Today, I’m digging into a phrase we hear all the time in the pet care world: “Know your worth.”

But here’s the thing - true business growth isn’t just about you knowing your worth. It’s about helping your clients perceive it too. In this episode, I break down the real meaning behind pricing, value, and customer perception, and how to strategically frame your offers so that clients feel like they’re getting an incredible deal - without having to slash your prices.

📢 DON’T MISS THIS: We’re gearing up for the DogCo Summit this September in Winston-Salem, NC!
🔗 https://dogcosummit.com/

Whether you’re struggling with pricing confidence or trying to create stronger buy-in from clients, this episode gives you actionable tools to bridge the gap between your worth and their willingness to pay.

💡 Key Takeaways:
✅ Knowing your worth is important - but it’s not enough
✅ The client’s perception of value is what drives their buying decision
✅ Pricing should reflect the value they see, not just what you believe
✅ Focus on framing outcomes, not just services
✅ Stack value creatively to increase perceived worth without hurting margins
✅ Guarantees and social proof can dramatically boost trust and conversion
✅ Pet care businesses must protect their margins and price confidently
✅ Selling the destination (peace of mind) is more powerful than selling the flight (the service itself)
✅ Value is the space between price and willingness to pay - widen it thoughtfully
✅ Strategic communication makes clients feel they’re winning

🎙️ Sound Bites:
⭐ “We want to sell the destination, not the flight.”
⭐ “Your value is not just what you know - it’s how clients perceive it.”
⭐ “Framing, stacking, and proof - that’s how you move the needle.”

📚 Chapters:
00:00 Knowing Your Worth in Business
02:08 The Reality of Value Perception
02:54 Announcing the DogCo Business Summit!
03:54 Pricing, Clients, and True Value
05:22 Aligning with What Clients Care About
08:28 Pricing Examples and Client Psychology
10:42 Strategies to Increase Perceived Value
14:25 Framing, Value Stacking, and Social Proof
20:00 Closing Thoughts and Summary

📢 DON’T MISS THIS: We’re gearing up for the DogCo Summit this September in Winston-Salem, NC!
🔗 Reserve your spot now!

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💬 What resonated with you most in this episode? Drop a comment below - I’d love to hear your thoughts!
🎯 Like, share, and help another business owner feel empowered about pricing!