You Need to Have Premium Pricing

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results.

My suggestion is don't wait. Even if you do your annual increase, raise it again. Raise your prices, whatever you think you can, where you get close to zero attrition. You need to have a premium-priced product or service line, okay? Because that's how your quality will be judged.

Now, you don't have to raise prices on every single line item that you have or every product or service that you offer, but you do want to take at least a select group of products and services and charge more for those products and services. We have an expression internally. We don't say this to clients or prospects, of course, but we call it the obnoxious offer. And we ask the question, are we being obnoxious enough? In other words, are we charging enough being obnoxious in price, but are we also being obnoxious in value? Are we delivering obnoxious value, like no-brainer, game-changing, best-in-class value?

Like and follow this podcast so you can learn more. My name is Carl Gould, and this has been your #70secondCEO.

How Much Can a Business Raise Their Pricing Without Attrition

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results. I'm going to ask you a question.

You tell me in the answer of a number, think of a number for a moment based on my question. My question to you is if you were to go out to your clientele right now and set aside the ones that you already have contracts with that where the pricing is already fixed. But if you basically went out to your clients and your prospects and you raised your pricing 1%, just 1%, what percentage of your clients would abandon you? They would leave. You were at a hundred dollars. You're now at one Oh one. You were at 3%.

Now you're 3.03%. What percentage of attrition would you experience? Do you think? Okay. Zero. So 3%. If you raise your prices 3%, what level of attrition would you experience then? Zero. Okay. 5%. Right. 5%. How about 5%? Would some of you start to get attrition at 5%? Yeah, probably. Right. So maybe you're from one to four Let's just call it that.

If there was any number where you felt you could raise your pricing and you would have close to if not zero attrition, that's a signal from your clientele that they love you for something more than just the utility of your product or service. They like you for some other reason. You're a professional.

You're based in the U S you're a local company. You're, you know, the same faith as them. You believe in the same charity. I don't know. Whatever it is. You're just nice on the phone. Whatever. You write good emails. Whatever it is. Okay. But for whatever that is, they love you and are willing to pay you more than you're charging them.

Like and follow this podcast so you can learn more. My name is Carl Gould, and this has been your #70secondCEO.

Sometimes Your Proposal Guarantee Can Be Risky

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results.

For those of you that either know New Jersey or ever lived in the Northeast or the North, you know that it's a seasonal business. So that's right. In November and October, I was guaranteeing I would start on a certain day, even if we got a snowstorm, even if there was a late frost, right? I would start no matter what, I would finish no matter what. And that meant working in the rain the whole bit.

So you will be making promises at times that, you know, that you're going to say, Ooh, hope, you know, that one's a little shaky. It does happen at times, but the upside is so tremendous. You will get, you know, think about it.I was getting paid a 35% premium for the same work. Like and follow this podcast so you can learn more. My name is Carl Gould, and this has been your #70secondCEO.

1303. Problems We Solve

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results. The first part of the language is your pricing, but the communication language of your pricing is the complaints.

So here's what I would suggest that you do. So, you wrote down the top five complaints. I'll show you how to format this in a moment.

What I'd like you to do is go to your website as soon as you can and start a new page called problems we solve problems we solve.Okay.Then, pull out Claude or Perplexity or chat GPT or co-pilot or whoever your AI assistant is.

Punch in the keyword, you know, put the keywords in the prompt, do your topping and tailing, and tell them who you are and who are they, who's your client or your prospect, and write an 800-word article on how you solve each one of those problems—putting the keywords in there. Okay.

Right. The top five complaints, five articles, and problems we solved on that page were 800 words. Now, you're going to talk about those five problems most of the time in your social media, your messaging, your next book, and wherever you put out content, but you're going to talk about the top two problems all the time.

Like and follow this podcast to learn more. My name is Carl Gould, and this has been your #70secondCEO.

1302. Let Your Customers Spend Their Way to The Front Row

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results.

When you buy something you're passionate about and you spend the premium on it, do you complain about it or do you brag about it? You brag about it.

How many of your clients are bragging that they pay your premium amount? How many do you have currently? Zero. Zero. It's not because you're not, you don't like them, it's just you don't have the mechanism for it.

Let's put the mechanism in place. Now don't take this as this is a pricing seminar or this is just the sales and marketing seminar. If you're planning for hyper growth, the first step is to be seen as an authority.

The way to be seen as an authority is through pricing. And the way you get the word out is by creating a mechanism for your clients to buy their way to the front row so they brag about it, right? They're the ones that are going to help you become the authority. And it would be best if you had those people. So, let them spend their way to the front row.

Like and follow this podcast so you can learn more. My name is Carl Gould, and this has been your #70secondCEO

The Guarantee Option with a Proposal

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results. If I was putting in a proposal and I had the guarantee option and you had other contractors just on the proposal alone, let's just assume we're both reasonably responsible people or organized, you know, you trusted us all as professional contractors and that was equal.

And the only differentiator was the proposal I put on your desk and you had the other proposals next to you. On that alone, who would you think was likely the most competent of the contractors? If me with the guarantee and the others without, who do you think is more competent on that, on the proposal alone? You. Right.

Because I gave a guarantee, does that mean I'm better? No. But you're thinking like, wow, that's gutsy. He must have some confidence in his system.

I don't know. That sounds risky to me, but he must know something we don't. Okay.

You're willing to work in the rain and the snow and the ice and whatever else in the fire, you name it. I'm willing. He's willing to go ahead.

All right, go for it. Like and follow this podcast so you can learn more. My name is Carl Gould, and this has been your #70secondCEO.