“Before selling anything, choices have to be made about how best to price it. Most people understand the importance of proper pricing. But few recognize that there’s a science to it—something that Palmer shows us clearly and impressively. Marketers would benefit greatly from this book.”
—ROBERT CIALDINI, author of Influence and Pre-Suasion

“If you set prices for anything, you absolutely must read The Truth About Pricing. It will add dollars to your bottom line and wipe worry lines from your face.”
—ZOE CHANCE, author of Influence Is Your Superpower

“After reading this incredible book about the psychological mechanisms that drive consumer behavior, you’ll wish there was a game show called The Price Is Wrong, because the insights in these pages would guarantee you a chance at winning the grand prize. By offering a deeper understanding of what not to do when it comes to pricing strategies, guiding consumer behavior, and developing a relationship with your customers, Melina Palmer’s guide to actionable lessons from behavioral economics will put your business ahead of the game you are already playing and help you win an even grander prize than Bob Barker could have ever offered.”
—DAVID MCRANEY, bestselling author of multiple books, including How Minds Change, and host of the You Are Not So Smart podcast

★ Amazon #1 New Release in Business Pricing and Business Purchasing & Buying.
★ A new work by Melina Palmer, a globally renowned keynote speaker, behavioral economics expert, and author of bestsellers such as "What Your Customer Wants and Can’t Tell You".
★ Highly recommended by Robert B. Cialdini, the "Godfather of Influence", Zoe Chance, a leading influence expert and Yale University professor, author of "The Principles of Influence".
★ Sold for Spanish, Japanese, and Indian English rights.
★ This is the ultimate guide to everything about "pricing", useful for anyone struggling with pricing issues! It will help readers uncover the hidden secrets of buyers and consumers, understand the psychological mechanisms and real needs behind consumer behavior, and transform psychology into practical business solutions and substantial profits.

Discover The Truth About Profitable Pricing

The ultimate guide to pricing mastery and value-based pricing, The Truth About Pricing helps you unlock the secrets of your buyers’ minds, understand their needs, and set prices that skyrocket your business's success.

Pricing mastery made easy. A must-read for entrepreneurs seeking to determine what their customers value and set prices they want by understanding the truth about pricing—it isn’t about the price. Everything that happens before the price matters much more than the price itself. Have happier clients, boost your profits, and confidently master the pricing game with this comprehensive guide.

Boost your profits with an expert. Instructor of applied behavioral economics, marketing whiz, and best-selling author Melina Palmer provides a step-by-step guide to successful pricing strategies that resonate with your target audience, making them naturally more likely to choose you (regardless of the price). Discover the prices customers want and can't tell you, and gain an edge by understanding what your buyer values. The pricing mastery provided in The Truth About Pricing allows you to navigate pricing psychology and gain profitability, easier sales, and happier customers.

Inside, find:
The key to understanding your buyers needs and setting prices they want
What your customers—and your business—truly value
An easy to follow guide to successful pricing for entrepreneurs to boost profits and have happier clients

Melina Palmer
Melina Palmer is a globally renowned keynote speaker who shows businesses how to leverage the power of behavioral economics to effortlessly get customers and employees to buy. She is the CEO of The Brainy Business, a company that provides behavioral economics training and consulting services to businesses of all sizes around the world.
Her podcast, "The Brainy Business: Understanding the Psychology Behind People's Buying Behavior," has been downloaded in over 170 countries and is used as a teaching resource for applied behavioral economics in many universities and businesses. The podcast was named the best psychology podcast for business people by Psychology Today and one of the top podcasts to help companies thrive by Inc. Magazine.
Melina teaches applied behavioral economics at the Human Behavior Lab at Texas A&M University and holds a master's degree in behavioral economics from the Chicago School of Professional Psychology. As an honorary member of the Global Association of Applied Behavioral Scientists (GASA), Melina has contributed research to the Association for Consumer Research (ARA) and the Filene Research Institute and has written articles on behavioral economics and business for Inc. Magazine.
Her first book, "What Your Customers Want But Can't Tell You" (2021), won the first prize in its category at the Chanticleer International Book Awards. According to Michael F. Schein, author and columnist for Forbes, Inc., and Psychology Today, Melina's debut book is "one of the most important business books published in recent years." Her second book, "What Your Employees Want But Can't Tell You" (2022), was also a finalist.