The Hidden Link Between Vulnerability and Pricing — Joe Rockey Jr. Returns to Talk Sales Strategy
The Hidden Link Between Vulnerability and Pricing — Joe Rockey Jr. Returns to Talk Sales Strategy
Why do some people charge $25 and others $300 for the same service? It’s not always about skill. In this powerful episode of Leaders and Their Stories, sales coach and author Joe Rockey Jr. returns to unpack the real reason pricing works—or doesn’t.
From emotional buying triggers to vulnerability as a pricing lever, Joe and Richard dig deep into what drives premium pricing, customer trust, and long-term sales success.
You’ll learn:
- Why “What’s in it for them?” is the golden question in any offer
- How to price based on perceived safety, not just deliverables
- The secret to connecting with emotionally raw clients (and why it justifies your rate)
- Why vulnerability builds pricing power—and how to use it wisely
- Lessons from Trader Joe’s, skydiving, hot air balloons, and ghostwriting
- Why some prospects can’t be helped—and how to let them go
