Sovereign Business Daily

The Reason You Charge A Lot

Down the Rabbit Hole
East of the Ozarks
Mostly Cloudy 78 Degrees
2:35 p.m.

The reason you charge a lot is because, at the premium end of the spectrum, people tend to get hired for who they are and not just what they do.

If you want prospective clients and customers to engage with you only because of what you do, by all means, you’re free to go that way.

Just know that you will pay a price. It will come in the form of lost revenue (usually a lot) and also tend to mean that you will be less appreciated and valued.

They’re working with you because of what you do, not who you are. And given there are certainly other satisfactory options for getting that same thing done, there’s no reason to think that hiring you is anything all that special.

Should you play in this end of the pool, you might even encounter people who really don’t think that paying your fee was “worth it!”

I had a client say that to me once. After helping him generate millions of dollars over a year for his business, he asked me, “What did I pay you?” I said, “about $100K…”

He said, “I’m never doing that again!”

Funny clients. If you can remember to laugh, it makes everything better!

If there’s one thing I’ve learned in business, it’s that trying to change a human is not worth the effort. Working with humans who want to change, that’s exciting. But trying to change one who isn’t interested is a poor use of energy.

So let the cheap folks find those willing to work with cheap folks. They’re not bad humans, they’re just a bad fit for a business designed to generate enormous abundance with the least amount of manual effort.

Is that OK to do? Can you really receive a lot without working 24/7? Isn’t that scamming people? Shouldn’t you endure endless hours of torture so you can talk about your “hard earned” money?

If you want to, sure!

Or you could choose to work with the people whose measure of value is in alignment with your decision to charge appropriately for the privilege of accessing your unique way of being in the world.

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