In this podcast episode, Simon Davis discusses the challenges of raising prices in the fencing industry, emphasizing the detrimental effects of competing solely on price. He advocates for collaboration over competition, the importance of creating value, and the need for a mindset shift to overcome psychological barriers. Simon shares practical strategies for implementing price increases and highlights the significance of niche specialization and client education. He concludes with success stories from his coaching clients, demonstrating the positive impact of these strategies on revenue and profit margins.TakeawaysCompeting on price leads to a race to the bottom.Collaboration can drive growth and innovation.Raising prices requires adding value, not just increasing costs.Clients are willing to pay more for quality and expertise.Understanding client perceptions is crucial for pricing.Niche specialization allows for higher pricing and less competition.Overcoming fear of rejection is essential for business growth.Gradual price increases can help clients adjust.Transparency about pricing changes builds trust with clients.Sustainable businesses need clear profit margins for long-term success.Chapters00:00Introduction to Pricing Challenges02:54The Race to the Bottom: Competing on Price05:49Collaboration Over Competition09:09Value Creation: The Key to Raising Prices12:04Understanding Client Perceptions of Value15:03Niche Specialization and Expertise17:53Overcoming Psychological Barriers to Pricing21:10Practical Strategies for Price Increases24:06Success Stories and Conclusion

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