If you raise an invoice for a client and then apologise for the amount, this creates uncertainty and can even damage your business.

To avoid this, we need to shift our perspective and approach pricing with confidence. We do this by understanding our own stories about money, remembering the subjectivity of it, and creating a sense of certainty around what we’re delivering.

The more we apologise for our prices, the more we project our own stories about value and create unnecessary doubt and discomfort. This can lead to misunderstandings, strained relationships with clients, and missed opportunities.

But by proactively communicating and setting clear expectations from the beginning, we can build stronger relationships with our clients and feel more empowered in our pricing discussions.