Your pricing problem is probably a self-concept problem - Businessday NG

Every founder thinks they have a pricing problem, most have a self-concept problem.

Spend enough time around entrepreneurs, consultants, and agency owners in Nigeria and you will hear the same complaint: clients do not want to pay, but that is only part of the story.

The more interesting question is why so many founders reduce their prices before a client has even objected, why do they hesitate before naming their fee? Why do they apologise for their rates? Why do they immediately begin explaining, defending, and discounting?

The answer is rarely strategy.It is identity.

Pricing is one of the clearest reflections of how a founder sees themselves. Before the market places a value on your work, you have already placed a value on it yourself. The founder who believes they are an expert presents their fee differently from the founder who secretly believes they are lucky to be in the room.