Your Money Story 

The Two Primary Money Stories 

​

The Scarcity Mindset Client grew up hearing that money was scarce, hard to come by, and something to be carefully guarded. They're anxious about every investment, need constant reassurance about value, and will negotiate everything if you let them. 

​

These clients ask questions like "What's included?" and "Can we do this for less?" They want itemized breakdowns and comparison shopping. They're not trying to be annoying – they're just operating from fear. 

​

The Investment Mindset Client grew up seeing money as a tool to create results and solve problems. They invest in expertise, value time and outcomes over cost, and understand that quality requires proper investment. 

​

These clients ask questions like "How will this impact my business?" and "What's your recommended approach?" They're looking for outcomes, not itemized lists. They say things like "I need this handled properly" and "What do you suggest?" 

​

Guess which ones make better long-term clients? 

​

​

Your Money Story Matters Too 

​

Here's what most business owners don't realize: your money story is probably sabotaging your business more than your clients' money stories. 

​

I definitely grew up with a scarcity mindset. I was taught that money was very hard to come by, that successful people were "lucky" or "different from us." I learned to apologize for wanting fair compensation and to feel guilty for charging for my expertise. 

​

These beliefs had a massive impact on how I priced my services and positioned myself as a business owner. I was terrified to charge "too much" and spent years chronically undercharging. The result? Clients treated me exactly the way I thought about myself – like a budget option. 

​

I had significant work ahead of me: overcoming deeply ingrained beliefs about money and professional worth. But I was never going to build a sustainable business until I addressed my own money story first. 

​

If you grew up thinking "successful people are greedy," you'll undercharge because you don't want to be perceived as greedy. If you heard "it's not professional to discuss money," you'll avoid pricing conversations and hope clients just figure it out. 

​

You can't charge strategic rates if you don't believe you deserve them. Address your money story first. 

​

​

The Strategic Pricing Framework 

​

Remember that premium service experience? You had options. Smart businesses offer three strategic choices: 

​

Option 1: Starter Package – Core service delivery with standard timeline

 

Option 2: Strategic Package – Enhanced service with priority handling and additional support 

​

Option 3: Premium Package – Comprehensive solution with ongoing partnership and exclusive access 

​

Most clients choose the strategic option. It feels smart – not basic, not excessive. But here's the psychology: without the premium option, the strategic package feels expensive. With it, the strategic package feels reasonable. 

​

You're not necessarily trying to sell the premium package (though it's profitable when you do). You're making your core offer look like the obvious smart choice. 

​

​

Reading Your Client's Money Story 

​

Your prospects reveal their money story in the first consultation. 

​

Scarcity mindset clients ask about price first. They want to know what's included, what's extra, whether you offer payment plans. They mention budget constraints and compare you to lower-cost alternatives. 

​

Investment mindset clients ask about results first. They want to know about your process, experience, timeline, and strategic approach. They mention goals and what success looks like for their business. 

​

Green flags: "I want this done right," "Time is more valuable than cost," "What's your recommended approach?" "How quickly can we start?" 

​

Red flags: "I'm getting multiple quotes," "Can you match their price?" "I have a very tight budget," "What's your cheapest option?" 

​

Listen carefully. They're telling you exactly how to serve them – or whether to serve them at all. 

​

​

Common Money Story Mistakes 

​

Stop assuming everyone thinks about money like you do. The client who questions a $500 expense might regularly invest $5,000 in other business priorities. It's not about the money – it's about perceived value and strategic fit. 

​

Stop leading with price. Start with transformation. What business outcome are you creating? Investment becomes secondary when value is clear and compelling. 

​

Stop apologizing for your rates. "I know it seems like a lot, but..." immediately puts focus on cost instead of value. Own your pricing with confidence and strategic reasoning. 

​

Stop trying to convince scarcity mindset clients to invest more. You can't logic someone out of an emotional position. Find clients who already value strategic expertise. 

​

​

The Strategic Shift 

​

You're not selling services. You're selling business outcomes, strategic advantages, and peace of mind. 

​

That premium consultant didn't sell you strategy sessions – they sold you clarity, competitive advantage, and confidence in your direction. That expert designer didn't sell you a website – they sold you a business tool that works 24/7 to attract your ideal clients. 

​

What business outcome are you really creating? When you get clear on that, strategic pricing becomes natural. 

​

​

Your Money Story Action Plan 

​

This week, examine your own money beliefs. What messages about money did you learn growing up? How might they be affecting your pricing and client attraction? 

​

Audit your current positioning. Are you leading with features or outcomes? Are you attracting investment-minded clients or bargain hunters? 

​

Review your last five client conversations. What questions did they ask first? What does that tell you about their money story – and yours? 

​

Choose one pricing conversation to approach differently. Lead with outcomes, own your value, and see what changes. 

​

The foundation you've built through these nine articles sets you up for sustainable business growth. Your money story doesn't have to limit your business story. When you align your pricing with your value and attract clients who think strategically about investment, everything becomes easier. 

​

What transformation are you ready to price appropriately?