How to Raise Your Prices and Close Bigger Deals

Most service businesses undercharge, then try to make up for it by taking on more clients than they can serve well. In this training Josh makes the case for raising prices, and explains what has to be true about your offer and your sales process for higher prices to close.

Key takeaways

• Low prices attract the wrong clients. Josh's view is that buyers who nitpick over small amounts tend to be the hardest to serve. Higher fees bring better clients and give you the margin to actually invest in their results.
• Price has to match value. Raising prices only works if the offer genuinely over delivers. Improving the offer is an ongoing process, not a one time fix.
• Frame it as an investment. On calls, talk about the return, not the cost. A simple ROI comparison shows what doing it themselves or hiring someone else would cost them versus working with you.
• Return is not only money. More time and less stress count too. Find out what keeps the prospect up at night and solve that problem.
• Work with clients, not for them. Position yourself as a partner, closer to a fractional executive than a vendor. It changes the sales conversation and drives referrals.
• Appointments come first. You cannot close big deals without a full calendar. Know your booking, show up and close rates, then work backward to how many appointments your revenue goal needs.

Apply it to your business

Write down what your best clients actually get from working with you, in money, time and stress, and build a one page ROI comparison you can share on calls. Change "cost" to "investment" in your script. Then run the math backward from your revenue goal to the number of booked calls you need each month, and fix whichever step in that chain is weakest first.