Developing confidence in the value you offer requires proving to yourself that you offer a deal superior to that of your competition.
Do some reconnaissance to find out about what your competition offers. Information about your competitors is not always readily available. However, there are some ways of obtaining it. One method is to ask people you trust who have had interaction with your competitors. Perhaps you have clients and friends who have done business with your competitors.
You may be able to go to programs where your competitors are speaking. Or check out the promotional materials on their websites.
Make a Comparison
Once you acquire information about your competition, the next step is to make a comparison. The obvious way to compare your services is by how much you charge. But remember that value is comprised of many qualities of which money is only a part, so avoid falling into this trap. We have many clients who are the highest priced providers in their markets but who are still confident that they offer the best deal.
Even if you charge more than the competition, you still may provide benefits that make you the preferred provider. Think about the meaningful things that differentiate you from your competitors. Consider your positive personal traits, your systems for ensuring quality service, and all of the benefits that you offer.
Become Proud of the Fees You Charge
Ideally, you should develop your confidence to a level that you are proud to quote your fees. This may seem odd to you at first. After all, who is enthusiastic talking about fees? We know professionals who are actually embarrassed to quote their fees. They suspect that they might be overcharging their clients, or that the competition offers a better deal. However, once you become genuinely confident that you offer a superior deal to the competition, you will be proud of the fees you charge.
For more marketing tips, check out our book Selling in Your Comfort Zone.