A very common piece of business advice is "learn how to handle sales objections." What that really means is, "Learn how to convince people who aren't sure that they want what you have to offer that they absolutely do want what you're offering." While that is a valuable skill and I do recommend acquiring it, I wholeheartedly do NOT recommend relying upon it. 

Why spend your time projecting objections? That feels counterproductive. Instead, learn to effectively establish your value and set expectations, then focus on attracting people who understand your value. For most of us, there is no shortage of people in the world who can and will pay our rates. If you're getting a lot of objections or having a "pricing problem," you probably aren't effectively communicating your value or targeting your message appropriately. Let's get into it. 

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