This is a message that arrived — more accurately, was shoved in my face — no less than three times from three distinct sources over a 24-hour period.
It was shortly after my decision to return to Spiritual Ass Kicking (a combination of spiritual healing and executive coaching, in case you’re new to me and/or this blog), during a time when I was discerning the most optimal pricing for private coaching.
The message was pretty clear — have the stones to charge what you are worth.
Regardless of what your product or service is, this is sound advice.
If you charge more than you’re worth, you will not fill your practice. If you don’t believe you’re worth it, nobody else will either, and people will not say yes.
If you charge less than you’re worth, then you attract people you really don’t want to work with. “Bottom suckers” was the term one of my colleagues used. People that want you to deliver the world for a nickel, and probably won’t take any of your coaching seriously anyway. People that take and take and take, and don’t value or honor the idea of exchanging energy for energy. There are really only two reasons people charge less than they’re worth: either they don’t know the scope of the value they provide, or they think everyone is broke and can’t afford to pay what they’re worth. Therefore, here’s who they’ll attract: people who don’t realize they’re getting great value for their work, and therefore want to squeeze more and more out of the relationship, instead of viewing it as a fair exchange (or, more accurately, an exchange that’s slanted in their own favor), or people who are so broke they can’t even find a way to afford your deeply discounted prices, and try to sweet talk you into coaching them for free or discounting your services even further.
But the real question is, how can you know what you’re worth? Great question. Let me check in on that and provide an update tomorrow.