Podcast Summary: The Game with Alex Hormozi — Ep 975: "How to Charge 3x Without Losing Clients" (Dec 9, 2025)

Episode Overview

In this hotline-style episode, Alex Hormozi answers live questions from entrepreneurs looking to grow their businesses—focusing on when to charge more, how to transition from technician to business owner, and how to escape the "commoditization trap" so you can charge more without losing clients. The discussions center around personal development, making strategic business decisions, and creating offers that command premium prices.

Key Discussion Points & Insights

1. The Technician vs. The Businessman Mindset

(00:44 – 06:22)

• Caller: Dr. Sonia Deservage, chiropractor wondering whether to scale or maintain momentum after business losses.
• Hormozi’s Advice:
  • Learning Investment: View education & mentorship expenses as investments unless you gained nothing.

    “If you pay one time expenses in order for you to learn, I wouldn't see those as losses unless you learn nothing.” (01:22, Alex)

  • Artist vs. Businessman Analogy: Decide if you want to stay a specialist/technician (artist) or scale as a business owner (businessman).
    • Raising rates as a sought-after technician OR creating systems, training others, and building a scalable business.

    “You have to make the call: Do I want to be a businessman or do I want to be a chiropractor?” (03:18, Alex)

  • Business Skills Take Time: Mastery in business takes years, just like technical professions.

    “How long did it take you to learn to be a chiropractor?...7.5 years. Business isn’t any different. If anything, there’s more stuff.” (03:49, Alex)

  • Business Models That Scale: Succeed in services by having:
    • A sticky recurring revenue model OR
    • High-ticket specialized offers

2. Scaling Specialized Service Businesses

(04:01 – 06:22)

• Chiropractic Example:

  • Either build recurring models with high retention or specialize super deeply (e.g., neuropathy, big yearly packages).
  • After perfecting the process, shift to attracting talent (bring in other skilled chiropractors), then possibly expand by acquiring struggling practices (M&A, not just opening new locations).
  • Timeframe: This evolution can take 5–7 years, and that's normal.

  “The only outcome of this is your skills, that’s all. Once you nail that model, you’re gonna fly.” (04:01, Alex)

3. Coaching Fishing Guides & The Power of Decoy Offers

(06:33 – 10:03)

• Caller: Runs a coaching business for fishing guides. Gives away free info, then upsells coaching. Reached ~$1,000/mo; wants to reach $10,000/mo.

• Outreach Metrics:

  • 8% positive response rate to free offer among 700 cold contacts, 15% conversion to freebie, a couple paid clients.
  • Fishing guides average $30-50K profit/year; about 10,000 in the US.

• Hormozi’s Analysis:

  • Goal ($10K/mo) is doable with ~10 clients at $1K/mo.
  • You're not charging true "high ticket" yet—don't let mental ceilings stop you.
  • Explore: target those already successful for even bigger value upsell, not just underperformers with less money.

    "Don't tell yourself that's high ticket...it's medium. Ish." (09:58, Alex)

4. Commoditization: Competing on Value Instead of Price

(12:35 – 16:09)

• Burnout from Commodity Pricing:

  • Fishing guide caller worries about raising rates due to commoditized market—people simply shop on price.

  • Hormozi’s Core Lesson:

    • Decommoditize Your Offer: Bundle unique experiences, add extras, sell to those who value experiences (who also have more money).

      “When you sell a commodity, you compete on price. When you sell a grand sum offer, you compete on value.” (13:03, Alex)

    • Create memorable/unique experiences (e.g., chef-cooked fish, premium packages), and sell packages that transcend pure fishing (social proof, memories, exclusivity).
    • Fix your own business first before coaching others. If your clients can surpass your results, you’ll have a stronger offer. The market for pricing is ruthlessly efficient—it will squeeze you to burnout unless you create differentiated, premium value.

  • Key Quote:

    “If you sell a commodity, you will be priced at the point of burnout. The marketplace is ruthlessly efficient at getting people to just make enough to survive and not make enough to thrive...” (14:59, Alex)

5. How to Escape the Commodity Trap and Justify Higher Prices

(15:11 – 17:16)

• Strategies to Charge 3x (and retain clients):

  • Bundle more value: Adding memorable experiences, packages, premium support, or exclusivity.
  • Find new market segments: Sell to clients who are already doing okay and want to excel (not just the struggling ones).
  • Model & document your results: Use success in your own business as proven social proof for others.
  • Build a "grand slam offer": Something so good prospects feel stupid saying no.

    “Go fix your business, make a grand slam offer, charge significantly more so that you can make more so that you have the confidence to then show the guys that you help make way more.” (16:35, Alex)

• Client Targeting:

  • Attract not just those “bottom scraping,” but those who want to level up and will pay for that leap.

  • Hormozi’s Encouragement:

    “Those are the ones who pay big dollars. People who are on their last line...they don’t have much.” (16:55, Alex)

Notable Quotes & Memorable Moments

• On Business Growth:

  “The hard way is the only way.” (03:45, Alex)

• On Learning Curve:

  “You’re used to investing in education, so I don’t think there’s anything wrong with that.” (04:01, Alex)

• On commoditization:

  “Capitalism is very efficient. The market will force you to give as much as you can for as little as possible until eventually you can’t give any more for any less.” (15:11, Alex)

• On Raising Prices Confidently:

  “Let’s decommoditize your offer so you can charge significantly more—not just for you, but so you can show your clients how to do the same.” (16:35, Alex)

• Alex’s Playful Puns:

  “I think he cut bait. I think the line snapped.” (09:15, Alex)
  “In that boat right now, man.” (15:25, Alex)

Timestamps for Key Segments

• 00:44 – 06:22: Technician vs. Businessman discussion; business model advice for service pros
• 06:33 – 10:03: Fishing guide business outreach and scaling
• 12:35 – 16:09: Commoditization, burnout, and grand slam offer creation
• 15:11 – 17:16: Actionable pathways to increase pricing confidently

Takeaways

• Business is a Long Game: Skills compound—stick with it and your fifth year will be unrecognizable from your second if you keep growing.
• Choose Your Lane: Decide if you want to be a technician or scale as a business operator—both are valid, but require different approaches.
• Competing on Value > Competing on Price: Decommoditize your offer through bundling unique value, targeting higher-value clients, and creating differentiated experiences.
• Upgrade Your Own Results First: Confidence and proof for charging more comes from surpassing your own business results, then using that as leverage for client offers.
• Practical Steps to Charge More: Build unforgettable offers, focus on client transformation, and don’t be afraid to charge well for delivering real, measurable results.

Overall Tone:
Direct, practical, and laced with Alex’s signature puns and analogies. The advice is both tough-love and highly actionable, making it accessible to both new entrepreneurs and seasoned operators.