Are You Curious About the Deeper Layers of Your Money Decisions?
We often think of price as just a number — the invoice total, the line item in QuickBooks, the credit card charge. But if you look a little deeper, every financial exchange tells a story.
Because what you’re really paying for isn’t always the thing itself.
Sometimes, you’re paying for speed — like overnight shipping instead of free ground delivery.
Sometimes, it’s relief — hiring a professional to handle something you could DIY, but you don’t want to.
Sometimes, it’s access — buying the concert ticket with VIP access, or the membership that comes with exclusive perks.
Sometimes, it’s trust — choosing the brand, consultant, or contractor who makes you feel safe handing over your money.
And often, it’s reassurance — that feeling of comfort that stems from believing you made the “right” choice, even if it costs a little more.
Of course, with every choice there are trade-offs: saving money might cost you time, and saving time might cost you more money.
There are also hidden costs — the stress of redoing work when you went with the cheapest option, the opportunity you miss by waiting for the “perfect” deal, or even the self-doubt that lingers when you second-guess your decision.
Guess what? Just as true as this is for you when you’re the buyer, it’s also true for your best-fit clients.
And this is where it gets really interesting: the same dollar amount can mean something entirely different depending on who’s paying, why they’re paying, and what matters most to them at that moment.
This week, I want to pull back the curtain on that deeper layer of money decisions — the values, trade-offs, and hidden costs behind every transaction.
And here’s the thing: when you recognize all the layers at play in your own purchases, it becomes easier to see that your clients are navigating the exact same terrain.
They aren’t just weighing your price against a competitor’s — they’re weighing speed, relief, trust, and reassurance.
They’re asking themselves:
What will I gain?
What will I give up?
What questions am I not asking (aka: what’s the hidden cost I’m not seeing?)
Which means: when you set your prices, you’re not just putting a number on a service or product. You’re shaping how your clients perceive the value, the trade-offs, and the story they'll tell themselves about saying “yes” to you.
This is where the human side of pricing comes into play. And, it’s why I call this aspect of setting your prices the “art” of pricing.
And because every buying decision happens in context, it helps to notice how the process shifts depending on the pricing threshold.
For example:
Everyday/low-stakes pricing (under $100): Most of us move quickly. We lean on habits and convenience — Do you like the brand? Can you get it fast? Is this the cheapest option that still feels safe?
There’s not a lot of deliberation, but there is still a trade-off (time vs. money, convenience vs. effort).
Mid-range pricing (hundreds to low thousands): This is when the process slows down. You compare options, read reviews, and ask for referrals. At this level, you’re weighing: Do I trust this provider? Will I regret cutting corners? Will I actually follow through and use this thing?
High-ticket pricing (multi-thousands and up): This is when the process becomes deeply personal — particularly when you’re making this decision on behalf of a company. It’s not just about features; it’s about alignment. You ask: Does this reflect the identity I want to step into? Does this person “get” me? Will this decision move me closer to the vision I have for myself or my business?
At every level, the same dollar amount tells a different story — and the process of saying “yes” shifts accordingly.
So, it’s useful to have a process of your own for uncovering these layers in your buyer’s decisions: noticing not just what they’re buying, but why, and what trade-offs they’re making in the process.
What questions could you ask that would give you a glimpse into the deeper layers of your buyer’s money decisions?
Neither you nor your clients are ever just buying “the thing.” You’re both buying speed, relief, trust, reassurance — and the trade-offs and hidden costs that come with each choice.
That’s why pricing is never just math.
It’s meaning. It’s perception. It’s human.
And when you understand that, you can set prices that feel not only strategic, but deeply aligned.
This is exactly what we’ll be exploring more deeply in my upcoming Pricing Made Human® Masterclass + Mastermind this September. Together, we’ll look at how to uncover the hidden layers behind your buyer’s money decisions — so your pricing reflects not just numbers, but the real value and resonance of your work.
I’d love for you to join us for this deep-dive into the art (and heart) of pricing:
About Jacquette
I love to ask questions and spark aha moments. I love to talk about why success with money is about more than just the numbers, and how the cultural impact on the intersection of money, business, and life matters–A LOT! And, I really hope I help people feel seen, heard, and not judged—especially since money is emotional and personal.
