I believe we’re all blessed with God-given talents and skills. The most successful entrepreneurs are those fortunate enough to figure out how to use their talents and skills in their businesses, combined with a passion for serving others and the knowledge of what their abilities are worth.

I believe many people’s profit problem is two-fold. It often starts at the beginning when entrepreneurs are cash-starved and offer their products and services for lower prices than they should. Next, even if they raise their prices over time, the next problem happens when these entrepreneurs work within their areas of expertise for so long that their talents and skills become commonplace . . . to them.

Think about the first time you learned to drive a car. For me, I learned on a stick shift, and boy, did it seem complicated! I had to try to balance applying the right amount of gas while letting out the clutch, and of course, there was a lot of bucking and jerking. Plus, I had to keep my eyes on the road and monitor the rearview mirrors, operate the turn signals, turn the wheel, and concentrate really hard.

Today, it’s second nature because I’ve been doing it for so long. I can jump in the car and drive, carrying out these multiple duties without even thinking about them.

I’m going to say something to you now that should change your whole perspective about pricing: You are not your average customer!

What it means is that your customers don’t know what you know. You must evaluate the product or service you provide as an end result benefit and what pain it cures, or what joy it brings to your customer, and then set your pricing based on that.