“I’m really sorry that because I’m so attractive, you chose this expensive restaurant for our date.”
She raised her glass for a pour.
At the next table, the chef stopped a couple being seated.
“I’m really sorry that our food is so excellent that you’ll be seeing such high prices on this menu.”
And nearby, a man was posting a photo of his watch on LinkedIn with a comment about something completely unrelated.
“Make sure you apologise for your watch and the prices you charge,” said his wife as he hit post.
Ridiculous, right?
These situations don’t happen.
Except one of them did.
The guy with the watch?
Real post. I saw it this weekend
He’s a lawyer and the first person commenting asked if he had to apologise to his clients for his high rates because of his flashy watch.
No … he doesn’t.
His clients hire him and pay his rates because he’s good at what he does. He gives them the results and outcomes they want. They want it done right the first time so they can move on with more important things in their lives.
That’s what they’re paying for.
He doesn’t discount himself down.
He doesn’t give a damn what the competition charges, so he never falls to the lowest common denominator.
And most importantly, he’s focused on a specific niche delivering outcomes that give him the freedom to charge full value.
Many owners treat pricing like an apology. They flinch before the client even pushes back. They race to match whatever the guy down the street is charging.
And then they wonder why their margins are thin, despite a full calendar, and why they still can’t step away from the business.
Healthy pricing gives you the margins to invest in marketing, deliver better service, and handle more customers without burning out.
Get pricing wrong and you’re trapped.
Get it right and you’ve got a business that can actually run without you.
Sound familiar?
If you’re done apologising for what you’re worth and ready to build a business that gives you the life you want today and the exit you deserve tomorrow, we’re opening the doors soon to Fall in Love with Your Business Again.
Click here to get early access to the first launch.
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P.S. I’m not the “systems,” “finance,” or “fix your processes” guy.
I help you fall in love with your business again—Because it finally gives you the life you want today
While setting you up to exit on your terms tomorrow.
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