Your Price is Wrong

Founders are notorious for undervaluing their product.

They are afraid to charge more in hopes that a lower price will increase reach. But, it does not.

In my second AI company, we built value throughout the demo only to see it vanish the moment we said the price. That was when people lost interest. Not because it was too high. Because it was too low.

🔥 Price is the punctuation of your value statement.

If you’re solving a big problem, a low price does not remove doubt. It creates uncertainty.

The big problem you solve has a high cost to the prospect. If it did not then they would have not scheduled the meeting.

😎 Having a low price causes the prospect to lose faith in the solution.

In my first AI company, we found this by raising the price for each prospect. The first paid us $1000, the second $5000, and the third $10,000. All for the same outcome.

The one that paid the most was the happiest.

Why?

💊 A high price attracts those with the biggest pain.

If the problem costs them $100,000 then paying $10,000 makes sense.

You want to attract those with the greatest level of discomfort. They buy faster, pay more, and are generally much more forgiving of a new company.

How?

Your message is what attracts prospects to meet with you. It’s the single sentence reply to “What do you do?” One void of technical jargon. A response focused on outcome.

When someone with the problem hears the statement, they want to meet. The faster they respond, the more painful that problem is.

📈 A good starting point is 10% of the problems cost. If unsure, start with the largest price you can say with a straight face.

You can always go down, but it’s impossible to move up.

Sales for Founders

Sales training for hackers, hustlers, and creatives.