And he said something I’ll never forget. He said, “She’s ignorant. She doesn’t know she can’t.” Honestly, that was one of the best compliments I’ve ever received.

What he meant was this: I wasn’t letting myself buy into the story of playing small. I wasn’t thinking I had to match everyone else’s prices. I didn’t let the fact that most people were playing small hold me back. I didn’t let any of that limit my growth.

Now, I know, as an executive, you’re probably dealing with the same struggles. You’re pushing your team, using every incentive under the sun, trying both the carrot and the stick, but still getting nowhere when it comes to getting them to charge premium prices. And the issue isn’t just about incentives—it’s deeper than that. They just don’t believe they can do it.

A lot of it comes down to scarcity thinking. They’re stuck in the mindset that if they charge more here, they’re taking away from someone else. But they’re missing the bigger picture. We’re not fighting over pieces of the pie—we’re growing the pie. We create a situation where the customer is so well taken care of that they’ll thrive, and as a result, they’ll make millions—even if we’re charging an extra $10,000. Once your team gets that, the magic happens.

Yes, it might feel like you need to do some brain surgery to get them to realize that price isn’t the primary factor for affluent customers. The wealthy don’t buy based on price alone—but they will buy based on something else, something that matters more to them.

That’s why you need a sales process that’s built on a clear differentiator—something that sets you apart and makes you the option. When you’re a category of one, you can pretty much charge whatever you want.

Now, there’s a process to get to that point: defining what makes you different, helping your people experience some of those big wins so they can believe in it, and once that flywheel starts spinning, things take off from there.

So, if you’re still dealing with this problem, know you’re not alone. There are thousands of bank executives who’ve been right where you are.

But here’s the thing: you can’t keep living with this issue. You need to get rid of it, because if you don’t, it’ll cost you—whether that’s losing your bank’s name or your legacy. This problem has to be fixed.

At the Breakthrough Banking Blueprint™ Bootcamp, and I’m going to show you exactly how to get this done. I can’t stand seeing you struggle with this any longer.

When you’re there, make sure you come find me. I want to get to know you, and figure out how I can help. I’m committed to making sure every community bank in this country stays independent, but you have to be there so I can show you how.

See you there.

To your continued success, 

Roxanne Emmerich 

Please watch the video above and share it with your exec team and board.