Creating a Premium Pricing Culture

[@dameanvil]

01:18 🎯 Goal: Speak to segments of the audience separately.
01:34 💸 Topic: Creating a premium pricing culture.
01:45 🧩 Insight: Pricing is cultural within a firm.
02:03 🧠 Concept: Pricing as a collective mindset or "prison cell."
02:41 🔄 Exercise: Prompts to shift to premium pricing culture.
03:29 📊 Example: Successful client feels underperforming despite high billings.
04:14 🚀 Aim: Bust out of the pricing limitations.
05:07 📈 Strategy: Move to the high end of the market for more profit.
06:13 💡 Barrier: Fear and lack of confidence in moving up market.
07:01 🔑 Solution: Hire new people with different confidence levels.
07:50 🛠 Prompt: Combine disciplines to create unique, expensive services.
09:02 🤿 Example: Underwater welding as a high-paying, unique skill.
10:16 🧠 Skills: Listening, understanding behavior, simplifying complexity, capturing desire.
11:26 🔬 Trend: Neuromarketing often not done by qualified individuals.
12:03 🥃 Example: Firm creating cocktails and training platforms.
13:19 💡 Advice: Obsess over product development for better pricing.
14:32 🚀 Dream: Many listeners wish to move from client work to product development.
15:23 🎩 Challenge: Consider creating a high-end product version.
15:51 🔄 Reminder: Prompts to encourage premium pricing culture shift.
16:12 💼 Hiring: Bringing in people with different pricing experiences.
16:32 💡 Identify high-end markets or segments to understand potential for increased pricing.
17:05 🤑 Consider hiring individuals from high-cost markets to gain new pricing insights.
17:40 🎯 Focus on long-term strategy rather than short-term trends.
18:17 🍏 Apple exemplifies patience and strategic AI integration, contrasting with rushed competitors.
19:16 🏗 Build a luxury brand by establishing relationships with influential industry figures.
20:13 👑 Define what concierge-level service would mean for your market.
21:24 🖥 Example of high-priced concierge service in web design, emphasizing quick turnaround.
22:00 🚗 Luxury service concept by Avis, catering to premium customer needs.
22:17 🏷 Rebranding for a luxury feel can create a positive cycle for clients and employees.
23:09 📸 Consider all touchpoints, including Zoom backgrounds and email signatures, for a luxury impression.
24:23 💲 Actual pricing adjustments can foster a premium culture.
26:00 🎯 Establish a high anchor price to elevate overall pricing strategy.
27:58 💼 Assign pricing responsibilities to those comfortable with high numbers, not based on seniority.