EOS for a Better Business, Better Life
Aug 1, 2026 · 38 min · 14 segments
Per Sjöfors is the Founder and CEO of Sjöfors & Partners Inc, Los Angeles. He used pricing as the lever to turn around several European and US companies in his 25 years of executive management…
Per SjöforsGuest
Deborah Chantry TaylorHostWhat do you see the common sort of mistakes people make around pricing?
And almost all companies we work with are underpriced, right? And just to give some recent examples of underpriced companies, we, and this is using this methodology of measuring willingness to pay and predict sales volume and so forth.
One company we took from an annual revenue of about 200 million to 250 million in three weeks.
Well, one thing is that in business school, you are being taught these demand curves that tells you that the lower the price, the higher the sales volume.
And most companies are more interested in sales volume than revenue and profits.
And that is a mistake because if you instead focus on profits, You get more resource to develop new products, to do more marketing, to do more sales development, to hire the best people and so forth.
So a focus on profitability and a focus on putting pricing as a centerpiece of your business strategy makes a huge difference.
the the you know i reached out to some prior customers i sent them a review copy and and asked them can you can you say something nice you know and one company um jim and eric came back and he said well pair uh you helped us grow from a hundred million to over a billion thank you very much by putting pricing in as the centerpiece of the business strategy
If you focus not on the top lines of revenue, but on the profitability, it enables you to create, it's a self-fulfilling prophecy, right? You're creating a better business, you're creating better, everything gets better because of that.
What do you see the common sort of mistakes people make around pricing?
And almost all companies we work with are underpriced, right? And just to give some recent examples of underpriced companies, we, and this is using this methodology of measuring willingness to pay and predict sales volume and so forth.
One company we took from an annual revenue of about 200 million to 250 million in three weeks.
Well, one thing is that in business school, you are being taught these demand curves that tells you that the lower the price, the higher the sales volume.
And most companies are more interested in sales volume than revenue and profits.
And that is a mistake because if you instead focus on profits, You get more resource to develop new products, to do more marketing, to do more sales development, to hire the best people and so forth.
So a focus on profitability and a focus on putting pricing as a centerpiece of your business strategy makes a huge difference.
the the you know i reached out to some prior customers i sent them a review copy and and asked them can you can you say something nice you know and one company um jim and eric came back and he said well pair uh you helped us grow from a hundred million to over a billion thank you very much by putting pricing in as the centerpiece of the business strategy
If you focus not on the top lines of revenue, but on the profitability, it enables you to create, it's a self-fulfilling prophecy, right? You're creating a better business, you're creating better, everything gets better because of that.
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