{"version":"1.0.0","segments":[{"speaker":"Annemie Tonken","startTime":0.0,"endTime":3.03,"body":"So I have talked"},{"speaker":"Annemie Tonken","startTime":0.0,"endTime":3.03,"body":"plenty on this show about"},{"speaker":"Annemie Tonken","startTime":3.03,"endTime":6.63,"body":"pricing in the past. And if"},{"speaker":"Annemie Tonken","startTime":3.03,"endTime":6.63,"body":"you've heard me talk, you know"},{"speaker":"Annemie Tonken","startTime":6.63,"endTime":9.0,"body":"that there are a couple of"},{"speaker":"Annemie Tonken","startTime":6.63,"endTime":9.0,"body":"things that I believe in very"},{"speaker":"Annemie Tonken","startTime":9.0,"endTime":13.5,"body":"firmly. The first is that there"},{"speaker":"Annemie Tonken","startTime":9.0,"endTime":13.5,"body":"is no one size fits all correct"},{"speaker":"Annemie Tonken","startTime":13.5,"endTime":17.34,"body":"plan for pricing, there's no"},{"speaker":"Annemie Tonken","startTime":13.5,"endTime":17.34,"body":"magic bullet, right. So when you"},{"speaker":"Annemie Tonken","startTime":17.34,"endTime":21.03,"body":"hear people just kind of giving"},{"speaker":"Annemie Tonken","startTime":17.34,"endTime":21.03,"body":"general advice about raise your"},{"speaker":"Annemie Tonken","startTime":21.03,"endTime":24.69,"body":"prices, charge, your worth, all"},{"speaker":"Annemie Tonken","startTime":21.03,"endTime":24.69,"body":"that sort of thing. It's pretty"},{"speaker":"Annemie Tonken","startTime":24.69,"endTime":29.16,"body":"useless. Without some more"},{"speaker":"Annemie Tonken","startTime":24.69,"endTime":29.16,"body":"context. It's not that it's"},{"speaker":"Annemie Tonken","startTime":29.16,"endTime":32.1,"body":"necessarily bad advice. I"},{"speaker":"Annemie Tonken","startTime":29.16,"endTime":32.1,"body":"certainly think that in many"},{"speaker":"Annemie Tonken","startTime":32.1,"endTime":36.57,"body":"cases, raising your prices is"},{"speaker":"Annemie Tonken","startTime":32.1,"endTime":36.57,"body":"probably a good idea. However,"},{"speaker":"Annemie Tonken","startTime":36.66,"endTime":40.62,"body":"if that person is not taking the"},{"speaker":"Annemie Tonken","startTime":36.66,"endTime":40.62,"body":"time to help you understand why"},{"speaker":"Annemie Tonken","startTime":40.62,"endTime":45.27,"body":"your prices need to go up, or in"},{"speaker":"Annemie Tonken","startTime":40.62,"endTime":45.27,"body":"what way, raising your prices is"},{"speaker":"Annemie Tonken","startTime":45.27,"endTime":49.32,"body":"going to work for you in your"},{"speaker":"Annemie Tonken","startTime":45.27,"endTime":49.32,"body":"particular market, and to meet"},{"speaker":"Annemie Tonken","startTime":49.32,"endTime":52.35,"body":"your needs, and your expenses"},{"speaker":"Annemie Tonken","startTime":49.32,"endTime":52.35,"body":"and all that sort of thing. It's"},{"speaker":"Annemie Tonken","startTime":52.35,"endTime":57.36,"body":"just sort of general fluff"},{"speaker":"Annemie Tonken","startTime":52.35,"endTime":57.36,"body":"advice. So So you have to kind"},{"speaker":"Annemie Tonken","startTime":57.36,"endTime":61.14,"body":"of proceed with caution when you"},{"speaker":"Annemie Tonken","startTime":57.36,"endTime":61.14,"body":"get advice like that. The other"},{"speaker":"Annemie Tonken","startTime":61.14,"endTime":63.15,"body":"thing that I feel really"},{"speaker":"Annemie Tonken","startTime":61.14,"endTime":63.15,"body":"strongly about when it comes to"},{"speaker":"Annemie Tonken","startTime":63.15,"endTime":68.13,"body":"pricing is that much more than"},{"speaker":"Annemie Tonken","startTime":63.15,"endTime":68.13,"body":"just your bottom line, like what"},{"speaker":"Annemie Tonken","startTime":68.13,"endTime":71.73,"body":"you charge. I think that the way"},{"speaker":"Annemie Tonken","startTime":68.13,"endTime":71.73,"body":"that your pricing and your"},{"speaker":"Annemie Tonken","startTime":71.73,"endTime":76.17,"body":"pricing strategy aligns with"},{"speaker":"Annemie Tonken","startTime":71.73,"endTime":76.17,"body":"your overall business model, is"},{"speaker":"Annemie Tonken","startTime":76.17,"endTime":79.95,"body":"really what's going to indicate"},{"speaker":"Annemie Tonken","startTime":76.17,"endTime":79.95,"body":"whether you are set up for"},{"speaker":"Annemie Tonken","startTime":79.95,"endTime":84.18,"body":"success or not. I think that a"},{"speaker":"Annemie Tonken","startTime":79.95,"endTime":84.18,"body":"lot of people look at a"},{"speaker":"Annemie Tonken","startTime":84.18,"endTime":87.6,"body":"photographer who charges $2,000,"},{"speaker":"Annemie Tonken","startTime":84.18,"endTime":87.6,"body":"and a photographer who charges"},{"speaker":"Annemie Tonken","startTime":87.6,"endTime":91.14,"body":"$1,000 for the same thing. And"},{"speaker":"Annemie Tonken","startTime":87.6,"endTime":91.14,"body":"they assume that the one that"},{"speaker":"Annemie Tonken","startTime":91.14,"endTime":95.04,"body":"charges more is making more"},{"speaker":"Annemie Tonken","startTime":91.14,"endTime":95.04,"body":"money is more successful, you"},{"speaker":"Annemie Tonken","startTime":95.04,"endTime":98.25,"body":"know, knows what they're doing."},{"speaker":"Annemie Tonken","startTime":95.04,"endTime":98.25,"body":"None of those things are true, I"},{"speaker":"Annemie Tonken","startTime":98.25,"endTime":103.89,"body":"have seen so so many examples to"},{"speaker":"Annemie Tonken","startTime":98.25,"endTime":103.89,"body":"the contrary, were the people"},{"speaker":"Annemie Tonken","startTime":103.92,"endTime":109.05,"body":"who quickly ratchet up into"},{"speaker":"Annemie Tonken","startTime":103.92,"endTime":109.05,"body":"these high price categories. And"},{"speaker":"Annemie Tonken","startTime":109.05,"endTime":114.6,"body":"do so without a sort of smart"},{"speaker":"Annemie Tonken","startTime":109.05,"endTime":114.6,"body":"plan for how to do that, and how"},{"speaker":"Annemie Tonken","startTime":114.6,"endTime":116.67,"body":"they're going to connect with"},{"speaker":"Annemie Tonken","startTime":114.6,"endTime":116.67,"body":"the right clients and all that"},{"speaker":"Annemie Tonken","startTime":116.67,"endTime":120.51,"body":"sort of stuff. It can be its own"},{"speaker":"Annemie Tonken","startTime":116.67,"endTime":120.51,"body":"sort of special recipe for"},{"speaker":"Annemie Tonken","startTime":120.51,"endTime":124.26,"body":"disaster. So if you have been"},{"speaker":"Annemie Tonken","startTime":120.51,"endTime":124.26,"body":"toying with the idea of raising"},{"speaker":"Annemie Tonken","startTime":124.26,"endTime":127.47,"body":"your prices, number one, I'm"},{"speaker":"Annemie Tonken","startTime":124.26,"endTime":127.47,"body":"sure that you have a reason,"},{"speaker":"Annemie Tonken","startTime":127.47,"endTime":130.47,"body":"right. And I'm sure that that"},{"speaker":"Annemie Tonken","startTime":127.47,"endTime":130.47,"body":"reason is valid, there are lots"},{"speaker":"Annemie Tonken","startTime":130.47,"endTime":134.07,"body":"of good reasons to raise your"},{"speaker":"Annemie Tonken","startTime":130.47,"endTime":134.07,"body":"prices. However, I want to"},{"speaker":"Annemie Tonken","startTime":134.07,"endTime":137.43,"body":"caution you because even when"},{"speaker":"Annemie Tonken","startTime":134.07,"endTime":137.43,"body":"raising your prices is the right"},{"speaker":"Annemie Tonken","startTime":137.43,"endTime":141.54,"body":"thing to do. It does require"},{"speaker":"Annemie Tonken","startTime":137.43,"endTime":141.54,"body":"some thought and strategy to do"},{"speaker":"Annemie Tonken","startTime":141.54,"endTime":144.99,"body":"it. Well. Just like there's no"},{"speaker":"Annemie Tonken","startTime":141.54,"endTime":144.99,"body":"one size fits all pricing"},{"speaker":"Annemie Tonken","startTime":144.99,"endTime":149.13,"body":"solution. There's also no one"},{"speaker":"Annemie Tonken","startTime":144.99,"endTime":149.13,"body":"size fits all plan for"},{"speaker":"Annemie Tonken","startTime":149.13,"endTime":153.39,"body":"increasing your pricing. So"},{"speaker":"Annemie Tonken","startTime":149.13,"endTime":153.39,"body":"today, in lieu of giving you a"},{"speaker":"Annemie Tonken","startTime":153.39,"endTime":156.69,"body":"one size fits all plan, I'm"},{"speaker":"Annemie Tonken","startTime":153.39,"endTime":156.69,"body":"going to give you five things to"},{"speaker":"Annemie Tonken","startTime":156.69,"endTime":160.23,"body":"consider when you think it's"},{"speaker":"Annemie Tonken","startTime":156.69,"endTime":160.23,"body":"time to raise your prices that"},{"speaker":"Annemie Tonken","startTime":160.23,"endTime":163.47,"body":"will hopefully help you work"},{"speaker":"Annemie Tonken","startTime":160.23,"endTime":163.47,"body":"through that process with a"},{"speaker":"Annemie Tonken","startTime":163.47,"endTime":166.95,"body":"little bit more intention and"},{"speaker":"Annemie Tonken","startTime":163.47,"endTime":166.95,"body":"set yourself up for success."},{"speaker":"Annemie Tonken","startTime":168.09,"endTime":171.75,"body":"Welcome to this can't be that"},{"speaker":"Annemie Tonken","startTime":168.09,"endTime":171.75,"body":"hard. My name is Annemie Tonken."},{"speaker":"Annemie Tonken","startTime":171.75,"endTime":174.72,"body":"And I help photographers run"},{"speaker":"Annemie Tonken","startTime":171.75,"endTime":174.72,"body":"profitable, sustainable"},{"speaker":"Annemie Tonken","startTime":174.72,"endTime":178.86,"body":"businesses that they love. Each"},{"speaker":"Annemie Tonken","startTime":174.72,"endTime":178.86,"body":"week on the podcast, I cover"},{"speaker":"Annemie Tonken","startTime":178.86,"endTime":182.61,"body":"simple, actionable strategies"},{"speaker":"Annemie Tonken","startTime":178.86,"endTime":182.61,"body":"and systems that photographers"},{"speaker":"Annemie Tonken","startTime":182.61,"endTime":186.42,"body":"at every level of experience can"},{"speaker":"Annemie Tonken","startTime":182.61,"endTime":186.42,"body":"use to earn more money in a more"},{"speaker":"Annemie Tonken","startTime":186.42,"endTime":190.11,"body":"sustainable way. Running a"},{"speaker":"Annemie Tonken","startTime":186.42,"endTime":190.11,"body":"photography business doesn't"},{"speaker":"Annemie Tonken","startTime":190.11,"endTime":193.86,"body":"have to be that hard. You can do"},{"speaker":"Annemie Tonken","startTime":190.11,"endTime":193.86,"body":"it. And I can show you how."},{"speaker":"Annemie Tonken","startTime":197.76,"endTime":201.03,"body":"So the first question that I"},{"speaker":"Annemie Tonken","startTime":197.76,"endTime":201.03,"body":"want you to consider when you"},{"speaker":"Annemie Tonken","startTime":201.03,"endTime":205.65,"body":"decide to raise your prices? Is"},{"speaker":"Annemie Tonken","startTime":201.03,"endTime":205.65,"body":"Why Why are you raising your"},{"speaker":"Annemie Tonken","startTime":205.65,"endTime":210.36,"body":"prices? To begin with? Is it"},{"speaker":"Annemie Tonken","startTime":205.65,"endTime":210.36,"body":"because you are currently not"},{"speaker":"Annemie Tonken","startTime":210.36,"endTime":214.5,"body":"profitable? And you need to"},{"speaker":"Annemie Tonken","startTime":210.36,"endTime":214.5,"body":"become profitable? Is it because"},{"speaker":"Annemie Tonken","startTime":214.5,"endTime":218.25,"body":"you are profitable, but you"},{"speaker":"Annemie Tonken","startTime":214.5,"endTime":218.25,"body":"would like to make more money?"},{"speaker":"Annemie Tonken","startTime":218.97,"endTime":223.98,"body":"Or is it because you are"},{"speaker":"Annemie Tonken","startTime":218.97,"endTime":223.98,"body":"profitable, and you want to buy"},{"speaker":"Annemie Tonken","startTime":223.98,"endTime":228.48,"body":"back some time, it can be a"},{"speaker":"Annemie Tonken","startTime":223.98,"endTime":228.48,"body":"combination of those things. But"},{"speaker":"Annemie Tonken","startTime":228.51,"endTime":233.07,"body":"it needs to at least have one"},{"speaker":"Annemie Tonken","startTime":228.51,"endTime":233.07,"body":"driving force behind that"},{"speaker":"Annemie Tonken","startTime":233.07,"endTime":235.92,"body":"decision to raise your prices."},{"speaker":"Annemie Tonken","startTime":233.07,"endTime":235.92,"body":"So this one shouldn't take a"},{"speaker":"Annemie Tonken","startTime":235.92,"endTime":239.94,"body":"whole lot of time, you can just"},{"speaker":"Annemie Tonken","startTime":235.92,"endTime":239.94,"body":"sort of go with whatever comes"},{"speaker":"Annemie Tonken","startTime":239.97,"endTime":243.21,"body":"to the surface first. Like I'm"},{"speaker":"Annemie Tonken","startTime":239.97,"endTime":243.21,"body":"not profitable, I need to get"},{"speaker":"Annemie Tonken","startTime":243.21,"endTime":247.74,"body":"there. I you know, I'm just"},{"speaker":"Annemie Tonken","startTime":243.21,"endTime":247.74,"body":"looking to make more money or I"},{"speaker":"Annemie Tonken","startTime":247.77,"endTime":251.01,"body":"am in a point in my business"},{"speaker":"Annemie Tonken","startTime":247.77,"endTime":251.01,"body":"where I'm so busy. I need to"},{"speaker":"Annemie Tonken","startTime":251.01,"endTime":253.74,"body":"charge more so that I can maybe"},{"speaker":"Annemie Tonken","startTime":251.01,"endTime":253.74,"body":"start to outsource some things"},{"speaker":"Annemie Tonken","startTime":253.77,"endTime":256.98,"body":"or automate some things. And in"},{"speaker":"Annemie Tonken","startTime":253.77,"endTime":256.98,"body":"order to do that I need to make"},{"speaker":"Annemie Tonken","startTime":256.98,"endTime":259.86,"body":"more money with each session"},{"speaker":"Annemie Tonken","startTime":256.98,"endTime":259.86,"body":"that I book or wedding that I"},{"speaker":"Annemie Tonken","startTime":259.86,"endTime":265.59,"body":"book. Question number two is Do"},{"speaker":"Annemie Tonken","startTime":259.86,"endTime":265.59,"body":"you know how much money you need"},{"speaker":"Annemie Tonken","startTime":265.59,"endTime":270.27,"body":"to make per session in order to"},{"speaker":"Annemie Tonken","startTime":265.59,"endTime":270.27,"body":"be profitable? So this is like"},{"speaker":"Annemie Tonken","startTime":270.54,"endTime":273.57,"body":"the big money question, right?"},{"speaker":"Annemie Tonken","startTime":270.54,"endTime":273.57,"body":"Have you run your numbers? If"},{"speaker":"Annemie Tonken","startTime":273.57,"endTime":276.72,"body":"you haven't run your numbers,"},{"speaker":"Annemie Tonken","startTime":273.57,"endTime":276.72,"body":"you just hit timeout and you"},{"speaker":"Annemie Tonken","startTime":276.72,"endTime":279.69,"body":"gotta go do that. I know it's"},{"speaker":"Annemie Tonken","startTime":276.72,"endTime":279.69,"body":"not something that people love"},{"speaker":"Annemie Tonken","startTime":279.69,"endTime":282.57,"body":"to do. If you have done it in"},{"speaker":"Annemie Tonken","startTime":279.69,"endTime":282.57,"body":"the past, but you haven't done"},{"speaker":"Annemie Tonken","startTime":282.57,"endTime":286.2,"body":"it for six months or a year or"},{"speaker":"Annemie Tonken","startTime":282.57,"endTime":286.2,"body":"more. It's time to do it again."},{"speaker":"Annemie Tonken","startTime":286.35,"endTime":290.52,"body":"You want to have a number. I"},{"speaker":"Annemie Tonken","startTime":286.35,"endTime":290.52,"body":"call it your MSA, your minimum"},{"speaker":"Annemie Tonken","startTime":290.52,"endTime":295.05,"body":"sales average, which is just a"},{"speaker":"Annemie Tonken","startTime":290.52,"endTime":295.05,"body":"single number, where if you make"},{"speaker":"Annemie Tonken","startTime":295.08,"endTime":299.76,"body":"that much or more with each"},{"speaker":"Annemie Tonken","startTime":295.08,"endTime":299.76,"body":"client that you book, then that"},{"speaker":"Annemie Tonken","startTime":299.76,"endTime":303.21,"body":"client is turning a profit for"},{"speaker":"Annemie Tonken","startTime":299.76,"endTime":303.21,"body":"you. And if you don't make that"},{"speaker":"Annemie Tonken","startTime":303.21,"endTime":307.41,"body":"much, then you're not profitable"},{"speaker":"Annemie Tonken","startTime":303.21,"endTime":307.41,"body":"with that session, it's such an"},{"speaker":"Annemie Tonken","startTime":307.41,"endTime":310.41,"body":"important number to know, it's"},{"speaker":"Annemie Tonken","startTime":307.41,"endTime":310.41,"body":"such an easy number to know,"},{"speaker":"Annemie Tonken","startTime":310.41,"endTime":315.24,"body":"because then it makes the"},{"speaker":"Annemie Tonken","startTime":310.41,"endTime":315.24,"body":"decision of like, is this job"},{"speaker":"Annemie Tonken","startTime":315.24,"endTime":319.26,"body":"worth my time? A very easy"},{"speaker":"Annemie Tonken","startTime":315.24,"endTime":319.26,"body":"decision. So there are lots of"},{"speaker":"Annemie Tonken","startTime":319.26,"endTime":322.05,"body":"ways to calculate profitability,"},{"speaker":"Annemie Tonken","startTime":319.26,"endTime":322.05,"body":"you could say like, I need to"},{"speaker":"Annemie Tonken","startTime":322.05,"endTime":325.29,"body":"make this much per year. That's"},{"speaker":"Annemie Tonken","startTime":322.05,"endTime":325.29,"body":"a good number to know, too. But"},{"speaker":"Annemie Tonken","startTime":325.29,"endTime":328.59,"body":"that doesn't help you get really"},{"speaker":"Annemie Tonken","startTime":325.29,"endTime":328.59,"body":"granular when it comes down to"},{"speaker":"Annemie Tonken","startTime":328.59,"endTime":332.07,"body":"like, Okay, but what am I"},{"speaker":"Annemie Tonken","startTime":328.59,"endTime":332.07,"body":"charging per session. So I like"},{"speaker":"Annemie Tonken","startTime":332.07,"endTime":336.39,"body":"that MSA number, because it just"},{"speaker":"Annemie Tonken","startTime":332.07,"endTime":336.39,"body":"helps you base your pricing in a"},{"speaker":"Annemie Tonken","startTime":336.39,"endTime":340.14,"body":"way that you know, whether your"},{"speaker":"Annemie Tonken","startTime":336.39,"endTime":340.14,"body":"books are full or not, you at"},{"speaker":"Annemie Tonken","startTime":340.14,"endTime":343.14,"body":"least know that once you get to"},{"speaker":"Annemie Tonken","startTime":340.14,"endTime":343.14,"body":"the place where you're booking"},{"speaker":"Annemie Tonken","startTime":343.14,"endTime":346.56,"body":"as many clients as you sort of"},{"speaker":"Annemie Tonken","startTime":343.14,"endTime":346.56,"body":"want to book your goal number,"},{"speaker":"Annemie Tonken","startTime":346.74,"endTime":349.5,"body":"then your business as a whole"},{"speaker":"Annemie Tonken","startTime":346.74,"endTime":349.5,"body":"will be profitable. And in the"},{"speaker":"Annemie Tonken","startTime":349.5,"endTime":353.16,"body":"meantime, you can perhaps pad"},{"speaker":"Annemie Tonken","startTime":349.5,"endTime":353.16,"body":"that, you know, if you're new in"},{"speaker":"Annemie Tonken","startTime":353.16,"endTime":356.55,"body":"business, and your goal is to"},{"speaker":"Annemie Tonken","startTime":353.16,"endTime":356.55,"body":"shoot 100 sessions a year, and"},{"speaker":"Annemie Tonken","startTime":356.58,"endTime":360.03,"body":"right now you're shooting 75"},{"speaker":"Annemie Tonken","startTime":356.58,"endTime":360.03,"body":"sessions a year, maybe you you"},{"speaker":"Annemie Tonken","startTime":360.03,"endTime":363.57,"body":"know, take on some work on up"},{"speaker":"Annemie Tonken","startTime":360.03,"endTime":363.57,"body":"work or something like that you"},{"speaker":"Annemie Tonken","startTime":363.57,"endTime":366.45,"body":"do some editing for someone so"},{"speaker":"Annemie Tonken","startTime":363.57,"endTime":366.45,"body":"that you can fill in the gaps"},{"speaker":"Annemie Tonken","startTime":366.48,"endTime":370.47,"body":"until you're able to book more"},{"speaker":"Annemie Tonken","startTime":366.48,"endTime":370.47,"body":"clients. But before you're able"},{"speaker":"Annemie Tonken","startTime":370.47,"endTime":373.5,"body":"to calculate what you need to do"},{"speaker":"Annemie Tonken","startTime":370.47,"endTime":373.5,"body":"to raise your prices and be"},{"speaker":"Annemie Tonken","startTime":373.5,"endTime":376.41,"body":"profitable and all that stuff,"},{"speaker":"Annemie Tonken","startTime":373.5,"endTime":376.41,"body":"you have to know what that"},{"speaker":"Annemie Tonken","startTime":376.41,"endTime":381.51,"body":"number is. So, again, question"},{"speaker":"Annemie Tonken","startTime":376.41,"endTime":381.51,"body":"number one is why Why are you"},{"speaker":"Annemie Tonken","startTime":381.51,"endTime":384.33,"body":"raising your prices? And that"},{"speaker":"Annemie Tonken","startTime":381.51,"endTime":384.33,"body":"you can answer very quickly,"},{"speaker":"Annemie Tonken","startTime":384.48,"endTime":387.39,"body":"this number or this question"},{"speaker":"Annemie Tonken","startTime":384.48,"endTime":387.39,"body":"takes a little bit longer to"},{"speaker":"Annemie Tonken","startTime":387.39,"endTime":390.6,"body":"answer running your numbers. If"},{"speaker":"Annemie Tonken","startTime":387.39,"endTime":390.6,"body":"you don't have that number, take"},{"speaker":"Annemie Tonken","startTime":390.6,"endTime":393.9,"body":"the time to do it. Calculate"},{"speaker":"Annemie Tonken","startTime":390.6,"endTime":393.9,"body":"your income, calculate your"},{"speaker":"Annemie Tonken","startTime":393.9,"endTime":397.68,"body":"expenses, your average expenses,"},{"speaker":"Annemie Tonken","startTime":393.9,"endTime":397.68,"body":"all those kinds of things, and"},{"speaker":"Annemie Tonken","startTime":397.71,"endTime":400.71,"body":"shuffle that out so that you"},{"speaker":"Annemie Tonken","startTime":397.71,"endTime":400.71,"body":"understand what your per session"},{"speaker":"Annemie Tonken","startTime":400.71,"endTime":404.43,"body":"profitability number is. The"},{"speaker":"Annemie Tonken","startTime":400.71,"endTime":404.43,"body":"third question that I want you"},{"speaker":"Annemie Tonken","startTime":404.43,"endTime":408.9,"body":"to ask yourself is whether your"},{"speaker":"Annemie Tonken","startTime":404.43,"endTime":408.9,"body":"current pricing is allowing you"},{"speaker":"Annemie Tonken","startTime":408.9,"endTime":412.5,"body":"to consistently meet or exceed"},{"speaker":"Annemie Tonken","startTime":408.9,"endTime":412.5,"body":"that number that we just"},{"speaker":"Annemie Tonken","startTime":412.5,"endTime":416.34,"body":"calculated when we ran your"},{"speaker":"Annemie Tonken","startTime":412.5,"endTime":416.34,"body":"numbers. So if your MSA is"},{"speaker":"Annemie Tonken","startTime":416.34,"endTime":420.54,"body":"$1,000, is your current pricing"},{"speaker":"Annemie Tonken","startTime":416.34,"endTime":420.54,"body":"setup so that you are"},{"speaker":"Annemie Tonken","startTime":420.54,"endTime":424.44,"body":"consistently meeting or"},{"speaker":"Annemie Tonken","startTime":420.54,"endTime":424.44,"body":"exceeding that number? If the"},{"speaker":"Annemie Tonken","startTime":424.44,"endTime":427.86,"body":"answer is no, you are not"},{"speaker":"Annemie Tonken","startTime":424.44,"endTime":427.86,"body":"currently meeting or exceeding"},{"speaker":"Annemie Tonken","startTime":427.86,"endTime":431.43,"body":"that number, then you have kind"},{"speaker":"Annemie Tonken","startTime":427.86,"endTime":431.43,"body":"of a secondary question to"},{"speaker":"Annemie Tonken","startTime":431.46,"endTime":437.31,"body":"address. And that is, what is"},{"speaker":"Annemie Tonken","startTime":431.46,"endTime":437.31,"body":"your ideal business model? Is"},{"speaker":"Annemie Tonken","startTime":437.34,"endTime":442.23,"body":"your is it just that we need to"},{"speaker":"Annemie Tonken","startTime":437.34,"endTime":442.23,"body":"increase your per session"},{"speaker":"Annemie Tonken","startTime":442.23,"endTime":447.51,"body":"pricing? Or are you potentially"},{"speaker":"Annemie Tonken","startTime":442.23,"endTime":447.51,"body":"in a place where you would like"},{"speaker":"Annemie Tonken","startTime":447.51,"endTime":451.35,"body":"to, instead of increasing your"},{"speaker":"Annemie Tonken","startTime":447.51,"endTime":451.35,"body":"pricing, just increase the"},{"speaker":"Annemie Tonken","startTime":451.35,"endTime":454.32,"body":"number of clients that you take"},{"speaker":"Annemie Tonken","startTime":451.35,"endTime":454.32,"body":"on per year? A lot of times I'll"},{"speaker":"Annemie Tonken","startTime":454.32,"endTime":456.36,"body":"talk to people who are saying,"},{"speaker":"Annemie Tonken","startTime":454.32,"endTime":456.36,"body":"Well, I'm not making enough"},{"speaker":"Annemie Tonken","startTime":456.36,"endTime":458.28,"body":"money, I'm not making enough"},{"speaker":"Annemie Tonken","startTime":456.36,"endTime":458.28,"body":"money, I have to raise my"},{"speaker":"Annemie Tonken","startTime":458.28,"endTime":461.82,"body":"prices. Many times that is the"},{"speaker":"Annemie Tonken","startTime":458.28,"endTime":461.82,"body":"right answer. Because we don't"},{"speaker":"Annemie Tonken","startTime":461.82,"endTime":465.18,"body":"have an unlimited amount of time"},{"speaker":"Annemie Tonken","startTime":461.82,"endTime":465.18,"body":"during which we can take on more"},{"speaker":"Annemie Tonken","startTime":465.18,"endTime":467.94,"body":"clients. But there are, you"},{"speaker":"Annemie Tonken","startTime":465.18,"endTime":467.94,"body":"know, there are more than one"},{"speaker":"Annemie Tonken","startTime":467.97,"endTime":471.96,"body":"ways that you can solve this"},{"speaker":"Annemie Tonken","startTime":467.97,"endTime":471.96,"body":"particular problem. So you can"},{"speaker":"Annemie Tonken","startTime":471.99,"endTime":475.98,"body":"add more clients, you can raise"},{"speaker":"Annemie Tonken","startTime":471.99,"endTime":475.98,"body":"your prices, or you can do a"},{"speaker":"Annemie Tonken","startTime":475.98,"endTime":479.04,"body":"combination of those two things."},{"speaker":"Annemie Tonken","startTime":475.98,"endTime":479.04,"body":"So you can kind of tweak it so"},{"speaker":"Annemie Tonken","startTime":479.04,"endTime":481.65,"body":"that you're in a place that"},{"speaker":"Annemie Tonken","startTime":479.04,"endTime":481.65,"body":"you're comfortable. Because what"},{"speaker":"Annemie Tonken","startTime":481.65,"endTime":485.58,"body":"I see is a lot of people running"},{"speaker":"Annemie Tonken","startTime":481.65,"endTime":485.58,"body":"their numbers, saying, Okay,"},{"speaker":"Annemie Tonken","startTime":485.61,"endTime":488.79,"body":"right now I'm charging $500 a"},{"speaker":"Annemie Tonken","startTime":485.61,"endTime":488.79,"body":"session and I need to charge"},{"speaker":"Annemie Tonken","startTime":488.79,"endTime":492.48,"body":"$2,000 A session, and they get"},{"speaker":"Annemie Tonken","startTime":488.79,"endTime":492.48,"body":"stuck because they freak out."},{"speaker":"Annemie Tonken","startTime":492.48,"endTime":496.44,"body":"And they say there's no possible"},{"speaker":"Annemie Tonken","startTime":492.48,"endTime":496.44,"body":"way that I can charge $2,000 for"},{"speaker":"Annemie Tonken","startTime":496.44,"endTime":500.49,"body":"a session. And I'm going to"},{"speaker":"Annemie Tonken","startTime":496.44,"endTime":500.49,"body":"leave that conversation for your"},{"speaker":"Annemie Tonken","startTime":500.49,"endTime":505.5,"body":"therapist. But the but the fact"},{"speaker":"Annemie Tonken","startTime":500.49,"endTime":505.5,"body":"of the matter is that if you are"},{"speaker":"Annemie Tonken","startTime":505.5,"endTime":509.79,"body":"not willing to charge $2,000, no"},{"speaker":"Annemie Tonken","startTime":505.5,"endTime":509.79,"body":"amount of like running the"},{"speaker":"Annemie Tonken","startTime":509.79,"endTime":512.91,"body":"numbers is going to make that"},{"speaker":"Annemie Tonken","startTime":509.79,"endTime":512.91,"body":"work for you. You need to figure"},{"speaker":"Annemie Tonken","startTime":512.91,"endTime":515.16,"body":"out a way to make your business"},{"speaker":"Annemie Tonken","startTime":512.91,"endTime":515.16,"body":"model work around what you're"},{"speaker":"Annemie Tonken","startTime":515.16,"endTime":517.38,"body":"comfortable with. So if you're"},{"speaker":"Annemie Tonken","startTime":515.16,"endTime":517.38,"body":"uncomfortable with raising your"},{"speaker":"Annemie Tonken","startTime":517.38,"endTime":521.4,"body":"prices to 1250, then you need to"},{"speaker":"Annemie Tonken","startTime":517.38,"endTime":521.4,"body":"come up with the math that tells"},{"speaker":"Annemie Tonken","startTime":521.4,"endTime":524.01,"body":"you Okay, well, I need to take"},{"speaker":"Annemie Tonken","startTime":521.4,"endTime":524.01,"body":"on this many clients, can you do"},{"speaker":"Annemie Tonken","startTime":524.01,"endTime":527.1,"body":"that? Yes, great, wonderful, we"},{"speaker":"Annemie Tonken","startTime":524.01,"endTime":527.1,"body":"found a middle ground that's"},{"speaker":"Annemie Tonken","startTime":527.1,"endTime":530.97,"body":"still profitable. So if your"},{"speaker":"Annemie Tonken","startTime":527.1,"endTime":530.97,"body":"current pricing isn't"},{"speaker":"Annemie Tonken","startTime":530.97,"endTime":535.11,"body":"profitable, then you have to do"},{"speaker":"Annemie Tonken","startTime":530.97,"endTime":535.11,"body":"this, you know, minimum sales"},{"speaker":"Annemie Tonken","startTime":535.11,"endTime":539.04,"body":"average versus number of clients"},{"speaker":"Annemie Tonken","startTime":535.11,"endTime":539.04,"body":"equation and come up with what"},{"speaker":"Annemie Tonken","startTime":539.04,"endTime":543.57,"body":"works in your business and for"},{"speaker":"Annemie Tonken","startTime":539.04,"endTime":543.57,"body":"your needs and values to get you"},{"speaker":"Annemie Tonken","startTime":543.57,"endTime":547.44,"body":"to the profitability finish"},{"speaker":"Annemie Tonken","startTime":543.57,"endTime":547.44,"body":"line. On the other hand, if the"},{"speaker":"Annemie Tonken","startTime":547.44,"endTime":549.87,"body":"answer to this question of"},{"speaker":"Annemie Tonken","startTime":547.44,"endTime":549.87,"body":"whether you're currently"},{"speaker":"Annemie Tonken","startTime":549.87,"endTime":555.06,"body":"profitable is yes, then my"},{"speaker":"Annemie Tonken","startTime":549.87,"endTime":555.06,"body":"secondary follow up question for"},{"speaker":"Annemie Tonken","startTime":555.06,"endTime":558.75,"body":"you is what is it that's making"},{"speaker":"Annemie Tonken","startTime":555.06,"endTime":558.75,"body":"you consider raising your prices"},{"speaker":"Annemie Tonken","startTime":558.78,"endTime":562.32,"body":"in the first place? This is"},{"speaker":"Annemie Tonken","startTime":558.78,"endTime":562.32,"body":"getting back to that, why? Why"},{"speaker":"Annemie Tonken","startTime":562.32,"endTime":565.8,"body":"are you raising your prices? So"},{"speaker":"Annemie Tonken","startTime":562.32,"endTime":565.8,"body":"in this case, it's not just to"},{"speaker":"Annemie Tonken","startTime":565.8,"endTime":570.81,"body":"kind of baseline get to the"},{"speaker":"Annemie Tonken","startTime":565.8,"endTime":570.81,"body":"profitability part but really,"},{"speaker":"Annemie Tonken","startTime":570.84,"endTime":574.08,"body":"like where do you want to go"},{"speaker":"Annemie Tonken","startTime":570.84,"endTime":574.08,"body":"from here? Are you looking to"},{"speaker":"Annemie Tonken","startTime":574.08,"endTime":577.92,"body":"make more money overall, but"},{"speaker":"Annemie Tonken","startTime":574.08,"endTime":577.92,"body":"you're happy with how much work"},{"speaker":"Annemie Tonken","startTime":577.92,"endTime":582.24,"body":"you're doing? Is it that you"},{"speaker":"Annemie Tonken","startTime":577.92,"endTime":582.24,"body":"want to take on less work and do"},{"speaker":"Annemie Tonken","startTime":582.24,"endTime":585.75,"body":"less work but make the same"},{"speaker":"Annemie Tonken","startTime":582.24,"endTime":585.75,"body":"amount of money? Or do you want"},{"speaker":"Annemie Tonken","startTime":585.75,"endTime":589.2,"body":"to kind of have your cake and"},{"speaker":"Annemie Tonken","startTime":585.75,"endTime":589.2,"body":"eat it to where you're making"},{"speaker":"Annemie Tonken","startTime":589.2,"endTime":592.83,"body":"more money and taking on fewer"},{"speaker":"Annemie Tonken","startTime":589.2,"endTime":592.83,"body":"clients? This math works in both"},{"speaker":"Annemie Tonken","startTime":592.83,"endTime":597.39,"body":"ways. So if you are currently"},{"speaker":"Annemie Tonken","startTime":592.83,"endTime":597.39,"body":"profitable, you should still be"},{"speaker":"Annemie Tonken","startTime":597.39,"endTime":601.68,"body":"intentional when it comes to you"},{"speaker":"Annemie Tonken","startTime":597.39,"endTime":601.68,"body":"Building and fostering your"},{"speaker":"Annemie Tonken","startTime":601.68,"endTime":606.57,"body":"business in a way that feeds you"},{"speaker":"Annemie Tonken","startTime":601.68,"endTime":606.57,"body":"not just by, you know, putting"},{"speaker":"Annemie Tonken","startTime":606.6,"endTime":610.47,"body":"food on the table money in your"},{"speaker":"Annemie Tonken","startTime":606.6,"endTime":610.47,"body":"bank account, but also lights"},{"speaker":"Annemie Tonken","startTime":610.47,"endTime":613.56,"body":"you up makes you feel great"},{"speaker":"Annemie Tonken","startTime":610.47,"endTime":613.56,"body":"about showing up for work in the"},{"speaker":"Annemie Tonken","startTime":613.56,"endTime":617.16,"body":"morning. So you need to before"},{"speaker":"Annemie Tonken","startTime":613.56,"endTime":617.16,"body":"you raise your prices, think"},{"speaker":"Annemie Tonken","startTime":617.16,"endTime":620.07,"body":"about like, are there other"},{"speaker":"Annemie Tonken","startTime":617.16,"endTime":620.07,"body":"tweaks that I want to make in my"},{"speaker":"Annemie Tonken","startTime":620.07,"endTime":624.42,"body":"business as I raise my prices?"},{"speaker":"Annemie Tonken","startTime":620.07,"endTime":624.42,"body":"My fourth question for you is,"},{"speaker":"Annemie Tonken","startTime":624.45,"endTime":628.74,"body":"do you have a plan for how to"},{"speaker":"Annemie Tonken","startTime":624.45,"endTime":628.74,"body":"raise your prices? Now,"},{"speaker":"Annemie Tonken","startTime":628.95,"endTime":631.95,"body":"obviously, there's just the nuts"},{"speaker":"Annemie Tonken","startTime":628.95,"endTime":631.95,"body":"and bolts of like telling"},{"speaker":"Annemie Tonken","startTime":631.95,"endTime":634.38,"body":"people, these are my new prices,"},{"speaker":"Annemie Tonken","startTime":631.95,"endTime":634.38,"body":"or like changing your price"},{"speaker":"Annemie Tonken","startTime":634.38,"endTime":638.04,"body":"sheets and all that sort of good"},{"speaker":"Annemie Tonken","startTime":634.38,"endTime":638.04,"body":"stuff. And that's fine. But I"},{"speaker":"Annemie Tonken","startTime":638.04,"endTime":641.88,"body":"want you to kind of think"},{"speaker":"Annemie Tonken","startTime":638.04,"endTime":641.88,"body":"through what is how are you"},{"speaker":"Annemie Tonken","startTime":641.88,"endTime":645.6,"body":"going to explain this to people."},{"speaker":"Annemie Tonken","startTime":641.88,"endTime":645.6,"body":"Now, there's nothing to say that"},{"speaker":"Annemie Tonken","startTime":645.6,"endTime":649.08,"body":"you need to explain a price"},{"speaker":"Annemie Tonken","startTime":645.6,"endTime":649.08,"body":"increase to anybody, a lot of"},{"speaker":"Annemie Tonken","startTime":649.08,"endTime":651.39,"body":"times your contracts going to"},{"speaker":"Annemie Tonken","startTime":649.08,"endTime":651.39,"body":"say like these prices are"},{"speaker":"Annemie Tonken","startTime":651.39,"endTime":654.0,"body":"subject to change, people"},{"speaker":"Annemie Tonken","startTime":651.39,"endTime":654.0,"body":"understand that prices go up"},{"speaker":"Annemie Tonken","startTime":654.0,"endTime":657.27,"body":"over time, you do not need to"},{"speaker":"Annemie Tonken","startTime":654.0,"endTime":657.27,"body":"feel obligated to give people a"},{"speaker":"Annemie Tonken","startTime":657.3,"endTime":662.58,"body":"big warning about like, Oh, I'm"},{"speaker":"Annemie Tonken","startTime":657.3,"endTime":662.58,"body":"raising my prices, however, you"},{"speaker":"Annemie Tonken","startTime":662.58,"endTime":665.22,"body":"want to think these things"},{"speaker":"Annemie Tonken","startTime":662.58,"endTime":665.22,"body":"through before you actually make"},{"speaker":"Annemie Tonken","startTime":665.22,"endTime":669.6,"body":"the move. So one question I want"},{"speaker":"Annemie Tonken","startTime":665.22,"endTime":669.6,"body":"you to ask is, what value are"},{"speaker":"Annemie Tonken","startTime":669.6,"endTime":674.22,"body":"you adding that corresponds to"},{"speaker":"Annemie Tonken","startTime":669.6,"endTime":674.22,"body":"your price increase? Now, you"},{"speaker":"Annemie Tonken","startTime":674.22,"endTime":677.88,"body":"don't need to add value, it may"},{"speaker":"Annemie Tonken","startTime":674.22,"endTime":677.88,"body":"just be that you've run your"},{"speaker":"Annemie Tonken","startTime":677.88,"endTime":680.34,"body":"numbers and come to the"},{"speaker":"Annemie Tonken","startTime":677.88,"endTime":680.34,"body":"conclusion that like, I'm"},{"speaker":"Annemie Tonken","startTime":680.34,"endTime":683.91,"body":"charging, $500, all inclusive,"},{"speaker":"Annemie Tonken","startTime":680.34,"endTime":683.91,"body":"it's not profitable, I'm gonna"},{"speaker":"Annemie Tonken","startTime":683.91,"endTime":688.11,"body":"bump it to 750, all inclusive,"},{"speaker":"Annemie Tonken","startTime":683.91,"endTime":688.11,"body":"no explanation necessary, you're"},{"speaker":"Annemie Tonken","startTime":688.11,"endTime":691.41,"body":"just doing the same thing, you"},{"speaker":"Annemie Tonken","startTime":688.11,"endTime":691.41,"body":"just charge more for it totally,"},{"speaker":"Annemie Tonken","startTime":691.44,"endTime":697.26,"body":"totally fine. However, if as"},{"speaker":"Annemie Tonken","startTime":691.44,"endTime":697.26,"body":"part of your price increase, you"},{"speaker":"Annemie Tonken","startTime":697.26,"endTime":701.67,"body":"are doing something that adds"},{"speaker":"Annemie Tonken","startTime":697.26,"endTime":701.67,"body":"valuable, you know, goods or"},{"speaker":"Annemie Tonken","startTime":701.67,"endTime":705.36,"body":"services for your client, then"},{"speaker":"Annemie Tonken","startTime":701.67,"endTime":705.36,"body":"you want to be really clear on"},{"speaker":"Annemie Tonken","startTime":705.36,"endTime":708.6,"body":"those so that you can"},{"speaker":"Annemie Tonken","startTime":705.36,"endTime":708.6,"body":"communicate them. When you"},{"speaker":"Annemie Tonken","startTime":708.6,"endTime":711.18,"body":"increase your prices"},{"speaker":"Annemie Tonken","startTime":708.6,"endTime":711.18,"body":"significantly, you are going to"},{"speaker":"Annemie Tonken","startTime":711.18,"endTime":714.69,"body":"lose some of your client base,"},{"speaker":"Annemie Tonken","startTime":711.18,"endTime":714.69,"body":"that's just kind of a general"},{"speaker":"Annemie Tonken","startTime":714.69,"endTime":718.86,"body":"fact, people hit their budget"},{"speaker":"Annemie Tonken","startTime":714.69,"endTime":718.86,"body":"limits, they you know, are sort"},{"speaker":"Annemie Tonken","startTime":718.86,"endTime":721.89,"body":"of stuck mentally on your old"},{"speaker":"Annemie Tonken","startTime":718.86,"endTime":721.89,"body":"pricing. And when your prices"},{"speaker":"Annemie Tonken","startTime":721.89,"endTime":724.83,"body":"jump up, the bigger the jump,"},{"speaker":"Annemie Tonken","startTime":721.89,"endTime":724.83,"body":"the more likely they are to kind"},{"speaker":"Annemie Tonken","startTime":724.83,"endTime":728.01,"body":"of jump ship, that's all fine,"},{"speaker":"Annemie Tonken","startTime":724.83,"endTime":728.01,"body":"it's part of business, it's"},{"speaker":"Annemie Tonken","startTime":728.01,"endTime":731.37,"body":"totally not a judgment on your"},{"speaker":"Annemie Tonken","startTime":728.01,"endTime":731.37,"body":"character or anything else."},{"speaker":"Annemie Tonken","startTime":731.52,"endTime":737.88,"body":"However, giving them some kind"},{"speaker":"Annemie Tonken","startTime":731.52,"endTime":737.88,"body":"of rationale about like, I'm"},{"speaker":"Annemie Tonken","startTime":737.88,"endTime":741.84,"body":"increasing my prices, however,"},{"speaker":"Annemie Tonken","startTime":737.88,"endTime":741.84,"body":"I've got this new system to you"},{"speaker":"Annemie Tonken","startTime":741.84,"endTime":744.78,"body":"know, that's going to create a"},{"speaker":"Annemie Tonken","startTime":741.84,"endTime":744.78,"body":"great experience for you, or I'm"},{"speaker":"Annemie Tonken","startTime":744.78,"endTime":747.09,"body":"introducing products, and I'm so"},{"speaker":"Annemie Tonken","startTime":744.78,"endTime":747.09,"body":"excited about it, blah, blah,"},{"speaker":"Annemie Tonken","startTime":747.09,"endTime":751.05,"body":"blah, that can actually help you"},{"speaker":"Annemie Tonken","startTime":747.09,"endTime":751.05,"body":"retain more of your clients. And"},{"speaker":"Annemie Tonken","startTime":751.08,"endTime":755.16,"body":"the reason is that you are"},{"speaker":"Annemie Tonken","startTime":751.08,"endTime":755.16,"body":"giving them psychologically, a"},{"speaker":"Annemie Tonken","startTime":755.19,"endTime":759.81,"body":"like a rationale that will help"},{"speaker":"Annemie Tonken","startTime":755.19,"endTime":759.81,"body":"them rationalize their own"},{"speaker":"Annemie Tonken","startTime":759.84,"endTime":763.14,"body":"willingness to spend more money"},{"speaker":"Annemie Tonken","startTime":759.84,"endTime":763.14,"body":"to continue working with you. So"},{"speaker":"Annemie Tonken","startTime":763.14,"endTime":767.55,"body":"if you are adding value to your"},{"speaker":"Annemie Tonken","startTime":763.14,"endTime":767.55,"body":"services, or your products or"},{"speaker":"Annemie Tonken","startTime":767.55,"endTime":771.21,"body":"anything else with the price"},{"speaker":"Annemie Tonken","startTime":767.55,"endTime":771.21,"body":"jump, you want to know what that"},{"speaker":"Annemie Tonken","startTime":771.21,"endTime":775.17,"body":"is so that you can communicate"},{"speaker":"Annemie Tonken","startTime":771.21,"endTime":775.17,"body":"it. Number two, how do you plan"},{"speaker":"Annemie Tonken","startTime":775.17,"endTime":780.9,"body":"to announce your price jump. And"},{"speaker":"Annemie Tonken","startTime":775.17,"endTime":780.9,"body":"again, you don't have to, you"},{"speaker":"Annemie Tonken","startTime":780.9,"endTime":782.94,"body":"don't have to tell anybody that"},{"speaker":"Annemie Tonken","startTime":780.9,"endTime":782.94,"body":"your prices are going up."},{"speaker":"Annemie Tonken","startTime":783.09,"endTime":786.39,"body":"However, if you've got long"},{"speaker":"Annemie Tonken","startTime":783.09,"endTime":786.39,"body":"standing clients who come back,"},{"speaker":"Annemie Tonken","startTime":786.42,"endTime":789.99,"body":"you know, every year, every"},{"speaker":"Annemie Tonken","startTime":786.42,"endTime":789.99,"body":"couple of years, whatever, a"},{"speaker":"Annemie Tonken","startTime":789.99,"endTime":795.03,"body":"price jump, especially a big one"},{"speaker":"Annemie Tonken","startTime":789.99,"endTime":795.03,"body":"is it's an event it will you"},{"speaker":"Annemie Tonken","startTime":795.03,"endTime":798.75,"body":"know, they'll find out about it"},{"speaker":"Annemie Tonken","startTime":795.03,"endTime":798.75,"body":"sooner or later. And in some"},{"speaker":"Annemie Tonken","startTime":798.75,"endTime":802.17,"body":"ways, you can be smart about"},{"speaker":"Annemie Tonken","startTime":798.75,"endTime":802.17,"body":"letting people know that the"},{"speaker":"Annemie Tonken","startTime":802.17,"endTime":805.68,"body":"price jump is happening. So that"},{"speaker":"Annemie Tonken","startTime":802.17,"endTime":805.68,"body":"a they don't feel blindsided"},{"speaker":"Annemie Tonken","startTime":805.68,"endTime":810.12,"body":"when they contact you and be you"},{"speaker":"Annemie Tonken","startTime":805.68,"endTime":810.12,"body":"can give them the opportunity to"},{"speaker":"Annemie Tonken","startTime":810.12,"endTime":815.7,"body":"book before your prices"},{"speaker":"Annemie Tonken","startTime":810.12,"endTime":815.7,"body":"increase. If you are not raising"},{"speaker":"Annemie Tonken","startTime":815.7,"endTime":819.36,"body":"your prices, because you're"},{"speaker":"Annemie Tonken","startTime":815.7,"endTime":819.36,"body":"overwhelmed with work, you know,"},{"speaker":"Annemie Tonken","startTime":819.36,"endTime":821.64,"body":"if you're in a position where it"},{"speaker":"Annemie Tonken","startTime":819.36,"endTime":821.64,"body":"let's say that you're relatively"},{"speaker":"Annemie Tonken","startTime":821.64,"endTime":824.49,"body":"new in business, your initial"},{"speaker":"Annemie Tonken","startTime":821.64,"endTime":824.49,"body":"prices that you set up weren't"},{"speaker":"Annemie Tonken","startTime":824.49,"endTime":827.52,"body":"high enough and you're realizing"},{"speaker":"Annemie Tonken","startTime":824.49,"endTime":827.52,"body":"that now and you're like I need"},{"speaker":"Annemie Tonken","startTime":827.52,"endTime":831.3,"body":"to raise my prices. But I'm I'm"},{"speaker":"Annemie Tonken","startTime":827.52,"endTime":831.3,"body":"not even really all that booked"},{"speaker":"Annemie Tonken","startTime":831.3,"endTime":835.08,"body":"right now. So you know, I'm"},{"speaker":"Annemie Tonken","startTime":831.3,"endTime":835.08,"body":"gonna go from not being very"},{"speaker":"Annemie Tonken","startTime":835.08,"endTime":838.5,"body":"booked to really not being"},{"speaker":"Annemie Tonken","startTime":835.08,"endTime":838.5,"body":"booked, you've probably got some"},{"speaker":"Annemie Tonken","startTime":838.5,"endTime":843.39,"body":"motivation to kind of pad your"},{"speaker":"Annemie Tonken","startTime":838.5,"endTime":843.39,"body":"your wallet a little bit before"},{"speaker":"Annemie Tonken","startTime":843.42,"endTime":847.41,"body":"the the wall that comes after"},{"speaker":"Annemie Tonken","startTime":843.42,"endTime":847.41,"body":"you introduce this price change."},{"speaker":"Annemie Tonken","startTime":847.62,"endTime":851.01,"body":"So in that case, it's a really"},{"speaker":"Annemie Tonken","startTime":847.62,"endTime":851.01,"body":"smart thing to send out a series"},{"speaker":"Annemie Tonken","startTime":851.01,"endTime":854.7,"body":"of emails being like, hey, just"},{"speaker":"Annemie Tonken","startTime":851.01,"endTime":854.7,"body":"so you know, on February 1, my"},{"speaker":"Annemie Tonken","startTime":854.7,"endTime":856.89,"body":"prices are increasing and"},{"speaker":"Annemie Tonken","startTime":854.7,"endTime":856.89,"body":"they're going up to you know,"},{"speaker":"Annemie Tonken","startTime":856.89,"endTime":860.22,"body":"this contact me now, if you"},{"speaker":"Annemie Tonken","startTime":856.89,"endTime":860.22,"body":"booked before this time and"},{"speaker":"Annemie Tonken","startTime":860.22,"endTime":863.19,"body":"schedule your session before"},{"speaker":"Annemie Tonken","startTime":860.22,"endTime":863.19,"body":"this date, I will honor my"},{"speaker":"Annemie Tonken","startTime":863.19,"endTime":866.64,"body":"current rates. That's a great"},{"speaker":"Annemie Tonken","startTime":863.19,"endTime":866.64,"body":"way to just kind of like stuff"},{"speaker":"Annemie Tonken","startTime":866.64,"endTime":870.93,"body":"your calendar a little bit, get"},{"speaker":"Annemie Tonken","startTime":866.64,"endTime":870.93,"body":"some build some goodwill because"},{"speaker":"Annemie Tonken","startTime":870.93,"endTime":873.03,"body":"people will feel like they're"},{"speaker":"Annemie Tonken","startTime":870.93,"endTime":873.03,"body":"getting a deal now that they"},{"speaker":"Annemie Tonken","startTime":873.03,"endTime":877.17,"body":"know that your prices are going"},{"speaker":"Annemie Tonken","startTime":873.03,"endTime":877.17,"body":"up. And it it just helps bridge"},{"speaker":"Annemie Tonken","startTime":877.17,"endTime":879.6,"body":"that gap. It also gives you an"},{"speaker":"Annemie Tonken","startTime":877.17,"endTime":879.6,"body":"opportunity to reach out to your"},{"speaker":"Annemie Tonken","startTime":879.6,"endTime":882.87,"body":"clients which if you are in"},{"speaker":"Annemie Tonken","startTime":879.6,"endTime":882.87,"body":"those beginning in that"},{"speaker":"Annemie Tonken","startTime":882.87,"endTime":886.38,"body":"beginning phase of your business"},{"speaker":"Annemie Tonken","startTime":882.87,"endTime":886.38,"body":"and you are looking to have"},{"speaker":"Annemie Tonken","startTime":886.38,"endTime":889.29,"body":"reasons to reach out and remind"},{"speaker":"Annemie Tonken","startTime":886.38,"endTime":889.29,"body":"people that you're there. This"},{"speaker":"Annemie Tonken","startTime":889.29,"endTime":892.59,"body":"is a great reason to do that."},{"speaker":"Annemie Tonken","startTime":889.29,"endTime":892.59,"body":"The third thing you want to ask"},{"speaker":"Annemie Tonken","startTime":892.59,"endTime":896.7,"body":"yourself is how much time are"},{"speaker":"Annemie Tonken","startTime":892.59,"endTime":896.7,"body":"you able and willing to give"},{"speaker":"Annemie Tonken","startTime":896.7,"endTime":902.22,"body":"your new pricing to kind of take"},{"speaker":"Annemie Tonken","startTime":896.7,"endTime":902.22,"body":"root So I always suggest that"},{"speaker":"Annemie Tonken","startTime":902.22,"endTime":906.84,"body":"you mentally prepare for a big"},{"speaker":"Annemie Tonken","startTime":902.22,"endTime":906.84,"body":"price jump to take about six"},{"speaker":"Annemie Tonken","startTime":906.84,"endTime":912.51,"body":"months to settle out. And what I"},{"speaker":"Annemie Tonken","startTime":906.84,"endTime":912.51,"body":"mean by that is, when you go"},{"speaker":"Annemie Tonken","startTime":912.78,"endTime":918.57,"body":"from again, we'll say $500 to"},{"speaker":"Annemie Tonken","startTime":912.78,"endTime":918.57,"body":"$750, that's a 50% price"},{"speaker":"Annemie Tonken","startTime":918.57,"endTime":923.58,"body":"increase, and you will lose some"},{"speaker":"Annemie Tonken","startTime":918.57,"endTime":923.58,"body":"traction in the market, the"},{"speaker":"Annemie Tonken","startTime":923.58,"endTime":926.34,"body":"people that you were speaking to"},{"speaker":"Annemie Tonken","startTime":923.58,"endTime":926.34,"body":"before, may not be the same"},{"speaker":"Annemie Tonken","startTime":926.34,"endTime":929.88,"body":"people that you are speaking to"},{"speaker":"Annemie Tonken","startTime":926.34,"endTime":929.88,"body":"now, with your messaging with"},{"speaker":"Annemie Tonken","startTime":929.88,"endTime":933.3,"body":"everything else. And so it's"},{"speaker":"Annemie Tonken","startTime":929.88,"endTime":933.3,"body":"going to take a little while,"},{"speaker":"Annemie Tonken","startTime":933.33,"endTime":936.54,"body":"before you're consistently"},{"speaker":"Annemie Tonken","startTime":933.33,"endTime":936.54,"body":"getting booked. Again, you're"},{"speaker":"Annemie Tonken","startTime":936.54,"endTime":939.48,"body":"gonna have to kind of practice"},{"speaker":"Annemie Tonken","startTime":936.54,"endTime":939.48,"body":"how you're going to pitch it,"},{"speaker":"Annemie Tonken","startTime":939.48,"endTime":941.52,"body":"you know, what you're going to"},{"speaker":"Annemie Tonken","startTime":939.48,"endTime":941.52,"body":"tell people, all that sort of"},{"speaker":"Annemie Tonken","startTime":941.52,"endTime":946.35,"body":"stuff. And that takes time?"},{"speaker":"Annemie Tonken","startTime":941.52,"endTime":946.35,"body":"Where is your bank account? In"},{"speaker":"Annemie Tonken","startTime":946.35,"endTime":949.74,"body":"the meantime, like, are you"},{"speaker":"Annemie Tonken","startTime":946.35,"endTime":949.74,"body":"coming up to this price increase"},{"speaker":"Annemie Tonken","startTime":949.74,"endTime":954.51,"body":"from a place of desperation,"},{"speaker":"Annemie Tonken","startTime":949.74,"endTime":954.51,"body":"where if you have two or three"},{"speaker":"Annemie Tonken","startTime":954.51,"endTime":957.75,"body":"phone calls with prospective"},{"speaker":"Annemie Tonken","startTime":954.51,"endTime":957.75,"body":"clients, after your new prices"},{"speaker":"Annemie Tonken","startTime":957.75,"endTime":961.2,"body":"take effect, and they none of"},{"speaker":"Annemie Tonken","startTime":957.75,"endTime":961.2,"body":"none of those two or three hire"},{"speaker":"Annemie Tonken","startTime":961.2,"endTime":964.02,"body":"you? Are you going to"},{"speaker":"Annemie Tonken","startTime":961.2,"endTime":964.02,"body":"immediately freak out and go"},{"speaker":"Annemie Tonken","startTime":964.02,"endTime":969.06,"body":"back to your old pricing? If"},{"speaker":"Annemie Tonken","startTime":964.02,"endTime":969.06,"body":"that's true, you need to come up"},{"speaker":"Annemie Tonken","startTime":969.06,"endTime":973.35,"body":"with a plan because two or three"},{"speaker":"Annemie Tonken","startTime":969.06,"endTime":973.35,"body":"people is not enough to test a"},{"speaker":"Annemie Tonken","startTime":973.35,"endTime":977.88,"body":"new price point. In fact, I"},{"speaker":"Annemie Tonken","startTime":973.35,"endTime":977.88,"body":"would say that like until you"},{"speaker":"Annemie Tonken","startTime":977.88,"endTime":982.89,"body":"get to 20, or 30 New inquiries"},{"speaker":"Annemie Tonken","startTime":977.88,"endTime":982.89,"body":"that are just like, No, no, no,"},{"speaker":"Annemie Tonken","startTime":982.89,"endTime":988.05,"body":"no, no, you don't really know"},{"speaker":"Annemie Tonken","startTime":982.89,"endTime":988.05,"body":"how it's going. Six months, I"},{"speaker":"Annemie Tonken","startTime":988.05,"endTime":993.27,"body":"think is a really fair amount of"},{"speaker":"Annemie Tonken","startTime":988.05,"endTime":993.27,"body":"time. And if you can financially"},{"speaker":"Annemie Tonken","startTime":993.27,"endTime":996.81,"body":"prepare, and maybe even more"},{"speaker":"Annemie Tonken","startTime":993.27,"endTime":996.81,"body":"importantly, mentally prepare"},{"speaker":"Annemie Tonken","startTime":996.99,"endTime":999.99,"body":"for some rejection in that"},{"speaker":"Annemie Tonken","startTime":996.99,"endTime":999.99,"body":"period of time, and you tell"},{"speaker":"Annemie Tonken","startTime":999.99,"endTime":1003.65,"body":"yourself, it's okay, we're gonna"},{"speaker":"Annemie Tonken","startTime":999.99,"endTime":1003.65,"body":"get through this, I need to get"},{"speaker":"Annemie Tonken","startTime":1003.65,"endTime":1007.01,"body":"to the other side, this is just"},{"speaker":"Annemie Tonken","startTime":1003.65,"endTime":1007.01,"body":"part of the process, you have to"},{"speaker":"Annemie Tonken","startTime":1007.01,"endTime":1010.67,"body":"kind of do some coaching for"},{"speaker":"Annemie Tonken","startTime":1007.01,"endTime":1010.67,"body":"yourself, so that you have the"},{"speaker":"Annemie Tonken","startTime":1010.67,"endTime":1013.46,"body":"fortitude to get through the"},{"speaker":"Annemie Tonken","startTime":1010.67,"endTime":1013.46,"body":"price increase. And that's just"},{"speaker":"Annemie Tonken","startTime":1013.46,"endTime":1016.61,"body":"sort of part of the game."},{"speaker":"Annemie Tonken","startTime":1013.46,"endTime":1016.61,"body":"Another question is, if you're"},{"speaker":"Annemie Tonken","startTime":1016.61,"endTime":1022.01,"body":"going to make that large jump,"},{"speaker":"Annemie Tonken","startTime":1016.61,"endTime":1022.01,"body":"during that three to six month"},{"speaker":"Annemie Tonken","startTime":1022.01,"endTime":1025.4,"body":"period, do you have a plan for"},{"speaker":"Annemie Tonken","startTime":1022.01,"endTime":1025.4,"body":"how to get in front of those new"},{"speaker":"Annemie Tonken","startTime":1025.4,"endTime":1030.92,"body":"clients. So if you're marketing"},{"speaker":"Annemie Tonken","startTime":1025.4,"endTime":1030.92,"body":"to people who, you know, they"},{"speaker":"Annemie Tonken","startTime":1030.92,"endTime":1035.48,"body":"top out at a $500 budget, and"},{"speaker":"Annemie Tonken","startTime":1030.92,"endTime":1035.48,"body":"all of a sudden your prices are"},{"speaker":"Annemie Tonken","startTime":1035.48,"endTime":1040.73,"body":"$1,500, you are going to need to"},{"speaker":"Annemie Tonken","startTime":1035.48,"endTime":1040.73,"body":"find new people via Instagram,"},{"speaker":"Annemie Tonken","startTime":1040.76,"endTime":1044.48,"body":"you may need to rebuild your"},{"speaker":"Annemie Tonken","startTime":1040.76,"endTime":1044.48,"body":"mailing list or find new people"},{"speaker":"Annemie Tonken","startTime":1044.48,"endTime":1047.45,"body":"for your mailing list. How are"},{"speaker":"Annemie Tonken","startTime":1044.48,"endTime":1047.45,"body":"you going to get in front of the"},{"speaker":"Annemie Tonken","startTime":1047.45,"endTime":1051.14,"body":"people who whose budget is a"},{"speaker":"Annemie Tonken","startTime":1047.45,"endTime":1051.14,"body":"totally different place than the"},{"speaker":"Annemie Tonken","startTime":1051.14,"endTime":1055.34,"body":"people that you've been talking"},{"speaker":"Annemie Tonken","startTime":1051.14,"endTime":1055.34,"body":"to in the past? And finally, do"},{"speaker":"Annemie Tonken","startTime":1055.37,"endTime":1061.67,"body":"you know how to sell your work"},{"speaker":"Annemie Tonken","startTime":1055.37,"endTime":1061.67,"body":"at your new prices, a lot of"},{"speaker":"Annemie Tonken","startTime":1062.36,"endTime":1066.08,"body":"landing the sale or you know,"},{"speaker":"Annemie Tonken","startTime":1062.36,"endTime":1066.08,"body":"booking the client or whatever"},{"speaker":"Annemie Tonken","startTime":1066.08,"endTime":1069.56,"body":"you want to call it, a lot of"},{"speaker":"Annemie Tonken","startTime":1066.08,"endTime":1069.56,"body":"that comes down to your ability"},{"speaker":"Annemie Tonken","startTime":1069.56,"endTime":1073.82,"body":"to demonstrate confidence in"},{"speaker":"Annemie Tonken","startTime":1069.56,"endTime":1073.82,"body":"what you offer. And part of what"},{"speaker":"Annemie Tonken","startTime":1073.82,"endTime":1078.38,"body":"you offer is your price point."},{"speaker":"Annemie Tonken","startTime":1073.82,"endTime":1078.38,"body":"So if your voice is shaking when"},{"speaker":"Annemie Tonken","startTime":1078.38,"endTime":1081.29,"body":"you're talking to somebody about"},{"speaker":"Annemie Tonken","startTime":1078.38,"endTime":1081.29,"body":"your new prices, or if you're"},{"speaker":"Annemie Tonken","startTime":1081.29,"endTime":1084.68,"body":"doing that, like oh, well, you"},{"speaker":"Annemie Tonken","startTime":1081.29,"endTime":1084.68,"body":"know, I know this is really"},{"speaker":"Annemie Tonken","startTime":1084.68,"endTime":1088.49,"body":"expensive. But data, if you're"},{"speaker":"Annemie Tonken","startTime":1084.68,"endTime":1088.49,"body":"talking like that, you're not"},{"speaker":"Annemie Tonken","startTime":1088.49,"endTime":1092.93,"body":"going to be commanding a lot of"},{"speaker":"Annemie Tonken","startTime":1088.49,"endTime":1092.93,"body":"confidence."},{"speaker":"Annemie Tonken","startTime":1094.16,"endTime":1097.64,"body":"And that's okay. I mean, there's"},{"speaker":"Annemie Tonken","startTime":1094.16,"endTime":1097.64,"body":"no judgement here, it is hard to"},{"speaker":"Annemie Tonken","startTime":1097.64,"endTime":1101.06,"body":"make a big jump. And it can be"},{"speaker":"Annemie Tonken","startTime":1097.64,"endTime":1101.06,"body":"really nerve wracking to tell"},{"speaker":"Annemie Tonken","startTime":1101.06,"endTime":1104.45,"body":"someone a new price that you"},{"speaker":"Annemie Tonken","startTime":1101.06,"endTime":1104.45,"body":"have never asked for before."},{"speaker":"Annemie Tonken","startTime":1104.72,"endTime":1108.5,"body":"However, you kind of want to get"},{"speaker":"Annemie Tonken","startTime":1104.72,"endTime":1108.5,"body":"there at least a little bit"},{"speaker":"Annemie Tonken","startTime":1108.5,"endTime":1112.64,"body":"mentally before you start trying"},{"speaker":"Annemie Tonken","startTime":1108.5,"endTime":1112.64,"body":"to sell it because it until"},{"speaker":"Annemie Tonken","startTime":1112.64,"endTime":1115.04,"body":"you're comfortable with it."},{"speaker":"Annemie Tonken","startTime":1112.64,"endTime":1115.04,"body":"Other people aren't going to be"},{"speaker":"Annemie Tonken","startTime":1115.04,"endTime":1118.76,"body":"comfortable with it either."},{"speaker":"Annemie Tonken","startTime":1115.04,"endTime":1118.76,"body":"Finally, I'm doing all these sub"},{"speaker":"Annemie Tonken","startTime":1118.76,"endTime":1121.91,"body":"questions. So I was like, Oh,"},{"speaker":"Annemie Tonken","startTime":1118.76,"endTime":1121.91,"body":"I'll ask five questions. But"},{"speaker":"Annemie Tonken","startTime":1121.94,"endTime":1124.49,"body":"there is a lot to consider."},{"speaker":"Annemie Tonken","startTime":1121.94,"endTime":1124.49,"body":"Hopefully you're following along"},{"speaker":"Annemie Tonken","startTime":1124.49,"endTime":1127.94,"body":"here. Thus far. Just to recap,"},{"speaker":"Annemie Tonken","startTime":1124.49,"endTime":1127.94,"body":"we talked about Why are you"},{"speaker":"Annemie Tonken","startTime":1127.94,"endTime":1131.33,"body":"raising your prices? Number two"},{"speaker":"Annemie Tonken","startTime":1127.94,"endTime":1131.33,"body":"was Do you know how much you"},{"speaker":"Annemie Tonken","startTime":1131.33,"endTime":1135.95,"body":"need to make per session to be"},{"speaker":"Annemie Tonken","startTime":1131.33,"endTime":1135.95,"body":"profitable? Number three was, Is"},{"speaker":"Annemie Tonken","startTime":1135.95,"endTime":1139.88,"body":"your current pricing helping you"},{"speaker":"Annemie Tonken","startTime":1135.95,"endTime":1139.88,"body":"consistently meet or exceed that"},{"speaker":"Annemie Tonken","startTime":1139.88,"endTime":1143.96,"body":"profitability number? Number"},{"speaker":"Annemie Tonken","startTime":1139.88,"endTime":1143.96,"body":"four was Do you have a plan for"},{"speaker":"Annemie Tonken","startTime":1143.96,"endTime":1148.1,"body":"how to raise your prices? And"},{"speaker":"Annemie Tonken","startTime":1143.96,"endTime":1148.1,"body":"that brings us to number five,"},{"speaker":"Annemie Tonken","startTime":1148.13,"endTime":1153.17,"body":"which is what makes you nervous"},{"speaker":"Annemie Tonken","startTime":1148.13,"endTime":1153.17,"body":"about raising your prices. So"},{"speaker":"Annemie Tonken","startTime":1153.68,"endTime":1157.79,"body":"again, this kind of goes back to"},{"speaker":"Annemie Tonken","startTime":1153.68,"endTime":1157.79,"body":"the mindset thing. Everybody's a"},{"speaker":"Annemie Tonken","startTime":1157.79,"endTime":1160.61,"body":"little bit nervous about raising"},{"speaker":"Annemie Tonken","startTime":1157.79,"endTime":1160.61,"body":"their prices, you know, is"},{"speaker":"Annemie Tonken","startTime":1160.61,"endTime":1164.72,"body":"anybody going to hire you? Are"},{"speaker":"Annemie Tonken","startTime":1160.61,"endTime":1164.72,"body":"you just going to sit there with"},{"speaker":"Annemie Tonken","startTime":1164.72,"endTime":1167.3,"body":"a silent phone? Is this going to"},{"speaker":"Annemie Tonken","startTime":1164.72,"endTime":1167.3,"body":"fail, all that sort of stuff?"},{"speaker":"Annemie Tonken","startTime":1167.57,"endTime":1171.08,"body":"Generally speaking, I think that"},{"speaker":"Annemie Tonken","startTime":1167.57,"endTime":1171.08,"body":"this nervousness comes down to"},{"speaker":"Annemie Tonken","startTime":1171.08,"endTime":1175.76,"body":"one of two things. It's either"},{"speaker":"Annemie Tonken","startTime":1171.08,"endTime":1175.76,"body":"your fear of losing clients, or"},{"speaker":"Annemie Tonken","startTime":1175.79,"endTime":1181.82,"body":"your belief that no one is going"},{"speaker":"Annemie Tonken","startTime":1175.79,"endTime":1181.82,"body":"to pay this new rate that you're"},{"speaker":"Annemie Tonken","startTime":1181.82,"endTime":1186.95,"body":"charging. And the only thing"},{"speaker":"Annemie Tonken","startTime":1181.82,"endTime":1186.95,"body":"that I have to say about this is"},{"speaker":"Annemie Tonken","startTime":1186.95,"endTime":1190.25,"body":"really that before you go"},{"speaker":"Annemie Tonken","startTime":1186.95,"endTime":1190.25,"body":"changing your prices, you really"},{"speaker":"Annemie Tonken","startTime":1190.25,"endTime":1194.75,"body":"have to work on changing your"},{"speaker":"Annemie Tonken","startTime":1190.25,"endTime":1194.75,"body":"mind. I think that a lot of this"},{"speaker":"Annemie Tonken","startTime":1194.75,"endTime":1197.48,"body":"comes back to knowing your"},{"speaker":"Annemie Tonken","startTime":1194.75,"endTime":1197.48,"body":"numbers. So we go back to number"},{"speaker":"Annemie Tonken","startTime":1197.48,"endTime":1200.15,"body":"two, like if you have run your"},{"speaker":"Annemie Tonken","startTime":1197.48,"endTime":1200.15,"body":"numbers and you know what You"},{"speaker":"Annemie Tonken","startTime":1200.15,"endTime":1205.88,"body":"need to make in order to be"},{"speaker":"Annemie Tonken","startTime":1200.15,"endTime":1205.88,"body":"profitable, or, and or if you"},{"speaker":"Annemie Tonken","startTime":1206.0,"endTime":1209.15,"body":"are profitable, but you want to"},{"speaker":"Annemie Tonken","startTime":1206.0,"endTime":1209.15,"body":"charge more, you need to be"},{"speaker":"Annemie Tonken","startTime":1209.15,"endTime":1213.53,"body":"super clear on your why, like,"},{"speaker":"Annemie Tonken","startTime":1209.15,"endTime":1213.53,"body":"What is your reason here, those"},{"speaker":"Annemie Tonken","startTime":1213.53,"endTime":1218.39,"body":"two bits of information are"},{"speaker":"Annemie Tonken","startTime":1213.53,"endTime":1218.39,"body":"going to make it so much easier"},{"speaker":"Annemie Tonken","startTime":1218.63,"endTime":1223.4,"body":"for you to talk about your new"},{"speaker":"Annemie Tonken","startTime":1218.63,"endTime":1223.4,"body":"prices, display your new prices,"},{"speaker":"Annemie Tonken","startTime":1223.43,"endTime":1227.33,"body":"not feel like you've got"},{"speaker":"Annemie Tonken","startTime":1223.43,"endTime":1227.33,"body":"impostor syndrome or anything"},{"speaker":"Annemie Tonken","startTime":1227.33,"endTime":1231.32,"body":"else, when you are clear on what"},{"speaker":"Annemie Tonken","startTime":1227.33,"endTime":1231.32,"body":"you need to do in order to"},{"speaker":"Annemie Tonken","startTime":1231.98,"endTime":1235.46,"body":"achieve your goals and be"},{"speaker":"Annemie Tonken","startTime":1231.98,"endTime":1235.46,"body":"profitable, and feed your family"},{"speaker":"Annemie Tonken","startTime":1235.46,"endTime":1238.85,"body":"and all those kinds of things."},{"speaker":"Annemie Tonken","startTime":1235.46,"endTime":1238.85,"body":"It's much easier to just say,"},{"speaker":"Annemie Tonken","startTime":1238.88,"endTime":1242.48,"body":"This is what I charge"},{"speaker":"Annemie Tonken","startTime":1238.88,"endTime":1242.48,"body":"unapologetically. And if someone"},{"speaker":"Annemie Tonken","startTime":1242.48,"endTime":1245.39,"body":"questions it, or says, Wow,"},{"speaker":"Annemie Tonken","startTime":1242.48,"endTime":1245.39,"body":"that's a lot more expensive"},{"speaker":"Annemie Tonken","startTime":1245.39,"endTime":1249.59,"body":"than, you know, Suzie Q down the"},{"speaker":"Annemie Tonken","startTime":1245.39,"endTime":1249.59,"body":"street, you can say very"},{"speaker":"Annemie Tonken","startTime":1249.59,"endTime":1252.59,"body":"graciously, and very"},{"speaker":"Annemie Tonken","startTime":1249.59,"endTime":1252.59,"body":"professionally, that you"},{"speaker":"Annemie Tonken","startTime":1252.59,"endTime":1256.64,"body":"absolutely appreciate their"},{"speaker":"Annemie Tonken","startTime":1252.59,"endTime":1256.64,"body":"position. And if you know their"},{"speaker":"Annemie Tonken","startTime":1256.64,"endTime":1258.8,"body":"circumstances change in the"},{"speaker":"Annemie Tonken","startTime":1256.64,"endTime":1258.8,"body":"future, you would love to work"},{"speaker":"Annemie Tonken","startTime":1258.8,"endTime":1261.98,"body":"with them. That person has a"},{"speaker":"Annemie Tonken","startTime":1258.8,"endTime":1261.98,"body":"different price point. And"},{"speaker":"Annemie Tonken","startTime":1261.98,"endTime":1265.31,"body":"that's fine. You need to make"},{"speaker":"Annemie Tonken","startTime":1261.98,"endTime":1265.31,"body":"this in order to achieve your"},{"speaker":"Annemie Tonken","startTime":1265.31,"endTime":1269.81,"body":"goals. And and there's nothing"},{"speaker":"Annemie Tonken","startTime":1265.31,"endTime":1269.81,"body":"to apologize for about that. So"},{"speaker":"Annemie Tonken","startTime":1269.84,"endTime":1274.46,"body":"hopefully, these five things to"},{"speaker":"Annemie Tonken","startTime":1269.84,"endTime":1274.46,"body":"think through have given you"},{"speaker":"Annemie Tonken","startTime":1274.46,"endTime":1277.34,"body":"some good food for thought I"},{"speaker":"Annemie Tonken","startTime":1274.46,"endTime":1277.34,"body":"know that this can feel a little"},{"speaker":"Annemie Tonken","startTime":1277.34,"endTime":1281.12,"body":"bit daunting. It's not what I"},{"speaker":"Annemie Tonken","startTime":1277.34,"endTime":1281.12,"body":"mean for it to do. I just think"},{"speaker":"Annemie Tonken","startTime":1281.12,"endTime":1284.81,"body":"that a lot of people kind of go"},{"speaker":"Annemie Tonken","startTime":1281.12,"endTime":1284.81,"body":"through this period of"},{"speaker":"Annemie Tonken","startTime":1284.81,"endTime":1288.05,"body":"resistance where they're like, I"},{"speaker":"Annemie Tonken","startTime":1284.81,"endTime":1288.05,"body":"don't want to raise my prices, I"},{"speaker":"Annemie Tonken","startTime":1288.05,"endTime":1290.51,"body":"don't want to raise my prices, I"},{"speaker":"Annemie Tonken","startTime":1288.05,"endTime":1290.51,"body":"don't want to raise my prices."},{"speaker":"Annemie Tonken","startTime":1290.96,"endTime":1295.25,"body":"And then they hit a wall where"},{"speaker":"Annemie Tonken","startTime":1290.96,"endTime":1295.25,"body":"they're like I have to, and then"},{"speaker":"Annemie Tonken","startTime":1295.25,"endTime":1298.64,"body":"they do without thinking through"},{"speaker":"Annemie Tonken","startTime":1295.25,"endTime":1298.64,"body":"some of these other things. And"},{"speaker":"Annemie Tonken","startTime":1298.64,"endTime":1302.24,"body":"then they very quickly circle"},{"speaker":"Annemie Tonken","startTime":1298.64,"endTime":1302.24,"body":"back into this like, well, I"},{"speaker":"Annemie Tonken","startTime":1302.24,"endTime":1306.77,"body":"guess that failed. I can't do"},{"speaker":"Annemie Tonken","startTime":1302.24,"endTime":1306.77,"body":"it, you know, and it just sort"},{"speaker":"Annemie Tonken","startTime":1306.77,"endTime":1311.66,"body":"of perpetuates the raising your"},{"speaker":"Annemie Tonken","startTime":1306.77,"endTime":1311.66,"body":"prices feels impossible myth. So"},{"speaker":"Annemie Tonken","startTime":1311.66,"endTime":1315.5,"body":"I'm here to dispel that. And if"},{"speaker":"Annemie Tonken","startTime":1311.66,"endTime":1315.5,"body":"you ever want to chat more about"},{"speaker":"Annemie Tonken","startTime":1315.5,"endTime":1319.49,"body":"it, I hope that you will DM me"},{"speaker":"Annemie Tonken","startTime":1315.5,"endTime":1319.49,"body":"or join our conversation. In our"},{"speaker":"Annemie Tonken","startTime":1319.49,"endTime":1322.91,"body":"Facebook group. The this can't"},{"speaker":"Annemie Tonken","startTime":1319.49,"endTime":1322.91,"body":"be that hard Facebook group is"},{"speaker":"Annemie Tonken","startTime":1322.94,"endTime":1327.35,"body":"free. It is. It's open to"},{"speaker":"Annemie Tonken","startTime":1322.94,"endTime":1327.35,"body":"photographers, I do ask that you"},{"speaker":"Annemie Tonken","startTime":1327.35,"endTime":1330.62,"body":"apply to join just so that like"},{"speaker":"Annemie Tonken","startTime":1327.35,"endTime":1330.62,"body":"your clients can't look over"},{"speaker":"Annemie Tonken","startTime":1330.62,"endTime":1334.1,"body":"your shoulder while you're while"},{"speaker":"Annemie Tonken","startTime":1330.62,"endTime":1334.1,"body":"you're chatting. But it's a very"},{"speaker":"Annemie Tonken","startTime":1334.1,"endTime":1337.73,"body":"supportive group. And we have"},{"speaker":"Annemie Tonken","startTime":1334.1,"endTime":1337.73,"body":"lots of great discussions about"},{"speaker":"Annemie Tonken","startTime":1337.73,"endTime":1341.72,"body":"things like pricing, mindset,"},{"speaker":"Annemie Tonken","startTime":1337.73,"endTime":1341.72,"body":"all that sort of stuff. So if"},{"speaker":"Annemie Tonken","startTime":1341.72,"endTime":1345.41,"body":"you aren't already part of that"},{"speaker":"Annemie Tonken","startTime":1341.72,"endTime":1345.41,"body":"group, join us over on Facebook"},{"speaker":"Annemie Tonken","startTime":1345.44,"endTime":1348.92,"body":"at groups slash this can't be"},{"speaker":"Annemie Tonken","startTime":1345.44,"endTime":1348.92,"body":"that hard. Hope you guys have a"},{"speaker":"Annemie Tonken","startTime":1348.92,"endTime":1353.12,"body":"great week. Well, that's it for"},{"speaker":"Annemie Tonken","startTime":1348.92,"endTime":1353.12,"body":"this week's episode of This"},{"speaker":"Annemie Tonken","startTime":1353.12,"endTime":1356.93,"body":"can't be that hard. I'll be back"},{"speaker":"Annemie Tonken","startTime":1353.12,"endTime":1356.93,"body":"Same time, same place next week."},{"speaker":"Annemie Tonken","startTime":1357.35,"endTime":1360.08,"body":"In the meantime, you can find"},{"speaker":"Annemie Tonken","startTime":1357.35,"endTime":1360.08,"body":"more information about this"},{"speaker":"Annemie Tonken","startTime":1360.08,"endTime":1363.02,"body":"episode, along with all the"},{"speaker":"Annemie Tonken","startTime":1360.08,"endTime":1363.02,"body":"relevant links notes and"},{"speaker":"Annemie Tonken","startTime":1363.02,"endTime":1367.88,"body":"downloads at this can't be that"},{"speaker":"Annemie Tonken","startTime":1363.02,"endTime":1367.88,"body":"hard.com/learn If you liked the"},{"speaker":"Annemie Tonken","startTime":1367.88,"endTime":1371.42,"body":"podcast, be sure to hit the"},{"speaker":"Annemie Tonken","startTime":1367.88,"endTime":1371.42,"body":"subscribe button. Even better,"},{"speaker":"Annemie Tonken","startTime":1371.6,"endTime":1375.26,"body":"share the love by leaving a"},{"speaker":"Annemie Tonken","startTime":1371.6,"endTime":1375.26,"body":"review in iTunes. And as always,"},{"speaker":"Annemie Tonken","startTime":1375.44,"endTime":1378.95,"body":"thanks so much for joining me. I"},{"speaker":"Annemie Tonken","startTime":1375.44,"endTime":1378.95,"body":"hope you have a fantastic week."}]}