Let’s go short and simple today.

The further your buyer is from spending their money (i.e., company budget), the more important one question becomes:

“…what does this mean for you personally?”

Here’s why you should ask this:

When it’s not their money, the pain of paying is lower.

It mean is their personal dollars are not directly at risk.

But that also means the value (of the outcome) can feel more distant.

That’s a gap you want to close.

When the value is personally tangible and meaningful, it lands.

See you next week.

— Peter

P.S. When you’re ready to work together, consider a pricing audit. We right size your pricing (with data and buyer psychology), so you walk away feeling confident knowing exactly what to charge, when to reveal it, how to frame it, and how to defend it.