Why do so many brilliant doctors undercharge—or avoid the money conversation altogether? In this episode of Freedom Rx, host Seth Conger sits down with Nicole Collicott—former clinic owner, coach, and now VP of Service at FPC—to explore the real reasons practitioners struggle with pricing, sales, and communicating the value of their care. You’ll learn: The mindset shift that helped Nicole go from uncomfortable to confident in sales, why “soft-selling” might be keeping your patients stuck , how to stop undercharging, and the 3 questions every practitioner should ask to reframe their pricing strategy If you’ve ever hesitated to make the ask, this episode will show you how to shift your story, elevate your impact, and finally charge what you're worth—without guilt, fear, or burnout.