Lesson 1: Why it's important to charge more, rather than less. Charge more? Yes, you heard right - you should charge MORE for your services.You deserve it. People like Donald Trump and Richard Branson charge more for their services every single day, and there are many people out there who are willing to pay their outrageous fees, and why is that? Because the perception is, they charge more because they're great at what they do.When people get ready to buy something, they often buy out of emotion, not logic. No matter whether you are a contractor, a plumber, a realtor, or an architect, companies who charge more are generally considered to offer a higher quality of service, while those that undercut are perceived as being more likely to do a shoddy job.Think about it: Would you rather do one job for $10,000 or ten jobs for $1,000?That is the real
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