TL;DR: This Week in The Digital CEO Weekly👇
✅ Your Pricing Lesson - Price shapes perception, belief is the real objection, and your job is to demonstrate value so clearly that your offer becomes a no‑brainer.
âś… I Finally Made the Call - After closing BBD 2026, I woke up with the clarity to finally raise the price after years of adding more value without adjusting the investment.
✅ The 3 Triggers - Past students returning after chasing hype, wildly front‑loaded sales behavior, and everyone assuming BBD should cost $5–10K made it obvious the value far exceeds the current price.
From the Desk of James Wedmore:
We closed the doors to Business By Design 2026 this past Thursday at midnight, and I stayed LIVE with our new students until 11:59pm - it was pretty cool!
Then something happened...
I woke up the next day with a decision I had been avoiding for YEARS: TO RAISE the INVESTMENT PRICE of BBD.
It's more common than not that my students undervalue and underprice their stuff. So today I want to walk you through a few key distinctions that may help you price your offers accordingly.
Now, ironically I commonly encourage my students TO raise their prices...
...so why haven't I taken my own advice?
Don't get me wrong, I have $15K and $30K offers... but BBD was a high-investment price at $2,997 years ago...
...but here's what happened:
I kept IMPROVING IT. Enhancing it. Not just filling it with more "stuff" (important: more content does not mean more value)
But with more support, coaches, events, resources, tools, and processes. I kept INCREASING value TO BBD...
...I just forgot to INCREASE the price.
So, here were the three BIGGEST TRIGGERS that told me it's way overdue to raise the price:
Underpriced Trigger #1: Old students have come back to me with a BIG confession. In the past two years, I have NEVER in my entire career had soooo many past BBD students come back to me and admit they never used the program, but instead went out and chased a ton of other "over-hyped" promises. They spent thousands more, got burned, felt underwhelmed by all the other stuff and have nothing to show for it. Now they are realizing they already had everything they needed right in front of them.
Just in case you don't believe me, here's a post I found in 10 seconds in our group:
This phenomenon is in part due to people not truly valuing what they have. Question: What role do YOU think investment price plays on how someone VALUES what's in front of them?
Answer: a BIG ONE.
...if I charged $17, do you think we would have as many clients going through and TRUSTING the process?! (A: no!)
Underpriced Trigger #2: Sales are massively FRONT LOADED & LOPSIDED. Do you know how crazy it is to open the doors at 6am and hit $1M in sales by 8:30am?! And then you see 75% of people join on FULL PAY?!
...at that pace, you'd probably think we do $20-$30M by Cart Close day! But actually, our Cart Open Day is our strongest day. And... that didn't always use to be the case... I would say we saw that switch about three years ago.
The interpretation of this is simple: the people that SEE the value... ACT accordingly. Those that wait until the end, are blinded by their own fears and noise and circumstances. And that's totally understandable!
But when you have conversion rates waaaay higher than the industry standards AND you see this lopsided buying behavior... it begins to paint a clearer picture: the value far exceeds the price... but people IN the game see it, while those still on the sidelines... don't. And those on the sidelines may still join, but then they don't DO anything with it (see Trigger #1 above).
Underpriced Trigger #3: They start laughing at me. Ok... I don't really think anyone's laughing at me, (maybe a few!) but if I got a Star Wars prop for every time someone told me they thought this was going to be $5,000 to $10,000 to join, let's just say my Star Wars movie theater would be completed by now.
But I have a lot - and I mean A LOT - of people telling me they think it’s a little silly that I’m only charging $3K.
So... when your people all think it SHOULD be more before they even see the price... well that's something right there. On one hand it is a sign of successful Offer Presentation (oh hey, I teach that), but... the question is: what PERCEPTION does that create in the mind of your prospect? Your peeps don't want to work with someone who doesn't own their sh*t and see their value.
...and for me, when I ENCOURAGE my students to honor their offer, I must follow suit.
So, there ya go... the three BIG "in your face" indicators that it's time to raise your price.
In fact: "money" is NEVER the main objection for people on the fence with BBD. The number one: BELIEF. Belief in themselves, their idea, and their goals.
If "money" is your biggest objection, it doesn't necessarily mean you've OVERPRICED your stuff... it could very well mean, you've just done a shit job of demonstrating the value. That's the case 95% of the time.
So, I hope this helps. Cuz I ALWAYS get a ton of pricing questions. And this was the writing on the wall for me!
But I'll leave ya with a cool lil' assignment you can give your past customers to help you with your price. Try this one!
Ask your past customers, "knowing what you know now, having accomplished what you have, what WOULD you have paid for this program?"
...see what they say!
Ok, I'm back to relaxing and enjoying my lazy Sunday! Have a wonderful, productive week!
Cheers,
James Wedmore
P.S. IF you aren't IN Business By Design yet, and you DON'T want to pay $4-5K the next time around, I made a little announcement that I'm re-opening until TONIGHT. That means TODAY is your last chance for forever to get in at just $2,997. There's no next time, next year. It's right now.
Hit me or my alumni up here: http://www.BusinessByDesign.net/enroll
