One of the biggest fears business owners have is raising their prices. Many believe that increasing prices will scare customers away, reduce sales, and cost them valuable work. But is that really true? In this episode of the Advice4Business Podcast, Gary Maskell is joined by Mark Lands from Camcool Air Conditioning to challenge one of the most common myths in business: that being cheaper isn’t always better.

They discuss:

✅ Why customers don’t always choose the cheapest option

✅ How value and trust influence buying decisions

✅ The hidden dangers of under pricing your services

✅ Why low prices can create stress, overwhelm and poor margins

✅ How sensible price increases can improve profitability and business performance If your business is busy but profits aren’t where they should be, this episode could change the way you think about pricing forever. 🎧