Value-Driven Pricing for Women Business Owners with Patty Block

Patty's mission is rooted in a childhood observation. Her mother always ate the broken cookies so her children could have the whole ones. Years later, Patty encountered a statistic: 62 percent of women rely on their business revenue as their primary income, but 88 percent of those companies make less than $100,000 a year. She saw the connection — women business owners keeping their companies artificially small, just as her mother ate the broken cookies. Her earlier attempts at online courses had failed because she assumed she could simply transfer her consulting knowledge to a digital format. When she adopted a research-first approach starting in 2020, everything changed.

Patty ran two pilot programs with largely the same group of women business owners. By the end of the second pilot — Painless Selling to Ideal Buyers ($3,997) — participants wanted to know what was next and how to keep the group together. That organic demand created the Revenue Roundtable, which meets twice monthly for 90 minutes with email access to Patty between sessions. The program was not part of her original plan, but it has become a central feature of her business model. She serves high-end consultants and experts from a variety of industries, using her curricula as a foundation but workshopping real-life situations from members' businesses. The surprising lesson: the most transformative aspect of online courses may not be the content at all, but the ongoing collaborative environment.

Every Revenue Roundtable member has implemented value-driven pricing and started bringing in more revenue. The calculation and structure are the easy part. Going into their second year, members asked to dive deeper into what keeps them stuck mentally — the guilt, the greed, the hesitancy, the impulse to offer discounts when nobody has asked for one. Patty uses customized approaches for each client because no cookie-cutter method works for this kind of belief change. The biggest factor, she found, is that members know she will be there to support them — and more importantly, that the group will challenge their thinking when they revert to old patterns.

Patty has built a tight flywheel. The course delivers results quickly because her students are established business owners with existing lead flow — when they implement better pricing structures, the impact is immediate. Quick results justify premium pricing, which attracts more serious students, which produces more quick results. The critical ingredient is maintaining a tight filter on who enters the program. Patty works only with women business owners who have been operating for at least two years, and most have been in business four to five years or more. She screens through conversations rather than letting anyone self-select through a website purchase.