If a customer is shocked by your price, your marketing has already failed. Every public-facing asset—vehicle wraps, social media posts, uniforms—builds a perception of value that primes the customer to expect a certain price level before your team even presents an estimate.

Entrepreneurs second-guess pricing because they undervalue intangible benefits like time savings, convenience, and client relationships. They also wrongly assume customers are solely price-driven, when loyalty is affected by many other factors.

Involving prospects in designing their own solution builds a sense of ownership. This "IKEA effect" increases the solution's perceived value, justifying a higher price and neutralizing competitor discounts, even when the final cost is higher.

Don't let your personal perception of what's 'expensive' limit your earning potential. Set your price high based on the value you provide. It is easy to lower a price that gets no buyers, but impossible to know if you could have charged more if you start too low. Never say no for the customer.

Price objections don't stem from the buyer's ignorance, but from the seller's failure to establish clear economic value. Before revealing the cost, you must build a business case. If the prospect balks at the price, the fault lies with your value proposition, not their budget.

When prospects invest significant effort in a co-creation process, their brains justify the work by elevating the outcome's value. This cognitive bias reframes the solution from ordinary to extraordinary, making price a secondary concern.

You cannot command a high price if the customer's experience feels low-value. Every touchpoint—from the technician's uniform and vehicle condition to the dispatcher's tone—must align. A mismatch in this "vibe check" makes a high price feel unjustified and shocking.

When negotiating a price increase, if the customer accepts immediately without pushback, it’s a strong signal you've significantly underpriced your product. Buildots' founder prepared for a negotiation over a 4x price increase, but the client agreed instantly, revealing the product's true value.

Instead of hiding price until the end of the sales cycle, be transparent from the start. Acknowledge if your solution is at the high end of the market and provide a realistic price range based on their environment. This allows you to quickly qualify out buyers with misaligned budgets, saving your most valuable asset: time.