Stop sacrificing profits to close deals and start maximizing your pricing potential.

In this episode of Sales Against the Odds, host Lee Brumbaugh sits down with Casey Brown, founder of Boost Pricing and author of Fearless Pricing, to break down what price objections really mean, and why discounting is usually a symptom, not a solution.

Casey shares the two biggest reasons sales teams cave on price, skillset and mindset. She explains how fear shows up in the moment, why leaders can become the “Chief Discount Officer,” and how SMBs can build simple guardrails that keep reps focused on the right deals. They also get tactical on how to raise prices, how to “fire” bad-fit customers the right way, and a simple 1% exercise every sales leader should run this week.

Key takeaways:

• Price objections usually mean the value case is not clear enough yet
• Guardrails beat gut feel, define what good deals look like, and what you will not sell
• A 1% price increase can drive a meaningful jump in profit, with less risk than chasing volume

Episode highlights:

(00:00) Introduction

(01:23) Why pricing is part math, part human behavior

(04:32) The real issue is confidence, not better scripts

(08:58) How leaders accidentally train teams to discount

(12:05) Deal swim lanes that protect margins

(15:57) Raising prices to move on from bad fit customers

(21:10) Communicating price increases with clarity and control

(25:16) Why discounts create the wrong expectations fast

(31:14) The 1% move that builds confidence and profit

Connect with the team:

Casey Brown on LinkedIn: https://www.linkedin.com/in/caseybrownboost/

Explore Boost Pricing: https://boostpricing.com/

Explore Fearless Pricing: https://www.caseybrown.com/books
Explore Casey’s website: https://www.caseybrown.com/

Lee Brumbaugh on LinkedIn: https://www.linkedin.com/in/lee-brumbaugh-7835512b/

Sales Xceleration on LinkedIn: https://www.linkedin.com/company/sales-xceleration/

Explore Sales Xceleration: https://salesxceleration.com/