I can’t afford it…

Whatever you’re selling, you had better believe it’s worth a lot more than you charge. People buy what they believe in. And, your buyers don’t believe your product is worth nearly as much as you do. You may have just built the most beautiful space in all of Columbus, with all the bells and whistles, and priced it at or below the market. You are only going to find a few who share your belief. And next year, when the lease is up, there are only gonna be a few who still believe your space is worth your price. Your job is to be prepared. Your job is to anticipate this reality. Your job is to continually migrate your value proposition ahead of the market. You, friend, gotta believe and not lose heart. Real, hard, work, to build anything beautiful in the world of business. Fact.

Recently a client told me couldn’t afford to keep practicing with his team. Somehow, however, he didn’t have a problem affording to purchase a  private jet (his business is all local too). My client, you see, affords what he believes in. He just didn’t feel good telling me he believed in flying private more than he believed in BTL practice. Simple as that. You are no different and neither are your customers. You buy what you believe you can afford. Your customers buy your product as long as they perceive it’s a priority.

So, friend, whatever you’re selling, you better believe. People’s priorities migrate based on  your value, the economy, and most of all on the whim of their emotions. Be prepared. I am. I’ve learned a little through fourteen years of frequent firings under the guise of “I can’t afford it.” Good…

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