That was good!
I guess I am having a problem understanding this-
[B]"Ever wondered what might happen if you charged twice as much as you do now? Three times as much?
But how in the world would you get away with that? Simple: make their transaction experience memorable, and “worth it"[/B]
Make the transaction memorable? How do they get to the delightful transaction if they perceive it as too much? This is cart before the horse thinking.
If we want to charge more for a service it is a little different than the unguarded urges we have while in a buying state, like going out to eat.
You did not get talked into the wine list, you wanted it. You also likely did not buy the most expensive wine.
Nobody will pay too much. Too much means too much. I go out to the bar all the time and get 2 drinks for $15. I easily could have bought a bottle. I also found the cheapest floor installer I could. I was a complete tightwad.
on a side note the floor guys are INCREDIBLE, I got lucky
We don’t want people to think about price (more so if we charge premium prices). We must build their perceptive value of what they will get from us.
Just jacking up the price does not create value.
Unless we are charging too little I see no advantage as we will get less work.
How Much is Too Much may be the next topic to discuss 
Please, anyone planning on doubling or tripling your prices please come back and share the results…
