The Wrong End

Alan Weiss's The Uncomfortable Truth® · Jul 23, 2026 · 4m

SHOW NOTES: In professional services (and even in most product companies) trying to "raise the price" is the wrong place to start. You need to begin by raising perceived value. Value is the improvement in the customer's/client's condition. Perceived means they can identify it. "Lead magnets" and "loss leaders" are from the 50s. Go watch Soupy Sales. You need to build value and tell them and show them that value. It's often in what the product or service does (tax returns, wrenches) but usually is what it creates (saving money, more efficient construction). A luxury is a luxury until you use…