Episode Summary Discover hidden SaaS profit levers with Ulrik Lehrskov-Schmidt, top B2B pricing expert. From accidentally starting consulting to helping 150+ companies achieve 102% price increases, Ulrik reveals pricing isn't about numbers—it's about structure. Learn how shifting to all-you-can-eat pricing tripled a business and the psychological triggers that make customers buy. Key Takeaways Price customers, not products - segment packages by customer type Package around outcomes - sell "pipeline generation" vs features Use price anchors - provide comparison context Avoid commercial debt - custom contracts kill scalability Match complexity to deal size Chapters 00:58 - The Accidental Pricing Consultant How writing a book on pricing psychology during baby duty launched a million-dollar consulting career 02:23 - From Conference Tickets to Microsoft Partnerships The surprising story of how one pricing experiment led to becoming Microsoft's preferred pricing partner 07:09 - It's Not the Number, It's the Structure Why the "how" of pricing matters more than the "what" - the conference business case study 10:34 - Package Around Outcomes, Not Features Transform your sales conversations by selling pipeline and conversion instead of basic and pro plans 14:17 - The Psychology of Price Anchors Why no price is high or low except when compared to something else - mastering pricing psychology 17:32 - Data-Driven Pricing That Actually Sells The promise times probability formula and why customers need reassurance, not just promises 21:03 - The 102% Price Increase Methodology How segmented pricing strategies increase enterprise accounts while lowering prices for smaller customers 24:33 - The Perpetual License Trap Why customers asking for one-time payments create a maintenance nightmare and kill innovation 32:02 - The Complexity Budget Framework Matching pricing complexity to deal size - from simple $5K sales to complex $5M enterprise deals 36:11 - Pricing Design vs. Pricing Math Why you're pricing the customer, not the product - the train class ticket analogy 39:57 - The Commercial Debt Crisis How custom contracts and sales flexibility create an operational nightmare at scale 41:46 - Should You Put Pricing on Your Website? The decision framework for public vs. private pricing and how transparency supports sales teams Guest Information Ulrik Lehrskov-Schmidt CEO, willingness to pay.com Author of "The Pricing Roadmap" 150+ B2B SaaS pricing projects completed Connect with Ulrik: Website: https://www.willingnesstopay.com/ Book: https://www.willingnesstopay.com/product/the-pricing-roadmap YouTube: https://www.youtube.com/@SaaSPricing Host Information Connect with John Rankins: Website: https://thesalesmachine.com/ Facebook: https://www.facebook.com/TheSalesMachineOfficial Instagram: https://www.instagram.com/thesalesmachine_official/ LinkedIn: https://www.linkedin.com/company/thesalesmachineofficial/ YouTube: https://www.youtube.com/@JohnRankinsOfficial Transform Sales with The Sales Machine Your CRM is DEAD—just a glorified address book. While you chase reports, competitors win deals. The Sales Machine drives actual performance with automation, insights, and gamification that work. Book strategy call: thesalesmachine.com