Episode 334: How to Become the Most Expensive Competitor and Still Win More Clients feat. Dr. Grant Elliott
You can be the most expensive option and still win more clients when you charge for outcomes, not minutes. In episode 334, Charles Gaudet of Predictable Profits and Dr. Grant Elliott talk about a results-first sales process, and why a huge following is not required. If demand is still unpredictable, start with the Founder’s Trap.
Joe Beecroft introduced me to Grant after meeting him at an Inc. 5000 event. Grant is the founder of Rehab Fix. This is our November 2026 conversation. The useful part is how he changed what he charges for.
He has a name for the pattern that keeps a lot of service businesses underpriced. He calls it bleeding heart syndrome: feeling guilty asking for money, giving extra time without charging, and backing away from the price the work is actually worth. In his first three months of practice, in 2020, he said he was charging $120 for the initial exam and $60 for a follow-up, about $300 for four visits. A client who got a result with him later told him she would have paid $50,000 for those same visits if she had known the outcome, because the alternative she had already planned would have cost over $120,000 out of pocket. That is Grant’s story, from this episode. It is not a Predictable Profits result.
The shift, in his words, was this: “I need to learn to charge for the result, not to charge for the time.” If you keep selling minutes, you end up competing on price by default.
The method he built is a results-first sales process. Instead of doing an exam, presenting a plan, and asking the buyer to trust it, he works to produce a clear, tangible improvement in the session before he presents a substantial plan and price. He said that proof raises the buyer’s certainty and makes the close easier. From those early $120 and $60 visits, he said he moved to $2,000 up front, then $3,000, $4,000, $5,000, $6,000, and upwards of $10,000, and that the quality of the work rose with the price.
Social proof helps. It is not the engine. Grant said testimonials and case studies are a useful secondary component, especially when they match the buyer’s situation. They cannot replace a strong offer and a real sales process. The same is true of audience size, in his words: “you don’t have to have millions of followers or millions of testimonials to charge a premium or to be incredibly impactful.” He later said he grew over four million followers organically, across platforms, and that he did not already have that following when he first learned to charge $6,000 or more.
If you want a concrete move from this episode, give a real result before you ask for the premium fee. Make the progress visible, then present the plan and the price.
His best tip for getting a business beyond seven figures was investing in coaching and mentorship. He said he made over $400,000 his first year out of school, wrestled with paying a first coach $15,000, and then told us, “I made 1.4 million the year I invested in my first coach.” Those figures are his, from this November 2026 conversation. He also built hybrid and online service models so the work is not only trading time for money.
KEY TAKEAWAYS:
- Charge for the outcome you deliver, not the minutes you spend.
- Do not let the urge to help people keep you from charging what the work is worth. Grant calls that pattern bleeding heart syndrome.
- Build conviction in the value of the result, then price accordingly.
- Give a real result in advance of a major commitment.
- Use that result to make the close easier. The buyer has already seen progress.
- Testimonials and case studies help, but they cannot replace a strong offer and a real sales process.
- A huge following is useful, not required. Grant said he did not have one when he first started charging at a premium.
- Invest in coaching and mentorship. Grant said that investment is what changed his trajectory.
- Stop trading time for money. Hybrid and online service models were part of how he did that.
Connect with Dr. Grant Elliott:
- Website named in the official notes: Rehab Fix
- Instagram he named on the episode: Rehab Fix on Instagram
- YouTube he named on the episode: Rehab Fix on YouTube
- LinkedIn, pointed to on the close: Dr. Grant Elliott on LinkedIn
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FAQ
How do you become the most expensive competitor and still win more clients?
Charge for the value of the outcomes you deliver, not the minutes you spend, and use a results-first sales process so the buyer can see progress before a major commitment. That is the method Charles Gaudet and Dr. Grant Elliott walk through in this November 2026 conversation.
Why charge for outcomes instead of time, according to this episode?
Grant said he had been pricing the visit, not the result. In his first months of practice in 2020, he was charging $120 for the initial exam and $60 for a follow-up, about $300 for four visits. A client later told him she would have paid $50,000 for those visits if she had known the outcome, because the alternative she had already planned would have cost over $120,000 out of pocket. He raised his prices from there to programs of $2,000 up to upwards of $10,000. Those figures are his, from this November 2026 episode.
Do you need a large social following to sell premium services?
Grant said no. A following and testimonials can help, but they are not required, and they cannot replace a strong offer and a real sales process. He also said he did not already have a massive following when he first learned to charge $6,000 or more.
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