What if your pricing strategy wasn’t tied to your self-worth—but instead guided by simple supply and demand?

In the coaching world, we often hear messages like “charge what you’re worth” or “higher prices mean higher value.” But what if those beliefs are fueling unnecessary emotional drama and confusion in your business?

In this episode of Success Genius, I’m joined again by the always insightful Mark Butler—fractional CFO, bookkeeper, and coach—for a candid conversation about pricing. Together, we dismantle the “self-worth pricing” myth and explore why pricing is a business decision, not a personal identity crisis.

We discuss how to use price as a throttle, what it actually means to have a “full” calendar, and how lowering your price doesn’t mean you’re lowering your value—it might just mean you’re increasing demand.

This is a must-listen if you’ve ever agonized over your rates, compared your prices to others, or wondered if charging less means you believe less in your work.

Topics covered in this episode include:

• Why pricing is a strategic business decision—not a reflection of your self-worth
• The real role of supply and demand in determining what to charge
• How to define a “full practice” on your own terms
• Practical ways to reduce emotional drama around pricing

If you've ever second-guessed your rates, felt pressured to “charge your worth,” or wondered if lower prices mean lower value, this episode is for you. Tune in for a refreshing, economics-backed conversation that brings clarity and calm to how you price your services.

Resources Mentioned:

To Hire Mark For Bookkeeping Services: https://letsdothebooks.com

Check Out Mark’s Coaching Resources: https://markbutler.com

Listen to A Podcast for Coaches: https://podcastforcoaches.transistor.fm

Connect with Mark: [email protected]

Get The Book:  https://book.neillwilliams.com/book

Learn More About TEAM90:  https://neillwilliams.com/team90

Book A Team Turnaround Call:  https://neillwilliams.com/team-turnaround-call

Contact Us: [email protected]