How many financially struggling yoginis, massage therapists, and energy healers will come up with the two, three, or even ten grand needed for another training, certification, or retreat? Plenty.
How many BhaktiFest or Burning Man attendees will move mountains to purchase their annual tickets, but otherwise can’t rub two dimes together when it comes to actually creating financial stability for their lives? And how many otherwise financially struggling people still buy those four dollar lattes a few times a week, go out to restaurants, or have after work drinks at the local pub?
“Expensive” is not about the price point, but about perceived value. I believe this is a major reason why many heart-centered business owners, service providers, and artists are deeply uncomfortable about charging based on the value of our services and products.
I used to live in a small, seasonal tourist town. Most of the folks who live there full time are in one kind of service industry or another. They ride a roller coaster with their incomes from boom-to-bust, twice annually. They undercharge during low seasons and undercharge locals throughout the year. Why? Because, as one massage therapist acquaintance once pronounced, garnering nods from the group of local healers she was speaking to, “nobody has any money in this town.”
But in a community loaded with multi-million-dollar second and third homes, a luxury ski resort and millions spent by tourists annually, this mantra is little more than a myth — albeit a potent one. Why do I say this with such confidence? Because many of the supposedly ‘broke locals’ spend their low seasons doing things like going on month-long vacations to exotic lands, bellying up at the bar regularly, or drinking four-dollar lattes most mornings.
Broke? I don’t think so.
Free Your Mind… The Rest Will Follow
“Expensive” is a perception. This is why it’s so important to fully understand the value you provide with your services or products – so you can share this knowledge with your clients and customers!
Let’s face it, it’s painful to hear someone imply that our hard-earned mastery isn’t valuable … isn’t “worth it.” Ouch! So we must remember that “too expensive” is someone else’s perception of our service or product — not our own intrinsic worth as a human or a professional.
When you free yourself from the perception that your offerings are “expensive” you create the perfect conditions to share your gifts with those who truly need, appreciate, and are willing to pay for them.
Do you know a great way to move past the “it’s so expensive” block with potential clients? Share your pro tips in the comments below!