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You shy away from pricing close to value but know you shouldn’t

Pricing should be in line with the value you provide to the client, but that’s easier said than done. 

Just because you objectively provide significant value, doesn’t mean that it’s visible to the very subjective mind of a potential client. And even if you can easily calculate it for the client, there are a couple of big obstacles for the client to believe you. Firstly, you have a clear ulterior motive to maximize value, and secondly, the client knows you don’t have all the facts since she does have them, and hasn’t given them to you yet. 

Despite what you may have heard, or wished for, when it comes to services based on expertise, the only relevant judge of your service is your client. It’s entirely possible to charge closer to the value, but not some objective pie-in-the-sky amount, but the subjective “truth” in their eyes.

I know as well as you that clients only typically see only a fraction of your value, but the good news is I specialize in making that fraction large enough that it significantly affects the price they are willing to pay. 

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