While you may feel like selling something is difficult remember that buying is difficult too. Our customers are always conscious about whether they’re making the right decisions. When choosing a product or service they’re always looking for signals that reassure them that they’re making a safe choice. One of those signals is the price. It’s an unfortunate rule of thumb but most people think that high price equals high quality and low price equals low quality. That doesn’t mean that just by doubling your prices customers will come flocking. What you need to do is understand what is going through your customers mind and which signals they are sensitive to. It could be that one of them is price. We don’t advocate over-charging in order to con a customer. We just want you to be aware that the price you set shouldn’t be about what you think the value is, but what your customer thinks… and how that price makes them feel. During this episode we talk to this at length and answer some questions from our live viewers. These include: Should I charge wonder 450€, 750€ or 900€ for my course? When selling my course should I set a lower price in order to get more customers? Is pricing a service harder than pricing a product?