Price. Cost. They can be scary words. A wide belief (or fear) among entrepreneurs, especially earlier in their careers, is that the more things cost, the harder it is to tell.

An increase in cost? Forget about it! Why would you want to scare off your existing clients.

No. No, no, no! Let's reset that mindset ASAP, coaches.

Coaches, today I have master of sales Jen Gitomer joining me to unpack all of that and more. Essentially born a saleswoman, Jen talks to me all about the complex relationship between price, value, yourself, and your business. It is so important that the customer believes they will be better off by working with you, and how can they do that if you do not believe in the value of your services to begin with?

I ask Jen to start off at the beginning for new entrepreneurs, and we dive into a way you can build that belief in yourself to appreciate your value and set your price accordingly. Once you decide on the price, Jen walks us through exactly why you should not...