When Your Prospect Values Their Child’s Education like Shopping for a Bag

woman and girl reading..show how an avid reader stays a reader and still gets the bag.

My wife has been a teacher for over 20 years.

In that time she has helped thousands of 5-8 year old children who were struggling with reading and school become fluent and confident readers – and successful pupils.

After she stepped back from teaching, she created a business to apply that experience and outcome to parents of struggling readers worldwide.

But some of the conversations were eye opening.

“How much do you charge?” They’d ask

My wife quoted the price that reflected her experience and the successful outcomes she delivered.

“Too much.. I found XYZ and she charges £10 per hour”

Of course we would look at XYZ’s profile and more often than not…. A typical 20 something party girl…

“I’m sure £10 an hour is great to hire her to do shots together… but we’re talking about your child’s education here…” that is how I wanted my wife to respond. 

But usually we moved on.. such a parent was not worth the hassle.

But was it completely the parent’s fault?

Is the mom really pricing her child’s education as the price of a bag?

No… but that is the price she had in her head regarding a “tutor”.

But my wife is not a tutor.

She turns children into fluent readers through a combination of different disciplines and her unique experiences.

So we share the blame. We didn’t do a good enough job of differentiating ourselves so we wouldn’t be thrown in the commodity swamp of tutors.

Now she communicates differently.

The outcome.. and who she wants to work with..

How about you?

Are you effectively communicating and pricing the outcome you provide?

If not, you will want to check out the online Pricing Mastery Workshop I’m hosting with Susan Trivers based out of the USA on 6 February 2024 at 10 AM EST / 4 PM GMT / 8 PM GST (Dubai).

Susan has over 20 years of experience in helping businesses price effectively and has over $72 billion (yes that is billion) in contracts she helped her clients win (including highly competitive government tenders).

Susan shares her unique winning Impact Based Pricing Approach in the workshop.

Sign up now and use the Code “YesBillion” to get an Early Bird 20% off by 11:59 PM Wednesday 31st January EST and get your spot for only USD $245 USD $196.


P.S. If your child is struggling with reading or you know someone whose child is in the same boat, visit my wife’s program at https://phonics2read.com.


P.P.S. Gain the clarity to double your business through our upcoming series of workshops and masterminds.

29 January “Roadblocks you Can’t Ignore” Part 3 Pricing:

5 February “Roadblocks You Can’t Ignore” Part 4 Scaling and Fast Growth:

6 February “Pricing Mastery and Business Acceleration Workshop

13 February Sophiall Monthly Mastermind Online Launch

20 February “Are You Charging What You’re Worth


P.P.S. My Book Roadblocks You Can’t Ignore: 10 Roadblocks Holding You Back From The Freedom You Deserve From Your Business is now available in paperback and Kindle on Amazon.com and other Amazon stores.

In the UAE, You can get a paperback version from my website: