Feb 10, 2022

La Paz, MEXICO – “What do I need to do differently so I can increase my price to $100?”

I was trying to avoid spilling my cold Tecate beer, riding shotgun in an old Ford ¾ ton truck, when Edgardo asked me the question. The wind was blowing in through open windows that didn’t close, and the truck was rolling and bucking like an angry mule as we navigated our way over the rutted, sandy track.

We had just finished one of the most unique “hikes” I had ever done.

(For those new to this thread, my wife and I have been traveling Mexico and Panama and are currently living and exploring Ecuador. You can find those back issues here.)

If you’ve never visited the southern part of the Baja Peninsula, it’s hard to describe how dry and desolate the land is. The ground is coarse sand. The wind feels endless. And the vegetation is cactus and thin brush. At every turn, it feels like the branches and leaves of every plant reach out to attack and scratch you. Some little plants have thorns 3-4 inches in length. Overhead, turkey vultures are lazily floating in the updrafts – looking for carrion.

It feels like they are hoping you drop dead.

But there are pockets of land in this southern peninsula, where the mountains are high and freshwater flows and collects in deep, clear pools.

It was to see and experience this area of fresh water that we hired Edgardo.

After a 30-minute rough ride in his truck, into the mountains, he led us further up the dirt road on foot for 15 minutes, before veering off, into the bush, down into a canyon.

It was hardly a trail.  In fact, due to range cattle and goats, without a guide, one would quickly lose the way.

While technically winter, and an official high temperature of only 23 C (73.4 F), the sun felt hot. More so, the further we descended, as the wind dropped, and the air stilled.

Finally, we arrived at the bottom. There was fine white sand, natural palm trees and the odd fig tree. And huge, white boulders and white rock. It was as if the rocks had been recently whitewashed, like the adobe houses in southern Spain, in the spring.

The real reason?

Sometimes, on one of the 3-4 times it rains all year, there is a deluge of water. Last year, Edgardo told us, they received 40 inches in 48 hours!! The normally dry arroyos, become torrents, washing everything away in their path.

In the canyon, the water rises 20 meters – scouring the rock white.

This day, however, there was a nice steady stream. We were led over and around the boulder strewn ground to the first surprise of the day. A deep pool of fresh water, bounded on three sides by huge, smooth boulders.

“Strip down boys and girls! Time for a swim.”

And with that, our guide tore of his clothes, revealing swimming trunks underneath and dove into the icy depths.

We all quickly followed suit. The water was cold. A little warmer, perhaps than the mountain lakes of Alberta. Kind of like the lake of my youth, in Northern Ontario, in June, before the heat of the summer.

How refreshing it was, to get up and dry out on the warm, clean rock; in the sun.

We were led to two more pools on this hike, each more amazing and different than the one before. No other party was there. We had the entire place to ourselves.

A real jewel of a place. An oasis in the middle of a harsh land.

After the second pool, Edgardo surprises us with lunch. Fresh, hot tamales, made by his neighbor and freshly picked grapefruit from his own property.

As we neared the track where we were to climb back up out of the canyon, we heard bells. Looking up and across the river, in the middle of a white cliff band were 3 domestic goats. Far from any farm. No shepherd visible.

So random, yet so appropriate.

Which brings me to the question Edgardo had posed. How could he create a package whereby he could raise his price by close to 50%?

Which is one of the best questions you should be asking yourself. Because this ability, to create and offer more expensive and better margin services and products is a key component of the “profit formula” that even fortune 500 companies use to increase profits.

Most professional practice and business owners ask how they can increase sales or obtain more customers and clients.

Wrong question.

Sure, increasing leads and converting them are important ingredients of the profit formula. But they are the most difficult and costly to implement.

Examining how to increase the amount you earn from each customer is the faster and better approach – for those who’ve been in a business for a few years.

What are you doing to increase your earnings per client/customer? What is your “$100 dollar” package? Your $1000 one. $100,000?

To your health and success.

- Hugh
The “Profit Accelerator” Expert

P.S. Did you know that even tiny improvements of 1-3%, in just 12 fundamental areas of your business could give you 50% and more improvement to your bottom-line? Test out brand-new Profit Acceleration Simulator^TM  and discover the true impact of a conservative estimate of Profit Acceleration initiatives on your business and see for yourself. Head to: https://hughtafel.com/simulator/

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