Why Founders Undersell themselves

And Five Ways To Stop Underselling Your Services for Good

You know your work makes a difference and that you're good at it. You've helped your clients build things, do things, save time, create what they want.

But when it's time to talk money, something changes.

You dim it down, or dilute it. You're tempted to add extra support or offer a discount before anyone asks, or start justifying the price (before they even have a chance to respond!) You might sign the client, or you might not. But either way something feels off.

This is how founders undersell themselves.

And it's not really a pricing problem. Most of the time it's a mindset thing.

You may be charging less just because you feel uncomfortable asking for money because of your own money beliefs or things you've experienced. You might be mentally trying to justify why this service is worth the investment. You might be afraid of judgement. It gets gnarly.

This is everything I had to work through in the first couple of years, and it took time and practice. I now help my clients do this in a really simple framework. Here it is.

You need to trust the value of your work and see it differently (from their shoes, not yours!) You need a simpler way to talk about it, and you need to find a way of selling that feels like you.

Here's how it can look

Underselling can mean that you're charging less than you should be or you could be. But it can also show up in other less obvious ways and it's good to keep an eye out for these.

You might:

• Lead with everything included instead of the results you help create.

• Keep your prices for years for past clients, even though your skills have grown (because it feels 'unfair')

• Add more resources or tools or access to justify a higher price.

• Assume what a potential client can afford before asking. This one is huge!

• Explain your limitations before explaining your value.

The hidden beliefs behind underselling

Before you can learn how to stop underselling your services, it helps to notice the belief underneath the behaviour.

"I have to prove myself first"

This belief can lead to over-delivery and massive over-responsibility. A concept I teach my clients is how to take 100% responsibility for their side of the street, only the things they can control, and get really good at that. The moment you start taking over-responsibility for things that aren't yours to solve, it gets messy (and tiring).

You give more than you promised. You stay available between sessions. You answer questions late at night. You keep adding details because you want the client to see how hard you will work for them, or when you are working for them you go way over and beyond the agreed scope.

More work doesn't always create more value for the client.

Your experience, judgement and ability to guide a client are part of the value. So is the time you save them. So is the confidence you help them build.

You don't have to work tirelessly to be paid what your value commands.

"Talking about money will damage the relationship"

If you care deeply about people, selling can feel awkward.

You might be avoiding the money part of the conversation because you think it makes you sound transactional. You may think a relationship-first approach means avoiding money until the very end. It doesn't at all.

A clear, honest conversation about investment can build trust. It gives your prospect the information they need to make a good decision. There's no hiding. We only avoid the conversation when we have thoughts about it like 'it's too much' or 'they won't pay.' None of those things are true. They're just thoughts.

Selling well doesn't mean forcing a 'yes'. It's about helping the right person understand what's possible, see if they want it and decide whether your solution (and you!) are the right fit.

"I need to sound more professional"

I hear this all the time. It might be 'I need to sound more professional/be more professional' or 'I need to get more qualifications to charge more'.

I promise your clients don't need you to be anything other than the person who helps them get what they want. Your list of qualifications or how you dress doesn't even factor in.

Be you, speak as you would in person. Don't use jargon or think you need to sound fancier and cleverer to make a sale. It's just nonsense, and it confuses your prospect.

The best sales conversations feel like real human conversations. Let me show you the five things that make a real difference when it comes to pricing.

Five ways to stop underselling your services

1. Name the real value of your work

Start by moving beyond tasks and deliverables and see the bigger picture here.

Your clients aren't just buying calls, reports, designs, strategy, design or advice. They are buying meaningful change.

Ask yourself:

• What problem does my work help solve?

• What becomes easier for my client?

• What time, energy or money could they regain?

• What decisions can they make with more confidence?

• What becomes possible because I've helped them?

For example, a business consultant isn't selling a six-week programme. They're helping a founder simplify their business model, focus their marketing and create a clearer route to revenue so they can hit an income goal and feel different. Lead differently. Be clearer.

A copywriter doesn't write website pages. Their work helps a business explain its value so the right clients can recognise it, take action and buy.

A coach doesn't sell sessions! I help so many people on this. No one wants to buy coaching sessions. They want to stop second-guessing themselves, they want to take action, they want to lose weight or find love.

No over-blown promises here, all you have to do is describe the real change you provide and the end outcome.

Write down three results your clients regularly experience. Use those words in your website, sales calls and proposals.

2. Stop pricing from your fear

Your price should not be based on the worst story you can tell about your audience.

"I do not think they will pay that."

"It might be too much."

"Someone else charges less."

These thoughts may feel like facts but don't listen to them.

Before changing your price, pause and ask:

• Am I making this decision from evidence or anxiety?

• Have people actually said the price is too high?

• Am I comparing my offer with a different level of support?

• Would I feel comfortable delivering this work at the price I am considering?

• What would need to change in the scope if the price came down?

Create a personal pricing floor. This is the lowest price at which you can deliver the work well without resentment or financial strain.

If someone can't meet that price, you can change the scope of what you're doing, or change the client you offer it to.

You don't need to feel confident before you set a boundary. Take the action and then go to work to prove why it should be there.

3. Practise saying your price without apology

The moment after you name your price can feel very empty and it's so tempting to want to dive in and explain things. Start offering payment plans or discounts.

You're going to want to fill the silence.

Try this instead:

"The investment for this support is £X."

Then stop, let the other person think and give them a minute.

No persuasion required. They either want it, want it but have questions, don't want it, or they're not sure either way. Your only job is to figure out which camp they're in by asking more questions.

Notice the phrases you use to make your price smaller:

• "It's only…"

• "I know it sounds like a lot…"

• "I can probably do it for less…"

• "Hopefully, that feels okay…"

Instead, try clear, neutral language:

• "The investment is £X."

• "This includes…"

• "The programme is designed to help you…"

• "If that's outside your budget, I understand."

• "Would you like to talk through what is included?"

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4. Build proof you can return to

When you are in a sales conversation, your mind might forget everything you've achieved.

This is especially true when you are already feeling exposed.

Create a brag (or celebration!) document. Keep it somewhere easy to find. Add:

• Client testimonials.

• Before-and-after examples.

• Results you've helped create.

• Problems you've solved.

• Kind messages from clients.

• Moments when your work made a real difference.

• Your own business milestones.

Have a look at this before a sales call. Use it to remind yourself you're great at what you do, and exactly why. You're speaking from experience, don't forget it.

5. Simplify your offer and your business model

Complexity can make underselling worse. If your offer has too many options, too many features or lots of different types of support, you're probably getting lost and confused in it. That means your potential client will be too.

A simpler business model can really help you grow faster.

Ask yourself:

• Which problem do I most want to be known for solving?

• Who benefits most from this work?

• What is the clearest path from their current problem to the desired result?

• Which parts of my offer are the most valuable?

Don't offer everything.

You may want to have one clear starting offer, one deeper level of support and one simple way for people to take the next step.

When your business is simpler, your sales conversations become easier too. You're spending less time explaining all the options and scenarios, and more time listening.

Selling doesn't mean being pushy

You can sell without pressure.

You can ask thoughtful questions. Listen carefully. Reflect back what you hear. Explain what you recommend. Share the investment. Give the person room to decide.

This is the foundation of the relationship-first sales process.

Remember, you're not trying to convince everyone. You're looking only for the people who have the problem, want support with the problem, are willing to pay for it and feel aligned with your approach.

If you want to explore this further, read our guide to relationship-first sales.

A simple check before your next sales conversation

Before you quote a price, ask yourself:

1. Am I describing the outcome, not just what's inside?

2. Am I pricing from evidence rather than fear?

3. Have I removed apologetic language (am I feeling apologetic?!)

4. Do I believe in the value I create?

5. Is this offer simple enough to explain in one or two sentences?

6. Can I give the client space to make their own decision?

Maybe you want to raise your prices (you definitely should!) Maybe you want to stop adding extra work. Maybe you want to make your offer easier to understand.

Maybe you want to feel calmer when money comes up.

Underselling is a habit and you can unwind it. It's not part of your identity. You can change it one step at a time, and one conversation at a time.

Your work is valuable and you're meant to charge for it.

If you want support with your sales mindset, pricing confidence or business model, you can learn more about Meg's coaching approach here.

You don't need to be someone else to start selling really well. It starts with trusting what you already bring.

How to Sell Without Being Pushy: A Relationship-First Guide for Service-Based Entrepreneurs

Selling can feel uncomfortable when you care deeply about people.

I hear this all the time. Entrepreneurs not wanting to be pushy. Not feeling like they're manipulating people. You care - and you want to help the right clients and talk about what you do confidently. 

You want to grow your income without losing the connection that made you start your business in the first place.

I want to share this with you. It is possible. It's possible to sell in a connected, authentic way without employing any tactics that feel 'ick' to you. 

Great selling is just about creating honest conversations where both people can decide whether there is a good fit.

This is really the heart of relationship-first sales, and it's what I (not-knowingly!) have spent my entire career figuring out.

So, what makes selling feel pushy?

Pushiness usually comes from pressure. Sometimes you’re putting on the other person. Often, it’s pressure you’re putting onto yourself about ‘making the sale'. Here’s how it often shows up -

• Talking about your offer before understanding the problem.

• Sending repeated follow-ups with no new value.

• Using urgency that isn’t real to drive FOMO

• Trying to overcome every objection with a counter argument or justification

• Continuing to pitch when someone has clearly said no.

• Using polished language that isn't how you normally speak

Maybe you want to be more visible.

Maybe you want to have more sales conversations.

Maybe you want to follow up with confidence.

You can do all of that, without being anything you're not.

Listen for the moment when your words stop sounding like you. Your body and your emotional response often alerts you before your mind does!

If a message feels stiff when you read it aloud make it simpler. Say it as you'd say it to a friend, or over coffee. If it sounds like something that would never come out of your mouth, redo it. If you’re feeling tense and panicky on a call notice it. You’re having a thought that’s creating pressure.

Build a relationship-first sales strategy for your small business

A relationship-first sales strategy for small businesses usually means taking stuff out - not adding more in! 

You don't need to be everywhere, and you don't need to get bogged down with complicated tech and funnels before you start making money.

You need a clear offer, a clear audience and regular opportunities to connect with those people and tell them about it.

1. Show up as a real person

People need to understand what you do. They also need to understand how it feels to work with you.

Share your ideas in your own words. Talk about the problems you solve. Explain what you have learned. Tell people what you believe.

It can be easy to dress up what you do in really vague language. Especially if everyone else around you is doing it. Things like “supporting transformation” or “helping businesses thrive”. It's too vague and unclear (plus you'll just sound like everyone else too).

Say:

“I help service-based business owners turn inconsistent sales into a simple, repeatable process.”

Or:

''I help founders feel calmer and more confident when they talk about their services.”

2. Get clear about who you help

Connection becomes easier when you know who you are speaking to.

Think about:

• The people you get the best results for.

• The problems they are trying to solve.

• The words they use to describe those problems.

• The outcome they want right now.

• The way they want to feel while achieving it.

This helps you move beyond unclear and general marketing into really helpful content. 

Instead of saying, “I help everyone with their business,” you might say, “I help service-based entrepreneurs who feel stuck with visibility, marketing and sales.”

The right people should be able to recognise themselves in how you describe things, and that feeling of clarity builds trust and connection fast.

3. Start with curiosity

When someone shows interest, resist the urge to launch into a full explanation of your programme.

Ask questions first.

You might ask:

• “What is happening in your business right now?”

• “What feels hardest about (XYZ) right now?

• “What have you tried so far?”

• “What would you like to be different?”

• “Why is solving this important now?”

• “What would a good result look like for you?”

Then listen.

A good sales conversation should feel more like a thoughtful coaching conversation than a presentation.

This does not mean you need to give away all your advice for free. It means you care enough to understand the situation before recommending a solution. 

4. Talk about your offer as a recommendation

Once you understand the person’s situation, you can explain how you may be able to help.

Ask permission first:

“Would it be helpful if I shared how I would approach this?”

Or

“I have an idea about what might help. Would you like to hear it?”

This small step changes the energy of the conversation. You are not forcing your solution into the space. You are offering it.

Then connect your offer to what they've told you - not everything you provide, just the things they mention and how you can help them with those. 

If they don't see a solution to their specific problem in your offering, they're not going to buy, no matter how many other things are included. 

The mindset work behind aligned sales

Many sales problems can't be solved with scripts or frameworks. The real underlying issue is usually belief. 

You might be thinking - 

• Talking about your offer is self-centred.

• Asking for money will make people judge you.

• Following up means you are chasing.

• If someone says no, it means your work isn't valued

• You need to be more confident before you can sell.

These beliefs make every sales action feel challenging, usually to the point of avoidance! 

This mindset shift is simple, but powerful:

Your offer is an invitation.

You're never taking something from someone, you're openly offering a way forward. The other person is free to choose it, decline it or choose it later.

You can care about people and care about revenue.

You can be generous and still charge what you want to be paid.

You can sell in a way that feels calm, direct and honest.

This is why sales skills training for solo business owners needs to include mindset work. You need practical words and processes, but you also need to feel safe using them and feel certain about your process and the results you offer underneath.

How to build client relationships that convert

When people search for how to build client relationships that convert, they are often looking for a formula - the exact thing to say, the best way to say it.

The real answer is more human (and actually way simpler!)

Client relationships convert when people feel:

1. Seen: You understand their exact situation.

2. Heard: You listen without rushing.

3. Safe: You don't pressure them.

4. Supported: You clearly explain a useful path forward.

5. Confident: You do what you say you will do.

You build those feelings through small actions.

Remember what matters to your clients. Follow through. Be honest when you aren't the best fit. Give thoughtful recommendations. Keep communicating after the sale.

The sale is only the beginning of the relationship! It's the entry point for your continued relationship. It matters, but the relationship matters more.

Looking at selling this way also creates repeat work and referrals, because clients really notice it when they feel well cared for. They're so much more likely to keep buying, or come back later or recommend you to people they trust.

That in itself creates sustainable growth.

Photo by Christina @ wocintechchat.com M on Unsplash

You can actually enjoy selling

If you've been avoiding sales, it's not because you don't like it. You don't like the way you feel when you're doing things that aren't aligned. That's different. That can be solved.

Relationship-first sales gives you another way.

You can sell by listening, sell by asking better questions. Make clear recommendations based on your knowledge and experience. And give people freedom to choose without pressure. 

If you want support with your offer, visibility, sales conversations and the mindset behind them, explore Meg’s coaching approach. You can also book a free consultation to see where you're getting stuck and what's in the way of consistent sales in your business.

For now, focus on the conversation in front of you.

What does this person need? What feels true to say right now?

What’s the next step? That's enough. Selling feels natural when you put connection first.

5 Steps to Simplify Your Business Model and Scale (Easy Guide for Service Providers)

Maybe you feel like you are running on a treadmill. You are working hard. You are serving your clients. But your income feels stuck. Your time is disappearing. You want to scale, but the thought of more work feels heavy.

Scaling your business doesn't have to mean working more hours. In fact, it usually means doing less. It means stripping away the noise. It means simplifying everything you do so that every action has more impact.

You started your business for freedom. You wanted to work with the best clients. You wanted to enjoy the life you’ve built.

Let's look at how to get back to that. Here are five steps to simplify your business model and scale without the burnout.

1. Choose Your "One Thing"

Maybe you want to help everyone. You have so many skills. You want to offer every service possible to make sure you don't miss an opportunity.

But when you do everything for everyone, you become a "jack of all trades." It’s hard to scale a business that has no focus. Your marketing gets confusing. Your delivery gets complicated.

Simplifying starts with a choice.

What is the one primary outcome you deliver? Who is the one primary customer you serve best?

Narrow your niche. It sounds scary, but it’s the key to growth. When you focus on one core service, you become the expert. You can charge more because you solve a specific problem.

Think about your testimonials. Which clients did you enjoy working with most? Which ones got the best results? Focus there.

Focus creates clarity. Clarity creates scale.

2. Stop the Custom Proposal Madness

Custom work is the enemy of scaling.

Maybe you spend hours writing detailed proposals for every new lead. Every client gets a different price. Every project has a different workflow. This is a recipe for exhaustion.

Instead of custom projects, create "productized" packages.

Take your core service and turn it into 2 or 3 standard offers. Give them clear names. Give them set prices. Define exactly what is included.

When you standardize your offers:

• Sales calls become easier.
• Onboarding becomes faster.
• Your delivery becomes a repeatable process.

You aren't reinventing the wheel every Monday morning. You are following a path you know works. This allows you to serve more people with less effort.

3. Let Systems Do the Heavy Lifting

You are the heart of your business, but you don't need to be the engine for every tiny task.

If you are manually sending every invoice or scheduling every call, you are capping your own growth. You only have so many hours in the day.

Start documenting your processes. Create simple Standard Operating Procedures (SOPs). How do you onboard a client? How do you deliver your weekly reports? Write it down.

Then, look for tools to automate.

• Use a booking link for meetings.
• Set up automated invoicing.
• Create email templates for common questions.

Systems aren't about being cold or robotic. They are about freeing up your brain. When the "busy work" is handled, you have more energy for the conscious sales and deep connections that actually grow your revenue.

Automation buys you back your time. Time is your most valuable asset.

4. Prioritize Relationship-First Sales

Many entrepreneurs think scaling means building complex, expensive marketing funnels. They think they need to be on every social platform at once.

But for service providers, growth usually comes from connection.

I believe in relationship-first strategies. It’s about building trust. It’s about being helpful. It’s about showing up as yourself, not a "professional" version of you that feels stiff and formal.

Maybe you think you need a massive audience. You don't. You need a few of the right people to know, like, and trust you.

Focus on your revenue-generating activities. Are you talking to people? Are you following up? Are you sharing your expertise in a way that feels true to you?

Simplify your visibility. Pick one or two channels where your best clients hang out. Be consistent there. Listen to my podcast for more ideas on how to lead with connection.

Relationship-first is the sustainable way to scale.

5. Shift Your Mindset to Scalability

The biggest hurdle to a simple, scalable business is often between your ears.

Maybe you believe that if it’s easy, it’s not valuable. Or maybe you believe you have to be the one doing everything for it to be "perfect."

Scaling requires a shift in belief.

You have to believe that your business can thrive without you being "on" 24/7. You have to believe that you are allowed to earn more while working less.

This is the mindset work. It’s about clearing out the old stories that keep you playing small and stuck in the hustle. When you change your internal frequency, your external results follow.

In my coaching, we spend a lot of time on this. We streamline your model, but we also strengthen your confidence. You need both to reach that next level of income.

Your mindset is the ceiling of your success. Raise the ceiling.

Keep It Simple

Scaling is not about adding more. It is about taking away the things that don't serve you.

Maybe you feel a bit of relief just thinking about a simpler business. Trust that feeling. Your "ear" knows what is authentic and right for you.

You don't need a 50-page business plan. You just need a model that works, systems that support you, and the belief that you are ready for more.

Take a breath. Focus on the present moment. What is one small thing you can simplify today?

Do that. Then do the next thing.

Scaling is a journey, not a race. You are doing great.

Small steps lead to big changes.

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