Click HERE to Reinvent Your Farm Marketing: Free Training I've never met a farmer who I thought their prices were too high and my advice was to lower them. Never. And that's in 12 years of working with farmers to get profitable. So - chances are, your prices are not covering all your costs including a living wage for you or your employee and ON TOP OF THAT a generous 35-40% profit margin. But when faced with raising your prices to that amount, I know what happens next… …cue the fear and guilt. Doubt. Anxiety. I hear this on repeat from farmers across the country. "but I feel bad I have to charge so much!" "I'm nervous - I can't afford to lose customers!" "I just need to become more efficient and save money elsewhere so I can keep the prices low." ​ In episode 197, I outline the proven steps I use and now teach to my clients that allow you to increase your prices with confidence. If you don't learn the skill of raising your prices, you'll do your farm in. I see this over and over - farmers who'd rather suffer the pain of loss from giving up vs. the pain of learning to do something new. It's going to hurt either way - the stress of financial hemorrhaging until you quit. Or, the pain of learning to do the hard thing in the way I teach until, with practice, it gets easy. Every new skill is painful and challenging at first. But the payoff from that pain is so much better than the payoff of quitting and losing your dream. When you follow these steps, you'll shift to feeling empowered and confident and the fear and guilt will ease. Your customers WANT to pay you what you need to stay in business when you market the way I teach in 5X Your Farm Sales. Today's episode will help you feel confident you now have a process for raising your prices. Let's get you on the path to a sustainable, profitable farm!