The Pricing Blind Spot Audit

Most companies leave margin on the table.

Not because they have a bad product. Because they have a blind spot.

You guess at willingness to pay. You follow competitors. You haven't raised prices in years.

That's pricing drift.

This audit is a flashlight. Five questions. Two minutes.

You'll get a score. And a clear diagnosis: where you're leaving money behind.

Then you can fix it.

Ready?

Do you know your customer's willingness to pay...or, are you just guessing?

A

Yes. We know.

B

No. We don't know.

C

We had no idea you could figure that out.

Is your price based on your competition? Your costs? The value you create?

A

We price against our competitors.

B

We use our cost as the foundation of our pricing.

C

We are value based prices.

D

We pull our price out of thin air.

Have you raised your prices in the last 12 months? Did you lose customers?

A

No. Our prices are the same.

B

Yes. We raised our prices. We lost customers.

C

Yes. We raised prices. Our customers didn't even flinch.

D

We lowered prices.

Do your customers describe your value the way you want them to?

A

Yes. It is like they are reading from our playbook.

B

No. They seem to be talking about an entirely different business.

C

I don't know. We never even thought about listening for that.

On a scale of 1-5, how much margin are you leaving on the table with your current pricing?

A

1: None

B

2: A little.

C

3: We could do better. We could do worse.

D

4: A good amount. Enough that we realize we need to give this some thought.

E

5: A ton. This is existential.

Scoring:

Question 1: Answer A = 5 points. Answer B = 2 points. Answer C = 1 point.

Question 2: Answer A = 1 point. Answer B = 2 points. Answer C = 5 points. Answer D = 1 point.

Question 3: Answer A = 2 points. Answer B = 3 points. Answer C = 5 points. Answer D = 2 points.

Question 4: Answer A = 5 points. Answer B = 1 point. Answer C = 1 point.

Question 5: Answer A = 4 points. Answer B = 5 points. Answer C = 4 points. Answer D = 3 points. Answer E = 1 point.

What your score says about your business:

21–25: Pricing power. You capture value. Protect it.

16–20: Good, but there are gaps. Drift starting.

10–15: Danger zone. Pricing drift is real.

Below 10: Emergency. Need a pricing intervention.

Next step: You have blind spots. Want to fix them? Join the webinar. Or book a private session.

FREE Webinar: 10 Ways to Turn Pricing Drift into Pricing Power

May 5, 2026 @ 12:30 PM Eastern

Can't make the live session? Sign up and we will share a link to the replay.

Ready for a 20-minute consultation? Sign up here.

Want Dave's Newsletter? Want to say "Hey"? Want to share your score? Email him Dave@DaveWakeman.com