4 Mindset Traps That Keep You Undervalued (And What They Really Mean)

"It's time for me to get paid."

When service professionals say this, it's dangerous. 

I get it: you want to stop being everyone’s “go-to” pro bono project.

When you whisper these statements to yourself, however, they become mindset traps. These statements can negatively impact your relationships with clients. They turn your focus inward, to your needs and frustrations, when what the client wants to buy is entirely different.

Clients care about outcomes and transformation for them. They aren't concerned about your mental baggage around fees.

Here are some of the mental statements you need to avoid letting your mind wallow in:

"I've put so much time into this."

What this mindset really means: "I want you to pay for my inefficiency.” Clients aren’t paying for your time. They’re paying for relief, clarity, and a better direction. The time you spent is invisible unless it directly benefits them.

"I have bills to pay."

What this mindset really means: “Your payment is solving my cash flow problem.” Harsh but true: clients are not interested in your personal finances. They are interested in whether your solution is worth more to them than their money.

"I deserve to be paid for my expertise."

What this mindset really means: “I’m more worried about ‘fairness’ to me than results for clients.” Deserving payment statements are about your internal sense of worth. Clients measure the value they perceive they are receiving.

"I'm undercharging compared to others."

What this mindset really means: “I should be paid more because I’ve realized how cheap I am.” You might be selling yourself at a discount to others, but pricing isn’t about parity with peers. It’s about where clients see value.

The solution?

Stop asking, "How do I get paid?" Instead, ask yourself, "How can I deliver undeniable value?"

When you shift from self-focus to client value, ironically, you'll find clients see more value in you than ever before.

________________________________

Are you frustrated by your pricing? Need help articulating your value? Do you need a better way to identify and close your best-fit clients? Do you want to restore the joy you used to have for your business? I may be able to help you.

I’m John Ray, a business consultant and coach, author, and podcaster. I advise solopreneurs and small professional services firms on their two most frustrating problems: pricing and business development. I’m passionate about how changes in mindset, positioning, and pricing change the trajectory of a business and the lifestyle choices of its owners. My clients are professionals who are selling their expertise, such as consultants, coaches, attorneys, CPAs, accountants and bookkeepers, marketing professionals, and other professional services practitioners. Click here to learn more or contact me directly.

I’m the author of the national bestseller, The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices. The book covers topics like value and adopting a mindset of value, pricing your services more effectively, proposals, and essential elements of growing your business. The book is available at all major physical and online book retailers.