Tariff-Proof Pricing: Building Resilient Strategies for Uncertain Times with Per Sjöfors

In this episode of Pricing Heroes, we speak with Per Sjöfors — also known as The Price Whisperer — and the founder and CEO of Sjöfors & Partners. With over 35 years of executive experience and more than 750 companies advised, Per shares his unique approach to pricing, grounded in behavioral economics, AI-driven insights, and deep market research.

We discuss the true impact of tariffs on pricing strategies, the psychological thresholds that influence customer behavior, and why most companies dramatically underestimate how their market perceives value. Per also explains how to avoid the common mistake of adding “tariff surcharges,” how to communicate price increases transparently, and how pricing teams can build resilience in times of uncertainty.

Key Topics:

Why tariffs don’t affect willingness to pay — and what companies must do insteadIdentifying psychological “price walls” to avoid costly volume lossCommunicating price increases with transparency and value framingThe risks of gut-feel pricing and the ethical dilemma of margin paddingUsing behavioral economics to guide modern, data-informed pricing decisions

Recommended Resources:

The Price Whisperer: A Holistic Approach to Pricing Power by Per SjöforsThinking, Fast and Slow by Daniel KahnemanMisbehaving by Richard ThalerNudge by Richard Thaler and Cass SunsteinPredictably Irrational by Dan Ariely

Connect with Per Sjöfors:

 LinkedIn: https://www.linkedin.com/in/persjofors/ Website: https://sjofors.com/

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