The Hayley Lloyd Show

How To Feel Convicted In Communicating Your High-End Prices

• Hayley Lloyd • Episode 63

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Ever wondered how to confidently set and communicate high-end price points without breaking a sweat? 

In this episode, we explore transformative strategies to overcome the fear of discussing pricing. 

We'll walk you through the essential belief triad: belief in yourself, your program, and your audience—so you can stand by your rates with unwavering conviction.

You'll gain insights into separating self-worth from pricing, ultimately empowering you to close more deals at premium price points.

Plus, stay tuned for an exciting announcement about our upcoming four-day training event designed to elevate your high-ticket sales game. Don't miss this opportunity to build brand authority and master the art of selling premium services!

Sign up to FREE 4 day training to master high-ticket selling & build a rich & resilient business: https://programs.femthority.com/wealthy-ceo-a/

Apply to The House 6 Month Mastermind: https://www.notion.so/hayleyjunelloyd/Your-Invite-The-House-Of-Authority-Mastermind-db0fcc06190644c0bd97fef692a106c7

Price increases 22nd Sept & 29th Sept.


Speaker 0:

hello, beautiful people, and welcome back to the podcast. Today I want to talk to you guys about how you feel when you are communicating high-end program or services price points. Now, from coaching hundreds of clients now, I can categorically say that price is one of those things that is always a subject of contention, where people are unsure exactly what they want to price and what they should be pricing. And today I want to go into what it really takes to be able to, first of all, raise your prices and also to feel convicted in whatever price you are wanting to communicate. So if you are currently also wanting to potentially raise your prices, but you don't know how to energetically match where it is that you want to go, or you're feeling a little bit of lack of confidence, self-doubt about doing that, this episode is going to be for you. Or if you're just currently feeling unconfident with communicating any of your prices, even if your prices are low at the moment and this is especially for you if you have a load of experience like I coach with a lot of people that have a huge amount of expertise, but as soon as they start to build this online business online, it's like all of that expertise that they built over the many, many years kind of disappears into thin air. So we're going to talk a little bit about all of that and how you actually start to build up your conviction in yourself to be able to communicate your prices with complete confidence and to be able to sign high ticket or high end buyers at any price point.

Speaker 0:

When it comes to communicating your services and your prices for your services, I found that there are typically four different categories that people will fall into, so listen to these and see which one you feel like you currently are. Number one is people that feel just terrified about communicating it and often just don't communicate it at all, so either don't sell or just don't give any transparency about the price, just is very scared to communicate anything and will actually almost block sales conversations because they don't want to have conversations about the price. If that is you, that is archetype one. Archetype two is someone that is equally terrified and is consistently thinking about giving discounts, discounting the price, maybe even changing the price consistently, based on whoever it is that they are talking about, because they aren't fully behind it and every single day their prices kind of dictate and depend on their mood, and so if their mood is feeling doubtful, then they may do a discount or they may change the price of their program depending on that. So it's not solid.

Speaker 0:

Archetype three is a little bit more confident, but overall quite nervous and an anxiety-fueled relationship with communicating their prices, so often feeling scared that when they do communicate their prices it is going to scare people off, they're going to get ghosted or people are going to say no, they're going to feel rejected. And then archetype five is, of course, feeling very confident and being okay with whatever the outcome is, but just feeling very like you back your prices no matter what. So I want you to think about now which archetype do you fall into, or are you falling into something slightly different? So I want to really show you guys the process of really becoming confident and in conviction and in embodiment with the prices that you are communicating, and show you how to overcome imposter syndrome so that you can close more deals. Because here's the thing, and this is the thing that I really want to stress price is just a number and there are always going to be people that are willing to purchase at any price point. Whether they purchase or not will come down to one thing your level of conviction in what it is that you are selling. Now that conviction comes from three different places, and I call it the belief triad. We have number one, belief in yourself. Number two, belief in your program and number three, belief in your audience. If you don't have belief in all three of these areas, where it is embodied and convicted, then it will feel difficult to sell your services. It will feel harder to sign people at a higher price point because you are constantly battling against the belief of one of those things. So belief in yourself essentially means that you are convicted in your own ability to deliver a service. You were convicted in your own level of expertise and you believe that you are quote unquote worth that price.

Speaker 0:

Now I want to quickly touch on pricing and self-worth, because these two things are not connected. Your price is never associated with self-worth, and money has nothing to do with self-worth. Pricing is literally just a number, and so we first of all kind of need to unmarry these two elements, and anyone that says you need to price your worth like that's just not a helpful reframe in the slightest, because pricing really comes down to what you believe about yourself, what you believe about your container, your level of expertise and what you believe about your program and your audience. Your worth as an individual doesn't come into any of those things. So just because someone isn't prepared to pay your prices doesn't say anything about your worth. So we kind of just want to separate these two things out and kind of disregard your worth. Your worth is something that you should be building up outside of whatever it is that you are selling, outside of your business, so that you feel convicted and stable, even if people are saying no. Because when you start to pair your worth with pricing, if people are then saying no and like pushing back on your prices which happens especially with high-end prices because we don't want everyone to be our client then it's going to make you feel like you have no worth and it's going to make you feel like I'm pricing my worth. Why don't other people see my worth in this? And that is just not the way that people are making decisions. So we first of all want to actually completely remove the self-worth aspect out of this conversation.

Speaker 0:

When it comes to pricing and communicating your abilities, you see yourself as an expert. What I'm really talking about here is inner authority. Now, if you've been in my world for a while, you will know what I'm talking about here. But essentially, your inner authority is the amount of connection that you feel to yourself. It is the amount of belief that you have in yourself. It is the amount of conviction that you have in what it is that you do. This isn't about blowing smoke up your own arse or developing a superiority complex. That's ego. When you are creating an identity based on a need to prove oh, I need to prove that I'm confident often that actually comes from insecurity.

Speaker 0:

What we're talking about here is integrated inner authority, and that means you fully accept how you currently are. You actually don't need to prove anything by a price, by your success, by people saying yes, but you just believe in what it is that you are doing, and so there is this level of in your inner authority. Just certainty of this is what I'm here to do. This is my mission, this is the direction that I'm going in, and I am creating neutrality in every single area of my life so that I can expand my capacity to hold more.

Speaker 0:

So if you are experiencing imposter syndrome and there is this belief that I don't know whether I know my shit and I'm just going to be found out, which is often a lot of the reasons that people feel they can't charge what they want to charge and we'll go into what causes imposter syndrome in a moment. But, in terms of inner authority, if you are experiencing that imposter syndrome, you need to build the confidence and conviction inside of yourself to remove that imposter syndrome so that, when it comes to your prices and the way that you are showing up in your business, you believe in yourself. You have removed the root causes of that imposter syndrome and you have expanded your belief to feel like an authority. Typically, when people are struggling to charge what it is that they want and the high end prices is because they don't believe that they are a quote-unquote match for whatever that price, and that is just a low inner authority. There is a low conviction in self, which typically stems from an imposter syndrome of some sort.

Speaker 0:

Now, imposter syndrome can happen for a variety of different reasons. Number one can be that you are actually preaching something that is out of alignment with yourself. So, for example, if you are preaching, I help people to scale to 10K months, but you haven't done that yourself, that can create a degree of imposter syndrome because it's not something that you have actually done yourself. So this is where congruency and honesty with what it is the message that you are sharing is quite important for feeling in embodiment with your message. If there is a lack of embodiment or it feels like you are saying the thing that you think people want to hear versus what is true and honest for you, that can create a subconscious lack of conviction and self-doubt when it comes to communicating your prices. Not only that, but that can then link to the belief triad. Not only will you be lacking belief in yourself if you're doing that, but you will also be lacking belief in your service and your program, which is two prongs of this belief triad, because if you are saying the thing that is not quite embodied and that you don't believe that you can actually do, subconsciously you're not going to believe that you can get that result for your client.

Speaker 0:

The other reason that people experience imposter syndrome, which is often actually more the case, is that they are in a fawn response and that basically means a people-pleasing response, and they are consistently in this place where they don't believe that they are good enough and they consistently need to outsource their power to someone else and they feel like they are in this consistent need of requiring validation, and so they constantly feel like they're about to be figured out, they're about to have, um, everything that they've been given has been given to them as luck and they haven't actually like earned any of it at all. And that can actually come from, you know, not only like a lack of confidence in yourself, but there's this people pleasing thing of consistently feeling like other people are better and feeling like you consistently need this validation of what it is that you're doing. And so if you're stuck in this fawn response and you consistently believe that other people are better, it's going to immediately diminish the belief that you have in yourself and it's going to affect how you see yourself. So the first part of having complete conviction in communicating your prices is really overcoming that imposter syndrome and expanding your inner authority to believe in yourself, to believe in your expertise, to believe in the way believe in yourself, to believe in your expertise, to believe in the way you express yourself, to like yourself, to believe that you're a good service provider and coach. A lot of this is self-belief work. If you are riddled with self-doubt, then it's going to be really hard to show up and communicate your prices 100%. Now I have an entire program just on inner authority building. It's called Feminine Authority, called feminine authority manifestation school, but it is essentially an entire program just to help you expand your capacity to believe in yourself more, to remove triggers that are stopping you from keeping yourself small, to allow you to raise your prices and feel confident and backed behind your level of expertise and authority. It's really designed to help you feel like an expert and an authority, because the more that you can feel like an expert and an authority and what it is that you do, the more you'll be able to communicate your prices with complete conviction.

Speaker 0:

The second part of the belief triad is then your program, and a big part of this comes back to your level of expertise and mastery in your craft, whatever your craft is. Now, one of the things that we do need to stress in this is that mastery takes time to develop, and I think there is a really big push in this industry for people deciding that they're an authority and acting as if, but they don't have as much experience as potentially they need to have in a particular area, like people just you know, being told you should be a business coach, but they have no experience in marketing and so you know it creates this lack of belief within their containers and within their services because they don't have the experience to back it up. So one of the things that you really want to be doing is developing that craft. So, if you are teaching marketing, continue to get marketing coaching. Continue to do actually put your hands in the tool and learn new things about marketing so you continually upskill yourself in those areas.

Speaker 0:

Be committed to the mastery of whatever it is that you teach, whether it's coaching, whether it's healing work, whether it's marketing, whether it's business. Teach whether it's coaching, whether it's healing work, whether it's marketing, whether it's business, whether it's nutrition, like whatever it is like really committing to the developing of your craft. And one of the ways that I have found that the best is continually learning and digging. And in my program, brand authority accelerator, I teach a process called smix, which is essentially how you learn and absorb information to create something very new and original. When I help people to build authority, I'm not just helping people to say that they're an authority. I really want you to feel like the authority because you have something unique that you are sharing. You have a level of mastery in the topic that you teach on. That then is funneled into a program.

Speaker 0:

Now, this is a really important part of this belief triad is your connection to your program. So I want you to think about the program that you currently have, whether it's a program or a service, whatever it is and I want you to ask yourself do you currently believe in this program? Do you back this program? Does it make you excited to run this program? How do you feel about this program? If there is any answers of like, no, I don't feel that connected. I don't really like it. I think it could be better. That is going to impact your ability to show up with conviction when you are communicating your prices.

Speaker 0:

If you want to charge a high-end price and have people sign up without hesitation, you have to make it a high-end service, and one of the things that we do inside of the house through the program Programs that Sells is help you to design a luxury program that actually gets people results, and a big part of this is how you are delivering the information. Another big part of this is communication and how you are communicating with your clients. Service is a huge part of this, and if you truly believe in your program. It is going to be so much easier to sell because you feel convicted in the results that you can get your clients, but also just in the delivery. And that's one of the things that I'm consistently told is I can feel the belief radiating off you from your program because I have poured my heart and soul into all of the programs that I teach and I believe it. I believe that if people come in, they consume the programs, they come to the calls, they get the feedback, they will become masters of high ticket marketing.

Speaker 0:

That is a skill, that is an ROI that you get to keep for the rest of your life and that then allows you to sell whatever it is that you want to sell, whether that is something that has a tangible ROI and a non-tangible ROI. You get to basically hold the skill forever and I know that the way that I teach it really delivers that. And if you apply it to your business and you develop that authority over time, you are going to build something that no one can take away from. You have built the level of conviction and the level of mastery around your craft and you've learned how to communicate it so that people really understand it. All of these aspects are things that no one can take away from you. It is skills that you were developing over a period of time, and I believe in it so much, which is why there's so much conviction in how I sell my programs. So one of the things that you wanna do is revisit your program right now and ask yourself how committed to this program do I feel, how connected to this program energetically do I feel? Because energetic connection can be a really huge part of this.

Speaker 0:

Now, the second part of belief in your program then also comes down to how you communicate your program and your offers. Now, a classic thing that I see is that people have these incredible programs, but the way that they articulate them completely falls short. If you are wanting to believe in your program, you could believe in it all you want, but if you aren't able to communicate the value of that program, it will always fall short, and so this is a really important part of building the belief in yourself and your program is knowing that you're communicating it in a way that speaks directly to high level bios. It will create a level of conviction when you have people being like you are, speaking as though you're in my mind, it creates this level of that's because I have created this for you. So the messaging and the articulation of what it is that you do is a really important part of being able to consistently sell out your services and communicate those prices, whatever they are, at any level, because you know that you are speaking directly to who it's for.

Speaker 0:

And the last part of the belief triad is then belief in your audience, and so this is a really subtle one that a lot of people don't talk about, and this means that if you currently have a disempowering belief about your audience for example, my audience has no money, my audience can't afford it. I have no high ticket buys in my audience, my audience aren't action takers no one does this all of these beliefs that we create about our audience, right Like all of these beliefs that a lot of people will subconsciously even just find themselves thinking or saying to their coach those are disempowering beliefs. And one of the things that I really want you guys to take away from this episode is you need to keep your head out of your client's wallet. It is just not your business who has money, how they find money. It's none of your business, and so when you try to predict that this person has money, this person doesn't have money, you are immediately taking away the responsibility from the client for them, stepping up to the container.

Speaker 0:

And if you have a belief my audience can't do it. Or you come into a conversation with an assumption this person can't afford my coaching you will show up with a lesser version of conviction because you feel like you're selling to someone that can't move. And this is where these assumptions are often wrong. And if you instead start to see your audience from an empowering perspective, then you will actually be able to speak up to them. You will speak to them as though they are in their power, and the conviction that comes from that is huge. When you were trying to sell from a place of I don't think you've got the money, the energy of that, it shows up in the call. You know you're kind of like one for in, one for out the call, like it's almost like do I show up, do I not show up? And that is immediately going to discount the level of conviction that you have. So the thing that you really need to do here is ask yourself what are the limiting thoughts and beliefs that you have about your current audience and you need to switch these to be positive ones.

Speaker 0:

One of the things that I teach my students inside of the house and Content to Cash Academy is how to speak to their most empowered audience and how to ensure that you are calling to them, first of all, in your content and then also making sure that you are speaking to them on the sales calls. A big part of this is looking at the assumptions that we have and seeing are any of them disempowering, because all of that will come into our level of conviction when we deliver our prices. Overall, when it comes to pricing, you need to remember that conviction in your authority and this belief triad is the thing that is ultimately going to get people to pay. People are ultimately buying you, and if you don't believe in you, your audience or your program, it is going to create a kind of just not very magnetizing energy for people to want to say yes in. And I cannot stress the importance again of having the clarity of your message really, really dialed in so that when you reveal, whether it's a 20k, 50k, 100k price tag, they believe that it is so valuable and you have done such a thorough job of demonstrating your authority that their answer is immediately yes.

Speaker 0:

Just recently I was thinking about hiring a seven-figure coach and we were on a sales call together and she was giving me you know the lowdown of what the program was and I asked her some questions that I don't think she was quite expecting. I asked her things about what would your clients say about your work? And you speak about your results here. How applicable is that in today's market? These questions really required her to go off script and to talk just a little bit more about what was happening in the day-to-day of her current business, and I could suddenly feel the lack of conviction around her answers. She was very her whole energy kind of changed and I felt like she was being dishonest with me. She told me something and I immediately went and checked it after the call because I felt that lack of conviction and saw that there was complete discrepancy between what she told me and what was actually a reality. This is not to discredit that coach at all, but this is just to showcase how your level of conviction can be felt. Whether it was the conviction in the program or in the results she was getting, her clients, or even in herself, I'm really not sure, but I felt this kind of shrinking away. Now there is also some really interesting body language things that you can do to actually increase conviction, including how you are speaking, how you are actually presenting yourself in the call, a lot of body language things which we go into more inside of the house. But your conviction will either make or break a conversation about price.

Speaker 0:

I have an example of when I once raised my prices to $10,000 for three months of coaching a while back and I hadn't fully landed in the price yet, and I remember someone reaching out and they were really interested in my programs and I was still feeling like I just wasn't feeling neutral about the price in the slightest. And I remember getting on the call with this person and we had a really great call. She was super, super in and she asked me what the price was and I remember that I faltered. I felt the anxiety rising in my body and I tried to communicate the price of the program and I said you know, the price of the program is ten thousand dollars and I felt myself get quieter, my body language changed and I felt her body language completely changed and because I felt this anxiety, all I felt in that moment was this desire to just get off the call really, really quickly. I didn't want to overcome objections, I wasn't feeling grounded in the price, and so, because of that, the entire energy of the whole just completely shifted and we got ended up getting off the call really, really quickly. I lost that sale because I was not convicted in the price.

Speaker 0:

Now, this is another really big part that I haven't spoken about, and this does come down to your belief in yourself. What was happening here for me was I hadn't energetically aligned myself with this new price, and this was like a belief in myself, although I knew that my level of expertise was worth that amount. I myself hadn't acclimatized myself to, which brings in a money mindset aspect which I haven't spoken about up until now. So what I did after this call was I knew that my nervous system was activated about this particular number, and so I took this number into expansion exercise, which is something that I teach you guys to do inside of the house, where you expand your capacity to hold more money and you're basically neutralizing it in your system so that when you actually communicate the price, it isn't something that creates an entire body reaction. You feel neutral, because the only way that you can overcome objections or have you know whether it's in the dms or on a sales call and you can have a constructive conversation about whether this is the right fit for you is if your nervous system isn't going into fight or flight.

Speaker 0:

Now I don't believe in personally making someone say yes on a call. I think that's really really icky, bro. Marketing sales and the whole point of feminine authority is that we can be so convicted in ourselves that we don't need to do that. You know, we're so convicted and we're just like, yeah, this is a total, a total no-brainer. But you just let me know, and that's how I've consistently run my business and scaled over seven figures by never once having pressured someone to say yes on a call. But being okay with saying a certain number is also a really important part of this and just really remembering that pricing is just a number. All of these things that I'm mentioning today can 100% be overcome and worked on and you could end up charging double what it is that you are currently charging, all by working on the things that I have outlined in this episode.

Speaker 0:

The thing that you want to remember is charging high end is just a price, and there are people at every single price point who are willing to pay premium prices for what it is that you are offering. But you need to get behind it as well. You need to feel neutral in the delivery of whatever the price point is. You need to believe in yourself, you need to believe in your expertise and you need to have enough inner authority to have neutrality around these conversations. You need to believe in your program and if you don't believe in your program, you need to elevate your program to be a premium program and you need to believe in your audience. Work on these things and you will have such an easier time in delivering your prices and holding yourself in there, because the one thing that you don't want to get caught up in is over explaining your prices.

Speaker 0:

One of the biggest mistakes that I see people make is starting to go into the price. Is this? Because of this and because of this, what you need to do is deliver your price and then say nothing. You need to be able to hold the silence that comes after that and then check in how does that land for you, so you can then go through into a coaching conversation about how it feels for them. If this is a topic that you are interested in, I have an entire four-day training that I'm going to be doing and hosting in the next two weeks, from the 10th of September to the 13th of September. I'm going to be doing a free training every single day to help you to sell out your high-ticket services using high-ticket marketing and creating premium offers. On day one, we are going to be going into the energetics and the mindset of selling to a high-ticket audience and what you need to shift if you want to create a rich and resilient business using high ticket selling. We're then going to be going into creating your seven figure authority archetype and learning how to develop in demand authority on the inside and the outside by turning your expertise into brand authority that gets you seen and able to charge a premium. Premium brands have a lot of brand authority. On the third day, we are going to be going into your luxury high ticket offer and all of the aspects that you may be missing from your current offer that may be making it feel less convicted in your nervous system. And finally, we are going to be then going into high ticket authority led content ecosystems and how to attract, pre-sell and convert your followers through high-ticket, authority-driven content to help create immediate buy-in and ready-to-buy dreamy clients.

Speaker 0:

I have left all of the information for this four-day training in the description of this episode below. We kick off at 10am on each of the days, brisbane time. There are only limited live spots in the room, so I highly highly suggest that you try to come so that you can actually get live coaching with me on the call. I highly recommend marking your calendars so you can join us live and get your questions answered at the same time. If, however, you already know that you would like to work with me so that you can craft your high ticket offers, elevate your content and really speak to those high-end audiences that are ready to pay a premium price and build that conviction in yourself to know that you're an authority and to charge authority-led prices. That's what I help you to do inside of the house mastermind, and we are currently open for enrollment. The price is going to be increasing at the back end of September, so if you have been on the fence about potentially joining the house, this is the time that you want to do it.

Speaker 0:

It is a six month mastermind for service providers and coaches who are wanting to sell high end products and services and are wanting to really create in demand authority and build the conviction within themselves to sell, to be able to communicate their prices and also build the resilience to be able to hold and expand their business to wherever they want to go. I've left the application form and all of the information in the description of this episode as well. If you have any questions at all, just send me an Instagram message at Hayley June Lloyd and let me know what's coming up. If you enjoyed this episode, please make sure to tag me on your story at Hayley June Lloyd and let people know what you got from this episode and I will see you guys in the next episode. Bye, guys.