Ilana Golan

I charged people, I kept selling some at $297 and I charged other people $2,000 for a certain package.

The $2,000 buyers showed up on time, did the homework,

fired up, ready to go, super grateful, got the result.

$297 buyers didn't even come.

Oh, I didn't realize we had a call.

Was there homework?

No, they're coming on camera.

No, no, I can't see their face.

Their camera's off.

So I found this principle that I learned from my friend Russell Brunson was that people who pay, pay attention.

So I found, this is crazy sauce, but listen to this, everybody.

The more you charge people, the more they get out of it.

Isn't this wild thinking about this?

So it actually isn't a disservice to charge them higher.

It's actually to be of greatest service to them.

So if you love them, if you really love them, you're going to put a premium price on your coaching and your service if you love them.

You will actually be enabling dysfunction if you charge too little.

And then I started learning that people, you know, just as I was studying, so I was learning that Elon Musk, when he started Tesla, he actually made the most expensive car first and made only a little bit of them.

to get a big cash infusion to make the smaller cars that had more volume, like the amount of cars.

So the most expensive car, not a lot of them, sold those first to build the business down or build the business like in the correct sequence.