You're Not Too Expensive, You're Selling to the Wrong People

My prices are too high. I keep losing deals on price. Almost every owner believes it, and it is almost never true. In this episode, JT reframes the most common complaint in small business: you are not too expensive, you are selling to the wrong people. Built on the Market Pyramid, he breaks down the three moves to fix it: see the three tiers of every market and choose yours on purpose, make the four things that signal your tier finally agree, and decide your way up instead of drifting. The three expensive mismatches that disguise a positioning problem as a price problem, plus a four-question homework assignment that finds the biggest leak in your business.