Someone Has To Be The Most Expensive Why Not Make It You?

Introduction: Someone has to be the most expensive, why not make it you? 1

Part I : The BIG why ... 11 1. Do you have a poverty mentality in business? 15 2. But surely if you do all the right things in business that will negate the impact of a poverty mentality - right? 19 3. The vast majority of businesses are fighting it out at the cheap end of town 21 4. You can thrive being the most expensive - but there is a big catch 25 5. Does this story ring any bells for you? 27 6. Put this book down now, find a quiet space and get very clear on your big why 29

Part II : The world has changed - have you? 31 7. Customers are in the driver's seat 35 8. We think we live in a price-driven world but actually we live in a value-driven world 39 9. Thank goodness for the hipster revolution 41 10. If your entire business strategy is to be the cheapest, you're in for a hard road 45 11. What happens when you attract customers based purely on price? 49 12. There is a wonderful freedom when you accept that not everyone is your customer 53 13. Expense without quality just doesn't work 57

Part III: There are many very good reasons to be the most expensive 61 14. If what you're doing isn't working, this is the opportunity to take action 65 15.Twelve very compelling reasons to be the most expensive 71 16. Are you making a lot of assumptions about your customers and what you think they will pay? 75 17. What happens when you become the most expensive with a reputation to justify it? 79 18. How would your life really look if you took this step? 81

Part IV: How scared does this idea make you? 83 19. We all want to charge more but most people don't have the confidence 87 20. Understanding your own poverty mentality stories and the impact they are having on your business 91 21. I charged $35,000 for two days' work - and changed my entire poverty mentality 93 22. Have you become comfortable with the struggle in your business? 97

Part V: So what does it actually mean to be the best? 101 23. There is always that one business that's considered the 'go-to' best business - be that one 105 24. 'Being the best' covers a lot of ground 107 25. It's not about being the biggest - in fact, in many instances the smaller the better 113 26. Being the best means being totally committed to mastery 117 27. How do you treat your customers now? And how do you need to treat your customers if you go down this path? 119 28. The transition from simply doing transactions to creating experiences 125 29. The importance of being prepared to flearn 133 30. You have to get out a whole lot more to know what others are doing 135 31. It's about doing small really well 139 32. Being the best is often about the emotion that seeing something of yours creates 143

Part VI: Does this concept really work for any kind of business in any market? 145 33. It's the perfect time to be the best 151 34. Being the most expensive is actually the best way to survive in a tough market 155 35. There is always a reason why this concept won't work - but is it fact or fiction? 157

Part VII: Surely the online world is completely different? Or is it? 161 36. Are online businesses any different? 165 37. Understanding why people buy online is the place to start - and not everyone is the same 169 38. How does the 'experience' influence online prices? 173 39. Buy stuff online and start to find businesses who do it really well and learn from them 177 40. We need to stay constantly across the dynamics of the online world 179

Part VIII: Now we are convinced of the reasoning, we need some rules to work with 181

Part IX: The process we need to follow 201

Part X: Now it's time to rethink what we say 223 41. If you don't change your language it's unlikely that much else will change 227 42. The single biggest marketing mistake that is more common than ever 233 43. Really understand the role you play in solving problems for your customers 235 44. Think bigger - think globally - they will find you 239 45. Time to pull out the big guns - tell better stories 241 46. Help those around you understand your new business direction 247 47. The concept of 'subtle selling' - it's more powerful than you can imagine 251 48. You might want to find a quiet place and Google yourself 255 49. Become an incredible communicator 257

Part XI: More ways to increase your credibility, trustworthiness and 'buyability' 261 50. Write a great book that solves people's problems 265 51. Be brave and get on some stages 269 52. Work with better quality partners 271 53. Collect as many 'trust logos' as possible 273 54. Don't underestimate the value of testimonials 275 55. The media is a powerful leveraging tool 277 56. Create high-quality content on a regular basis and share it 279 57. Be careful what you post on social media 281 58. Build an awesome website and keep it up to date 283

Part XII: This road is not for the faint of heart 287 59. Accept that a lot will change in your world - and change is never easy 291 60. It might be scary at first, and business may drop while you change your customer mix 293 61. Your competitors might get a little dirty 295 62. You have to stay focused on the benefits of being the most expensive 297 63. You will probably need NEW - new staff, new advisors, new friends 299 64. You can't do this a little bit - all in or all out ... there is no middle ground 301

Where to from here? 303 Please share your stories and experiences 305 About the author 307