This blog concludes our three-part series of Know Like and Trust in pricing. We hope this has helped you consider pricing as part of your KNOW LIKE and TRUST strategy.

As a quick refresher, Know Like and Trust (KLT) is the marketing concept that people are more likely to do business with those they know, like and trust.

Last blog, we continued our series with a discussion on the “LIKE” aspect, exploring the vulnerable question; “Do they like my pricing, do they like me?” If you missed our previous discussion on “LIKE” in pricing, you can catch up on it here.


Our focus shifts to “TRUST” in pricing. A fundamental way to cultivate trust is to transparently display the total price, sparing your customers from any unwelcome surprises during the checkout process. After all, who wants bill shock? We’ve all been there—entering credit card details only to find an unexpected extra charge.

For Australian businesses, the ACCC (Australian Competition & Consumer Commission) has valuable guidance on how to display your prices to avoid creating false impressions. You can find more information via my LinkedIn post or directly on the ACCC website

If you’re operating outside Australia, do check your relevant regulatory body for guidance on price displays.


As a self-confessed Brene Brown nerd and fan, I’ve adopted a powerful tool from her “Braving the Wilderness” book —a weekly self-reflection using the BRAVING acronym to assess trust, particularly self-trust.

  • BOUNDARIES — Did I respect my own boundaries? Was I clear about what’s okay and what’s not okay?
  • RELIABILITY — Was I reliable? Did I do what I said I was going to do?
  • ACCOUNTABILITY — Did I hold myself accountable?
  • VAULT — Did I respect the vault and share appropriately?
  • INTEGRITY — Did I act from my integrity?
  • NON JUDGMENT — Did I ask for what I needed? Was I nonjudgmental about needing help?
  • GENEROSITY — Was I generous toward myself?

For a deeper understanding of BRAVING, you can explore it further here.


Self-trust, a sibling of self-worth, significantly influences how we price our offerings. By fortifying our self-trust, we, in turn, fortify our pricing.

To guide you in evaluating TRUST in your pricing, consider the following questions inspired by BRAVING:

  • B – Are your prices crystal clear, reflecting all inclusions without hidden charges?
  • R – Do your prices reflect the work that you are undertaking? Are you overpromising?
  • A – Have you factored in leeway for extra time and allowed space for potential mistakes?
  • V – Are you safeguarding confidential information in your pricing structure?
  • I – Do your prices reflect your values? For example, if your value is family, are you pricing enough to spend time with your family?
  • N – Have you accounted for changes in scope, and are you charging appropriately for them?
  • G – Are you generous with yourself, considering both the time and cost involved in your work?

By delving into these questions, you can gain clarity on how you provide value to your clients, making them TRUST your services.

If you need help or require further clarification, feel free to book a call via this link.

You might also enjoy


The blog post discusses the ‘Like’ aspect of the ‘Know, Like, Trust’ approach in business, particularly pricing. It highlights that business owners often intertwine pricing with self-worth. The writer suggests a perspective shift to the customer’s viewpoint, emphasizing that understanding client problems and providing solutions enhances client satisfaction and, in turn, they may like or even love your service.

Know Like Trust (KLT); the KNOW in Pricing

This blog post explores the ‘Know’ phase of the ‘Know, Like, Trust’ pricing methodology. It discusses the pros and cons of displaying pricing on your website, highlighting the importance of alignment with your brand, understanding customer preferences, saving time, and influencing customer choices. The post also suggests displaying a price range or ‘from’ price for bespoke projects to facilitate value-based conversations.

Value-based pricing and the Matildas

Uplifting Value’s Pricing Specialist Anna Lamb outlines how value-based pricing and data and story can play a role in addressing the pay and funding gap for the Matildas, the Australian Women’s Soccer team.

all the ways we can work together

Are you ready to earn your work’s worth?

OWN your Pricing program

Own your pricing strategy with our comprehensive one-on-one program where we work with you to confidently explain to yourself and your clients, the value of your work and why you price the way you do.

We will work with you to provide confidence in your business viability by ensuring your income is in balance with your costs and your time.

We work with you to ensure that your pricing is not set and forget and that your pricing grows when you grow.

Pricing CLARITY program

Get focussed on clarity and confidence in quoting your pricing, ensuring that it’s well considered and not about you as an individual, but rather the work that you do.

See your impact (to your client) written down in words and numbers. Numbers that won’t change if you are having a bad day.

So that even your pricing can uplift you.

Pick My Pricing Brain

Need something short and sharp to help you gain some quick pricing wins?

Tap into Anna Lamb’s over 20 years pricing experience and get pricing advice specifically tailored to your business.