Etinosa Agbonlahor | Stop Undercharging and Price Like You Mean it!
Mon Nov 03 2025
In this powerful episode of Women Choosing Growth, Tina sits down with Etinosa Agbonlahor, behavioral pricing strategist and CEO of Decision Alpha, to unpack the real psychology behind pricing your offers like a pro.
If you’ve ever second-guessed your rates, struggled to explain your value, or felt guilty for charging more, this conversation will shift everything. Etinosa explains why pricing isn’t about numbers—it’s about behavior, trust, and belief. You’ll learn how to build a pricing strategy that not only converts but also feels aligned with your worth and the transformation you deliver.
Get ready to ditch discounts, communicate your value with confidence, and finally price like you mean it.
🔥 What You’ll Learn:● The behavioral science behind why clients say “yes” or “no” to your pricing.
● The biggest mistakes entrepreneurs make when setting or explaining their rates.
● How to communicate the value behind your price without over-explaining.
● Why undercharging damages both trust and perceived expertise.
● How to confidently stand behind premium pricing and stop apologizing for it.
● Etinosa’s 3-part Behavioral Pricing Framework that helps you set prices with clarity and conviction.
● The mindset shifts that separate profitable entrepreneurs from the ones still playing small.
🧠 Notable Quotes:Etinosa Agbonlahor:
“Pricing is a mirror—it reflects how much you believe in the transformation you provide.”“People don’t buy the cheapest option. They buy what feels most trustworthy.”“If you keep negotiating against yourself, your clients will too.”“Your price should tell a story of confidence, not confusion.”
Tina Sue:
“When you’re confident in your value, the conversation shifts from cost to transformation.”“Pricing isn’t about worthiness—it’s about clarity and alignment.”
🎯 Actionable Takeaways:● Audit Your Offers: Identify which services or packages no longer reflect your true expertise or results—and raise those prices.
● Simplify Your Explanation: Practice describing your offer in one clear sentence focused on outcome, not deliverables.
● Anchor Your Value: When presenting your price, reference the result, not the process.
● Stop Discounting: Replace discounts with added value (bonus sessions, resources, or access).
● Price Check Your Confidence: If you feel uneasy saying your price out loud, you’re likely undercharging.
✨ Resources Mentioned:Decision Alpha Behavioral Pricing FrameworkWebsite: www.decisionalpha.co
📢 Connect with Etinosa Agbonlahor:🌐 Website: www.decisionalpha.co
📧 Email: etinosaa@decisionalpha.co
📺 Podcast: Her First House
📖 Author: How to Talk to Your Parents About Money
🌟 Connect with Tina & Women Choosing Growth:🌐 Podcast, Speaking & Investments: Tina-Sue.Com
🧑🤝🧑 Work With Tina: BusinessWealthAdvisory.com
🍎 Podcast Insta: @womenchoosinggrowth
👉 Coaching Insta: @business_wealth_advisors
📺 YouTube: Women Choosing Growth
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In this powerful episode of Women Choosing Growth, Tina sits down with Etinosa Agbonlahor, behavioral pricing strategist and CEO of Decision Alpha, to unpack the real psychology behind pricing your offers like a pro. If you’ve ever second-guessed your rates, struggled to explain your value, or felt guilty for charging more, this conversation will shift everything. Etinosa explains why pricing isn’t about numbers—it’s about behavior, trust, and belief. You’ll learn how to build a pricing strategy that not only converts but also feels aligned with your worth and the transformation you deliver. Get ready to ditch discounts, communicate your value with confidence, and finally price like you mean it. 🔥 What You’ll Learn:● The behavioral science behind why clients say “yes” or “no” to your pricing. ● The biggest mistakes entrepreneurs make when setting or explaining their rates. ● How to communicate the value behind your price without over-explaining. ● Why undercharging damages both trust and perceived expertise. ● How to confidently stand behind premium pricing and stop apologizing for it. ● Etinosa’s 3-part Behavioral Pricing Framework that helps you set prices with clarity and conviction. ● The mindset shifts that separate profitable entrepreneurs from the ones still playing small. 🧠 Notable Quotes:Etinosa Agbonlahor: “Pricing is a mirror—it reflects how much you believe in the transformation you provide.”“People don’t buy the cheapest option. They buy what feels most trustworthy.”“If you keep negotiating against yourself, your clients will too.”“Your price should tell a story of confidence, not confusion.” Tina Sue: “When you’re confident in your value, the conversation shifts from cost to transformation.”“Pricing isn’t about worthiness—it’s about clarity and alignment.” 🎯 Actionable Takeaways:● Audit Your Offers: Identify which services or packages no longer reflect your true expertise or results—and raise those prices. ● Simplify Your Explanation: Practice describing your offer in one clear sentence focused on outcome, not deliverables. ● Anchor Your Value: When presenting your price, reference the result, not the process. ● Stop Discounting: Replace discounts with added value (bonus sessions, resources, or access). ● Price Check Your Confidence: If you feel uneasy saying your price out loud, you’re likely undercharging. ✨ Resources Mentioned:Decision Alpha Behavioral Pricing FrameworkWebsite: www.decisionalpha.co 📢 Connect with Etinosa Agbonlahor:🌐 Website: www.decisionalpha.co 📧 Email: etinosaa@decisionalpha.co 📺 Podcast: Her First House 📖 Author: How to Talk to Your Parents About Money 🌟 Connect with Tina & Women Choosing Growth:🌐 Podcast, Speaking & Investments: Tina-Sue.Com 🧑🤝🧑 Work With Tina: BusinessWealthAdvisory.com 🍎 Podcast Insta: @womenchoosinggrowth 👉 Coaching Insta: @business_wealth_advisors 📺 YouTube: Women Choosing Growth 🎙...