We've worked with over 4,600 fitness and nutrition coaches inside of IFCA.

We've helped them to generate over $38 million in revenue.

Without a doubt, the number one thing that determines whether a coach builds a real business

or spins their fucking wheels is this.

What they believe that they're worth, okay?

Look, the universe doesn't make typos.

It doesn't miscalculate how much you're actually worth.

Your worth is directly proportionate to the amount of value that you provide your marketplace.

So whatever shows up in your PayPal, stripe account, whatever the case has everything to do with what's between the ears more than it does tactically.

Okay. So in this episode, I'm going to give you 10 sentences

that I think will help to permanently change how you think about charging for your program.

I'm going to walk you through each one with a real example and story. And by the time you're

done, you're going to have a completely different relationship with how you think about your

price. And I want you to think about this as like a mindset shift that should have happened probably, probably before you'd ever taken your first sales call. And maybe you're listening to this and you haven't ever sold anything over the phone. Well, in that case, you're in luck. So let's get into it. Sentence number one, you don't charge higher prices because your product is better. Charging higher prices makes your product better. Okay. This one comes

from Hermosie. I want to lead with this because it's one that has gone to prove itself in our own business. So back in 2022, we had a relationship with them. Well, we'd go back even further than that. And at this time, we were one of their early Acquisition.com companies, I think the second or third. and at this time, you know, Alex was already known.

He was starting to kind of blow up, but this was way before $100 million leads, the Guinness World Records, the millions of followers, right? He really understood business mechanics, and that's why I was so excited to work with him. And one of the first things we did when we were in Vegas working with them on our business,

because at that time they were partners in the company is he wanted us to like almost double our

prices. And I pushed back hard. Like I had all these beliefs and doubts. And I'm like,

there's no way anybody will pay that. And my argument ultimately, I was right, but he was right too.

Okay. It was the right strategy at the wrong time,

meaning not to get to in the weeds, but we needed to restructure who our avatar was and how our

program was delivered in order to attract the kind of avatar that could afford those prices.

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