You’re Not Charging Too Much... You’re Just Hanging Around People Who Can’t Afford You.

A consultant, coach, or service provider who knows less than you, has less experience than you, and delivers worse results than you... yet charges more and gets paid without pushback.

Every day, you see it.

A consultant, coach, or service provider who knows less than you, has less experience than you, and delivers worse results than you... yet charges more and gets paid without pushback.

Meanwhile, you’re stuck in endless negotiations, hearing the dreaded words:
“That’s too expensive.”
“I need to think about it.”
“Can you do a discount?”

It’s frustrating. Even insulting. But there’s a reason it keeps happening.

And it has nothing to do with the quality of your work.

The Brutal Truth About Pricing (That No One Wants to Admit)

People don’t buy based on what something costs - they buy based on what it’s worth to them.

That’s why:

→ The same person who says “£5K is too much” for coaching will spend £5K on a holiday without blinking.

→ The same business that “can’t afford” your service will drop £10K on a consultant they trust.

The price isn’t the problem - the perceived value is.

And that’s why some people command premium prices effortlessly while others struggle to get paid what they’re worth.

The Three Positioning Levers That Make Clients Say “Yes” (Without Hesitation)

If your audience constantly pushes back on price, the issue isn’t the price - it’s how you position yourself.

The people charging more than you aren’t better - they’ve just mastered these three levers:

1. WHO You Attract

Not everyone is a buyer.

There are two types of prospects:
❌ The DIYers - They consume free content, try to figure things out on their own, and only pay when they’re desperate.
✅ The BUYers - They value their time more than money and want an expert to solve the problem for them.

If you’re attracting people who:

• Say “I need to think about it” but never do.

• Love your content but never buy.

• Want premium service but expect discount pricing...

Then you’re speaking to the wrong people.

Start showing up where serious buyers are.

2. WHAT You Sell

Are you selling your time or a transformation?

High-value clients don’t buy hours - they buy outcomes.

Think about it:

• Nobody wants coaching - they want the results coaching gives them.

• Nobody wants a marketing consultant - they want more sales.

• Nobody wants a fitness trainer - they want to feel confident.

When you frame your offer as an investment in their success, not a cost of your time, pricing resistance disappears.

3. WHY They Buy

Clients don’t buy what you do - they buy what it does for them.

That’s why:

• A financial consultant who helps people “reduce tax liability” gets ignored.

• A financial consultant who helps people “keep £50K+ in profit every year” gets booked out.

Make it real.
Paint the picture.
Make them feel the cost of inaction.

If your content and sales conversations don’t make them see their problem and feel urgency, they’ll keep delaying the decision.

Your Positioning Determines Your Revenue

Most business owners think they need more leads.

They don’t.

What they actually need is better positioning - because with the right positioning:

✅ You don’t need more leads - just better ones.
✅ You don’t need to justify pricing - just show up where buyers are.
✅ High-paying clients will buy from you - when you show them why.

So, How Do You Fix It?

You stop:

❌ Marketing to the wrong audience.
❌ Selling “features” instead of results.
❌ Hoping people will just see your value.

And you start:

✅ Positioning yourself as the obvious choice.
✅ Speaking directly to decision-makers.
✅ Making the cost of inaction greater than the cost of hiring you.

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