EPISODE 102 – “You’re Too Expensive” So Add Value!

EPISODE 102 – “You’re Too Expensive” So Add Value!

By TGO Team | June 14, 2022

EPISODE 102 – “You’re Too Expensive” So Add Value! |

Well, good morning! This is the Builders Business Success podcast, and it's a construction business podcast. And, you know, I'd like to be your construction business coach or your builders coach. Everyone needs a coach, and this is episode 102. So we're now looking at the next milestone, 150, 200 episodes.

On today's episode, we're talking about why most builders struggle financially, and the simple shifts that can put the kibosh on the worry and stress around common money issues.

Now, if you've been participating in the podcast in the last little while, we've added a couple more experts to the conversation, and both Steph and Katie are going to be sharing their thoughts on this whole idea of being too expensive, and the financial challenges that comes with those mindsets of thinking you're too expensive, and all of the struggle that that causes.

So let's hear from Steph, she's gonna be telling us what she's talking about, a little bit later in the show.


Steph: Is it expensive to be you? I don't know. And I don't know if it's expensive to work with you, but what I do know is that people pay good money for good results.

And if you wanna be the one collecting that good money for your hard earned trade that you've been working your butt off to get really good at, if you wanna be that person, then I've got some tips on how you can look super valuable and super booked, even though you might not be.


Mick: Thanks, Steph. Looking forward to those tips. Katie, Chris, Marley, Marshall, unfortunately still suffering from a bit of the leftovers from COVID, you know, where it gives you a bit of brain fog and, you know, sometimes people can't taste and all sorts of things.

But Katie's powering through anyway, and she's gonna be sharing some ideas as well. What are you gonna be talking about, Katie?


Katie: So in this video, I'm gonna talk about what expensive means. Expensive is just a concept, and that's going to be very different to what I think is expensive, to what you think is expensive, or what everybody else thinks as expensive. And I'm gonna talk about that shortly.


Mick: As they say, don't call me shortly, in the classics, of course. Now, a quick reminder before we get started, get yourself a copy of the Successful Builders Toolkit, here is a QR code where you can get it, or you can grab it by clicking on the link in the chat if you're watching this live.


The New Book!

If you're watching the replay, there will be a link in the description, you can click on that and go grab yourself a copy of the Successful Builders Toolkit, because it covers everything from soup to nuts.

Everything that we talk about in Builders Business Blackbelt is covered here, and it's a great tool to be able to see what areas you might need to work on to eliminate the ugly bits out of your business. So it's a great tool for a builder if you're wanting to improve your business. So jump in and grab yourself a coffee.


Transcription of the show!

Okay, expensive, that's what we're talking about. Expensive is a concept. And normally, something seems expensive to somebody if they don't see the value.

So really, expensive is different to one person compared to the next. So it really depends on who you are talking to as to whether what you're offering is expensive or not. So that goes to who you choose to attract into your business.

If you're setting up your business in a way that it attracts people that are focused on the price, and getting the cheapest price, getting a bargain, then that's what you're gonna be dealing with forever in a day, you're attracting those people.

I'm gonna talk about that concept a little bit later and how we can turn that around and change what or who we're attracting. And the other thing that we need to unpack also, is that there is a gap.

Since we've been doing Blackbelt, we have discovered that there is a gap between where the builder starts to be uncomfortable charging.

So the builder will put a price together and they start to feel uncomfortable, because they are seeing, or feeling, or interpreting, that their price is too expensive.

Not because they're not delivering the value, or not because they are ripping off their client, the perception is that I am too expensive compared to potentially what other builders would be offering.

And, you know, we've had comments about, you know, some of the cowboys out there that don't have the overheads, or, you know, they're just basically driving around in a ute and don't have the overheads, so they do it a lot cheaper.

Well, those sort of builders don't have the capability to be able to deliver the value that a well organized professional builder is going to be able to deliver.

They won't have the capacity to be able to help their clients avoid many of the common pitfalls and costly mistakes, and even just be able to deliver a high quality experience, and have the time and the wherewithal to be able to interact and communicate with the clients.

And so, there is this level where the builder starts to be uncomfortable charging. What we've also found is that there is a level where the average garden variety prospect, starts to feel uncomfortable paying, where they start to feel that this is too expensive.

But that is up here, and the level at which generally the builder starts to be uncomfortable charging is down here. So there's a gap. And so, you can just step into that gap, and you will find that the only person uncomfortable with the price will be you, the builder.

You haven't yet reached that point where the prospect starts to be uncomfortable paying, where they start to think, "Hang on, this isn't adding up. "This is expensive in my mind."

And we're gonna talk about that as well, that even then, it's the way that we're presenting it, it's the focus that we have in the conversations, that is causing that perception for your prospect. So the question is, are you too expensive?

Now, I wanna check in with Katie. Katie has her thoughts from a financial type of mindset about this concept of expensive. So let's listen to what Katie has to say.


Katie: So what does expensive mean? Now, depending on a couple of different factors, will depend on how I tackle this with my clients.

So often, I hear my clients say that, "Oh, I'm missing out on the quotes, "because I'm too expensive." So a couple of things in that, are you too expensive?

Have you actually asked the question why the potential client didn't go ahead with that quote? And did they specifically say to you that you're too expensive? Or did you just assume that because they didn't go ahead with the quote, that you were too expensive?

So we need to really get clear and narrow in on is it a perception of ours that we feel like we're too expensive for them and that's why they didn't choose us? Or is that the feedback that the potential client gave us?

Now, if it's the feedback that our potential client gave us, again, we need to dive into that a little bit further. And were they just price shopping, and they were never gonna go with you anyway?

And if that's the case, then we don't care if they think you're too expensive, because that is just an excuse they used for you.

Or were you actually more expensive than other quotes that they got. And again, we need to dig into that a little bit further. Were they comparing apples with apples or were they comparing apples with oranges? I work with a lot of clients who...

We do a lot of work around pricing and getting them comfortable with charging their worth. Because if we don't charge what we're worth, we're not gonna make any money.

And again, if we're comparing ourselves and us being too expensive, compared to other trades based businesses who are potentially going broke by doing the work, because they don't understand their pricing, they don't understand their numbers, they don't understand their expenses, they don't understand their time on jobs, then we don't wanna compare ourselves to them.

And if we're too expensive compared to those clients, that is perfectly okay, because they are not gonna be here long-term. The clients I work with are those clients who consistently work on digging into the feedback that they get from clients.

And often, when we talk about being too expensive, again, another little area that we need to dig into a little bit better is did we actually just not articulate our value as well as we should have?

Was the process from the initial inquiry, to the quote stage, to actually sitting down with the client and going through that, was that really smooth and easy for the client? Or was that a bit jolted? Was there, "I'll get it to you in two weeks."

Then it was four weeks and those sorts of things. Because all those little things add up to make the client feel like they are getting value for your quote.

Now, for me, as an example, whenever I get work done around my home, I am very, very fortunate that I have a lot of trade based friends. So for a lot of instances, it is friends who are doing the work for us.

And I get to have that insight into not only those who are clients of mine, but those who are not clients of mine and how they do this process. And often, it is that I'm happy to pay whatever it is that they put in front of me.


But I also give them little hints and tips along the way to make sure that they can charge it without worrying about it, because you are worth it. So what is expensive to me, may not be expensive to the next person.

And in my experience, as long as you can show your potential client that it's going to be a really smooth and simple process to work with you, the dollar figure has a much less deciding factor on the overall agreement to the job, rather than, you know, "Oh, we're too expensive."

We just need to remember, we can show our value in lots of little ways that don't cost us any money, they cost us a little bit of time. But then that is going to make and reduce those, "Oh, you're too expensive. "It's too expensive. "We've gone with somebody cheaper."

And again, remember, we don't wanna do lots of little jobs at lower value with lower profit in them, we wanna make sure that we have more consistent jobs, where we are getting paid on time, we're making a profit, we're able to pay ourselves a wage, and we are able to articulate our value to our clients.

So then, your clients also become ragging fans of you and your work, which then reduces down your marketing spend slightly, or actually it allows you to then be more strategic with your marketing, because you are getting a nice, steady flow of leads.

That might be one a month, that might be one a week, it might be one a quarter, but you're getting the word out there that you're a real pleasure to work with, and then again, as I said, the dollar figure... The reliance on the dollar figure to win the job is reduced.

So I've given you a few bits and pieces there from my perspective and what I see with clients when we are talking about being too expensive and their pricing.

Every one of us will have a different angle, and it's really important to just have a listen and have a think, and see what you can do in your process to make those slight changes along the way, so that you can reduce, or if not completely remove clients doing the, "You're too expensive."

Mick: Thanks, Katie. Just a ton of gold in those thoughts that Katie shared. And she's a profit first professional, dealing with builders and trades-based businesses all of the time.

So she gets to see it from both perspectives, how they're doing financially, but also many of them, how they are presenting themselves as far as pricing and value.

Now, statistically... Statistically, 80% of the population want value over price, they're the statistics. I personally don't agree with that, I think that it's 100%, but that's my personal opinion.

But statistically, they say 80% of people prefer value over price, they're making their decisions based on value versus price. Yet, the majority of trades-based businesses and builders, set their business up as if everybody is making decisions based on price.

So there are, at worst, and I say worst, 20% of the people who are focusing in on price. And the majority of builders, the huge majority of builders and other trades-based businesses, continue to enter into, and in fact cause discussions that are focused in on price.

So we're fundamentally setting our business up to attract the minority. Remember, the majority are searching for value. Price is a consideration in the absence of any perception of value.

And we're gonna talk about that in a minute, is what represents value, 'cause it's all well and good for you to believe that you're offering value in the way that you're doing things, but it comes down to how your customer or your prospect, depending on where you are in the process, perceives that value.

So we need to make sure that we're not setting our conversations up, our marketing messaging, our positioning, in a way that keeps the conversation focused on price. You'll see many builders have still got, you know, "Call us for a no obligation free quote."

That is a conversation starter that focuses on price, because the word free is there. Interestingly enough, who have we got?

Oh, Mick was on the call, he's not on here live anyway, the sought after plumber in the Channel area, Mick Church, he was here, he would've known what I was talking about. But we've got a few people watching live, which is great.

If you've got any questions, wanna make any comments, jump into the chat and we'll see if we can address them while we're here live. "Hey, Mick, I'm alive," says Terry Rogers. Well, that's good to know, Terry, I'm glad you're alive. Hugh's here, Adrian's here. Ruben is here. Good day, Ruben. Obviously, Terry is here and he's alive, because he just used his fingers to make a comment, and Matt is also here. Just an interesting observation about value.

There was a boat for sale, it was an old boat, it was a crappy boat, it was an old fishing boat. The motor had been restored, but it wasn't in the boat, and the reason it wasn't in the boat is because the motor mounts were all rusted and corroded away.

And the timber where the motor mounts were bolted to, that had all rotted away. So there was a lot of work that needed to be done for this boat. And the fella basically was trying to give it away, you know, "Somebody take it." He even put $50 on it.

It's like a 40 something, 45 foot fishing boat, it's a big boat. And he said, you know, "You can have it for $50."

And still, it took ages for somebody to come along and spend that $50, because if you're getting a big boat for 50 bucks, do you think it's gonna be a good deal? Like, he would've been better off saying, "Here is a 46 foot timber fishing boat. "Motor's just been reserviced, "there's work to be done inside, you know, $5,000."

And someone would see that as tremendous value and buy it. But when the price was so cheap, it was still really, really difficult to get rid of, because people are thinking, "Oh," you know? "If he's willing to get rid of it for 50 bucks, "what am I actually buying?"

So they start to get suspicious of the price. And you've gotta be aware of that, that reducing your price and trying to be price competitive, takes away the value of the experience from your prospect or your client.

If they are paying more than the average, if you are, pardon me, seemed or deemed to be expensive or at the more expensive end, but there is a massive amount of value, that improves, increases the experience for your prospect and your customer.

And just remember, that there is a gap between what the customer is prepared to pay and what you're prepared to charge. Jump into that gap, get uncomfortable and see what happens.

And even when they start to give you feedback that you're expensive, what that's actually meaning is that they're not... The value consideration, the value proposition isn't adding up for them.

So instead of reducing your prices when you start to get that sort of feedback, what I would suggest to you, is go back and start to assess and start to analyze what you need to do to be able to deliver more value from their perspective. It has to be about their perspective.

And everybody who's been in building for longer than five minutes, would've had someone who you've done a great job, you've done a quality job, you've gone above and beyond, and then something, there was just a little niggle somewhere, and then the customer has just got upset about that thing, and that has just taken all of the value out of the project that you've put in there.

So we've really got to be aware and understand what represents value from your prospect's and your client's point of view. Another thing about money and pricing and things, is it fundamentally comes down to what you believe about your value and your deservedness.

And it's an interesting thing to start to unpack. And I'd love to get into a conversation about that. So please jump into the comments, particularly if you're watching the replay here. If you're watching it live and you wanna jump in and put a comment in there now, that'd be great, about what do you think you deserve.

Do you deserve to have a profitable business? Yes or no? Do you believe that that you deserve being paid for not only your time, but your experience and your knowledge, when you're putting together a quote or a proposal for somebody? Do you feel that you deserve that?

Because it's all well and good to start charging for quotes, but the energy that you bring to that conversation can be destructive, if you don't feel that you deserve it. So this is something that we need to unpack. And I'd dearly, dearly love to get into some conversations with you in the ToolShed about your deservedness. And this month in the ToolShed is money mindset.

So anything is on the table this month for discussion in the ToolShed, about your financial problems, particularly about how they affect you, what you think about them and how you feel about them.

So jump into the comments underneath the replay of this, or just start a new conversation in the posts in the ToolShed, about what you think and what you feel about money. Adrian's just put a comment here.

He says, "I definitely feel like I deserve it. "But human nature," in brackets, "especially as builders, "we think we are charging too much." And again, that's a great comment, Adrian, and it is worthy of unpacking.

If all of the builders increased their prices by 20, 30, 40, 50%, you wouldn't feel like you were charging too much, it's simply because we keep comparing to others.

And as Katie said in her part a little bit ago, she was saying, you know, don't compare yourself to other builders and other businesses, because they may have a different structure. They may be running at a loss.

They may have far less expenses than you, because they actually do deliver less. They don't have the systems and the processes, and they don't invest time and money and effort into improving their skills and their business practices and so on.

So their costs are less, but what they're delivering is far less as well. And if what you're delivering is far more, and then you're comparing yourself to them, and you think that you're charging too much, that is a bad thing.

So stop comparing yourself to other builders and simply assess, are you delivering value from the client's perspective? And are you charging the commensurate price for the value that you believe that you are offering?

And if you believe that you're worth more, you're going to be able to charge more. And it's not about ripping people off. If people feel that they are getting great value from you, based on the price that you're charging, there isn't a loser.


In fact, you are enhancing their experience. They need to pay an appropriate amount of money for the value that they see that they're getting, otherwise it reduces the quality of their experience.

Matt said, "We've had 100% strike rate "with paid proposals over the last 15." So the last 15 presentations, conversations Matt has had, he's had 100% strike rate. And he finishes off by saying, "Time to increase prices for our knowledge." Absolutely.

You know, as Katie said again, if you are getting every single one over the line, you're probably too cheap, you do need to find out where the value that you're representing starts to hit the price barrier. And until you go over that line, you're never going to know.

Look, you can always come back if you can't figure out how to add value to keep the prices at that level. You need to remember that a lot of quality services and products that are being sold over the world, the ones that are at the top of the tree, they do not discount and they do not negotiate.

You know, particularly when old mate was alive running Apple, try to get a discount for an apple product anywhere. You couldn't, it was impossible, there wasn't a retailer anywhere that would give you a discount for an Apple product, yet they just sold and sold and sold.

And they might have sold more PCs around the world than Apple, it's fine. But which company was doing better financially at that stage. And so, we've gotta move away from this price conversation and the price focus.

Adrian's put another comment in, he said, "I had this example only today, "where I submitted a price last week. "And when I looked it over at the end "and checked the price per square meter, et cetera, "it looked really high.

"Only today I got told I'm right in the mix "and my pricing was reasonable. "That's with the markup on trade costs, "plus a decent margin."

So making money and still in the mix. So if you add value... So if Adrian or anybody else is in that same space and the price isn't really a part of the discussion, to put yourself in the driver's seat and to be able to be the one that chooses, you know, and it's really important to understand that you're the prize.

I'm not going to say that if you add value, you'll win the work, because then we're assuming that the prize is the work. But you're the prize. The systems, the knowledge, the experience, your beliefs, your integrity, they're the things that are giving massive value to your client.

So you present yourself as the best opportunity, and you decide whether you open the door to that customer. But we've gotta make sure that we are the number one choice, and you do that folks through value, not through price.

I would encourage you to wear being at the expensive end like a badge of honor, right? Be proud of being expensive, being talked about as being expensive. Because the conversation you wanna have going on is, "Man, they're expensive, but they were so worth it." Why do you want that conversation to start?

Because it's gonna get rid of a whole bunch of people who aren't your clients in the first place. And they might be thinking, "Dear, "we'd love to get those guys, "but, you know, we just can't afford them."

I'm sure everyone would like to drive around in an S Class Mercedes, but they can't afford it, but they sure would like to. And so, we've got to pick our niche, we've got to set ourselves up to be the obvious choice for our niche, and we've got to have 100% commitment to value, not price.

I've already said the top end brands never discounted, just reading my notes here. But what I'd love to do is ask this question, particularly for the people watching the replay, what's stopping you?

What's holding you back from charging a price that you are so, so confident that you can deliver the value, and you will make a significant profit? And remember, profit isn't just a figure at the start of the project, it is the cash that is in the bank that is only earmarked for rewarding you for your effort, for your compromise, for your sacrifice, and taking the risk of running your own business.

It's not the profit on the profit and loss sheet. What's stopping you, what's getting in your way of being able to be the guy who people are saying, "They're right up there price wise, "they are probably the most expensive, "but they are so worth it." What's stopping you from being that guy?

So if you wanna discuss any of this, and I want you to answer those questions in the comments section underneath the video replay of the podcast. But if you want any help, there's a place that you can go in the nav section, there it is there.

If you want to get some help with this and look at your pricing, and look at how you're delivering value, you just need to click that, get personal help, and we can get into a conversation about it.

Or you can just chase us up in the chat, reach out to us in the chat, and we can get a conversation going. Now, as I said at the start, Steph is also sharing her ideas with us. And from, I guess, a marketing perspective, let's hear what Steph has to say about, are you too expensive?

Steph: Good day, it's Steph here from Tradies Go, and thank you for inviting me to this podcast episode. The point here is what does expensive mean? Expensive is a concept, but if there's a ton of value in what you do, then it's not expensive at all, is it?

Now, I'm gonna take you... I've got some notes here. I went shopping over the weekend, my husband and I hit Pitt Street Mall in the city, and we absolutely bought everything possible, 'cause we're not shoppers, I'm not a shopper, so we just got out there and did it all in one go.

And one of the take backs that I wanted to tell you, is we were out, you know, we were sort of going up to the food court there on level five, and there's all the Chanel and Versace and Ermez and all the other fancy brands. But out front of Chanel, there was a queue.

There was a queue of people waiting to get in. So that inspires intrigue, it's like, "What is in there? "Oh my god, like, what is in that store "and why are people queuing up for that?" And that made me think to this topic, actually, what does expensive mean?

Now, in marketing, we want to build a system and we want to imagine our business in the future. So if your business was fully booked, you can't take anyone else on, what would your marketing look like, okay? Would you just not be doing any marketing if you were already full? Like, no, okay? No, please don't do that.

If you were fully booked for this year and you were looking to get your four or 10 customers that you need to book next year and you wanna get it done right now, what do you need in your marketing, okay? Now, some of those things that I've put here are, you know, what does it mean for you to be the most expensive builder on the market? What does that mean for you?

So a few things here that we love to put in place, so that you look expensive, and you look worth it, and you look like you should have a queue at the front of your place of business. Now websites, they're not shop fronts, right?

But we need them to look like shop fronts. So how do you look more expensive than maybe what you are right now?

And maybe secretly you're not booked, and maybe secretly you've just put your prices up again and again and again, because Mick keeps telling you that you're not making enough profit, or that you're too cheap, and people say yes too quickly on the sales call, so obviously you're too cheap.

So what does it mean and what do you need to happen? First thing that you should do is put in a bigger contact form, okay? Build scarcity and have some friction, because if you were super busy, you wouldn't be just allowing anybody to fill in your contact form, you know, name, phone number, email.

Steph, phone number, and email. Like, if that's all I had to do to get to you, man, that was pretty easy, there was no friction, "I'm just gonna put this in and if he comes back to me, "I'm gonna maybe consider his information, "but not really."

So think about that. A contact form or a job booking form needs to be super long. You wanna ask where the job is, you want to ask if they have DA yet. Do they need drawings? Are you currently living in this address? Do we have to work around it? Like, are we renovating on site?

You know, all the things that makes an A grade customer, all those pre-qualifying questions should be in your contact form, because it makes you look valuable, it makes you look like you're worth it.

And if you're worth it, you're expensive. And well, I mean, what is expensive? I mean, like Mick said, it's just value, it's valuable. It ain't expensive, is it? If it does the thing that you promise to that person, like that's actually valuable, "I just wanted to get my problem solved."

So think about it from that perspective. So if you're fully booked this year and let's imagine that you are, and the faster that you imagine that you are fully booked, obviously the faster you're going to be booked and the faster you're gonna set your business up so that you can be booked.

So contact form should be super long, should be super difficult for someone just to fill in on the fly, they need to sit down and think about, "Wow, I'm gonna take this job seriously, "'cause this guy's gonna take me seriously."

And from the very first moment that that person interacts with you, it is, "We are talking business, it is serious. "I need all this information, "because I'm about to do some work with you "and I wanna make sure I've got all this stuff up front." So that's really important. Free nothing. There is nothing for free. Free quotes .

A free schedule. Like, get free out of your influence there on your website. Whoop, shh, I want you to erase that. Also, I want you to erase the word welcome. Like, it is not 1990 and we are welcoming people to our website. Like, that sentence is done, we no longer need to say that.

We're no longer welcoming people to our world. We wanna be respected and show up in the most positive way, and show them awesome work, and give them, you know, testimonials, and really good photos, and really good content, that's how they feel welcome, we do not need to say welcome.

So I hate that word. It's just something that I try and remove off most projects that we've got. And perception, my third point here is perception. If you are perceived to be really busy and to have a little bit of friction and to not be able to jump on, you know, "Oh, I'll just call you today. "Just call me, you know? "Just call me and talk about your job."

I mean, that perception is that you are easy to get a hold of, the perception also leaves you with the fact that that person doesn't really have a sales process. So what's their project management process gonna be like? Like, from a consumer perspective.

So perception, if you are perceived, if you're looking like it's really difficult to book with you... Well, not really difficult, it's quite valuable, and I need to take my time seriously if I'm going to work with you, that is perceived value and marketing.

Like, you are marketing like you are fully booked and that's really important to just start doing, because the sooner that you build that runway, the sooner you're going to realize that your business is worth treating respectfully, and your time is worth treating respectfully, and then your clients will turn up like that too.

And all of a sudden, you'll be in the world where you're fully booked, you have a system in place, you have a website that actually treats you with respect and it shows your customers how you wanna be treated and how you wanna be worked with.

And that'll help you increase your value, your perceived value, you're going to be expensive. I mean, it's not... Money is a piece that is in... You know, it's just a data piece, it's the exchange of numbers, but really what are you giving that person?

That’s more important. What is the value that they're gonna get? What are they gonna have at the end of the day? That is what you need to market and show, it's not about price. The people that buy on price are the worst customers.

Let that one sink in. I'm sure if you've had enough customers, you will know that people that buy based on price are not the best. All right, all the best guys, bye.

Mick: Nice little bit of... What's that? Is that a harp at the end? And I'm glad to see that I'm not the only one that muddles my words. Well done, Steph, lots of gold in there. The people who are focused on price are the worst customers. And as I said, they are the minority.

So please do not set your business up to attract. And what I mean by that are your conversations, your positioning, your processes and systems, the way that you deal with leads, they need to be set up, just as Steph said, where you're creating a perception of value straightaway, because there is urgency and scarcity straightaway.

In fact, watching a session that I was involved in, I'm in a coaching group being coached, everyone needs a coach. So me as a business coach has a business coach that coaches business coaches.

And one of the team in that setup were talking about the messages that still get people to take action, and the number one is creating scarcity and urgency. Very, very powerful.

So that's a great message from Steph from a marketing perspective, you know? And I think one of the things, hopefully you didn't miss that if you are already full, if your business is full and you've got a lot of work going on, the worst thing you can do is to take your foot off the marketing.

You need to improve that, improve the efficacy of it. You need to improve the focus of your message and have a process that eliminates people who aren't appropriate before you even get to talk to them with ideas such as the form.

That's all part of the quality client pathway that we teach in our blueprint program, and it just works. Very, very powerful.

So remember my question, and I want you to answer this question, is what's stopping you from asking what you're worth. So is it you or your prospects creating the price ceiling? I suspect that it's you.

And if you wanna jump into a conversation about that, jump into the ToolShed and ask you questions, let's get conversations started about what needs to happen for you to start to be paid for what you are worth.

And if you present yourself as being worthwhile and delivering value, you will be paid for that value. Hugh's put in there, "It's me." And Terry's put, "Yep, it's me."

So get out of the way, okay? Start to believe the value, know the value that you represent, but it needs to be value from your prospect's and your client's point of view, not what you think represents value, but what they feel represents value. And if you do that, things will change.

So I hope today has been worthwhile, I hope it's got some thoughts started. I hope it's challenged your thought process about the conversations and the focus that you have on your business.

Let's get away from talking about price and let's start to understand what represents value and develop your skills and abilities to present value in a very, very different way.

When you do that, you will be able to charge pretty much whatever you wanna charge, and you will have that business, you will be the number one choice, because it's about value, it's not about price.

Any comments will be gladly received, and I'd love to get into conversations about this, 'cause if you're not making a profit, if you're not being remunerated for the value that you are giving, what are you doing it for?

What the bloody hell are you're doing if you're not being remunerated appropriately? So let's figure out what you need to do, what you need to change, what you need to think, how you need to feel, how you need to present yourself, how you need to communicate, so you can start to get paid appropriately for the value that you deliver.

So there you have it. That is episode 102 of the Builders Business Success podcast. I'm Mick Hawes from Builders Business Blackbelt. We'll be talking to you again next Tuesday, 10:00 a.m. in the Eastern states of Australia.

I look forward to speaking to you then. Love to get into a conversation with you, jump into the comments, make some posts in the ToolShed, and we'll be talking to you again next week. That is all. Bye for now.