Скачать или смотреть 5 MYTHS THAT KEEP LIGHTING PROS UNDERCHARGING

If your outdoor lighting prices still feel “safe,” it’s not because the market is cheap — it’s because the myths feel true.

When I was scaling my landscape lighting company toward 7-figures, I undercharged for years.
Not because clients wouldn’t pay…
but because I believed stories that kept my lighting business stuck in the “contractor” category instead of the premium space.

Here are the 5 myths that keep lighting pros undercharging without even realizing it:

1️⃣ “Clients won’t pay more.”
They will — when the value is clear and the leadership is stronger than their uncertainty.

2️⃣ “People only care about fixtures.”
No they don’t.
Premium clients buy emotion, mood, and transformation — not hardware.

3️⃣ “Design shouldn’t cost extra.”
Your vision is the difference between a $2K job and a $20K job.
Stop treating it like a free bonus.

4️⃣ “Confidence comes after success.”
In the outdoor lighting industry, confidence creates success — not the other way around.

5️⃣ “Busy equals profitable.”
Being fully booked doesn’t matter if every job is underpriced.
Activity is not the same as growth.

Here’s the shift that changed everything for me:

Premium clients exist.
Your mindset just has to make room for them.

When you raise your standards, refine your process, and position your landscape lighting work as transformational, the right clients will happily pay for the level of experience you deliver.

👉 Which myth has held you back the most in your lighting business?