Okay, so here’s the deal: you have an awesome product or service that you poured your heart and soul into, and you want to charge a ton of money for it. You believe in it, and you believe the value of the work and its benefits justify the higher price.

The problem is, you don’t believe anyone will pay that kind of money for it. So what do you do? Do you charge less money and envy others who earn more? Or do you stick with the higher price, yet secretly believe no one is going to pay, thereby energetically blocking sales?

Here is a simple piece of understanding that I want to teach you today: When your prices are commensurate with value and quality, but you believe no one is going to pay that higher price, the problem is with your perception.

Specifically, the problem is with your projection. What you see is what you believe. You don’t think people will pay a higher price because you can’t see them. But that doesn’t mean those people don’t exist.

Guess what — you don’t get to decide who will pay or not. You don’t get to say what is too expensive or what is affordable for someone. You just don’t get to decide for them — because the money and the decision isn’t yours.

Here is an example: a friend of mine is the concierge of an upscale business hotel. He sends all of his guests to top of the line steakhouses and fine dining restaurants. They eat and drink to their hearts’ content and they always come back to tell him how awesome their meal was.

His colleagues, on the other hand, point guests toward cheap eats, fast food places and lower end chain restaurants. My boyfriend believes this is all due to projection: his colleagues think high–end restaurants are too expensive for them, so they project that onto the guests and believe those restaurants are too expensive for the guests, too.

Do you see how your thinking may inadvertently direct customers toward buying less? You can see this on almost every Work With Me page out there: Entrepreneurs often list their services from cheapest price to highest price — why is that? Why not list your most expensive service first or rather, most highly valuable service first, and descend in order?

You can’t presume things about your customers and how much they are willing to pay for your stuff — especially if your work lives up to value, quality and excellence. The only way to know is to test it in the real world and go by actual sales results and customer feedback, not by the perceptions and projections in your head.

Hi, I’m Ana Coeur

I teach entrepreneurs how to create their business straight from their soul. I offer a complete Intuitive Business Suite to help you create, design, write and sell all from your intuition. Here’s the services you can take advantage of to empower your business: Intuitive Web & Brand Design, Intuitive Copywriting and Intuitive Selling. If there’s anything I can help you with, I would love to hear about it! You may email me at anaintuitivepicture.com

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