Jordan dives into the fourth and final component of client perceived value: price. He explores why pricing isn't usually the real problem when clients object to costs, but rather a symptom of not effectively communicating value. Through personal experiences at Elements and as a financial advisor, Jordan demonstrates how understanding and confidently solving core client problems leads to natural price justification.

This episode completes a four-part series examining the essential components of client perceived value: understanding the problem, providing the right solution, establishing trust, and justifying price.