Inside BS Show

What do you do when a customer clearly thinks your price is way too high? As you’ll see in the video, the key to soothing a client’s worries about price comes down to creating customer perceived value – that is, showing them that you are essential to solving whatever problem they are experiencing.

Every customer has a problem. That’s why they come to you -- to look for a solution. The more you can get the customer to think about their problem and the more you can amplify its significance in their minds, the more customer perceived value you will create.

This is the key to overcoming customer fears. You do it not by twisting their arm, and certainly never by lowering your price. You allay their fears by getting them to understand the role that you and your product or service can play in solving their problem. It’s never the case that your price is way too high. If you can solve the problem at hand, the price will become irrelevant because it will save them money in the long run.

So, how do you get the customer to focus on the problem? How do you create customer perceived value? You can start by asking them how long they’ve been having their problem and by showing them how much money they can save by solving it. If you can do this, customers won’t be able to say, “Your price is way to high,” because they will know that the solution is worth every penny.

Show Notes

What do you do when a customer clearly thinks your price is way too high? As you’ll see in the video, the key to soothing a client’s worries about price comes down to creating customer perceived value – that is, showing them that you are essential to solving whatever problem they are experiencing.


Every customer has a problem. That’s why they come to you -- to look for a solution. The more you can get the customer to think about their problem and the more you can amplify its significance in their minds, the more customer perceived value you will create.


This is the key to overcoming customer fears. You do it not by twisting their arm, and certainly never by lowering your price. You allay their fears by getting them to understand the role that you and your product or service can play in solving their problem. It’s never the case that your price is way too high. If you can solve the problem at hand, the price will become irrelevant because it will save them money in the long run.


So, how do you get the customer to focus on the problem? How do you create customer perceived value? You can start by asking them how long they’ve been having their problem and by showing them how much money they can save by solving it. If you can do this, customers won’t be able to say, “Your price is way to high,” because they will know that the solution is worth every penny.

What is Inside BS Show?

Would you like to work with better clients, make more money, and build a business that gives you true freedom?

Have you struggled with the loneliness that comes with working long hours and solving the dozens of complex problems you face as an entrepreneur?

Do you ever feel like the most valuable business secrets are shared behind closed doors—where only insiders have access?

Welcome to The Inside BS Show—your daily invitation to step behind the velvet rope and into the room where real business leaders talk strategy, success, and scale.

These are your people. They've been where you are, and they've gone where you want to go. But most importantly, they feel your pain and can help it go away.

If you're an entrepreneur, CEO of a private company, or leader of a professional firm, this show is your secret weapon.

On each show we break down the business growth strategies that insiders use to win—revenue generation, building influence, succession planning, hiring top talent, navigating legal minefields, and crafting an exit strategy that maximizes value.

But this isn’t just a podcast—it’s a community. We don’t just talk at you; we bring you into the conversation.

Your host, Dave Lorenzo (The Godfather of Growth), gives you an exclusive front-row seat to the insights, strategies, and behind-the-scenes conversations that drive business success.

A new episode drops each Wednesday at 6 AM.

Want to connect with Dave? Call (305) 692-5531.

What are you waiting for? Join us ON THE INSIDE.