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Cobrar mais caro começa na **percepção de valor**. **CRIAR PROMOÇÕES E DESCONTOS → ATRAPALHA** Se você ensina o cliente a esperar promoção, o seu preço cheio começa a parecer caro. Desconto constante destrói percepção de valor. **TER MUITOS DIPLOMAS → NÃO INTERFERE** Diploma aumenta conhecimento e pode aumentar autoridade, mas sozinho não faz alguém aceitar pagar mais. O cliente precisa perceber o valor disso. **SE VESTIR BEM → AJUDA** Antes de conhecer sua competência, o cliente julga sin
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