A few weeks ago, I introduced this series of brining five ideas to our readers that will help them charge more for their services and technology. We’ve talked about making potential customers addicted to working with you after the very first meeting, understanding their emotional pain that you can remove, highlighting one really cool thing in your proposal, and discussing your high price early and often. Today, our final idea to helping salespeople charge more and ultimately deliver more profitable jobs.
Idea #5: Have the courage to charge more.
Shortly after college, my girlfriend and I broke up. About three months later, she was dating someone else. As I was processing this information, a close friend of mine said something brutal and incredibly helpful to me: “It’s a bitter pill to swallow, but you’ve got to accept that she’s moved on and would rather be with him than with you.”
At first, I wanted to punch him. However, within a second or two – really, that’s all it took – I felt relieved. I visualized swallowing a pill and thought to myself: “Is that it? All I’ve got to do is accept this? That’s simple.” To be fair, it wasn’t easy, but it sure was simple. No analyzing. No manipulating. No positioning. No thinking. Just doing … just accepting that she’s moved on. It sucked and it required some emotional courage, but it was simple and I did it.
While my first four ideas outline how to work with your prospective customers when charging more, none of those ideas matter if you don’t have the guts to do it. It’s that simple. You can play a million games in your head about your value proposition, your actual cost, and the future business at risk, but none of that matters. If your business wants more gross profit, and you want to charge more, then you simply need to charge more. Just do it.
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