Most independent retailers set prices the same old way — take the cost, add a markup, and hope for the best. But what if that approach is quietly costing you money? In this episode of Main Street Matters, Patrick Keiser continues our series inspired by Thomas Nagle’s The Strategy and Tactics of Pricing with a deep dive into value-based pricing — the method that starts with your customer, not your calculator.
As Nagle explains: “The right price is one that reflects the value delivered to the customer, not simply the seller’s cost.”

In this episode, you’ll learn:

• Why cost-plus pricing caps your profits and hides opportunity
• What value-based pricing really means (in plain English)
• How to uncover what customers truly value — and price accordingly
• Real-world Main Street examples of retailers charging more and earning more
• Three simple actions you can take this week to start pricing for value

If you’re ready to stop guessing, stop racing to the bottom, and start getting paid for the real value you deliver, this episode is for you.
Keywords: independent retail, small business pricing, value-based pricing, retail strategy, profitability, pricing psychology, Main Street marketing, Thomas Nagle, The Strategy and Tactics of Pricing, Heart on Main Street, Patrick Keiser