Remember this order of operations:

Circumstance

Thought

Feeling

Action

Result

Thoughts generate results, every time.

...

Circumstance = Client of 20 years has a price for her tax return

Thought = I haven't raised her price in 20 years, I’m soft on legacy clients, I am terrible at raising prices, I hate raising prices, I don't know how to do it

Feeling = groan, avoidant, worried

Actions = during conversation, blurt out price, feel awkward, get awkward, conversation gets stilted, say, "You know what, never mind, let's just keep your price where it is," wrap up the conversation as fast as possible, keep her tax return at the same price

Result = I was terrible at raising her price, and the experience of trying to raise her price was terrible, don't try that again, don't learn from the experience, don't get better at it, remain "terrible" at raising prices, and have more and more clients for whom you haven't raised prices in 20 years

…

Thoughts show up in results, every time.

...

It doesn't have to be this way.

You can learn how to reprice your clients.

You can learn how to reprice them so well, that you'll even have enough margin to hold on to your favorite pet-clients without regret, misgivings, or compunction.

…

It all begins with adopting new thought.

Thought = "I’m learning the easy way to reprice my legacy clients."

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