How to Charge What You’re Worth with Sensitivity in 6 Steps.

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Have you been or were you sucked into COVID doom, gloom, and despair? Experiencing high levels of fear and uncertainty? Wondering when and how this is all going to end?

When people are scared, they lose confidence and then stop charging what they are worth. They will probably more easily get sucked into the client’s emotions and this not only drains their energy, it also means that they are unable to take responsibility for their own thoughts and therefore their actions.

And so it becomes a vicious circle, resulting in being constantly overworked, underpaid, and dangerously stressed.  If this is you, you’re not alone.

We have been and continue to live through extraordinary times …

While it is true that you have absolutely no control over what happens outside of you, inside, however, is a different kettle of fish.

Whatever emotions you feel will be heightened by all the uncertainty, so it is even more critical than ever to understand that real freedom is not life returning to ‘normal’, though that would be fantastic, it is no longer being a victim to the swirling, never-ending chatter of fear and self-criticism called “the monkey mind.”

Now more than ever, it is vital that you learn to take charge of your mind, so you can get paid what you are worth and do this in a sensitive and compassionate manner.

Vanessa Ugatti, The True Worth Expert

This will not only mean that your business is more stable but also that you will feel more balanced, enabling you to manage uncertainty more effectively.

Your clients will appreciate you too, as you will be more capable of acting as a calming influence on them as well. By now, all being well, you are wondering how to do this.  So let me share these 6 steps that will assist you in accomplishing this:

Step 1.

Time and time again, I meet professionals who are really uncomfortable with the whole charging process, often because they are looking at it in the wrong way.  If you’re just thinking about the price, you will probably be worried about telling clients your fees, which makes perfect sense. 

In addition, your energy will be drained which makes it very difficult to serve your clients to the best of your ability.  Your full attention must be on helping your clients and you can only truly do this if you are not worried about talking about your charges.

Focusing on the value you are creating for the client and the results you can get for them, rather than the price will open up a whole new vista for you. This alone will start the process of you becoming more confident in your charging. 

After all, your clients come to you as the expert.  They deserve you to be a confident, strong leader, who is able to put them at ease and resolve their problems.  They need this now, more than ever before.

Perhaps you had never thought about it that way before.  However, if you think about this now, how does that change the way you feel?  I recommend that you pause here, jot down your thoughts, and then take some time to ponder on them.

Step 2.

Make sure you communicate really clearly with the client from the very outset about what you will be doing for them and what the likely costs will be.  Keep them informed throughout the project of any changes to costs, so they are not surprised at the very end and then naturally want to quibble about paying you fully.

This is not rocket science; yet many business owners do not do this because they do not feel comfortable having these conversations and so avoid them, sometimes altogether. Although this may seem like the easier option, it does not actually really work for anyone in the long run. 

My recommendation is therefore do not shy away from communicating really clearly with clients in an empathic manner. 

Get comfortable being uncomfortable and with practice, it will get easier.  Always keep at the front of your mind that you are serving your client by doing this and at the same time you are also serving the business.  It is a win/win.

Step 3.

Be willing to discuss payment plans, to help make it easier for them to pay. This way you are showing that you understand that things are not easy.

There is a caveat though and that is: providing you are not endangering the business.  There has been a lot of talk about the importance of cash flow and it goes without saying that doing the work and not getting paid is really not an option. 

So while you want to endeavour to meet the client’s needs as sensitively and as painlessly as possible, this must not be at the expense of the business.

Step 4.

Think about the following two questions every time you discuss a new project:

  • What will solving the problem be worth to your client?
  • What will it cost them if they do not solve it?

Help the client focus on the result they will get when you have solved their problem and how good that will feel for them.  This way they will feel that you really care and understand them.

Step 5.

Tune into those chattering thoughts in the background and discover whether they tend to be positive or negative, particularly around the thorny issue of charging.

Step 6.

If positive, all well and good.  If negative, realise that it is the chuntering monkey mind that is mischievous and likes to cause mayhem.  It is probably saying things like:

“Oh that’s a lot to charge.”  “The client won’t want to pay that.” or other similar obstructive statements.

Simply press an imaginary delete button and replace them with a positive thought for example:

I am a brilliant (fill in the gap) and create amazing results for my clients.  They are SO lucky to have me.

Or something to that effect. 

When you say that to yourself with passion, notice how that changes the way you feel. Now it is your choice.  You can stay listening to the monkey mind, or you can consciously choose some different, more empowering thoughts.

What will you do?

Watch the replay of her Business Breakfast TV talk here.

About the author

Vanessa Ugatti is the the author of Amazon Best Seller, ‘True Worth’ helps service-based businesses to take charge and get paid their true worth, while creating a healthier work-life balance.