Can You Win More Customers By Talking About Pricing?

Ep.152 - Talking about pricing is hard in any industry. In adoption, it carries even more weight. In this episode of Endless Customers, Bob Ruffolo sits down with Steffany Aye, Founder and Director of Adoption & Beyond, to discuss how transparent pricing helps families feel more informed, more prepared, and more confident during one of the most emotional decisions of their lives. Steffany shares why Adoption & Beyond has talked openly about pricing for years, how her team built a comprehensive pricing page, and how that page has changed the quality of their consultations. This episode is about trust. The kind that comes from answering hard questions, reducing uncertainty, and helping buyers understand what to expect before they ever reach out. Highlights include: Why Adoption & Beyond chose transparent pricing How to talk about cost in a sensitive industry What makes a pricing page truly helpful How Assignment Selling improves consultations Why educated buyers ask better questions How transparency can support AI visibility What every business can learn from Adoption & Beyond If your buyers are asking about price, this episode will help you answer with clarity and confidence. Subscribe, leave a review, and follow for more straight-shooting conversations about content, sales, and what it means to lead with trust. #EndlessCustomers #TransparentPricing #PricingPage #BuyerEducation #TrustBasedMarketing #SalesEnablement #ContentMarketing #AIMarketing 0:00 Cold open 0:19 Intro & sponsor 1:02 Meet Steffany Aye 2:37 Steffany's origin story 4:17 "Giving their babies to a piece of paper" 5:14 Growing the agency 8:09 Discovering They Ask, You Answer 9:16 Self-implementing Endless Customers 11:00 Building the pricing page 12:17 Marketing to two audiences 14:38 Pricing page deep dive 16:03 The first agency to post prices publicly 17:16 The business impact of pricing transparency 18:07 Going all-inclusive 19:47 Assignment selling & homework before consultations 22:54 Walking through the page live 25:19 Why adoption fees vary so widely 29:37 Marcus featured this page at EC Live 35:26 Getting found through AI 36:09 Awards & recognition pages 39:47 Build a great business, let AI amplify it 42:21 Outro —————— Want Endless Customers? 👉 Book a free coaching session with IMPACT: https://bit.ly/4dS8xiN 👉 Free Marketing and Sales Assessment: https://bit.ly/3KkuxVR 👉 Free Website Performance Assessment: https://bit.ly/3yLGkKa