Why You Should STOP Charging “What You Are Worth”

By Ling Wong

Many people talk about “charging what you are worth” to the point where it has become cliché.

We have also been told to raise our fees and sell premium packages so we can earn more and work less.

All sound good on paper, until the rubber meets the road and you actually have to sell that premium package to a client.

I have seen so many people who have gone through extensive training to design a “premium package”, only to find it collecting dust on their website.

The sales pages and packages look good with all the fixings — but the mindset behind selling premium is dramatically missing.

The catchphrase “charge what you are worth” may be doing more harm that good in this situation.

Here is the thing. The amount of money people pay you has NOTHING to do with your self-worth.

In fact, if you tie how much your clients are paying you to the concept of “what you are worth”, you are releasing control of your self-worth into the hands of others (who may or may not pay you due to factors you cannot control, including their own dysfunction).

I don’t think that’s a good idea, do you?

If you tie your self-worth to your pricing, any kind of rejection can dampen your self-confidence and increase your self-doubt — which of course does not support you commanding premium pricing.

Instead, charge what your products and services are worth to your clients. Don’t think about how many sessions (or number of hours) are included in your package.

Instead, charge what your products and services are worth to your clients.

Think about the value your clients are getting. Creating and delivering value is the key to getting out of the hour-for-dollar model.

If you can separate your self-worth from the value you deliver through your services, then the question “how can my time be worth that much” will not even enter the equation.

If your clients get more out of your service than what they pay you, then offering them your package is doing them a service.

The key is to communicate effectively so they understand the value of what you are offering, and the impact it has on their lives.

Most people, when selling high-end packages — get tripped up when they state their fees. They get nervous, because they don’t feel totally aligned and confident about their pricing.

They have not completely stepped into the identity of WHO they want to be for their clients. They have not identified the ONE thing that they want to be known for.

They have not fully claimed their unique Superpowers to set them apart from their “competition.”

Claiming your Superpower is very critical in becoming confident when stating your fees. When you set yourself apart, you become one of a kind — if the supply is low, and you create high demand by communicating the value you deliver — your can command a premium price without affecting sales.

If you cannot be confident when stating your price, how can your potential clients be convinced that they are getting more value than they are paying for?

The key is to communicate effectively so they understand the value of what you are offering, and the impact it has on their lives.

Your turn — this exercise can help you see the value you deliver to your clients:

Write down how your work impacts your clients in the areas of health, career, finance, relationship and personal growth. Then put a monetary value (wherever possible — you may have to be creative) against each item. Now, add it all up and see for yourself how much value you deliver.

Can you charge more? I bet the answer is a big fat Yes. Leave comment and share your thoughts!

More from Ling…

Ling shows you how one’s money mindset can empower (or dis-empower) you in her class offered on Showcasing Women’s sister site LearnSavvy. Find her class Upgrade Your Money Mindset here.

Ling Wong is an Intuitive Brainiac. She helps her clients translate their vision, purpose and superpowers into practical strategies, compelling offerings and effective communication that sell, through her intuitive yet rigorous iterative process born out of her Harvard Design School training and 10 years of experience in the online marketing industry.

Find Ling and download her free “Monetize Your Truth” Mindset + Marketing training bundle here.

Originally published at www.showcasingwomen.com on July 9, 2015.