In this episode of Pricing Heroes, we speak with Per Sjöfors — also known as The Price Whisperer — and the founder and CEO of Sjöfors & Partners. With over 35 years of executive experience and more than 750 companies advised, Per shares his unique approach to pricing, grounded in behavioral economics, AI-driven insights, and deep market research.

We discuss the true impact of tariffs on pricing strategies, the psychological thresholds that influence customer behavior, and why most companies dramatically underestimate how their market perceives value. Per also explains how to avoid the common mistake of adding “tariff surcharges,” how to communicate price increases transparently, and how pricing teams can build resilience in times of uncertainty.

Key Topics:

• Why tariffs don’t affect willingness to pay — and what companies must do instead
• Identifying psychological “price walls” to avoid costly volume loss
• Communicating price increases with transparency and value framing
• The risks of gut-feel pricing and the ethical dilemma of margin padding
• Using behavioral economics to guide modern, data-informed pricing decisions

Recommended Resources:

• The Price Whisperer: A Holistic Approach to Pricing Power by Per Sjöfors
• Thinking, Fast and Slow by Daniel Kahneman
• Misbehaving by Richard Thaler
• Nudge by Richard Thaler and Cass Sunstein
• Predictably Irrational by Dan Ariely

Connect with Per Sjöfors:

• LinkedIn: https://www.linkedin.com/in/persjofors/
• Website: https://sjofors.com/

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