to pay people who can get you there [15:38] Cost vs. worth: the mindset difference between what something costs you and what it's worth to your buyer [17:20] The people-pleasing pricing trap: Andee gets personal about wanting to control client outcomes — and how that tendency quietly caps her prices [18:07] Jan's honest confession about spending thousands on courses she didn't finish — and why the ROI is always on the student, not the creator [20:40] How Andee built her ROI calculator using Canva AI first, then vibe coding tools like Lovable and Base44 — no coding required [23:07] Jan's lightbulb moment: using an ROI calculator as a client-facing tool inside web design projects [25:16] Andee's best pricing tip: don't be afraid to pivot. Survey your clients, raise your rates, and stop treating your launch price as permanent [25:55] Instead of discounting in a tough economy — add payment plans. Don't devalue your work; just make it more accessible [26:51] "You don't want to be Dollar Tree." Why discounting trains your audience to expect discount pricing forever Key Takeaway"When I am not charging what I'm worth, I am not able to use the gifts that the Lord has given me — because let's be real, it's all a gift from Him — to go do other things that make a kingdom impact." — Andee Hart Resources Mentioned🧮 ROI Calculator approach — Andee started in Canva AI, then moved to vibe coding tools like Lovable and Base44 to build full sales landing pages with built-in calculators (no coding experience required)📚 Jonathan Mast's AI landing page course — a low-cost course (~$20) that walks you through using a custom GPT to generate sales page prompts; includes a deliverable prompt you can drop into Lovable or Base44📖 Proverbs 31 — the Andee's go-to scripture for reframing pricing as an act of stewardship, not self-promotion🎙️ She Sells Differently — Andee Hart's podcast on counter-cultural sales strategy for female entrepreneurs; includes a recent episode on the entrepreneurship side of Proverbs 31 Connect with Andee Hart🌐 Website: andeehart.com📱 Andee's Instagram: @andeehart🎨 Hart Design Co Instagram: @hartdesignco🛠️ Free resource: Andee's Sales Tools for Entrepreneurs — her curated list of favorite tools for selling with more ease and less anxiety Missed Part 1?Hop back one episode to catch the first half of this conversation — Jan and Andee dig into scarcity mindset, playing small, what the Bible actually says about money, and the 10X Is Easier Than 2X framework that's reshaping how both of them think about their businesses. Marketing Without Social Media is the podcast for Christian women entrepreneurs who want to grow their businesses through owned media — email, website, podcast, and SEO — without being dependent on social platforms. New episodes every week at jantouchberry.com.
