The Truth About Pricing: How to Apply Behavioral Economics So Customers Buy

itching and selling products and services to a customer is a

critical part of any business—and one full of negotiations. Some

may be more explicit than others, like someone asking for a

discount, but these everyday negotiations are key to every

company’s success. Understanding the psychological components

at play and being confident in your pricing are important skills

for everyone in business to master.

As the host of Negotiate Anything, the world’s number one

negotiation podcast with more than a thousand episodes, I’ve

had the privilege of engaging with the brightest minds in

negotiation and persuasion. But of all of my guests, Melina

stands out. Because of her incredible insights and magnetic

personality, she’s one of the few who has an open invitation to

come on the podcast any time she wants.

Melina’s contributions are special because she consistently

delivers deep insights in a uniquely accessible, friendly, and

practical way. Her exceptional ability to deconstruct complex

elements of psychology into digestible, actionable insights never

ceases to amaze me. It’s as if she has a secret decoder,

translating convoluted theories into a l