I have written every day for the past 10 years. If you like to read, I've got your back - and I promise to challenge your thinking

When times are hard, charge more! You’ll never win a race to the bottom.

This week I saw a movie at my favorite movie theater in Los Angeles. 

It was refurbished just before lockdown and I got to see only 3 movies before it was closed for almost two years.

With new three-way, reclining leather seats, it’s like sitting in a Lexus. And you can have chef-prepared food and cocktails delivered to your seat. 

I was chatting to the manager before the movie began. I told her that I was curious why they’d changed their prices from $27 a ticket, 3 years ago, to $12 today. 

She replied that they had done a survey of their customers and the most common complaint was that the price was too high. So they’d reduced it. 

“How did that work for increasing the number of customers?” I asked. 

“Well, there are 4 people watching your movie and 5 people in the screening after you, so what do you think?” She replied, sounding a little sad. 

Here’s how this applies to us, as coaches and consultants:

  1. Be boutique, word-of-mouth, expensive, not for everyone. And when times are hard, charge more. You’ll never win a race to the bottom.
  2. The more you charge, the more extraordinary your clients will be. Build your ability to charge more by regularly investing in coaches who charge more than you do. 
  3. High net worth individuals are extremely cautious how they spend their money. So build your ability to coach extraordinary clients by creating opportunities for some clients to invest smaller amounts to work with you. 
  4. Cash flow beats cash. The future lifetime value of a client can be worth far more than attempting to raise the prices on a great client. So don’t surprise your best clients by raising their fees in order to build your confidence. You can destroy a great relationship in minutes by doing this. There are many more ways to be paid than just cash. You’re paid in referrals, testimonials and by growing your confidence and your competence.
  5. If you want to raise your fees, start by increasing your value. Worry less about marketing, sales, differentiation or pricing and put your attention on how to massively increase the value you deliver to each client. 

Love. Rich


PS. Project Kairos just began but it’s not too late to join me. You’ll get the recordings of the calls you miss. Master Creating Clients in the last Project Kairos I will ever run. Sign up now, and you still get a gift ticket to my upcoming program: $100K Clients


PLUS, here are 4 more ways you can drastically increase your impact and your income:

  1. Join my 2 new short programs, $100K Clients and One Milllllion Dollars! There’s a button at the bottom of either page that allows you to join both programs and save almost $300…
  2. Get my support as a Thinking Partner. This is for one successful entrepreneur or coach who wants to have their thinking provoked and to be challenged – on everything!
  3. Become my Protégé. This is for a single coach who wants my mentoring to help them transform every element of their coaching business – mastering The Prosperous Coach Approach, writing books, scaling your business, building a team, or becoming known as a Thought Leader…
  4. Want to work with me but not sure where to start? Check out our coaching journey and pick the program that suits you best. 



Stay connected with Rich

Get Rich's latest thinking and have him challenge YOUR thinking on a regular basis!

Great Leaders are Great Coaches

For most of human history it wasn’t called coaching, it was called leadership.
We teach highly successful leaders to become highly successful coaches.

If this sounds like you, let’s talk and explore if working together is a good fit.