In this episode, Travis and producer Eric dive into the uncomfortable but crucial world of pricing your services and mastering sales. They discuss real strategies, share personal struggles, and break down Alex Hormozi’s now-famous “closed rate pricing gauge cheat sheet.” Whether you’re a freelancer, agency owner, or business leader, you’ll learn how to stop undercharging for your work, confidently sell your value, and turn price conversations from awkward to awesome.

On this episode we talk about:

  How to use close rates to determine if your prices are too low (or too high)

  Overcoming anxiety around sales and setting prices for friends, family, and clients

  Writing scripts and using prep tools (like ChatGPT) to gain confidence before making offers

  Sales conversation frameworks—discovery, demo, value-building, and closing

  Actionable advice for firing low-value clients, upselling, and navigating new price points

Top 3 Takeaways

1.  If your close rate is above 60–80%, you’re probably undercharging; double or triple your prices and focus on building real value for the right clients.
2.  Good sales is about diagnosing problems and becoming a trusted advisor—not just pitching; scripts, discovery, and prep are your friends.
3.  Retention is easier than acquisition, but honesty and transparency are key when raising prices or letting legacy clients go.

Notable Quotes

  “If you can describe the problem better than they can, people will assume you have the solution.”

  “Most people aren’t paying for a deal—they’re paying for results from someone they trust to deliver.”

  “You’re either selling stuff or building stuff. Everything else is noise.”

Connect with Travis Chappell:

  LinkedIn: Travis Chappell on LinkedIn

  Twitter/X: @travischappell

  Instagram: @travischappell

  Website: travischappell.com

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