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Most business owners aren’t “bad at business.” They’re just selling to broke people and then act surprised when the close rate is trash, churn is high, and customers complain nonstop. In this episode of The Game, Alex breaks down the uncomfortable truth: if you want to make money, you have to go where the money is. A small percentage of buyers control a massive percentage of the wealth, which means if you price and position your business for “everyone,” you end up building a business for the people who can’t pay. The goal is simple. Pick a better customer, build a bigger offer, and charge in a way that makes you more money with fewer sales.

In this episode

00:00 Why businesses struggle to make money

04:32 Applying the Pareto principle in profits

07:21 Top-down business and pricing strategy

16:10 Sell to the rich - they pay better, complain less

28:47 Picking price points: value over cost

32:50 How close rates reveal underpriced commodities

38:41 Stop selling commodities and raise prices systematically

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