Episode Show Notes

How to Overcome Guilt and Shame

How to Overcome Guilt and Shame Around Your Sales

I’ve been working with clients lately who have brought some beliefs they have around sales and what they charge for their services. I’ve realized there’s usually guilt or shame behind these beliefs they expressed. In episode 25 of the Breakthrough Babe Podcast, I am diving into how you can overcome guilt and shame around your sales, so that you can have the breakthrough sales you deserve.

But before we dive right in, let me introduce myself in case this is your first visit. I am your host, Jen Gitomer, creator of Breakthrough Babe and author of the best-selling book, Sales in a New York Minute.

And it is time to make massive breakthroughs in YOUR life. With each episode, you are going to move past your fears of asking for the sale, learn to build deep connections that lead to meaningful business results, and master sales strategies that will help you grow and scale your business. Each week, I will be providing you with tips to avoid common mistakes in your business, teach hacks to help you grow and scale faster, and teach you to ALWAYS ask for the sale with confidence.

It is time for you, the Breakthrough Babe, to create more sales, income, and connections in your business. Let’s get started!

In this episode, we are going to dive into how you can overcome guilt and shame when it comes to sales. And for even more juicy details, listen to ALL of episode 25 of the Breakthrough Babe Podcast on your fave streaming platform.

How to Overcome Guilt and Shame

How to Overcome Guilt and Shame, Point #1: Guilt doesn’t pay the bills and it doesn’t give you financial freedom.

Let’s be real, guilt doesn’t pay the bills, doesn’t give you financial freedom, and doesn’t help your customers. The truth is feeling bad about charging customers disrupts the energetic exchange of money. That energetic exchange creates this feeling in the person passing the money over of dedication, commitment, and going to the next level. There’s a lot behind that exchange, so when you feel guilty about charging, and you take an action from that place of guilt, you are now robbing them of a potential transformation. I know it sounds crazy because you intend to help them but by not charging your client and charging them less than what’s it worth, it’s robbing them out of the transformation.

For example, when you go to the supermarket and wait in line to check out for your groceries. You go to the cashier to pay, does the cashier feel guilty for charging you? Not at all. That’s the cashier’s job, their job is to charge you for your products. Do you feel guilty or uncomfortable that they ask you for money to pay the groceries? Probably not. You go to the grocery store, you go to the cashier, and you expect to pay for the groceries. Interestingly enough, you buy the groceries, you go home and consume the food, then do it all over again. Whereas, for the products you are likely offering as a coach or content provider, the customer isn’t going to consume it, and then it’s gone. It’ll be consumed and the knowledge will be utilized for potentially a lifetime. 

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How to Overcome Guilt and Shame, Point #2: This is not about you, this is about the value you provide to your customers. There’s a big difference there.

Something happens when someone decides to uplevel themselves. When you charge a premium price for something you offer because it’s really good and you know it’s going to help the other person, there is an energetic exchange. When they hand over money to you, they aren’t just committing to you. They are also committing themselves. When you lower the price and you bargain or negotiate, that commitment gets negotiated as well. If you want to give your clients the utmost transformation, it’s your duty to charge the correct price. 

This is why in my upcoming masterclass I will talk to you about how you need to price your items. Whatever it is you sell, whether it’s services or coaching packages, we will discuss pricing. Honestly, I am sick of seeing so many coaches and digital entrepreneurs not making enough money because they feel guilty charging for their value. Value, not your worth. This is not about you, this is about the value you are providing to your customers. There’s a big difference there. Your worth is unlimited, but the value you provide has an actual numerical value associated with it.

How to Overcome Guilt and Shame

About your host

Jen Gitomer gained her prowess in NYC as both a salesperson and award-winning sales leader for a Fortune 500 company. She left corporate America to fulfill her entrepreneurial dream. Jennifer helps entrepreneurs increase their revenue and profit through her proven sales strategies. In addition to the Breakthrough Business Babe Podcast, Jennifer co-hosts the Sell or Die podcast with her husband, Jeffrey.

She is the best-selling Author of Sales in a New York Minute – 212 Pages of Real-World, Easy to Implement Sales Strategies to Make More Sales, Build Loyal Relationships and Make More Money, the CEO and Founder of Breakthrough Business Babe and a master business growth coach. When she’s not working, you’ll find Jen planning her next Paris trip, taking a yoga class, playing tennis, or hanging out with her family and Cavalier King Charles fur babies.

How to Overcome Guilt and Shame, Point #3: People assume if you increase prices, nobody will buy. That is your belief, not your customer’s belief.

I remember when I first started my business in 2013, I got a new client for an agency for social media services. They were amazing at what they did but they were charging such low prices. Part of that was a reflection of confidence in their ability to deliver and didn’t have a grasp on what the market charged. Within the first three months of working with them, I helped them increase their prices by over 70%. A lot of you are probably thinking that if you increase prices, nobody will buy. We increased their prices and they were closing 3x more business.

That’s what I want you to take away from this episode. When you increase your prices, so many associate that with no sales, the thing is that is your belief. That’s not your customer’s belief. Don’t bring your own belief into the sale. The truth is, there will be a customer at all different prices, if your customers value what you have to offer, they will buy it. It’s not your job to decide whether or not they will buy, you aren’t forcing it. All you’re doing is creating a price that is aligned with the value you are offering. Then, you get to put the offer out there. When you do that, the customer can decide whether they buy or not, it’s their choice. Same as it’s your choice to go to the supermarket and buy the groceries you want.

How to Overcome Guilt and Shame Around Your Sales: The Bottomline

As long as your customers see the value and potential transformation from your services, they will invest in you at whatever price you decide. You will attract the customer who will pay the price you decide. No more guilt, no more shame, you are the cashier at the grocery store. Except, the money is going to you as an entrepreneur and not another company.

Here’s your breakthrough game plan: Think about whether you need to increase your prices. Is it time to have a higher ticket offer? What does that offer look like? 

Don’t forget to tune in to episode 24 of the Breakthrough Babe Podcast. And if you love this episode, don’t forget to take a screenshot, share it on your Instagram stories and tag me @jengitomer so that we can spread this important message to even more entrepreneurs and biz babes!