Do you understand rich people? This is really, really critical in my mind for service businesses

and so underutilized. Nine out of ten small businesses under charge. When was the last time you

raised your prices? Sell expensive things and people who can afford them. I'm going to tell you

how to make any of these make sense to you so you can apply it to your business in your life right after

this is a big deal podcast and I'm Cody Sanchez. Welcome back.

Today we're talking to you builders about how to make more money. I call this the sell things for

rich people. They pay more. And I know that's true and it's cute, but is it so easy? Having sold clients

who are both not so rich and rich, there is a truth to this meme,

which I want to read to you. You can see it here. It says, $500 client. I just feel as though

with this investment I'm about to make in you that you should understand how our lives are

about to change. And I need results, and you need to bring them and I'm entrusting you with our

livelihood and lives.

$50,000 client? Money sent, thanks.

Anybody who's been in business kind of chuckles at this, except it's true.

Now, here's why I understand the $500 client.

You have to remember that they need that $500 to do something for them.

They actually have a visceral need. That might be what's called last dollar for them. They need the return on that dollar to be so significant that they hold you

to a level that is actually irrational. And so you don't want to just sell things to rich people

because you're greedy. You want to sell things to rich people, maybe even because you're not the

best to begin with. In order to sell things to people people, maybe even because you're not the best to begin with.

In order to sell things to people who don't have a lot of money, you have to sell a huge amount

of volume to be able to live. Volume is hard to get when you're not a very good operator.

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