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"How Should I Price My Services?"

Name: "How Should I Price My Services?"
Uploaded: 2026-03-09T02:00:00+00:00
Duration: 1 min 19 s
Channel: Shanli Liu, CPA, CTP
Description: In this short coaching excerpt, an entrepreneur (Speaker A) describes a luxury interior design and wellness advisory business that serves…

9 Mar 2026 · 1 min

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1:19

In this short coaching excerpt, an entrepreneur (Speaker A) describes a luxury interior design and wellness advisory business that serves ultra‑high‑net‑worth families and family offices. The business currently generates $1.6 M and aims for $10 M in the next year and $250 M in ten years. It offers three pricing tiers: Tier 1 at $80 / sq ft for home renovation or new builds (including construction selections, drawings, furniture layout and selection); Tier 2 at $100 / sq ft for a 7‑10‑year commitment covering the client’s entire real‑estate portfolio with the same services; and Tier 3, which adds advisory for yachts, planes, and offices. Tony Robbins critiques the “ladder” approach and introduces the concept of fractal pricing, recommending that price steps be roughly five‑fold rather than a modest 20 % increase, and that an annual retainer be set as a de‑minimis “insurance” fee to create ongoing contact and continuity. He advises simplifying the pricing to a single $100 / sq ft figure, using the retainer to secure recurring engagements and enable year‑over‑year revenue stacking.

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would you, or Tony Robbins, buy this ladder?
I sell interior design and wellness advisory services to ultra-high-net-worth families and family offices. It's currently at 1.6, and I'm looking to be at $10 million by end of next year, and then scale this to $250 million in the next 10 years. I have 3 tiers, $80 a square foot for renovating or building a new home, and that includes all of the construction selections, the drawings, the furniture layout and selection. Tier 2 is a 7 to 10 year commitment across their whole real estate portfolio, and it's $100 a square foot because we do everything that's included in the first tier. And then the final tier, Tier 3, is the other 2 tiers. So we advise on their yacht, their planes, their offices.
I'm not actually sure if a ladder is the approach I would use with this, with the business you have. So for fractal pricing to really work, it needs to be like 5 times the price. So like going up by like 20%, it's too, it's too undifferentiated. Your annual retainer should be de minimis. It should be like a rounding error in this project and it should be positioned as insurance. What it does is it gives you an excuse to always meet with them every year. Sell whatever you can get away with. A lot of people, like if you're a soul at the table, as long as you give them exactly what they want, they'll love you. Add in the continuity so that you can keep getting business from them and it'll stack year over year.
I'll just go $100 a square foot and the continuity and figure out some features for that.
And $100's a nice simple number, right? Very easy to do the math.