Raising prices forces you to compete on value instead of cost, but without a structured sales system to explain that value, your closing rates drop. The speaker learned they needed a formal sales process to actually tell their story and convert customers.
So when you start raising your price, it becomes really obvious too that you can't compete and you can't just sell. If you're not competing on price, you have to differentiate yourself on value. And we were unable to do that without a sales system. So we started kind of having trouble with our closing rate. And so little by little, we figured out we needed a sales system that could tell our story better.
