8. Charging What You’re Worth (And Not Shrinking About It)

In this episode of Wildly Intentional, Flick and Verity tackle one of the most common — and often uncomfortable — topics in business: pricing.

From undercharging in the early days to confidently communicating the value of what you offer, they explore the mindset shifts that come with charging what your work is truly worth. This conversation dives into the psychology behind pricing, the confidence it takes to stand by your rates, and why shrinking yourself to make others comfortable can hold your business back.

Flick and Verity share their own experiences of evolving their pricing over time, navigating client expectations, and learning how to talk about money in a clear, unapologetic way.

If you’ve ever hesitated before sharing your price, worried about being “too expensive”, or found yourself justifying your value, this episode will encourage you to step into your worth and own the level of business you’re building.

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Don't forget to join us in our Facebook Group to continue the conversation and let us know your thoughts on this episode and if you have ever felt the same as we do here.

Transcript

SPEAKER_03 0:00

Welcome to Worldly Intentional, the podcast for business owners who refuse to play small.

SPEAKER_02 0:05

This is where we have bold talk, honest conversations, and dig into what it really takes to create big breakthroughs in business and life.

SPEAKER_03 0:14

Two business owners who've built, broken, rebuilt, and grow businesses in our own ways.

SPEAKER_01 0:19

And we're here to share the lessons, the mindset shifts, and the unapologetic decisions that helped us to level up.

SPEAKER_03 0:26

So if you're ambitious, growth focused, and ready to do business on your own terms. Thank you in the right place. Let's get wildly intentional. Hello.

SPEAKER_00 0:37

Good morning. Try to do it differently this morning.

SPEAKER_03 0:40

Oh, you're gonna say you're gonna say good morning. But they might be listening in the afternoon. Might be listening in the evening. We don't know.

SPEAKER_02 0:47

Well, it could be, yeah. Yeah, good morning, good evening, good afternoon, as Truman would say.

SPEAKER_03 0:55

You're right. Yeah, I'm not too bad. I'm not too bad. It's been a it's been a chaotic weekend, but I don't feel like I've done anything. It feels like I've been rushing around and achieved nothing.

SPEAKER_02 1:07

I can't say the same. It has been a very hectic weekend. We have achieved things. My mother is officially living four doors down. My husband is feeling the burden of that. I think it dawned on him last night that the pressure is off me now because every single thing she needs, she just messages my husband and is like, you're just there, so you can pop round anytime. I'll see you next year. Oh, oh no. Oh, I've uh I don't know.

SPEAKER_03 1:36

Your mum's lovely though.

SPEAKER_02 1:38

She is lovely. I didn't really appreciate the kind of getting out of the shower with my hair in a towel this morning with a phone call saying the plumber's on his way. Can you come round? It's like, yeah, yeah, no worries. Yeah, I can. Okay. So yeah, it's been stressful, but it's good. It is good. It's good. She's close and I'm happy and you know, yeah. But it's Monday and I'm like, oh, I've not had a weekend off.

SPEAKER_03 2:07

I see, I think that's one of the reasons why I've had the the weekend off. So I I have had a very relaxing weekend where I haven't done an awful lot because it's you know, it's my show week, so I've got late nights, early mornings, because I'm still gonna be running my business. I'm not taking time off from business while I'm in a show. So tonight we've got mic set up, and then tomorrow night it's technical going through, you know, show run, then tech and dress, then yeah, then our first audience, and then yeah, before I know it, it will be over. And I'll be like, oh, that that was that was fun.

SPEAKER_02 2:47

What's next? Does it count that I'm going to see a show tonight? Does that count towards the same thing? No, I don't know.

SPEAKER_03 2:56

We'll leave that to the listeners and the the people in our wildly intentional Facebook group to let us know. Does that count?

SPEAKER_02 3:02

Yeah, yeah. Absolutely. If anybody wants to come in the Facebook group and chat, that would be lovely. It's a little bit quiet in there at the minute. Come and have a conversation.

SPEAKER_03 3:16

I have noticed you're putting like questions in that related to the topics. It's it's great.

SPEAKER_00 3:22

Yeah.

SPEAKER_02 3:24

It will be, it'll pick up. It's all right. You know how this goes. It takes months to build a Facebook group. We know how it works.

SPEAKER_03 3:29

Facebook groups are notoriously slow, slow to build. Um, but when they start, then once once they got going and they've got that momentum, then they're absolutely epic and the best thing for for business and for for podcasts and just communities, really. Yeah.

SPEAKER_02 3:46

Absolutely. Right, let's get on to topic because we need to like big up the energy a little bit today, I think. Me certainly, you've got loads of energy this morning, and I'm just like the snail dragging behind.

SPEAKER_03 3:59

I've got loads of energy, and I'm trying not to spend it too quickly because I know I need it for this week. That's true.

SPEAKER_02 4:04

That's true. That's my issue. Let's just use a little bit this morning.

unknown 4:10

Right.

SPEAKER_02 4:10

So, what are we talking about today? Well, I think we're talking about money again, but in a different context today. So we're talking about pricing. Because I think this is like a big, big topic. And it doesn't matter where you are in business, this is a topic that affects you massively. Yeah. What to price, advice around pricing, all of it.

SPEAKER_03 4:32

And everyone's got their advice for what to do. Um and you know, some of that advice is really good, some of that is not so good. I mean, I know, yeah. Um, I've had some bad experiences with pricing when I first started. Um, I've had some really negative comments as well around like what I was charging that were just I just couldn't believe it at the time, and and still to this day don't believe that. Um, but I'll tell that story in a bit. So should we should we the official topic that we're talking about?

SPEAKER_01 5:05

Yes, whatever.

SPEAKER_03 5:07

Go. So we're gonna talk about charging what you're worth and not being shy about it, not shrinking about it, and certainly not apologizing for it. And we're gonna talk about that that pricing psychology, you know, how to build confidence in your prices, um, and you know, adding the value rather than just adding the pound signs. Yeah, and just yeah, being unapologetic in your communication about what you're charging and what you're worth.

SPEAKER_02 5:34

Yes, I'm writing down because you know what I'm like I go off on one, so when I hear something and that triggers a thought, I'm like, write it down so we can you know remember that later.

SPEAKER_03 5:45

I'm like, I so you know, we still haven't decided that we're gonna go with videos for these, so we still there's audio only, but we can see each other, and I just saw Merity like lean forward with like wrapped attention with a pen.

SPEAKER_02 5:57

And I just have I just said what have I just said that sparked that thought? I saw something really interesting actually, because I follow um a Facebook group which is for podcasters, and they said this morning if you're doing videos for your podcast, it's a video web something, whereas a podcast is supposed to just be audio only, and that was like quite interesting for me. I thought, hmm, okay, maybe we need to kind of rebrand if we ever go down that route. But we're happy in our little I'm kind of happy in the fact that I could show up with no makeup and look like this on a Monday rather than recording it yet.

SPEAKER_03 6:33

Yeah, my head, my hair's just screwed back because it was uh not done my air properly this morning.

SPEAKER_02 6:39

Yeah.

SPEAKER_03 6:39

Whereas if we were gonna do this on video, I would definitely be doing my air properly.

SPEAKER_02 6:43

Yes, definitely. So, what's your thoughts then? What's your initial thoughts on pricing and and charging your worth?

SPEAKER_03 6:52

Well, I failed at this when I first started my business. I I charged um, yeah, I I didn't value my experience and my my level of expertise um when I first started my business. And um one of the things that really shook me was so I got out networking, you know, we've talked before about the value of networking. Um, and I met somebody who was interested in my services, and um, they asked me for my price list, um, you know, my my sort of prices and things like that. And I had a you know, lovely little sort of priceless document PDF thing. Um, and I sent it off to them, and then I saw them at another networking event where I was talking to somebody, I was in full-blown conversation who was really interested in what I did, and and you know, it was that potential client conversation. And the person who had sent the price list to came up to me mid-conversation and went, Oh, thanks for sending that over flip. But I've looked at your prices and they're astronomical. Um, which was just, I mean, I wish I could take a screenshot of your face right then, Liferity, because yeah, my jaw hit the floor, um, just absolutely dropped, and my confidence was completely knocked in my prices and in the conversation that I was having at the time with this this other potential customer. Um, yeah, that that really quite surprised me. Um, a that that person had said it so publicly, but B, I didn't think my prices were astronomical at that time at all.

SPEAKER_02 8:28

They were I could categorically tell you, they were not astronomical in the slightest.

SPEAKER_03 8:35

No, I was I was massively undercharging for what I'm worth and what I can achieve for my clients and things like that. But yeah, so I've spent a long time debating on prices for everything, every time I launch a new service, a new product. Um, it's like, oh my god, if am I charging too much? And you get those comments, don't you, from people when they go like, oh, I can't afford that. Um, or you know, oh, is that is that enough? Or you know, what do I get for that? You get those sorts of comments all the time, and it can really have an impact on you and your your own confidence in what you're charging.

SPEAKER_02 9:12

It can. I've got um, I mean, I my floor, my jaw did hit the floor when you said that because I know what you were charging when you first started out. Um, and it it certainly wasn't astronomical, it was, you know, why are you charging that flick? It's ridiculously low. Um, but I I've got like I've got contradicting views on this. It's a really tough one for me because we did the same as you. So we started out really low priced, and our target audience for many years, and we've had this conversation quite recently. In fact, we had a bit of a light bulb moment a few months back where it was like, this is all wrong. We're targeting the wrong businesses, and our target audience was always very new businesses or solopreneurs and you know, people on their own. And and it wasn't until I was about probably two and a half years into Blue Giraffe where it suddenly clicked that actually they haven't got any money because we didn't have any money, we didn't have the money to spend. So when you've got somebody coming up to you saying your prices are astronomical, it isn't because your prices are astronomical, but but oh god, it's too early. Astronomical I can't do it. No, I've lost it. Astronomic, no, it's gone. Both prices are too high. Yeah, yeah. Yeah. Um, it's because they weren't your target audience. You are if did you just apologise for stuttering over your words? Did I? Did I? Oh. No idea. Well um yeah. Well, I all I've got in my head now is that word. I just want to keep apologizing.

SPEAKER_03 10:45

No, no, we're gonna change the word for an easier word for this time.

SPEAKER_02 10:49

Astronomical. There you go. Yeah. Um is is because he wasn't your audience because his budget didn't reflect what he actually was a wish list for him more than anything. It wasn't, and I think we need to get out of this mentality. And I remember, right, I'm gonna go off with one now, folks, so just bear with me, okay? Because if I don't get it out, I'm gonna forget it. I remember being in a mastermind group with a load of business owners who had been at it a long time. And me and Alison went along, and it was a coaching group, and they were far bigger businesses than us. You know, some of them were multi-million pound businesses, and there we were in our, I think, first year of business at the time with these two little women who had their pink hoodies on and, you know, were rocking up, pretending we were like making it and we were huge at the time. And I remember the conversation about pricing came up, and we just quoted one of them for a web design. So it was in the days where we thought we could be digital marketers. You know, these are all mistakes you make in business, you know, where you think you're things you're not. Um, so we quoted somebody on a website design, and he had never come back to us, but he was in this mastermind group with us, so we figured that he'd face us one day. And when we went to this group, the subject of pricing came up, and we already kind of felt out of our depth there. And this guy turned around and he said, I just want to give you some feedback in front of everybody. And we were quite a close group, we got to know them, but excuse me, bearing in mind we were the only women in that mastermind group as well. So this was a very male-dominated situation we were in. And he said, I'm not gonna go with you for the website. And we were like, Okay, we could have had this conversation privately, but that's fine. And he went, I need you I need you to know why I'm not gonna go with you. And he said, You've quoted me 600 pounds for a website, and he said, I had another quote for three and a half thousand pounds, and he said, and I had another quote for six and a half thousand pounds, and he said, I'm going for the six and a half thousand pound, and we were flawed, and we were just kind of sat there going, Why would you do that? And he said, You're far too cheap, which tells me you're not good enough. Yeah, yeah, and that was a massive lesson for us, and then it went on to this like it felt like we were in a bullied room. We felt like we were being bullied. We walked out, got in the car, and burst into tears. And actually, I look back now and I think it wasn't. They were trying to knock some sense into us. And I'll never forget one of them. He was a lovely guy, and he said to us, What you need to understand is if you go out of business, you can't help anyone. And he said, Your prices are too cheap, you're not understanding the value you bring, and you're actually so cheap that you are never going to make any business, which means you're going to go out of business, which means this whole ethos you've got around helping everybody is going to go with you. And we walked out and we fought it. We fought that attitude. Our entire lifespan of the agency, we wanted to help the little people. We wanted to help the small business owners because they were the ones that needed it the most. And ultimately, it led to a constant, you know, we did make it in the end. The agency was thriving, but it was only because we brought multiple income streams in in the very end of our kind of lifespan of it. For the first four years, we struggled massively financially, and we just couldn't see why. And then, you know, we were surrounded by people, and this is where my opinion gets really muddy a little bit, because we were surrounded by, you know, and we said we'll talk about coaching. I didn't have a very good experience with coaches, which is why when I became a coach, I was very reluctant to call myself a coach because I knew what my experiences were. And part of the coaching that we always had were from coaches who had never actually made it themselves. So they'd never really, they'd gone straight into business as a business coach. And, you know, we'd at least when we became coaches, we'd been there and done it. You know, we'd understood the pitfalls and the, you know, the upsides, the downsides and everything. But the advice we had was charge your worth. And it was like, well, how do you define your worth? And they'd say, you know, you need to charge. Somebody told me I needed to be charging like£375 an hour for coaching. And I was like, most of the people that I coach don't make that in a month. How on earth are they gonna pay me that on a weekly basis? And that's the key, isn't it? It on my dogs. I don't know if you can hear them. You might not hear it on the recording. My dogs are going. Um you know, you don't it trying to understand your worth and your value is really difficult, especially when you start out, which is why this podcast, we're really talking to people who have been in business for a little while.

SPEAKER_00 15:35

Yeah.

SPEAKER_02 15:36

Because and when you talk about outsourcing, those who outsource the can you hear me? Because the dog's going wild.

SPEAKER_03 15:41

You can't hear them slightly in the background, but it's not it's not overtaken by the way. Okay, it feels very loud to me.

SPEAKER_02 15:49

Um I might start shouting in a minute because I'm trying to talk over them. Zoom, zooms, shh, zooms. Um it's really hard to understand your worth. And I think when you when we talk about outsourcing, so those are people who are classed as outsourced services like social media, accountancy, payroll, VAs, all of those kind of services. If you're targeting, and I mean no offense by this for all the very small business owners that are out there and that might be listening to this, but if you are targeting very small business owners, you are not going to be ever able to charge your worst ever because they can't afford it. We couldn't afford it. We could not. I it took me years to even invest in myself. And I remember two years ago, I invested£6,000 into myself in one month. And I sat there and me and my husband were talking, and we were like, what the hell just happened? But it clicks at some point, it clicks, and you realize you've got to invest in yourself. You've got to, and it was the best thing I ever did because it was then that things started to really take off. But you're not there when you first start out. And so when you're going out with a£99 a month model, which is what we did in the early days of you know the social media agency, it's not going to work long term. There is no sustainability in that. But what's really important, because I also have a caveat here, and I used to say in the Tower Tribe don't let anybody push you into increasing your prices. You have to price what you feel comfortable with because you won't be able to sell it. However, the caveat there goes back to what we said in a previous episode about truly understanding who you are and what you do.

unknown 17:27

Yeah.

SPEAKER_02 17:27

And you said Yeah, and who you help. You know, you can't help very early startups in terms of you know asking them to spend money. They just don't have it. They've got to reserve every penny in their business. You need to be looking at people who have been in business six months, a year, two years potentially, if you want the early day businesses. They're the only ones, they're gonna start, you've got to get to a point where they see the value in what you do, but don't go out and sell your prices. So you said it earlier, sell, you know, the value of it. So we always used to say, and you'll have a lot more to say about this because you're in this now, is features versus benefits. The features are the service you offer, the benefits are why it matters to them, why they need it. And that's what you need to understand. So while you're trying to price really low and you're not understanding the value, it's nothing to do with your prices. It's you understanding who you are and what you're worth to people. Does that make sense?

SPEAKER_03 18:22

Yeah, yeah, absolutely. And I think you know, one of the things that um sparked to my mind as you've been talking is, you know, when you say don't just put your prices up until you're uncomfortable with it. If you're uncomfortable with your prices, you won't be able to communicate them clearly because you'll you'll you'll sort of um an R and go like, oh, well, I actually charge, you know, we'll use that example of like, you know,£600 an hour for a coaching session or whatever it is, and and you won't be able to say that confidently because you'll go, Oh, I God, they're not gonna say yes to that because oh, it's it's it's an astronomical price. And you have all these thoughts internally, whether they they're actually vocalized or not. Um, but you will go through this process. So you've got a price at the right point that you can still communicate that confidently and say, no, I am worth£600 an hour or whatever, whatever your price is, you've got to be able to say those numbers with confidence and be able to back yourself completely the fact that you are worth that. And it yeah, it's such a powerful thing when you do realize it. And you know, I speak from experience because I've been on phone calls to you, Varity, before where I've been in tears going, like, I just don't understand what am I charging? What am I what we're doing? And you just said, What are you worth? What are you worth to somebody else? What would you be worth to yourself? Like backing yourself, understanding who you are, um, your experiences, do you know what I mean? Because yes, okay, they're paying for an hour of your time, but in that hour, you're gonna give your eight, nine years experience in your industry, yeah. And like, wow, to have access to eight, nine years of experience in an industry for an hour, that yeah, that is so worth, you know, whatever that whatever they want to do, you know.

SPEAKER_02 20:00

Well, to put it into context, I can tell you the moment my mindset shifted. And I did part of the work I did in Blue Giraffe, especially in the early earlier days. I said it was around branding, but it wasn't. It was more the trauma-informed stuff. So it was more about really deeply understanding who you are as a business owner and who your business is.

SPEAKER_03 20:20

And I just gonna say we haven't actually touched on the fact that you you are a trauma-informed case.

SPEAKER_02 20:25

No, we'll get there, we'll get there.

SPEAKER_03 20:27

We'll do an episode on that.

SPEAKER_02 20:29

Yeah, yeah, we should. Yeah, we will get there. Um but I spent a day with a lady who um really needed to understand. She just kept pivoting, she kept going off on one. It was just, you know, her business was successful, but she wasn't happy in it. It was just something wasn't clicking. And I created this model, so I literally sat for weeks and weeks and weeks and designed this model to take people on this trauma-informed journey around their business. And I sold it to this woman, and it was to spend a day with me, and it was£250. And I thought, you know,£200. I know, yeah. I thought, you know, in my head, it was like, what if I sold five of those a week? That's a thousand pounds a week, that's four grand a month. That's quite nice, but that's never where I wanted to be, ever. Um, but I sold it for 250 quid. And then at the end of the day, this person's business literally transformed before my eyes. Literally transformed. I watched light bulb after light bulb after light bulb moment, and by the end of it, we were both in floods of tears. It was so powerful. And she turned round to me at the end and she said, I've only done this day with you because I know you and I know what you're about. And she said, if you had come to me and sold this for 250 quid a day, I'd have said no, because it was far too cheap. And she said, Part of the reason I wanted to do this today was to give you the opportunity to see what you're worth. And she Said you have literally just flipped my business and my attitude towards my business on my head. And she said, on his head. So I said, Well, what would you have paid? And she went, You need to go out and sell this program for two and a half grand a day. And I nearly fell off the chair. Yeah. And she said, I am telling you now, you are undervaluing it. You have changed my life in a day. You've changed my life. And do you know what? The next day I went and advertised it for two and a half grand, absolutely cacking it. Okay. I was thought nobody in the world is gonna pay this. I had somebody sign up within the first hour on a two and a half thousand pound program that I had sold for£250. Because at that point I'd watched it transform in front of my eyes. I'd seen the value. I saw what it did to that woman. Yeah, yeah. And she's actually become one of my closest friends and advocates. And she advocates everything that I do. She's amazing. But you know, if it wasn't for her turning around, she did it as a test to me. It turned her business on its head, but she didn't tell me she was doing it as a test for me because she needed to show me that I was underselling myself.

SPEAKER_03 23:05

Yeah. And I've I've done the same as the fact that somebody asked me, Oh, can I have an hour of your time or something like that? And I'm like, Yeah, okay, this is my price for a power hour or something like that. Um, and they've they've gone away and they've they've had it, and it's it's been, you know, I've watched the light bulbs in just an hour of what I'm saying and going, have you thought about this? Have you thought about doing, you know, where where's this in your social media marketing? Where's that in your social media marketing? And you do, you just watch those light bulbs, and then you get to the end of it and go, if I'd had all those light bulbs, would I have paid the price that I charge them? No, I'd have paid a hell of a lot more to have those moments, to have that that fundamental shift in your mindset or whatever it is, whether it's you know a business coach like yourself or social media marketing or or anything in your business, to have those mindset shifts. What are they worth to that business? Um, and start looking at it like that.

SPEAKER_02 24:03

But you can't, I will say, you cannot do it. You can't suddenly go out and up your prices without understanding why, which is why that work is so important. We both advocate for doing that work beneath the business, understanding who you are, who your business is, what it means to everybody, those features versus benefits. Because if I'd gone out and tried to sell a two and a half grand program by saying, Well, you'll get six hours with me, we'll have lunch in the middle of it, we're gonna go through this process step by step. It's the day. Absolutely, absolutely, you will switch off. But I went out and I told them what they were gonna get out of it, how it was gonna change their life because I understood it, you know, because I'd done it, I'd seen it, I understood it, and I did that deep work on myself and my business. So don't listen to anybody. I think the message for me is don't listen to anybody that says go out and charge your worst because you don't know what your worth is yet. So do that work first, figure out what you're worth to other people, why you're valuable, and then go out and charge the price that feels comfortable for you and that you understand is sustainable for your business. It's gonna make you some serious money, but on the flip side of it, it's heart-centered. You understand what you're going to do for other people and how you're gonna impact people's lives. That's the important bit.

SPEAKER_03 25:20

Yeah. And I've I've seen it with one of my clients as well. You know, you're saying that about understanding it. It's you know, they've been in business for for 20 years, I think they've been in business. Um, but over the last couple of years, since I've been working with them, like they can't go into a room in in Lincolnshire without being noticed, without being known. Like that, that in itself is you know, it's taking them 20 years to get to that point. Yeah. Um, and it's just, yeah, that there's certain things that money can't buy. Um, and that kind of, well, I say money can't buy, that brand reputation you can buy, but yeah, you have to be right with it. You have to absolutely.

SPEAKER_02 25:59

And I think it's really important to, you know, acknowledge what I was told in that mastermind group that you cannot help anybody if you go under. You can't. So charging small amounts of money is not sustainable long term. It's not, especially for a service-based business, you can't service people at a low rate long term. It's gonna lead to burnout, it's gonna lead to financial crisis, it's going to, you know, do all the negative things that you're gonna end up hating your business. You have to start thinking. No, I've lost my train of thought. It was really good as well.

SPEAKER_03 26:36

It was. I literally watched it shoot sideways out of your head. I've that was signed off so well.

SPEAKER_02 26:46

Yeah, no, it's gone. He might come back to me in a minute.

SPEAKER_03 26:50

But yeah, it um there is there is a psychology behind pricing and understanding, you know. I know what you're come on, go on, go for it.

SPEAKER_02 27:00

No, it's gone again. Oh my god. No, it's gone. I'll interrupt you again in a second. Carry on. Psychology of pricing. Um I know, no, I've got it, I've got it. Sorry, I've got it. Somebody so obviously the lesson for me was that mastermind room where they told us it wasn't sustainable and we didn't listen and it was wrong. But the bottom line is if somebody says to you, like your experience of your prices are astronomical or you're too expensive, I can't afford that, there's too much money. They are not your audience. Yes. And it's as cut and dry as that. If you need to charge a certain amount of money and somebody's saying they can't afford it, they're just not ready for you yet. They're not your target. You don't have to lower your prices for them. They need to get to a level where they come up to your level. That's where you are, that's where you're sat. So your target audience is not the person who's telling you they can't afford you. If you're getting consistent people saying your prices are too expensive, then you need to shift your audience completely. You need to have a good long look at yourself and say, This is not serving me. Who is?

unknown 28:10

Yeah.

SPEAKER_03 28:11

And I think I'm I'm gonna bring that back to um. So I went to I've I've seen Ricky Locke is a fantastic speaker, he's also a magician. Um, I've seen him speak at a number of events. And one of the things that he says is when somebody says no, that is your opportunity to say next. It's it's not, you know, don't chase the nose. Because if somebody said no, you just go, okay, next. And you move on to the next person who is actually going to buy from you, who is going to be your target market, you know. So, yes, people are gonna say no to you, um, but that's okay because, like you say, they're not who you want to work with. You know, I don't want to work with somebody who doesn't want to work with me. I want to work with somebody who does want to work with me because that's gonna be a far better relationship, yeah.

SPEAKER_02 28:55

And appreciate your value.

SPEAKER_03 28:56

Yes. And I think when you when you're talking about prices, yeah, the value has to be there. You know, you can't just you can't just pull a number out of the air to go, okay, well, I'm I'm gonna charge this. Yeah, but what what is that? What are they actually gonna get from that and really drill down into you know, if if your if your prices are too high for your target market, maybe you don't need to to lower the price. Maybe actually you need to add more value into it. People say, Okay, so what do I get for that? That's that's often the question of like they go, okay, so your service, what what's the price? Okay, you give them the price, and then the next question is always what do I get for that? What do I get for that? Um, and it's important that if somebody asks you that to answer it that way, give them the price and then flood them with the value, you know, yeah, almost overwhelm them with that. Well, actually, you're gonna get this life-changing opportunity to to do X, Y, and Z. And you can see this in big marketing companies. This is how they do it. They go, Okay, for you know, whatever it is, and we say we're we're we're selling a holiday for like£3,999. But for that, you get, and you you see that phrase of, but for that, you get this and this and this and this and this, until you're almost like that.

SPEAKER_02 30:14

Actually, I'm gonna put a caveat in there, take the butt word out, and for that you get, not but for that. Yes, because you're already saying, if you say, and we do that, we make the mistake of doing it, we're already saying it's not worth it because we put butt but in there. We don't believe we're worth that.

SPEAKER_03 30:29

So it's this is the price, and for that you get, yeah, but they they they overload you with that value of you're gonna get this and that, this, that, and the other. And holidays is a great one, one to talk about features and benefits, and we we love birth for that because holiday companies don't sell you the fact that you're gonna go on a Boeing 747, they don't tell you that.

SPEAKER_02 30:49

And I know this because I was a travel agent for years, and I was a bloody good seller as a travel agent because I sold the experience every time. I never said this hotel has so many rooms, it's got so many swimming pools, it's got a kids' club, it's got the rest of it. I sold them the family dream every time, every time. How they were gonna feel, how the food was gonna kind of get their taste buds flowing, how they could just relax by the pool, how people would, you know, they've got a swim-up pool. You could just go and sit in the water and drink those cocktails, and it was always the experience. Ah, sorry.

SPEAKER_03 31:26

Apologize for it. Well then, go on.

SPEAKER_02 31:29

But do you know what's sorry? Yeah, oh no. Oh wow, an apology trade there. Look the funny thing is, as I was doing that, as I was saying that, I was all I was pitchering myself at Sandals, Jamaica, where I'd been in the swim up pool, the swim up bar. But you know, I could always switch cell people. Uh my ability to sell cruising was incredible. Everybody was envious of the fact I could sell cruising to anybody, and I would gather I used to see it as a personal challenge. And this is such a good example. I'd have people come in, whether it was couples or families. Now I loved cruising, I was really passionate about it. And I'd have people come in, no, I'd never got a cruise ever, that it's boring, it's not safe for the children, it's old people. And every single time somebody told me the reasons for not going on a cruise, every single time without fail, they walked out with a cruise holiday. Every time. Because I sold them the and I wasn't misselling, by the way, they got that experience. They all came back and booked another one because they got the experience I sold them. You always sell it on experience. You, for example, you wouldn't go out and say, Well, it's like this price, and you get four social media posts a week, and I'll go into your group and I'll interact. It's all transactional. People don't want to know that. They want to know the impact you are going to have on their business. Actually, what I'm gonna do is I'm gonna make your brand stand out. I am going to put you in front of your audience. I'm gonna make you seen by the right people. That is what they want to know, not how many posts you're going out with a week. And that's why people's prices are cheap because they don't know how to sell the benefits instead of the features.

SPEAKER_03 33:10

Yeah. I'll I'll I've I almost want to set you a challenge with the fact that if you can ever get Rob to go on a cruise, I'll give me five minutes with him.

SPEAKER_02 33:16

I'll get him on a cruise. It'll be booked.

SPEAKER_03 33:18

That man joined the Air Force to fly 30,000 feet above the water, not to bob along on top of it. He gets horrific.

SPEAKER_02 33:24

Right, firstly, you never bob on a cruise, ever. They're not boats, they're ships.

SPEAKER_03 33:32

Yeah, I know. But like this is not gonna be like a challenge.

SPEAKER_02 33:39

I've never ever failed. Even my best friend's husband, right? He has been adamant. Our entire friendship will never go on a cruise, ever. He is now, you know. I got his wife on a cruise last year. That was the first because she said she'd never go on one, so she came on one with me, and now it's like it's sold completely. Honestly, cruise. Well, we're going completely off topic, but I can sell the cruise to Rob. But I'll sell the experience and I will tell him that he will not feel that water because he's on a ship, not a boat.

SPEAKER_03 34:12

I was gonna say, I'm just gonna explain the fact that the the slight pause that you gave in that speech was because you were nodding vigorously at me. I was like, they can't hear you, they can't see you, right? So you need to you need to get excited then. Um but yeah, I think that there's probably gonna be another podcast episode is like how to sell your how to sell um your your business. Um we have touched on it in this one, but um yeah, we we'll get it ago off topic.

SPEAKER_02 34:41

Yeah, absolutely. If we're gonna probably leave it there in fairness because we are going off on one now. See, you did drag me though from low energy to excited puppy again. I know. Mainly because we started talking about cruising, but you know, and swim at bars, balls.

SPEAKER_03 35:02

Um, but yeah, I think it's it's what we're trying to say is it it's so important to understand your worth and the value of what you're giving because you're not giving, you know, that helps you with that pricing thing. And yeah, you can look at your competitors and have a look at what they're pricing, you know, particularly when you're first starting out. But always that is that right for you? Is that right for your market? Yeah, is that is that worth your your time, your effort, your your money to put out at a price that that's because we all do it, we all put price too low when we first begin because we're like, oh, I'm I'm just starting out in business. I can't, I'm not worth that. I'm not sure.

SPEAKER_02 35:44

It comes down to fear. It is fear.

SPEAKER_03 35:47

You are but you are worth it. You're a business owner, like own it, be be 100% unapologetic. I'm a business owner, and this is my worth, this is my value. This is you know, this is my business. Yeah, you know, I am business owner, hear me roar.

SPEAKER_02 36:03

Absolutely. That used to be one of our theme tunes, didn't it? Raw. Um, I think to be fair, my Wednesday wild words of wisdom. Whoa! I've been practicing, um, would be it's never about the price, it's always about the value, but you have to understand the value yourself. You have to really deeply feel that to be able to comfortably go out and sell it. So if you are literally in a position right now where you're terrified of your prices, you want to put them up, but you're not sure how, or you know you're pricing too low, or your business isn't sustainable, then go and do some deep work and understand the value. What what difference, what impact are you making to somebody else? That's when your your prices become a confident topic for you.

SPEAKER_03 36:54

Yeah, I I don't think I'm gonna be able to top that one. Oh yeah, yeah, beat you this week, it's usually you. I mean, the only thing I would possibly add to that is you know, nobody else, don't let other people say that you're too expensive to have any impact on you.

SPEAKER_02 37:12

You're just not for them. Not for them. That's it.

SPEAKER_03 37:18

Should we leave it there? I think I think we have discovered that that topic and you know enjoyed the the range of energy that you have brought to this episode.

SPEAKER_02 37:30

Wild range of energy. Yeah.

SPEAKER_03 37:34

Right then. Thanks very much. Yeah. Thanks for for listening, folks, and we will see you next time. See you next time. Thanks for spending this time with us on Wildly Intentional.

SPEAKER_02 37:46

If this episode sparks something for you, take it with you and act on it. Don't forget to subscribe, share, and come and say hello online. And remember, bold talk leads to big breakthroughs and no apologies.