In this episode, I interview Per Sjofors the Founder, and CEO of Sjofors & Partners, Inc. based in Los Angeles, United States. Per has set up his business to provide predictive pricing strategies that increase revenue and growth. With over 23 years of experience in running a business, Per has decided to change his career and apply his knowledge in pricing by creating his own pricing consultant firm. Sjöfors & Partners, Inc. was established in 2007 and has been running for over 15 years with 5 FTEs. Per has said that growing a small business requires a passion for what you do to become successful in managing your business. So he says, “Entrepreneurs need to be passionate about what they’re doing.” This Cast Covers: Predict sales volume, revenue, and profits at different prices with great accuracy. Willingness to pay for research. Expert in setting prices in a way you don't leave money on the table. Running companies in Europe and in the US and doing experiments with pricing. Developed a European-wide business and grew about 6 million in 3 and a half years. Part of different network organizations. Learning more about price imaging/price anchoring. Learning how to become a tough and smart leader. Helping entrepreneurs explore the art of pricing and fast marketing. Wrote a book called “The Price Whisperer” to approach pricing power. Links: Per’s Linkedin  Per’s Facebook Per’sinstagram Additional Resources: Sjofors The Price Whisperer by Per Sjofors  Crossing Chasm by Geoffrey Moore      Quotes: “The price itself sets an expectation of the value of quality.” —Per Sjofors “You can't leave things for and just hope they do themselves they don't.” —Per Sjofors “Always try to hire people that are smarter than you.” —Per Sjofors “If you run a company and certain team knows the simple calculation, a lot is going to change in the company.” —Per Sjofors “If you don’t have passion for what you do, you’re not going to succeed.” —Per Sjofors     Music from https://filmmusic.io “Cold Funk” by Kevin MacLeod https://incompetech.com. License: CC by http://creativecommons.org/licenses/by/4.0