Welcome to this episode of The Business Advisor Podcast and in this episode, I’m tackling a subject that makes even the most confident advisors crumble: pricing. I know that feeling—the sweaty palms and tight throat when you have to state your fee, terrified of hearing a "no." I see so many people undercharging or stuffing their offers with extras, confusing being affordable with making an impact.

In this episode, I'll show you that pricing confidence isn't about tricks; it's about remembering the tangible results you deliver. I’ll break down the four biggest pricing mistakes I see advisors make, from pricing like a mechanic to getting trapped in the exhausting Ascension model. We'll explore how to shift your focus from hours to outcomes and anchor your price to the transformation your clients truly desire, so you can finally charge what you're worth with confidence.

Key Takeaways

1. Your clients don't obsess over your price as much as you do.

   "Your clients don't think about your price half as much as you do." - Amanda C. Watts

2. Focus on selling outcomes, not a list of deliverables.

   "Clients don't want weight, they want clarity, they want outcomes." - Amanda C. Watts

3. Don't judge a client's ability or willingness to invest in a solution.

   "Never assume what someone will or won't pay or can or can't pay." - Amanda C. Watts

4. Higher prices lead to more committed and effective clients.

   "The more people pay, the more they pay attention." - Amanda C. Watts

5. True confidence comes from focusing on the value you create.

   "The wobble that you feel when you say your price disappears the moment you focus on the results you deliver." - Amanda C. Watts

Want more freedom and higher profits in your firm?

Download the free Value Pricing Toolkit here: https://info.businessadvisoracademy.com/toolkit

It gives you the complete proven system to break free from hourly billing, charge for impact, and grow your advisory firm to £500K+.