Omar recently had the opportunity to delve into a fascinating conversation with Omar Eltakrori about the art of pricing in business. Eltakrori’s insights on charging premium rates struck a chord with him—especially his fundamental belief that “you cannot charge what you don’t think you’re worth.” This statement resonated deeply with Omar because it addresses a struggle many business owners face when setting their prices. People often undervalue themselves, not because the market won’t bear higher rates, but because they don’t believe they deserve them. And if you don’t believe you’re worth more, you’ll never be able to double your value—let alone your prices.
He found Eltakrori’s perspective on confidence following competence particularly enlightening. Eltakrori explained that becoming good at what you do naturally makes selling easier. When you’ve developed expertise, you don’t need to rely on sales tactics—your work speaks for itself.
The Journey to Premium Pricing
Omar’s own pricing journey has been a gradual evolution. When he first started offering coaching services, he priced his programs at $2,000—a figure that seemed ambitious at the time. Looking back, he realizes this wasn’t because the value wasn’t there, but because he hadn’t yet developed the confidence to charge more.
What he’s learned is that raising your prices isn’t just about making more money—it’s about creating the space to deliver better results. When he charged more, he was able to invest in creating a better experience for his clients, which in turn justified the higher price point.
This creates a positive cycle: higher prices allow for better service, which leads to better results, which justifies even higher prices.
The Misconception About Value and Time
One of the most important realizations in my business journey was understanding that clients aren’t paying for more stuff—they’re paying for speed and results.
Many service providers fall into the trap of thinking they need to offer more deliverables or more time to justify higher prices. But as Omar pointed out, when you order expedited shipping from Amazon, you don’t expect extra items in your package—you just want what you ordered to arrive faster.
The same principle applies to service businesses. Clients are willing to pay premium prices for:
- Faster results
- Greater expertise
- More direct access to you
- Solutions to bigger problems
This shift in thinking has transformed how Omar structures his offerings. Instead of promising more time or more deliverables, he focuses on delivering results more efficiently.
Solving Bigger Problems
Another key insight from our conversation was that “the bigger problem you solve, the more you can charge for it.” This is perhaps the most straightforward path to premium pricing.
When you can solve a million-dollar problem for a client, charging $100,000 means they still come out $900,000 ahead. The math makes the decision easy.
But solving bigger problems requires developing deeper expertise. This is where many entrepreneurs get stuck—they want to charge premium rates without putting in the work to develop premium skills.
Omar has found that investing heavily in his own education and skills development has been the fastest way to increase his prices. When he invested $30,000, $50,000, or even $100,000 in himself, his prices went up exponentially—not just because he learned new skills, but because he gained the confidence that comes from knowing his true value.
Changing Your Client Avatar
One of the most profound business realizations Omar has had is that when you’re targeting a lower-quality avatar, people tend to associate time with money—because they’re literally trading hours for dollars in their own lives.
When you work with more affluent clients or business owners, they understand that time literally is money. They would rather pay you 10 times more for a day of your time than drag out the process over months.
This shift in client avatar alone can allow you to raise your prices while decreasing your workload. It’s not about working more—it’s about working with people who value results over time.
The Permission to Create Your Own Business Model
Perhaps the most liberating aspect of business is that you can architect it however you want. You don’t need to follow industry norms or conventional wisdom.
Omar has found that the most successful entrepreneurs often create hybrid models that combine the best elements of different business approaches. They see possibilities where others see limitations.
The permission to create something new often comes from seeing it as possible. When you witness someone else breaking the mold and succeeding, it gives you the confidence to forge your own path.
This mindset has allowed me to structure my business in ways that serve both my clients and my lifestyle, rather than following a predetermined template.
In the end, premium pricing isn’t just about making more money—it’s about creating more value, solving bigger problems, and becoming the kind of person who can confidently deliver exceptional results. When you focus on becoming that person, the pricing takes care of itself.
Frequently Asked Questions
Q: How do I know when I’m ready to raise my prices?
You’re ready to raise your prices when you consistently deliver results that exceed client expectations. If clients are telling you that working with you was “worth every penny” or that they would have paid more for the value they received, that’s a clear signal. Another indicator is when your calendar is consistently full and you’re turning away potential clients.
Q: What if I raise my prices and lose all my clients?
This is a common fear, but rarely happens in practice. When you raise your prices, communicate the added value clients will receive. You might lose some price-sensitive clients, but you’ll attract others who associate higher prices with better quality. Remember, you don’t need as many clients when you charge more, and the clients who stay will likely be more committed to the process.
Q: How do I overcome the fear of asking for higher prices?
Start by getting clear on the value you provide. Document client results, testimonials, and case studies. Practice your pricing conversation until it feels natural. Sometimes, it helps to introduce a new, higher-priced offering alongside your current services, so you can gain confidence in selling at premium rates without abandoning your existing business model.
Q: Should I list my prices publicly or discuss them privately with potential clients?
This depends on your business model and target client. For premium services, many providers choose to discuss pricing only after they’ve had a chance to understand the client’s specific needs and communicate their value proposition. This allows you to frame the investment in terms of the specific results the client will achieve, rather than having them make a decision based solely on price comparison.
Q: How do I justify my prices when competitors charge much less?
Focus on differentiation rather than comparison. Clearly articulate what makes your approach unique and why it delivers superior results. Help potential clients understand the true cost of choosing a cheaper alternative—often in terms of time wasted, opportunities missed, or inferior outcomes. Remember that for many clients, the cost of not solving their problem properly far exceeds the difference in price between you and a cheaper competitor.
