After suggesting garages increase labour rates in line with inflation, the response was immediate: “If you raise prices, you must add value.”

But are we confusing two completely different words — price and value?

In this Training Topic, Andy breaks down why they are not the same thing.

Using practical examples, he explains three types of value every garage owner should understand: utility value (usefulness), perceived value (Hormozi’s value equation), and enterprise value (business worth).

If pricing conversations make you uncomfortable, this episode will help you think more clearly.