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A farmer requested coaching recently: “Charlotte, I had to raise my lamb price to $19/lb… but I feel so greedy. What if no one buys at this price?”
She’d done her cost worksheets. She KNEW $19 was what she needed to stop losing money and become profitable.
But she was ready to slash prices anyway because she felt – GREEDY – and it was eating her alive.
Sound familiar?
Hear how we transformed her guilt and greedy feelings into confidence and purpose.
In today’s episode, you’ll discover:
- The exact script for when customers push back on price (compassionate, not defensive)
- How we shifted from “I’m being greedy” to “I have a purpose and I’m proud”
- Why her parents’ snide comments about pricing are none of her business (Teddy Roosevelt’s ‘arena‘ principle)
Here’s what changed everything…
When I asked WHY she raises lamb, her voice completely shifted.
She told me about customers who hadn’t tasted lamb like hers since visiting Europe, how her lamb connects them to cultural memories, how it gives her PURPOSE as a farmer.
Suddenly, she wasn’t greedy anymore. She was someone regenerating depleted land. Someone touching hearts through food. Someone with a mission worth charging a fair price so she’d be around long-term.
Listen now and let this transform YOUR pricing mindset
Here’s what I told her that you need to hear:
“When you undercharge, you’ll burn out and quit farming, leaving your customers wondering why you didn’t charge enough to stick around.”
Your customers don’t want cheap food when you communicate with them the way I teach. They want your farm to survive, thrive, and be a constant in your community.
You may not know this, but it’s not greedy to charge what you need to be profitable. It’s responsible business. It’s how you ensure you can keep doing this work you love.
Listen now and learn to finally charge the true worth of your products.
Your community deserves your farm fresh products, and pricing them confidently ensures they’ll get them.
Cheers to your success!
Charlotte
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