Lever Zero: Raise Your Prices.

The spark that will get you started.

Lever Zero: Raise Your Prices.
Photo by Marek Szturc / Unsplash

Reset Yourself: End The Tyranny Of Price

The greatest decision your business can make, right now, is to raise your prices. Unless you’re an absolute commodity in a price-sensitive market – your demand won’t drop.

Before we start helping you pull the 7 Levers, you must reset your expectations of business by raising prices. Raising prices, and making a new sale at this price, will decouple you from the illusion that price matters.

It doesn’t.

If We Want it, We Find a Way To Buy It

If you find yourself thinking: “If I raise my prices, nobody will buy from me.” then you’re not alone. However, you’ve been lied to. The idea of demand dropping as price rises is a myth. It’s too cute. We’ve got more personal debt than ever, higher mortgages than ever.

If we want it, we find a way to get it.

If you’ve ever purchased using a credit card, with money you didn’t have, you understand this. If you’ve taken out a loan, you understand this. If you have a mortgage, you understand this.

Price Can Be Whatever You Want It To Be

When I say: “a price for every product, a product for every price”, I mean: it’s possible to create a product at every price point and set any price point for any product. The sky is the limit. Price is unconstrained.

Are there norms and preconceived notions that you might fight against? Of course. But – unless you’re a commodity, in a highly regulated industry, or a “race to the bottom” industry – price can be whatever you want it to be.

There’s No Such Thing As: The Market™

The Market™ – a perfect, efficient, rational, omnipotent, invisible hand is a total fabrication. The actual market is infinite in complexity. It’s always in flux. It oscillates between rationality and insanity a million times a second.

It’s not waiting there, static, as you pick the perfect price, and sell to the perfect audience, with the perfect product. It won’t reward you. No such entity exists. It’s not a math equation to be solved. There isn’t a Right Answer™ that will send millions of dollars into your bank account because you solved it.

The real market (Not: The Market™) is messy. It’s paradox. It’s in flux. It’s created the moment you make a promise in exchange for something else. It’s whatever you want it to be. As my mentor would say: if you’re proficient at sales, you can create economies out of thin air.

You Create The Market

When you realize that The Market™ is an illusory construct, you’re free to affect it however you choose. Price is arbitrary. Perception is reality.

Nobody has ever said it better than Steve Jobs:

Everything around you that you call life, was made up by people who were no smarter than you. You can change it. You can influence it. The minute that you understand that you can poke life and something will pop out the other side… that you can change it… you can mold it. That’s maybe the most important thing – to shake off this erroneous notion that life is “there” and you’re just gonna live in it. Versus: embrace it, change it, improve it, make your mark upon it.

-Steve Jobs

Wean Yourself Off The Drug Of Price

Nobody wakes up in the morning wanting to undercharge. They just don’t know a better way. Low, reasonable, prices are the only lever most people know how to pull.

Once you've experienced the rush of raising your margins by 300% – just by changing a number – you'll never go back. You will have replaced your old addiction with a new one.

Double your price. Triple them. Quadruple them. Multiply them by 10. Multiply them by 100. When you start to do this your brain will start to solve a new problem.

Double them. Triple them. Quadruple them. Multiply them by 10. Multiply them by 100. When you start to do this your brain will start to solve a new problem.

Most brains are solving dead-end problems: “How can I beat the competition with pricing?”, “How can I avoid scaring someone away with pricing?” , “How do I justify my price?” etc.

Don’t Delay, Start Now

Nothing is stopping you from going to your pricing page right now and doubling or tripling your prices.

If you want to work with me 1-on-1 to raise your prices in 7 days – you can reach me at: james@knowaholic.org.