Transcript: Pricing is simple. I’m going to explain what I mean. A lot of firm owners focus on pricing as something they’re always trying to learn, but pricing is a simple concept, yet it’s a hard competency, and there’s a difference between concept and competency. So a concept, conceptualizing something, is very simple. Pricing is simply giving somebody a price for the thing you agree to do for them before you start that work. That’s really all it is. It is a simple concept. And a concept is something you seek to understand. So it’s a simple concept to understand, yet it’s a hard competency. So what is a competency? It is something you learn over time. You get better at, that you’re not good at the first time you do it, and it continues to grow on you and you continue to learn how to play it out into your firm and things like that. So just keep that in mind.

I’m doing a lot of work and teaching on pricing right now. I just wanted to point that out, that people struggle with pricing so much. And I think one of the things that they need to stop struggling with is the concept of pricing. Walk into it and really start giving people a price for your services. Give them a price. Let it be wrong. You don’t have to do it well at first. The competency will come and the competency is more difficult. It is harder. That is the practice and the outworking of pricing over and over. So just keep in mind the conceptualizing idea of understanding something, pricing, can be simple, while the competency, the working out, the doing, the practicing, the getting better at, that can be more difficult. And that is true with pricing. It is a competency you do need to practice to get better out.

If you need help with any of that, we have programs, Incubator. We teach. We coach different things and different firms around pricing. Just reach out, [email protected], and we’ll be glad to help you. Thanks so much for watching. We’ll see you.