Episode 51: Strategy and Tactics of Pricing- The Value Conversation

After nine episodes exploring the strategy, psychology, and practice of pricing, this final episode of our series inspired by Thomas Nagle’s The Strategy and Tactics of Pricing brings everything home. In The Value Conversation, Patrick Keiser ties together the full journey — from setting value-based prices to communicating confidently, managing promotions, and maintaining pricing integrity — and shows how it all becomes meaningful through the everyday conversations you have with your customers.




As Nagle reminds us: “Pricing strategy becomes reality through the conversations we create and the experiences that reinforce them.”


In this concluding episode, you’ll learn:



• What the “value conversation” really is — and why it’s the heart of all pricing


• How clarity, confidence, context, and consistency shape customer perception


• How to turn pricing strategy into daily practice across your team and store


• Real Main Street scenarios that show how to talk about price without fear or apology


• How to build a value-driven culture that strengthens loyalty and trust


• The three most important steps to carry forward as you implement everything from this series



This episode is your roadmap for turning pricing from a challenge into a strength — one meaningful conversation at a time.




Keywords: independent retail, small business pricing, value communication, pricing strategy, customer loyalty, retail storytelling, Main Street marketing, pricing psychology, Thomas Nagle