Welcome to
Irrational Pricing Wins!
Today understanding the brain is your business. It changes the game for you, your career, your business + your life. My aim is you apply insights within 24-48 hours and start to measure the impact directly on your bottom line, or life. Amaze yourself. Change your life.
Here's What You Will Learn...
System 1 & System 2
Understand System 1 and System 2 of the brain plus why they matter so much. You will learn why people do what they do rather than what they say they will do.
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Start to see S1 + S2 in action, everyday and learn how and why you, your customers, your employees engage and disengage, mostly unconsciously.
Loss Aversion
Loss Aversion is Sonia's favourite cognitive bias.
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"When you truly start to see it in your life, so much opens up and changes. Loss aversion is everywhere. It underpins so much. I can't believe how much impact it has to pricing and behaviour decisions - consciously or not. You must understand loss aversion to understand so many biases associated with pricing interventions"
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Learn how to spot it, what impact it has + how to disrupt it. Know 'The Power of Loss Aversion' as a critical skill.
Discounts Damage
Your Brand Value
​Did you know discounts permanently rewire brand value in the mind of your customer? You are actually rewiring value every time you discount. You can break this cycle and add brand value to the hardwiring or memories with your promotions. Learn how to apply them here.
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Download your free Discount Margin Table. Use this before deciding to discount and see what volume impact is required to maintain your current status quo profitability.
You might be shocked!
Disclaimer
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All material provided within the Academy was accurate at time of producing. Results are based on Sonia's experience with clients + Academic literature. Results may vary based on your brand or category. All behavioural science interventions are undertaken at the risk of the client. Sonia has zero control over the creation and implementation of your nudge experiments. With this in mind the Academy has been produced to upskill and empower you with your pricing. To run live experiments in low risk environments first. To pilot, prove, profit, or pivot. Then roll-out successful interventions and to minimise any unintended consequences.