Why Good People Feel Guilty Charging Money

I've always struggled with something, and maybe you have too.

Asking for the sale. Asking for their business. More importantly, telling them how much it's going to cost.

The people who struggle with this the most are people like you and me. So-called Nice Guys and Gals.

We don't like to pressure anyone. We don't like to look pushy. If we're honest, we probably wouldn't charge them anything if we had the choice.

But we know better.

We have to charge something or we wouldn't exist.

So what do we do?

Many times, we avoid the entire sales conversation because we know eventually we'll have to say the price out loud.

Can you imagine that?

Running a business... and avoiding the opportunity to do business.

Maybe we think we can just spend more money on social media ads. Or buy a list of email addresses and send our digital brochure. Maybe they'll call us?

Did the phone ring yet?

Probably not.

The truth is, we must get better at selling. More specifically, we must get braver at telling them the price and asking for their business.

Where Did This Fear Come From?

Now let's ask the real question.

Yes, call it what it is. Fear.

If someone makes a lot of money, they must be unethical. If someone charges premium prices, they must be taking advantage. If someone talks about financial goals or dreams, they must care more about money than people.

And if you're a "Nice Guy" or a "good person," you're not supposed to do any of that.

You're supposed to be humble. Low maintenance. Grateful for whatever comes.

Here's the Truth

Undercharging doesn't make you virtuous. It makes your business fragile.

Discounting too quickly doesn't make you generous. It usually means you're uncomfortable.

Avoiding the money conversation doesn't make you noble. It keeps you small.

And we cannot serve as many people (or reach our own dreams) if we stay that way.

The People Who Need You Haven't Heard From You

Let me ask you...

If you truly believe your work helps people... If it solves real problems or provides new opportunities... If it saves them time, money, stress, or regret...

Isn't that a good thing?

Why is it okay for everyone else to earn? Why is it okay for others, who may not even deliver what you can, to charge so much?

Because the people who need to hear from you haven't heard from you yet.

Let that sit.

The people who need your product and could benefit the most have not heard from you.

Why?

Because you are uncomfortable. Maybe afraid. To have that conversation.

Remember This

The value you bring is worth something. Maybe an amazing amount of something.

They will not only appreciate you helping them, they will gladly pay for it.

That's how much you can change someone's life.

Serve them.

But to serve them, you must get in front of them. And you must offer them the opportunity to work with you.

Do not keep them from improving just because you are uncomfortable.

Step out there.

Help the people who need you.

This article first appeared in my LinkedIn newsletter, Approachable Entrepreneurship.

Still feel awkward saying the price out loud?

That's exactly why I built a simple, non-salesy process for it. You don't have to become someone you're not. You just have to learn how to do it in a way that fits who you already are. How to Sell When You Hate to Sell walks you through it. (And yes, I realize I'm now asking you to buy something. Consider this me practicing what I preach.)

Get the Book →

Keep reading: The Silence That Sells, including what to do right after you state your price.