EP504: Casey Brown – How To Overcome Fear Around Pricing - Part 2

Michael Palmer: Do not be tempted to undervalue yourself just because it happens to be something that's fast or easy for you to produce. It's no less valuable to the customer. There's a famous story of Picasso sitting in a plaza and a woman asked him to sketch her and he dashes off a sketch and she asked him to sell it. He says, 5,000 francs. She said, sir, it only took you 5 minutes. And he says, no, madam, it took me a lifetime. So the people listening on this call, you are Picasso, baby, get paid. You're listening to The Successful Bookkeeper with your host, Michael Palmer. Listen each week as inspiring guests share their secrets of success to help you increase your confidence, work smarter, and build a business you love. This episode of The Successful Bookkeeper is brought to you by purebookkeeping.com, the proven system to grow your bookkeeping business. Welcome back to the Successful Bookkeeper Podcast. I'm your host, Michael Palmer. And in this finale of this two-part conversation with Casey Brown, she'll share how to take the fear out of pricing with her simple zip code exercise, why pre-discounting quietly eats away at your profits, and how to start testing your true price ceiling one proposal at a time, plus much, much more. Let's get into this chat right now. Often people think about the technical side of it. You know, it's like, well, and you started there. It was like, what is the right price? Right. Versus if you could powerfully sell the price that you have today, that's somewhere to go from there. Then it can only go up.

Casey Brown with Dext ad: That's right. How often, if somebody says like, what should my price be? Is exactly the kind of questions I'm asking is like, how successfully are you charging your current pricing now? 'Cause if you're discounting 90% of the time, And discounting can happen two ways, by the way. One is I put the number in front of the customer and I say, this is gonna be $2,000 a month for this service. And the customer says, oh my gosh, we were only paying our last bookkeeper $1,500. And will you do it for that? And we say, okay, yeah, we'll do it for that. Like, that's a negotiated discount. The other kind of discounting that is very, very common in a space like bookkeeping space, because again, it's that sort of, it's the seller-doer model and they don't identify as salespeople and maybe don't have all the sales training training and things like that is that we'll discount first. We're getting ready to sit