The right price isn’t just a number — it’s a design. In this episode of Main Street Matters, Patrick Keiser continues our series inspired by Thomas Nagle’s The Strategy and Tactics of Pricing with a deep dive into how price structure shapes customer choice.

As Nagle writes: “A good price structure turns the art of selling into the science of choice.”

In this episode, you’ll learn:

• Why the way you present prices matters as much as the price itself
• How to build tiers, bundles, and versions that fit your customers and increase confidence
• Simple design rules for “good, better, best” options that guide — not overwhelm — your shoppers
• The pitfalls to avoid when bundling or adding options (and how to keep it simple)
• Three steps you can take this week to start designing offers that work for you and your customers

If you’re ready to stop discounting and start designing your pricing for clarity, confidence, and connection, this episode will show you how to do it — one structure at a time.

Keywords: independent retail, small business pricing, retail bundles, tiered pricing, price structure, retail strategy, Main Street marketing, Thomas Nagle, The Strategy and Tactics of Pricing