Eric Deeran tells high-ticket business owners they're charging too little. A mechanic wouldn't pay $100 for an oil change they could do free, but a non-mechanic would. Price based on what clients think it's worth, not what it costs you to deliver.
You're probably undercharging right now. We've worked with hundreds of high-ticket businesses and so many people undercharge for what it is that they do simply because they know how to do it themselves, right? It's like if you go and get your car worked on at a mechanic. If you're a mechanic, it's not worth $100 to go get an oil change. But if you're like me and you're not a mechanic, which is most people, then it is worth $100 to go get an oil change because you don't know how to do it yourself.
