#47 Hoe bepaal je als ondernemer een prijs? 7 misvattingen

Welcome to the podcast "We're going to talk about money". One of my favorite subjects, and one of the most important subjects, but is as an entrepreneur. Because ultimately you have absolutely nothing to do with your fun business and all your beautiful plans if you don't earn money. And if you can't find clients for the prices you suspect. So we dive into today's episode in prices. Seven pricing mistakes that I see with entrepreneurs that you shouldn't have to make. This is because I just launched a new course, "Worth It", about the decision of prices. But no worries, I'm going to give you a lot of value in this episode that hopefully you are already a part of it without the courses. First of all, to get the nose on the same side. There are of course two types of entrepreneurs. On the one hand, entrepreneurs who have to make with income and very high fixed costs. When I ran out of money and I had to think about prices for lunch or for a day that people came to me. I had to keep that in mind that if there are 15 people coming, I have to buy lunch for 15 people. That is about 10 euros per person on purchase. So if I want to make a profit there, there must be a certain margin above it. If you sell clothes and buy a large amount, or you do dropshipping, or everything you buy and then want to sell with a margin. Is that a different story than if you are a coach or a color analyst or a photographer. Or someone who actually does the work as a service and doesn't even have very high income costs or costs. Both entrepreneurs have in the core to keep the same things in mind. With all the psychological processes that are going to play in the head of their client when they look at your product or your service. And if they are really going to buy that. But the first group has more pros and cons of course. You have to earn that income price back first of all. And secondly, if there are a lot of competitors who buy the exact same products, for example the large amount. Then of course there is a expected price. And then you can just say a little less easily, wow, I pay my prices 60% higher than my competition. Because if you literally sell the same product, it is very difficult to choose for you anyway. I think that we are also going to the side with AI, to be honest, that you can use more and more AI as a search machine. In the sense that you can just say, okay, I saw this trust here. Somewhere on the Internet you feel exactly the same trust, but then, you know, you buy the best version or something like that. So it's going to be very difficult to then be ultra creative with your prices and go up and down a lot of things. Because you don't even think about selling something. At the same time, I don't know if you've heard of it, but there is a market somewhere that sells one market for 20 euros or something like that. It's literally a market, so of course a delicious market and a little bigger. And then there is a lot of marketing around it, so it can do it. In the one market, that sells a little bit for 1 euro and the other sells for 10 euros. And of course that also seems to be the same product in principle. And yet that market of 10 euros, to find customers for a little bit of 10 euros. Because there are apparently a few things that do it better or differently than the competitor who unfortunately has to sell it for 2 euros. And if you think about the category of entrepreneurs who themselves think of a service, I fall into that now among others, I sell business coaching, then of course there are also certain marches or expectations of a price. This is in my courses, I call it the first price filter, where people decide whether they are going to buy something from you. They have in their head a little bit, what it would probably cost. They base that on previous experiences and competition. But it is much easier for the second type of entrepreneur to get rid of it. And then something like that, but of course I will have more in this podcast and there will be a whole course about it. But it is easier to experiment more with your prices. You have to feel and think about which category of entrepreneurs you are missing, with that look also going to listen to my next points. And again, almost all theory and knowledge about it goes to both entrepreneurs. The one group of entrepreneurs just has some stricter marches, probably where you can operate in the setting of your prices. And at the same time, I also find that a lot of entrepreneurs are always in a battle for gold. So, yes, but my prices can't go up, because then the insurance is not good anymore. And I'm going to talk about that too, because that is a complete bullshit. Of course your prices can go up, but also the insurance is not good anymore. Let's get back to that. I'm going to start with the first point, the first big thing you don't have to do wrong. And that is according to advice that you often hear when it comes to prices. You have to ask what your value is. Just for nothing, my course is worth it. We often connect our values to our prices. I would actually have to ask more, because I am the value. This is, let me say it very raw, but in a very complicated way to determine your prices. If you are going to connect your own value to your price, what will happen if people don't want to buy that price? If you don't get enough customers. One, you are not sure what your value is, and you suddenly see that you are not worth it. I can't do that either. The imposter syndrome, where almost every entrepreneur has a hard time, suddenly comes back in full capacity. Because you finally have to adjust your prices, or ask for a higher price, and you get a "no" to listen or a "oh, I think that's a little too expensive" or "no, just leave it". I was at the Kassa yesterday, in the Beethofenstraat in a children's shop. I never really looked at prices, I didn't look at the prices, I was at the Kassa with two pants and a doll. In my head, it was no more than 100 euros. Well, I was wrong, it was 245 euros. So I say, what? Sorry, I didn't look at the prices, but what did those pants cost exactly? Well, that doll looked like 40 euros to cost. The clothes that they wear cost 35 euros, I'm a little exaggerating, because they were for dolls, but well, it was a cute doll. And I also understood that I could buy a doll for 5 euros somewhere, but I wanted this one, it was a gift for a friend. But those pants, it was two pants for my daughter of one and a half, the one was 95 euros, and the other was something of 50 or so. And I look at the pants of 95 euros, and I say, oh sorry, that's something more than I actually wanted to give out for a pants. I had to look at the price cards earlier, let's just sit here, sorry. Does this say something about the value of the person who sold this doll? Let's say that this was not the owner of the store behind the Kassa store, but that the owner would be. Would that have said something about her value? Would she have to down-spirrele immediately, oh my god, no, you can't see it all. No, it says something about what I think is important, I as a customer, what goes around my head when I buy such a doll. And I am at that moment not convinced that this is the price value of this doll. Had I been convinced, absolutely. Probably no longer at the moment that I am there, my death row of the price, and think, okay, no, later, but I don't want that. But before that, I would have been convinced. For example, a kind of board was standing, hey, this book is 95 euros, but it was made of gold material, cream never. It has these 50 fantastic reviews, and you really have to have it, because it is so much better about this one than every other book. What you buy, I had taken the doll, I had thought about it, and I was probably going to go with it as an accordion, it was always that doll. Or I thought, no, thank you, I'd rather buy 5 dolls that all cost 10, and then have it three months later, because all those dolls always disappear. And then I think back to that one doll, where the board was never disappeared, and I think maybe I had to go for that doll, then I'm going to buy that doll again. This, this whole psychological process, those are the things that go around your client's head. So it has nothing to do with the value of the entrepreneur. I literally get comments every day about my courses and my prices, and I'm now an 8 or 10 year entrepreneur, so I know what I'm going to do. The one thinks the courses are too expensive, the other thinks they're too cheap. And if someone says to me, I think the courses are too expensive, then that is not a CIA to think, oh my god, oh no. Then it is a CIA to know, okay, I have to do more to really make that price sustainable. Let's see why this price is so expensive, and why you'd have to buy it anyway. And there are a lot of interesting buttons that I can turn on, you can learn that in the courses, but I don't let my own depends on the price that I ask. And it's also very strange, because I also ask for very low prices for products, I do that strategically, because then I hope that if people have done one of these courses, then they will probably buy another product from me sooner, and sometimes you have to pay strategic prices as an entrepreneur. When I started giving them courses, of course, my courses are also much cheaper than the courses they are now. On the new strategic set of me, I wanted to be able to offer a lot of clients, I wanted to be able to offer a lot of coaching experience, so my prices were lower. A price is never a statement about what you are worth, about who you are, it is an instrument, you have to have a strategy. Because if you think you are worth a lot, and then you have to go to, you know, I am very good, then you have to go to higher prices, and then you have to automatically lead, then you actually have to try to fulfill your needs to earn by making that price worth. But a price has to fit with your position, with your market, with your profit model, with the other prices that you ask in your company, and not with how you think about yourself. Another very practical thing, it is just incredibly difficult for other people to give that same feeling of "oh yeah, that is worth it". In the end, you still give people that feeling, by donating money from your client. Where does your client need to go? What does your client have to feel, think, experience, to say yes to your product or service? So you donate money from the client, with a price instead of the other one. I agree with you, and that is too long to wait for your prices to change. In the ideal case, you should at least adjust your prices once or twice a year. I sometimes do it much more often, I do it 8 times a year. I sometimes do it after I have received a lot of good reviews about it. I sometimes do it after I think "okay, now I have put in these 5 useful marketing tools, this is going to provide me with more clients anyway". Then I actually want to be able to ask for a higher price, so that I can get a little less clients for it, but then I will come out on the same assignment. That is how I plan and schedule how my prices will influence my total turnover. And I would also like to learn this game with turnover, with price and with your sales model. Not only because it just gives incredibly much pleasure in the amount of money you make, I believe that that is something very important and energetic as an entrepreneur, that you experience pleasure in the amount of money you receive and earn money and think about where the money comes from and where the money goes. I think that if you try to navigate that in your business, then you are also energetic about it. So I don't think that is handy for money-making, but also because I often see that prices are a blockade for a lot of entrepreneurs. A lot of people keep their prices the same for years, without seeing the green flag that can go up for a long time. Or they do see the green flag, but they still find it difficult. To explain one of those green flags, if you have been booked for months, sometimes with some people, and if you have to say to new clients every time, "Oh, yes, I can go over three months," then you are much too full. And then you can think, "Oh, but this is great, I am so many people helping me out." And I am completely full, I never have to worry about the money coming in as an entrepreneur. Just look at my full agenda. And I say as a business coach, "Oh, ma'am, you have literally grown eight times as quickly as your price went up." "And if you have two weeks before the next book." I am going to dive into that, because what happens if you are so incredibly busy with people? One, the workload is very high. If you have a full agenda, then there is little room for, if you are in a personal crisis, and you have to take some kind of more rest, if something happens to you on the other side of your business, if you just need a little more time for yourself. And one of my most important parts, if you want to develop yourself as an entrepreneur, you have to, when you have been at one of my courses, hear me say this a lot, but it is so important, as an entrepreneur you can work on your business or in your business. In your business, all the work you do means what you do, what you pay for your clients. So when you are a coach, you are paid for the coach. When you are a photographer, you are paid for making photos and editing those photos. That is in your business. And many entrepreneurs are very proud that they are working in their business, because I have so many clients. But working on your business, that means that you will eventually see, "Hey, I just had these fantastic five clients, these are their reviews. These are the kinds of jobs I want to shoot more often, or these are the kinds of jobs I want to do more often." Because if you have a coaching session that you just had, you think, "Hey, you know what, I do it so often now. I would have to make an online course here, or I would have to write a book here, or I would actually have to post a very interesting blog here, or link it to more clients, like this woman I just had, to get, because this was incredibly fun to work with these clients. You don't have time for that, if suddenly the next client is on the table again. Or if you know, "Okay, the first three weeks are coming, I can't take the time for this anyway, because I'm completely full of clients." And that's how life goes on for the next three years, and you actually aren't fired or grown up in your business. And some of you will say, "Judith, I don't have to grow up in my business. Where do you have it?" I think you will listen to my podcast, but imagine that you're thinking about it somewhere. You think, "This is also the most fun thing I'm doing. These people help a little bit." I get it, but I'm so afraid that it will fall apart, that you already have that in three years. If you're a entrepreneur now, you also have to be a kind of content creator. So you have to have content out there to show who you are. And all the people there will never take the time, for example, they will take the time to walk behind the people there. And I always see it in the form of a 60-plus person who is on a mop, that the times are all so different and that it all didn't go as it was before, and it was much easier. Don't do that. Go along with what you, as an entrepreneur, should do in your business, through skills, through entrepreneurship, to stay at the time, to keep clients, to keep your finger on the post of what I should do now to connect people. And then we go back to my whole point. At the moment that your whole agenda is full, you don't have time for it. And that's nonsense. So if you're hard-working, that price is 30% higher, then that's how a lot of people fall off. There is more space in your agenda. Great, you can fill that in with your business work and learn new things. And then you earn exactly the same, because you paid 30% higher. And I'll just say it now, it's very easy. And of course you have all the strategies and stuff that I'm going to teach you with love, but this is really the core. This is one of those green flags of 'Hey, your price can go up, because you're full, girl, well done'. You're no longer a beginner entrepreneur, that every client, you know, with balloons and flags almost meet, because you think, 'How strange, I have a paid customer, you have clients who want to pay for you'. Great, and then the game of entrepreneurship is now played, to give yourself the rest and the money to be able to settle more in that entrepreneurship. And to get pleasure in experimenting and learning new skills. And your new plans and stuff like that. There must be things, if there are all things in your company that you think, 'Oh, that's what I would do if I wanted to work out the time for it'. Then you have to make that time and one of the smartest methods is to just do your price to go up. With that, we immediately go to misunderstanding 3. And I'm trying to go through it a little faster, because I notice that I'm very excited about everything. But I think talking about money is so incredibly fun. This is the big thing I'm missing, that people say, 'Yes, but Charlotte, I want to be paid, I want people to help, it's my whole thing to help, so I can't ask too much money'. This is exactly why I love talking about money, because money is very much about persuasion. It's deepened into the persuasion of people. And this persuasion is in that when I ask a lot of money, I'm no longer able to pay for people. People will think I'm a bad person, and I don't have to listen to rich people. And while my course is not a course that is in mind-set, and I'm really very specific about price strategies and so on, I also deal with this because it's really important to know very deeply and to realize that you can earn money. You can keep money. I'm crazy about money. I think it's fantastic to have money and earn money, and to think about how I can earn even more money. And I've become deeply convinced that the more money I have, the better it is for the world and for the people around me. And the more fun people earn a lot of money, the better the world will be. And now I can go on for another quarter, but aside from this, the persuasion that I have to let go of that you can't earn it or not, is also just a little bit crazy about the statement of "Yes, but I have to keep paying". Let's say that you now ask a price of 60 euros because you have noticed that that is a price that also people with a low income can still pay you or want to pay you. So what do you do? You're not going to ask more than 60 euros. Then you have a whole bunch of your clients who also paid 120 euros with love, but now think, oh nice, it's 60 euros, hard-stick it, chill, and you're going to miss a whole bunch of income. And there are also clients who think 60 euros is my whole week's budget for groceries, no way I can pay this, and you don't help those people either. So there will always be people who you can't help against the price you are now asking. But that probably makes you feel a little bit guilty, because you think, well, at least with this price I can really help a lot of people. How much cheaper would it be if you were to ask that price of 120 euros, so just find enough clients for that. And then you can think, you know what, once a week I open my whatever it is, or I give my product away, or I give my business away to someone I feel, hey, that deserves it very much. Or I can write out a competition and say, hey, I do a free consultation and then... In short, you suddenly have the time, the energy, and you have enough money to pay your clients who you now do pay enough to pay enough to help people completely free. If you think about it, the richest entrepreneurs and the most well-known entrepreneurs help many more people than the people who try to help as many people as possible. I'm already with my reach now, and how much, you know, you're going to listen to this episode of 10,000 people. They're not going to buy all 10,000 of my courses, but I have the freedom and the time to make a promotion podcast here, and to give you a lot of free value. Because my business is going well and I earn more than enough money. Exactly the things that came before me, that part of my business, I'm doing a lot of it, and that gives me a lot more value for the people around me than that I'm only working in my business. So the argument, I have to keep my prices low, or I can't raise them, because no one can pay me anymore, is a non-stop argument. Because you can decide for yourself on what conditions you want to work for people, you don't have to get money if you don't have self-care anymore. And there's a lot more to this here, because it's also a part of that sometimes it's not very important that people have to strive a bit to be able to buy something, or change something in their life to be able to work with you, or give up something in their life to be able to work with you. So it's first of all a good-buying business, or a good-buying person working to be able to see the value, to be able to work with you. And this is also another point, but people are very strange about money sometimes. And of course there are real people who say, you know, I don't have money, I'm in the company, there's really nothing, and then it also works. But it's also very often that people lie to themselves, and actually lie to you, but they don't keep doing that. At one point in the beginning of the year, as an entrepreneur, I had always given something free of charge somewhere, I think it was the storage space for a day or so, because I was just touched by the story, because absolutely no money, and every euro was completely, you know, talking to the minimum, because there was absolutely nothing, and then afterwards, when I was talking to her, I just bought a house, and that's why there was actually no budget for other things. I couldn't buy a house at that time myself. So we have an enormous mismatch of what "arm now" exactly means. Just like a lot of people say in their heads, okay, you know, no, I have to live very hard, and there is almost no more money left, but in the meantime they do have, for example, a savings of 50 or 100,000 euros. Or a savings account, or they give 30% of their income every month to invest. And that's for such a sacred rule, you can't come there, so that's money that actually doesn't count between savings. And of course that can also be fine, it's a good right. But I just want to give that sometimes the situation, like you think, oh no, but I have to help this person now, just as curious as it really is. Purely because we all have our own constructions about what money is and what we want to give out to money. For example, the example that he used earlier about the pants I didn't want to have, which was the 95 euro, I can of course pay that easily. But I don't want to pay it for a 3-minute pants that sit under the Pindaka's stains. So I don't do it. And my argument to the seller is, oh no, sorry, that's too expensive, I didn't look at the price tag. Had you been able to look at my bank account, she thought, what is this for? But we can't look at each other's bank account at all. So it's the safest thing you can do as an entrepreneur, not to think for other people. So not to decide for other people that you might be too expensive. According to the misunderstanding, exactly the price tag that your competitors also do, because that's how it is in the market. A price must depend on your own company, your own strategy, your own goals, vision, use, year goals. It has nothing to do with what a competitor does to you. No wait, that's not all, there is one of the seven price filters. So the customer is going to look at your price and think, I have to do this or not. The first price filter is, what is normal in the market? So if you offer a massage for 800 euro and the customer actually thought, normal in the market is more than 80 euro, then that 800 euro is a waste. Does that mean that you can't ask for 800 euro? Absolutely not. I literally saw 800 euro massages in New York. It only asks for a completely different approach of communicating about your price and your product market. And that's what we're going to talk about in the course. But it can have your competitors, except for that piece that people expect the most. They really have nothing to do with the price you're asking for. And I'm going to specifically go into the group of people who hear this and think, yes, but shut up. I have to be approved by the insurance company and then I can only ask for a maximum price of so many questions. Or yes, but shut up, in my area, and I'm thinking back to the time when I was a journalist, in my area, if you have double your price, no one is really going to ask you more questions. That's not going to be good anymore. First of all, let's talk about the first group. At the moment that you are not approved by the insurance company, what happens? Then the customer falls away. Is that very true at the moment that you were the only customer? But that's where the play of entrepreneurship begins. How are you going to get customers who don't make it out that the insurance company doesn't approve it? Me, personally, for example, I really don't care if you are approved by the insurance company. If I heard about you, if I'm somewhere on you, if I listen to your podcast, if I hear something from you, I think, wow, fuck, this person I have to admit. I think this solution is my problem or my back problem or whatever it is. Then I come to you and then I pay with love the 300 euros. So you can ask higher prices. You just have to tweak a little. Maybe you can no longer call yourself a home doctor, or you can no longer be allowed to go to a hospital, or there are small rules that are also for your profession and the profession that you are trained in. But then you have to call yourself a medical professional instead of a home doctor. Or a health coach who has been a home doctor for 10 years. In short, you can get out of the hole where you stopped yourself and where you are a kind of a victim, because these are once the prices, but you will have to tweak things. But there is literally every profession of someone who says, well, I'm in a hole, I'm stuck here. These are the prices that unfortunately have to operate in the conditions where I unfortunately have to operate. Then you are not really an entrepreneur at all. And go look for examples of people who have broken out there, who are now almost doing the same thing, but in a somewhat different way by which they can ask much higher prices. And then the second aspect of people, and I have to think back to the journalistic, where you say, well, if I go even higher now, no one is going to hire me anymore, because so much difference does not seem to be the quality of the work. As a journalist, I worked, I no longer know the price. I think it was 30 cents per word, which was normal. Of course, I could have asked an euro per word. In any case, as an euro, that might have worked, but I could not have asked three euros per word. Because they would have just said, Charlotte, you are the fine writer, but before that price, we can hire ten other journalists, so you are no longer in. Then it's a matter of looking at which other job offers I would pay more for the qualities I have if you are in the journalistic. It is that very quick commercial job offer that you are going to write for companies. I went even further and thought, what do I think is so incredibly fun to work with? Do I have to dive in and explain that in a clear and understandable way to other people and make a story of it? Do you know what? It seems like I'm going to make a lot of courses. If I'm going to do a course, and bam, I earn literally more than a thousand times that much. I'm going to go on a trip with Chachi Petia. I say, hey, I'm stuck in the story of myself that I am doing this job and that this price is above. What are the qualities and things that I go through with doing this job? But you think, you can also profit so much and you can ask much higher prices. If you really like entrepreneurship and want to go for entrepreneurship and that piece of entrepreneurship and your prices determine you want to earn more money then let that also appear in your choices. And yes, that's a bit scary, it's a bit different. But try to go that way that you give yourself that freedom to earn more money. The next misunderstanding that I see people do is that they say, well, I'm going to calculate the value or try to print out in money that I add to someone's life. And that's the price that I'm going to ask. So, for example, if I go looking for Robin, you're the clothing stylist, then I save you three hours to shop. Well, for three hours you might ask 300 euros. Plus, I save your purchases. So then they're going to try that way to say, okay, that's why this costs 800 euros. Because it's built in this value, I add to your company. What goes wrong here is that it's a price trick, a psychological trick, to let your customers buy. There I have 28 of them in the courses that I take a lot with me. Excuse me, but with a price strategy for their services. It's super good to know all my arguments. So those are the price tricks and the ways in which you're going to tell that to your customer. Why is a price a certain price? A wonderful argument, if you're a clothing stylist, that you're going to pay for them, that you can just shop, think about it, you're in a busy shop on Saturday afternoon, you have three hours of time to buy your own items, as well as a purchase. But those are good things to tell your customers to convince them to buy your services or products. It's not a good way to attach your own prices. Once again, those prices are made through the means of the price filters that I take with you in the course. And to have a strategy, to have an approach, and to know where you, as an entrepreneur, are at what price you can ask. And do you have that price? Then you're going to communicate about that price with those psychological price tricks. I also built up the courses so that in the first modules you have all the videos and knowledge about when you can raise your price. How do you know that your prices are right? What are those price filters? What are the reasons that people buy at you? And as a module 2, a kind of order of things, the environment goals, the environment goals per product and sales model, choose the right price. Go around with different goals, maybe you're doing business. And then module 3 is all about communicating your price. How do you sell it? So the price you chose in module 2, how do you sell it to your customer? What strategy do you have to choose? What tricks can you adapt? How do you talk about price increase? When do you call it and when not? The four modules are all about difficult dilemmas. You know, when do you have to go through with an assignment? What do you have to do if you lose a lot more hours than you thought you would want? Do you have to factor that out, etc. But it's not built up so that it starts with you choosing the price and after that we're going to communicate about that price, buy it, and sell it. So to say from the beginning, well, my value is added value for the customer. That's a different way of measuring your price. And I think a very incomprehensible one. Because it's super difficult for a customer to have a little bit of the same thing with "I am the value, that's why I ask this price." That's not how a customer looks at you. Because from a million sides, it is attributed that everyone is the value and that they are incredibly good. And again, it seems that you pick up the envelope. Look, if at the moment they sell it to me, they say "But this envelope goes with it for three years." And if you think about how much money you lose per day on such a envelope, it's three cents, even if you buy five other envelope, and they only go with it for a month, then you lose a lot of money. Look, it's a top-selling strategy. Love it, do it, but not as a basis for which price you choose. The next one is for the become the entrepreneurs among us. I believe, and I've already pointed that out in the podcast earlier, and you can see my more swaggering side instead of the always strategic and pragmatic side. I also believe very much in cleaning, making money in your offer and having a strategy in your sales model, having a step in your sales model. For example, I have good shopping courses, middle courses. There is this course, one of them, and more expensive VIP courses. Then I got the DM from someone who had done this course years back, the very first version of it. And he said, "I have taken care of it so well and brought me so much that you always have a VIP option, something that people can buy that just have a large portfolio, that you can easily spend money and are ready for it. That has brought me so much with a whole company changed." And of course that's new, what I'm going to call in this course again. Have options ready for people with different level of income of wanting to buy something. That's what I have when I have a price strategy. For example, I often make a mistake at entrepreneurs, that when you look at their website, prices go all the way up and there is a lot to choose from. And a lot, and I just call it a dead end, that's something that you as an entrepreneur might not like to give up. What is not really often chosen, or it is chosen, but it actually becomes the type of client that you don't want to have anymore. And I believe that there is a lot of power in cleaning up, cleaning up, throwing away, making it more clear, making it clearer in your own environment so that your focus gets sharper and that your hero will attract what you want. And I always have to think about it. If you watch television shows, that they are going to take over a dining room and then modernize it completely. The price always goes back from 200 to 10 very good prices. That's what we want with your prices and your offer. Clear packages, clear choices, clear prices. Of course, I'm taking you with me in this course. Because it's not only nice for the customers, and it's not only nice for the energy part of it. There is no dead weight in my business. It's very simple and smart and strategically implemented, which makes it easier to flow in. It's also nice for your own creativity. At least that's what I noticed. I have very sharp my price strategy of different courses. And so I think about it afterwards, when I can think of a new product, in what category it is, and for what market it is. And it all goes a little faster if you already have certain strategies about what prices you want to continue in your company. It's actually just a nice side product of what is most important. As your prices are brighter and clearer, customers are going to buy faster. This is also my whole stock share of no-time prices, but package prices. And I'm going to go further into the course in a more clear way. But people want to know where they are when they are going to buy something from you. And that last point is completely useless in my last, biggest stock share, fault that I see entrepreneurs make. And that's the secret of the price. This doesn't work, it doesn't work, it doesn't work. And I can say this million times, and yet many of you still have something to say about it. I have to convince them first to work with me. And afterwards I can only call my prices. Think about it all the time that this has happened to you, that you had to go on a visit to the price. And how nice you thought that, and how safe that felt. And how often you are also touched on the fact that the price suddenly falls really high. Or that you actually, in you, and that is one of the biggest things that always happens to me, in your enormous presence that you are on a visit, but what does it cost? What should I pay you for, for example? Where is the price? That you actually leave all the information just halfway up. And only on a visit to the price. I know for sure that I wouldn't call the prices of my courses. And I would say, well, you see it at the sales page somewhere. Then people would open the sales page and go through to where the price is. Oh, it costs point, point, point. And then they have to go through the decision-making process of, "Do I want to buy this person?" And entrepreneurs, who think this way, often think, "Yes, but I've made them really nice and warm, and I've been sharing things all the time, and marketing about it, so they really want to buy it, and then the price might be a little counterfeit, or a terrible reaction, but they really want to buy it that they do. But I'm convinced that as long as people don't know what the investment will be, or the amount they have to pay, they will only listen to all those marketing talks with 10% of their attention. And at the moment you're completely burned by that price, people will think, "Oh, no, that seems too much, I don't want that." And that may be caused by all the things you're sharing about it. As a feeling of, "Here I want to listen to it." Maybe even sharper listeners think, "What is it exactly that makes this price worth?" So I really believe that the price knows that it actually brings peace in the psyche of the person, which is therefore more dependent on the marketing message. And why do I think that? Because the brightness is sold, the clarity is sold. And certainly in a period of time, in which we are literally stoned by social media for 24/7, by salespeople, and everyone has something to sell, and everyone has something to offer, it's super nice if someone is extremely curious about, "This is what you pay." If I'm in bed at night and I want an electrician, and there are three electricians, and one has an hour price of €80 on its website, and I have no idea how long it will take to install a new light on me, the other has no price, because you have to ask for an offer. And the third one says, "Lights hanging, costs, no matter how long it will take." €100? I'm going for that €100, man. The process has to be fast, clear and easy to buy. And the price to stop or cancel is really a very stupid strategy. But of course I will go deeper into that, because there are so many more arguments about it. It also doesn't mean per se, for example, when you have a very good price, then your price strategy has to be that the price is constantly in the light. If you have a more expensive price, then that doesn't have to be done all the time. I personally like it when everyone knows that this course that I'm selling now about price strategy €900, is literally one of my first five things that I said about this course. I make sure that I mention it before I open my waiting list of the courses. And why? I only want people on that waiting list who know the price is €900, who know almost nothing about this course. But I already know the price, so the prices won't be canceled right away. I have the right people on my waiting list at the moment, and then it's up to me to convince them that the course is so good, you should come with it, you will pay for it, you will pay for it, you will pay for it, you will pay for it, you will pay for it, you will pay for it, you will pay for it, you will pay for it, you will pay for it, you will pay for it, you will pay for it, you will pay for it, you will pay for it, you will pay for it, you will pay for it, you will pay for it, you will pay for it, you will pay for it, you will pay for it. So much better than a list with maybe ten times so many people who are all expecting that the course is €50. I have nothing to do with that. So literally a different type of customer who is expecting that from me. And if you then have a company that is efficient and goal-oriented, for example if you are a company owner, it's so much better to talk to the right target group, who just gives you what your prices are, than that you really have a lot of people in between who would never really go for you. I can see that I have been on the list for 38 minutes already, so I'm going to confuse him because I actually just wanted to have this for half an hour. I almost didn't talk about money. I kept this course compact. It's three hours, because I just really want you to buy this course. At the start of the course, I set an intention with you. I really want you to have the intention to change your prices. And preferably, what concerns me, but some of you will mean it. If you are going to keep on thinking about it all the time and looking at it, that you think you really have to lower your prices. I have to give it a different form, give different things. And I have to focus on a different price category. But for most of you, it's the big goal. And I also know for the first time that I gave this course back to you. And if I had taken it completely new and changed it and so on. But that was all because everybody was going up in prices. And they still got customers, new customers, new energy in the money part of their company. And that's my goal. So that's why I hope with a three-hour compact to-the-point course, where I can discuss these three things. Where can you raise your prices? Where do you decide on your price? What is your price? And how do you communicate about that price? And what strategy do you choose to sell that price to the customer? I think that this is a very nice, compact course. You could do it in the morning, for at least one or two hours with your prices and then you're ready. You may also do it for a longer time, because it's just available for a lifetime if you buy it. I have something specific for all the people who now think, okay, I might be interested in this course. Charlotte, tell me more. I recorded a separate podcast episode, where I really go deeper into what the course is exactly. What exactly do you learn? For whom is the course exactly? Imagine you have a yoga studio, or you sell ornaments or stripper cards. That's literally one of the videos, you have to sell a stripper card of ornaments. Is that course also for you? Imagine you are a beginner entrepreneur. Is the course then for you? And I think it's a nice and concrete insight into how the course is. I kept that episode short and powerful. So you can find it here somewhere in the episode list. So if you have a quarter to twenty minutes, put it on for a while. And I think that helps a lot with deciding whether this course is suitable for you. For now, thank you very much for listening to this podcast. It's really amazing that you were there. I hope you noticed something about it, and that you think this is a point where I could work on, or I would like to do this, and if you want to do that with my help, come to the courses, because it is now open. Have a lot of fun, I'll see you on Instagram.