Welcome to the Graham Cochran Show where each week I help you create more money, margin, and meaning in your life.

I'm your host, of course, Graham Cochran.

Let's get into it.

The clients who pay you the least are costing you the most. Now, I know that sounds backwards,

but after 16 years of building businesses and coaching thousands of entrepreneurs, I can tell you

with absolute certainty your low prices are not protecting you. They're slowly destroying your business.

Now, most people think the solution is simple. Just charge more so you can make more money.

And yes, that's true. But here's the thing. That's actually the least interesting reason to raise

your prices. There are four other reasons why your cheap prices are killing your business

that have nothing to do

with your bank account. And today, I'm going to show you exactly what they are. Again, I'll say right

at the very top, you and I should be charging more for a variety of reasons. The most obvious one that

I guess isn't so obvious because people don't seem to do it is because

it is the fastest way to make more money. I don't know how else to say it, but it is amazing to

me how people decide on a price. It's usually low and the reason it's low is because that's their

comfort level. We tend to sell at our comfort level. You should never sell

there. You should sell at the value of the transformation you create, which is an entirely different

thing. If you don't value it, they won't value it and they'll pay you effectively whatever you

effectively ask for. But most people are very uncomfortable with high prices, so they charge

low to make themselves feel better,

and they then keep their prices there.

And when they're not making as much money as they'd like, they look everywhere else,

...