When it comes to sharing your price, the number itself almost doesn’t matter.
What matters is what that number is compared to.
Today I want to walk you through four essential reference points that will give your pricing the right type of context so you can sell more confidently.
The Price Doesn’t Matter, Context Does
Every price lives in the middle of an orbit of reference points.
Those reference points might be:
- The DIY route (the opportunity cost of doing it themselves)
- Their dream (the upside of working with you)
- Their nightmare (the downside of getting it wrong)
- Their alternatives (what competitors charge)
If you create those comparisons in the conversation, your price suddenly makes sense.
Without context, any number can feel like too much.
With context, almost any number can feel like a bargain.
The DIY Route: The True Cost of Doing It Yourself
One of my favorite price anchors is the DIY route.
Why?
Because the real cost isn’t just money, it’s time.
If I wanted to, I could spend the next 20 years figuring everything out myself.
That’s exactly how AJ and I learned most of what we teach today.
We’ve spent hundreds of thousands of dollars on education, millions on trial and error, and countless hours building relationships.
You could absolutely do the same thing.
But is that really the best use of your time?
The richer someone is, the easier this price anchor is to demonstrate.
We all have what I call an “MVOT”—the money value of our time.
If you make $400 an hour, and it takes 100 hours to build your own website, that’s a $40,000 website.
Suddenly, paying $35,000 to hire a pro doesn’t sound so bad.
Your job in a sales conversation isn’t to tell someone this.
It’s to ask the right questions:
- How much time have you already spent trying to solve this?
- How long would it take you to figure it out on your own?
- What’s been exciting about it, and what’s been frustrating?
Once they articulate the true cost of DIY, your price becomes the obvious choice.
Dreams, Nightmares, and Competitors
Every decision has a dream attached to it and a nightmare lurking in the background.
For example, we’ve had 13 clients grow their businesses by more than $1 million in annual revenue since working with us.
That’s the dream.
On the other hand, we’ve also seen people waste $150,000 over a couple of years chasing piecemeal solutions, like buying random courses, hiring vendors out of order, or spending hours trying to figure it all out themselves.
That’s the nightmare.
Competitors provide another anchor.
Let’s say Brand Builders Group costs $50,000 a year (it doesn’t, by the way).
At first, that might sound like a lot.
But when you compare it to Harvard at $115,000 a year, or even state schools at $20–30k a year, it suddenly doesn’t feel outrageous.
In fact, it’s a fraction of the cost of a traditional education, and unlike most schools, we actually teach you how to make money.
Help People Sell Themselves on Your Offer
The real magic of delivering price doesn’t happen when you state the number.
It happens earlier, in the discovery process.
That’s why we created the Service-Centered Sales Sequence.
It includes questions like:
- “What would it mean for you to achieve this goal?”
- “Why haven’t you achieved it yet?”
By asking questions, you help people sell themselves.
You don’t have to be a smooth talker…you just have to be a master listener.
And sometimes, the conversation will show that someone is already living their dream, or they’ve got the right team in place.
That’s okay!
Service-centered sales means knowing when not to sell.
So when you deliver your price, remember:
It’s not about what your price is.
It’s about what your price is compared to.
That shift in perspective changes everything for both you and your future client.
If you want to go deeper into sales frameworks like this, that’s exactly what we teach at Brand Builders Group.
We’ll help you clarify your message and give you the strategies to position, market, and monetize your expertise.
(And yes, that includes knowing how to deliver your price in a way that feels natural, not pushy.)
If you’re ready to explore what that could look like for you, I’d love for you to schedule a Free Brand Call with our team.
