Captain’s log, stardate 20210414

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Two Levers: Price & Value

A client will not spend more money on something than it’s worth to them.

They simply will not do it.

So if a prospective client balks at your price and you really want to land the engagement, you can either:

1. Lower your price
2. Increase what they think it’s worth

Which do you think would be better for your business in the long-term?

Yours,

—J

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