Your margin is leaking below the invoice. Find out where.
The Pricing Edge gives entrepreneurs, freelancers, and business owners a battle-tested system, ranging from value-based models and psychology-backed packaging to objection scripts and ongoing price audits.Fifteen lessons on B2B pricing for the people who actually sign the deals.Built from a two-day executive workshop - the cases, the arithmetic and theanswer gates intact.You will never leave money on the table again.
"Pricing happens whether you're in charge of it or not — and if you're not, it drains your profit."
— Jesper Hansson
What you'll learn
What you'll be able to do
- Know what every discount actually costs. Two formulas that tell you the volume a price cut must earn back — and what a price increase can afford to lose.
- Find the margin your invoice never shows. Build a waterfall from list to pocket and locate the deductions nobody in your company approves.
- Stop giving concessions away for nothing. Trade conditionally, with gets your finance team could actually invoice.
- Price on what the customer receives, not what you cost. Work a full economic-value case and know what to charge when the arithmetic says $140 and the market says $120.
- Sell the same offer five different ways. One value story per buying role, so the deal doesn't die with the person your team never met.
- Walk in with a defensible answer. A discount authority table with named people, and a response to a CFO who wants a uniform increase.
How it works
A school that adapts to you
This isn't a set of static videos. Every lesson is generated live and tuned to where you actually are.
We learn your level
A quick placement check tailors your starting point so you're never bored or lost.
Lessons adapt as you go
Each lesson is written for your pace and your goal, adjusting as your skills grow.
Your AI coach keeps you moving
Checkpoints, feedback, and gentle nudges turn progress into a real result.
The curriculum
What's inside your school
5 modules · 16 lessons
Where your pricing power actually is
What pricing power is, where yours comes from, and four questions about your own business that most commercial leaders cannot answer. Produces the findings the rest of the course builds on.
- 1.1What Pricing Power Actually IsIncluded
- 1.2Your Pricing AuditIncluded
How Buyers Read a Price
Reference points, choice architecture, the five roles inside a buying centre, and how to trade a concession instead of giving one. Four lessons, each one asking you to commit an answer before it shows you anything.
- 2.1Reference PointsIncluded
- 2.2Choice ArchitectureIncluded
- 2.3The Customer Does Not ExistIncluded
- 2.4Gives and GetsIncluded
Measuring Willingness to Pay
Say, choose, gain, do. Every willingness-to-pay method you will ever be sold is one of the four, and each has a failure mode you should state before you buy it.
- 3.1Four Kinds of Evidence for Willingness to PayIncluded
- 3.2Economic Value — the Supplier B CaseIncluded
- 3.3Using Trade-Offs to Measure Willingness to PayIncluded
- 3.4The Resort CaseIncluded
Price, Volume & Competition
How much volume a discount has to buy, and what happens when a competitor answers your price cut. Two lessons, both arithmetic you can do in a meeting.
- 4.1The Arithmetic of a DiscountIncluded
- 4.2The Pricing War GameIncluded
Pricing in Action: Real Strategies from Real Companies
A $250M manufacturer has lost 180 basis points of margin. Six exhibits, a price waterfall, three routes to a million dollars, and a renewal on your desk at 4:37pm on a Thursday.
- 5.1IndustrialCoIncluded
- 5.2The Price WaterfallIncluded
- 5.3Find One MillionIncluded
- 5.4The Deal DeskIncluded
Who it's for
Is this you?
Freelancers stuck undercharging
You're booked solid but barely profitable — this school gives you the strategy and scripts to raise rates without losing the clients who matter.
Independent consultants
You deliver serious outcomes for clients but still price by the hour — learn to shift to value-based models that reflect what your expertise is actually worth.
Product managers & SaaS founders
You've built something valuable but struggle to monetize it confidently — the tiered packaging and behavioral pricing modules are built for exactly your world.
Small business owners
You set your prices years ago and haven't touched them since — this school gives you a live audit system so your pricing grows with your business.
Early-stage entrepreneurs
You're building your offer from scratch and want to get pricing right from day one, not fix it after you've trained clients to expect a discount.
Agency owners & creatives
You're tired of scope creep, lowball clients, and race-to-the-bottom bids — learn to package, position, and hold your price like the expert you are.
Questions
Frequently asked
Your teacher
A note from your teacher
JESPER HANSSON
If you've ever typed a price into a proposal and felt that quiet, sinking uncertainty — is this too high? Will they say no? Should I just go a little lower to be safe? — I want you to know: that feeling isn't weakness. It's what happens when nobody ever taught you how pricing actually works.
Most of us learned to price by looking sideways. We checked what competitors charged, picked a number that felt "reasonable," and adjusted down the moment anyone pushed back. We called it being competitive. What it really was — and I say this having been there myself — was leaving serious money on the table, attracting price-sensitive clients, and quietly signaling to the market that we weren't quite sure of our own value. That cycle is exactly what The Pricing Edge is designed to break.
What I've built here isn't motivational content about "believing in yourself." It's a practical, sequenced system: real pricing models with clear criteria for choosing between them, the behavioral economics research that explains why buyers make the decisions they do, packaging architecture that structurally increases what people spend, and the specific language you need to hold a price when a buyer pushes back. Every piece of this curriculum exists because it solves a real, revenue-limiting problem I've seen business owners face over and over.
Here's what I want you to hear: raising your prices isn't about greed. It's about alignment. When your price reflects the true value of what you deliver, you attract better clients, do better work, and build a business that's actually sustainable. The buyers who are right for you will say yes — often more readily than you expect — because a confident, well-framed price signals expertise, not arrogance.
The frameworks in this school work across industries, business sizes, and models — whether you're a solo freelancer, a startup founder, or a seasoned business owner who knows something is off but can't quite name it. You don't need an MBA. You need a clear strategy, the right language, and the confidence that comes from knowing why your price is what it is.
That's what we're here to build. I'm glad you're here — let's get to work.
— JESPER HANSSON
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- 5 modules, 16 lessons
- AI-adaptive lessons tuned to your level
- Quizzes & checkpoints to lock in progress
- Your own AI learning coach
- Learn on any device, at your pace
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