How To Protect And Increase What You Earn.

To price well, feel good and earn more, know and practise these 10 things

(And, yes, now is a good time).

 1. Time ≠ money

You read it right. Time does not equal money.

You’re better than that. You design. You think. You’re creative. You solve problems. You make things better. If they want to buy time, send them a watch. Selling them time is a lie. Your clients are buying only one of two things: good feelings and solutions (so says Michael LeBoeuf, and I agree) - in return, they give you money. Charge appropriately.  

 2. You are worth more than you think

Doubt. You know the one. We may not see it clearly. She may not shout loud, but she’s there or thereabouts, niggling, chipping away. “That’s too much. I better knock a little off”. That’s pricing by doubt. Focus more on the good feelings and solutions your clients are really buying and marinade in the goodness of your work. And put your prices up. You’re worth more than you think.

 3. Say no more than you say yes

Saying yes to everything is a bad idea. Saying yes to everything is tiring. Saying yes to everything is compromising. Saying yes to everything makes you better at nothing. 

Remember those good feelings and solutions? You’ll provide better solutions the more expert you are, the better you are at your craft. And it feels good to work with people committed to getting better at their craft. We value it more. Oh, and if we value it more…. 

 4. Expensive is cheap (or subjective)

As the imperious Zig Ziglar once said “are you interested in price or cost”? 

Price we pay once, cost we pay over and over; for lesser products and services. 

Be high quality. Justify a high price. And be judged on your ability to delivery those good feelings and solutions. 

 5. Profit is not a dirty word

Profit is the oil on which our organisations and life wheels spin. Go back 2,500 years (or thereabouts) and you’ll find the Buddha. He taught about money and prosperity and the importance of generating a profit; more profit = more to invest in your mission, in your purpose.

Fail to generate adequate profit and compromise your work and life.

Don’t believe me. Believe the Buddha.

 6. Price slowly

The more time you spend learning, understanding, discussing before you offer a price, the higher it will be… When a client asks, on the first call, can I have a ballpark, either offer a very broad range (including a price much higher than you’d ever charge…) or politely push back. “It depends on what you’re trying to achieve”. Maybe start there. 

 7. Selling time is a lie

It’s so important I said it twice. See #1. 

 8. An afternoon nap is not a luxury

Sure, more money for money sake is pointless and an empty endeavour. 

But more money, in itself, is not bad. Intention and motivation are the important bits. 

More money buys a host of good times. These might be an afternoon nap for you today, tomorrow and any other day. And more naps = more health and more health = more energy and more energy = more opportunity to do the work important to you. 

More money might buy more money for your team. More money might buy more of what you do for more people. More money might buy more care for your family. Money buys myriad benefits. 

What would more money buy you? 

 9. Free is a strategy, not a business

Some clients or customers can’t afford to pay (as much as others), no problem. 

Some clients take a while to trust, no problem. 

Some products or services might help people feel comfortable working with you. 

In each case, free might be helpful. 

But there it ends. As ‘lyrical gangsta’ Mike Troiano so eloquently said, nothing happens in business until someone buys something from someone.

10. Know when to walk away 

Walk away from clients who don’t value you. 

Walk away from prospective clients who aren’t willing to meet you at your worth. 

And walk away from clients you’ve had too long. 

Endings are important.