July 28, 2025 • 19 mins
Welcome back to the Good Girls Get Rich podcast and I’m your host, Karen Yankovich. Today’s episode is a heart-to-heart conversation about the invisible barrier holding too many smart, successful women back from building real wealth: your own mindset.
If you’ve ever hesitated to quote a high-ticket price… If you’ve found yourself discounting your services without being asked… Or if you’ve heard that little voice whisper, “Who would pay me that much?”…
Then this episode is for you.
We want to hear your thoughts on this episode! Leave us a message on Speakpipe or email us at info@karenyankovich.com.
About The Episode and Highlights:
We’re diving into **why women chronically undercharge—by 28% less than men on average!—**and how to break out of that scarcity cycle. But I’m not just giving you pep talks. Today, you’ll get practical strategies, energy rituals, and mindset shifts to start confidently charging what your work is worth.
This is your reminder that charging more isn’t about greed. It’s about giving yourself the resources to overdeliver and create world-changing impact.
Think of this episode as a blend of business strategy and energy work… a little tough love, a lot of empowerment, and some real talk about branding, value, and the kind of wealth-building that lets you serve from a place of abundance.
Ready to treat yourself like the luxury brand you are? Let’s dive in.
What You’ll Learn in This Episode:
-
Why women entrepreneurs undercharge by 28%—and how to stop leaving money (and impact) on the table.
-
The psychology of premium pricing and why transformation sells better than hours.
-
How your LinkedIn profile, media mentions, and even your headshots help justify higher price points (branding signals matter!).
-
My favorite morning energy ritual to boost confidence before pricing conversations.
-
Why a $10K client is easier than ten $1K clients (yes, really).
-
The simplest way to create high-ticket offers that feel natural, not forced.
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How to turn your past experience into premium-priced packages—even if you’ve been working in corporate or volunteering.
-
The mindset shift from “I’m not enough” to “I’m growing my value”—and why you should double your prices today.
Premium Pricing Doesn’t Mean Overcharging. It Means Owning Your Value.
I’m not asking you to slap a $10,000 price tag on your $20 offer. I’m asking you to create a premium offer that truly reflects the transformation you deliver, and to build a business model that supports both your clients’ success and your personal wealth.
When your cup overflows, you serve better.
So… what would your next level look like if you owned that?
Magical Quotes From The Episode:
“Wealthy women change the world. Let’s help your energy match your impact.”
“Your energy precedes your words. People decide your value before you say a single thing.”
“If you’re not a little uncomfortable with your pricing, you’re probably not charging enough.”
“Premium pricing isn’t about charging more—it’s about giving yourself the resources to overdeliver and serve from a place of abundance.”
Resources Mentioned In the Episode:
- Grab your FREE Premium Pricing Workbook here.
- Connect with me on LinkedIn and DM me “High Ticket Energy” for extra support: Karen’s LinkedIn
- Recommended reading: Mindset by Carol Dweck
Help Us Spread The Word!
It would be awesome if you shared the Good Girls Get Rich Podcast with your fellow entrepreneurs on Twitter. Click here to tweet some lo
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Karen Yankovich (00:10):
Karen, hello and welcome to the good girls
get rich podcast. I'm your host,Karen Yankovich, and today we
are going to tune in and turninside out the biggest block
that keeps you from charging theprices that you need to charge
to be able to step into thekinds of wealth that's available
(00:30):
to you, and that block is oftenyour internal beliefs. We're
going to explore your fears,your worth, your next level
energy. This is a safe space todo that. I'm going to share
research and mindset shifts andmaybe some a couple little
rituals to help you anchor in tothat confidence so that you can
(00:50):
step into those higher ticketpackages with that confidence
and with ease and start to buildmore wealth. Here's the thing. I
want to just say this, and I saythis, and I say this all the
time, and this is not an apologyfor high ticket pricing, because
I don't think that we need toapologize ever more of an
explanation. I'm not talkingabout overcharging. I'm not
talking about taking somethingthat used to charge $20 for and
(01:12):
charging $20,000 for it. I'mtalking about creating a package
or a pro program or a productthat you can massively over
deliver on because you've gotthe budget to do. So Right? And,
you know, I've told the storybefore, maybe you've heard it,
but I had a client one time thatI was working with this exact on
this exact strategy with her,and she's like, I know, you
(01:32):
know, I was thinking it's goingto be $5,000 thing, but I was
thinking, you're going toprobably want it to be a $10,000
thing, so let's just go withthat. And it was like a coaching
type package for corporations.So I said, Okay, perfect. Let's
go with $10,000 so we mappedthis whole thing out. And then I
said to her, what if it was a$20,000 investment? And she lit
up. She's like, well, then I cando assessments for their team
(01:53):
members. I can go into I can goon site once a month. And she
started rattling off all theseother things she'd be able to do
at that higher investment level.I was like, well, doesn't that
sound amazing? Right? Like your,your client, is getting even
better service for you from you,right? They're getting a better
package from you. They'redelivering at such a bigger at a
higher value. You need less ofthese clients to get to the
(02:15):
numbers you need to get to inyour business to reach your
business goals. So it's like,and the people that you're
ultimately helping the employeesat that company are getting your
best stuff, right? So that'swin, win, win. Imagine if you
went in with that $5,000 ticketin mind, as opposed to that
$20,000 ticket, right? So that'swhat I'm that's the mindset I
want you in here as you listento the rest of the show, because
(02:36):
some of the common fears that Ihear is, Well, I'm I don't know
if I'm really worthy of that 20kor 50k or 100k or people will
think I'm greedy, or, what ifnobody will pays this. And, you
know, let me just say this. Andthis is one of the reasons I do
this show, okay? And when I didsome research for this episode,
I can't even tell you how manysources I found to support this
(02:59):
next statistic, way more. Imean, it's crazy. Women under
charge at a cost on average, 28%less than men. Can you imagine?
Let me just say this. We knowthat we're better than some out
many of the men out there,probably some of you may be
better than all of the men outthere, right? And this is not a
man women thing, but men go inwith the confidence for the
higher price point. Women, onaverage, charge 28% less than
(03:21):
men for the same service. Thisisn't a lack of skill, right?
You probably have as much, ifnot more, skill than the men
that are proposing, 28% morethan you're proposing. It's a
systemic scarcity triggeredmindset. Okay? So these are not
flaws. You're not flawed. Ifthis is happening, if you're
doing this, it's a humanresponse to systems that have
(03:42):
been telling us for decades toshrink, right? For decades. I
mean, listen, I'm older thanprobably many of you listening
to this show, right? So I havebeen, you know, taught this my
entire life, my entire life. Sowe have to unlearn these things
and learn how to create apackage at a price point that we
can over deliver, give massivevalue to our clients, but also
(04:04):
serve ourselves at that levelwhere our cup is overflowing,
right and we can continue toserve from that place. So let's
talk a little bit about like,how you're pricing this. So many
people I speak to, you know,well, they they figured out by
hour, and if you have hourlypricing in your in your on your
website, you need to take, don'tknow, because, you know, at the
end of the day, you don't justcharge for the hours that people
(04:25):
are seeing you, right? If you'rea coach and you say a four hour
package is $400 peopleimmediately do the math like
$100 an hour. It makes her thinkshe's worth $100 an hour. You
know, you're not only spendingan hour on that client, right?
All the pre work and the postwork and all the training you
you went to to be able to beable to do this coaching or
consulting with them in thefirst place, right? That all
(04:45):
goes into that $400 price point.But when you have like, four
hours for $400 peopleimmediately think of that hourly
rate, right? So we're talkingabout basing your pricing on
your value and the deliverables,not the number of hours. So.
That you're working with people.Does that make sense? I just
want you to kind of reframe thisa little bit and remember see
and see that you can create apackage that is not selling your
(05:08):
time, it's selling thetransformation that you provide,
okay? And your branding signalsvalue, right? Like you see a
Chanel brand or Apple, thosestrong visuals and that
positioning justify theirpremium costs. I'm sure you
probably have heard the the, youknow, the the example of a
bottle of water, right? Like youbuy a case of water in a, you
(05:28):
know, shop, right? And a bottlecost 12 cents. You buy a bottle
at the airport, the same bottlecosts $4 right? But at the
airport, it's premiumpositioning, because you're
jumping on a plane you don'thave, certainly not, you know,
taking it well, you can't evenbring it past security anymore,
right? So you've, you know,there's a value to buying that
bottle for $4 at the airport.It's the same freaking bottle of
water, right? So there'spsychology around that. There's
(05:50):
psychology around that, and thebranding signals all that. So
you have to consider yourbranding, and that's why we
focus so much on your personalbrand, and how you show up on
LinkedIn and how you show upwith your publicity, right? If
you're getting featured innewspapers and magazines,
because that leads to premiumbranding, you look like somebody
that people have trust in andconfidence in, right? Charging
(06:12):
more doesn't make you thatprice. It reflects the value
that you deliver. So it isn'treally about you, it's about the
value you're delivering, right?And premium pricing works
because it it triggers thatscarcity and exclusivity in
buyers minds, like if I so dothis myself, and I certainly not
consciously, but I know I'vedone it, and maybe you can
(06:33):
relate to this. If I pay $10 forsomething and somebody else
tells me the exact same thingsfor $10,000 I'm like, wait, I
pay $10,000 for this, I better.I better. I better jump on this.
I pay $10 for it. Like, I have aspreadsheet of things I paid $10
for because I forget that Ibought them, right? So again,
now that's an example of justovercharging, right? So I'm not
suggesting you do that. Youdon't take your $10 things and
(06:56):
make them $10,000 butunderstanding that you can
create $10,000 things becausepeople connect to that, that
premium pricing works because ittriggers exclusivity, and people
like charging more helps peoplebecause they perceive deeper
transformation and are ready toinvest, and they're ready to do
the work, right. They're readyto do the work. And I will tell
(07:17):
you this from personalexperience, and from personal
experience working with many,many hundreds and 1000s of women
over the last 1015, years doingthis work, the people that
invest in you at this higherlevel are the best people to
work with. They are. They'reready to do the work they want
to. They want to work with you.You're obviously showing up at a
different level for them thanyou do for your $5 people.
(07:38):
Right? So the the relationshipitself is better. And there's so
it's so much. It's so much.It's, frankly, it's easier to
get to 100k or 500k a year with,you know, $10,000 clients, than
it is to get there with $10clients, because you need to get
so many more of those. And youdon't need to, you don't, you
know, and there's so many moreyou're getting. Aren't even
(07:59):
really the ones you want. Thebeautiful, amazing ones are the
ones ready to pay you $10,000right? So I really need you to
do that mindset shift. Maybeyou've read the growth mindset
book from Carol Dweck. If youhaven't, we'll link to it here,
and her growth mindset model ismoving from I'm not enough to
I'm actively growing my value,right? We don't ever stop
(08:19):
growing. So if you're feelingright at this moment, as I say
all these things, that you'relike, Karen, I just can't even
imagine saying and theinvestment for that is $50,000
that's because you're still inthat I'm not enough mindset, and
we need to move you to that. I'mactively growing my value
mindset. Okay, this is, this is,you know, the this is a moment
(08:41):
in time for you. It's a momentin time for you. And I am here
for you in this moment in timebecause I want you to feel as
comfortable saying and theinvestment for my service that
we just discussed is $50,000 asyou say, please pass this all,
and that's why you've got topractice it and practice it and
practice it and practice it andpractice it and practice it
(09:04):
because it needs to. It's amuscle. You've got to you've got
to create, right? And you know,the one of the beautiful things
about creating a high ticketservice in your business, and
doesn't mean you can't have lowticket services also, right? But
I think all of us need to have ahigh ticket service in our
business if we have somethingavailable, if somebody wants it,
right? Is that you don't need tohave, like, 100 sales pages and
(09:27):
upsell pages and all thesecheckout pages and all that
other stuff you just you need tohave a conversation with a
potential client, right, aprospect. And you need to be
able to say, Okay, let's mapthis out. Let me hear what you
want. Tell me what you'relooking for. Do a little
uncovering, right? Do a littleuncovering, and what they're
what they're really looking toget out of this engagement that
they've reached out to youabout, or, frankly, you've
(09:48):
reached out to them about,
and then, you know, you can puttogether what you're going to
call a custom package for them,but your custom package could be
pretty much the same foreverybody you do this for, but
you. You going to tweak it tomatch what they really want?
Like, maybe they want you tocome on site. Maybe they don't.
I had a client one time. Oh mygosh, poor guy passed away. But
he, um, he lived in Boston. Ilive in New Jersey, and he
(10:12):
needed to see me once a month.So once a month, I would drive.
We would drive to Connecticutand have lunch, and he would pay
me. He would give me a give me acheck once a month and I'd have
lunch. And honestly, I built inwhat I called an aggravation tax
for that, because I had to driveto Connecticut once a month to
meet with them, right? So, so,you know, I charged him for
that, because my time isvaluable, right? I don't, I
don't normally have to do thatwith my consulting clients. He
(10:34):
insisted on that, so we put ittogether, and I charged him an
extra whatever, $1,000 $500 amonth, $5,000 a month or
something. I mean, took away aday of my time every month,
right? That's a, that's a big,the big ask, right? So if you
want me to do that, there's a,there's a cost for that. So you
put together these custompackages for them, and it, what
it means is you don't have tocreate all these pages ahead of
time. You create this custompackage, you put it together in
(10:57):
a, you know, you use chat, GPT,or whatever. You put all the
deliverables in, and you say,please pop out a, you know,
beautiful proposal for this, andthen you put it in a PDF, and
you email to them, and you'redone. You don't have to have all
this pre work for something thatyou may or may not ever even
sell, right? So when we'retalking about these higher
ticket packages, it is thisactively growing my value
(11:19):
mindset that we're doing aswe're as you're talking to them,
because you're now, you're inyour zone, right? Well, I can do
this, I can do that, and maybethey'll ask you for a couple of
things that you don't know ifyou can do. But here's what you
can do at a higher ticket pricepoint, you can bring somebody
in, right? I bring our PR expertin every now and then with my
consulting clients. If I needsomebody I can do I can walk the
walk and talk the talk. But, youknow, sometimes it needs to go a
(11:39):
little deeper, so I'll bring insomebody. On a little higher
level than I am I, you know, Iam, I am like the I like to
refer to myself like at theMogul at the top of all this. I
don't need to know how to do allthe things I say we're going to
do. I need to know I havesomebody that can do all those
things right, and that comesfrom actively growing your
value. Okay? So think back.Think back. Here's a little
journaling prompt for you. Thinkback to your previous life, your
(12:02):
previous chapter. Maybe it wascorporate, maybe it was
something else you were doing.Who knows? Maybe it was even
like some volunteer thing youdid. Maybe it was as the
president of the PTA, whatever.Think back to a time, a moment
in time, where you delivered wayabove what you were asked,
outsized results. Like totallyoutsized results. How would that
feel, priced at its real impact?Right? Think about that journal
(12:26):
on that for a second, becauseI'm guessing it might not have
been priced at its real impact.So let's talk a little bit about
how to kind of energetically getto this place. Because, you
know, I you might have these bigdreams, but if your energy is
here and your dreams are here,your if your energy is low and
your dreams are high, they needto be aligned if you're ever
going to achieve them, right? Solet's talk a little bit about
(12:47):
like, a couple little morningand energetic anchoring rituals
that you can do here. So in themorning, if you're struggling
with this, if you're if you havea day where you know you're
going to be talking to people ata higher about higher price
point packages, you're going tobe spending your day on
LinkedIn, connecting withpeople, reaching out to people.
I want you to think about a realsuccess you've had, if you, if
you have, maybe a place that youa box or something that you keep
(13:11):
testimonials or thank you cardsthat you've gotten, or whatever.
I want you to recall some realsuccesses that you've done, and
I want you to speak it out loud.I want you to maybe even watch
some of the testimonial videosmaybe you have from some of your
clients, right? Go to, you know,I have our success stories page
on our website. I can go andwatch some of those videos,
right, and remind myself of thekinds of transformations that
(13:32):
the work that we do around hereprovides for the people that I
work with, right? Because thissupports your self worth before
you're sending those pricequotes, right? So do that
energetic work before you evenstart your day, so that you're
starting your day at that highvibe level. And then maybe every
week, you want to look at youroffers, maybe even once a month,
look at your price offers. Dothey feel the Do they feel
(13:53):
aligned? Do they feel anxious?You know, if you're feeling
anxiety around some of it, thenstop for a second and think
about, what are the beliefscausing me to be anxious about
all of this? Right? Because Ican promise you every single
solitary woman listening to thisshow right now I can have a
conversation with and we can goup with a $50,000 consulting
(14:15):
package that you can offer andmarket and land a contract for.
And I don't say that lightly. Idon't say that lightly. If
you've worked with me, you know,I don't say that lightly. We can
make that happen, but you haveto, you have to have do this
energy work, right? You have, ifyou feeling a little anxious,
you've got to do the energy workto get you there. And you got to
kind of troubleshoot what's inthe way of those kinds of
things. I, you know, I can helpyou with them as if we're
(14:37):
working together, right? Buthere on this podcast, this is
the work you got to do, right?And I want you to think about
treating yourself like a luxurybrand, right? Get some premium
headshots. Get a banner thatexudes your value, you know. Get
somebody to do some greatgraphics for you, visuals and
reminders to you and to yourclients at your premium, your
energy precedes your words.People can see and feel who you
(14:58):
are before you even starttalking. I. So you have to, I'd
rather you do less at higherlevel for those higher tickets.
First of all, doesn't soundamazing. I want you to do less
work, have less things, haveless less visuals and less
graphics, and a smaller, tighterwebsite and just a great, tight
LinkedIn page to get biggerticket clients that are at a
(15:21):
premium level, so you can hitthe price points that you want
to be hitting, right? Amazing.Amazing. It's amazing. And then
you also have to surroundyourself with other people that
are higher ticket setters. Youknow, I remember when I first
started in my entrepreneurjourney, there were so many
people that I was talking tothat were in my circle, and many
of them still are in my circle.And a lot of them were like, and
(15:41):
I want to be a high I want to, Iwant to be a six figure business
owner. And I was like, hmm,like, I'm sorry, but $100,000 as
an entrepreneur, you might aswell go work at Macy's. And
that's how much money is goingin your pocket after you pay
your VA and your, you know, allof your your your CRM and Canva
and all the things you have tobuy, right? As an entrepreneur,
(16:01):
that's not enough money. Ineeded to surround myself. And I
will say, and I've said thismany times on the show, when I
talk to people about workingwith them privately or in our
she's linked up program I lookfor women that I can see a
quarter million dollar businessin their future. Because if I
can't see that, then I can'treally help you, and I can help
you get to there, right? But ifyou're stuck, and they know, I
(16:23):
just need to make a couple extrabucks because, you know, blah,
blah, blah, that's I'm not here.I'm not the person for you to
hire. You want to surround you.So you need to be surrounded by
people that have that same valueand beliefs as you. If you are
surrounded by people that go youreally, you really think you're
going to have a million dollarbusiness. No, you need to get
rid of those people out of thosepeople out of your life and
surround yourself with peoplethat are like, hell, yeah, I'm
(16:44):
in. Let's do it, right? I'mhelping you. I'm ready to do it,
I'm ready to do it. I'm ready tohelp you. And you help each
other, right? And you can leanon each other when those mindset
blocks come up,
Unknown (16:52):
which is so huge, so huge. So let's just recap
Karen Yankovich (16:57):
here a little bit. I want you to think about
what emotional barriers might bein your way of hitting these
higher ticket price points. Thenthink about how you can reframe
it and build in some ritualsthat are going to help you get
to the other side of thesethings, so that you can reach so
that you can achieve the goalsyou have for yourself. I want
(17:17):
you to have big goals. You know,if you have big dreams. You need
big goals. If you have if yourbig dream is that you want to
build a nonprofit, right? Maybeyour big dream isn't even about
putting money in your own bankaccount. You want to build a
nonprofit. Let's get real. Bigdreams require big money, and
you have to do the work. You dothe mindset work so that you are
prepared to attract, handle and,and, and deliver at the at the
(17:43):
value that that big moneydeserves to be delivered at. So
think about one thing thatyou're tempted to just kind of
give away, you know, double ortriple its price, even if it
makes you uncomfortable, live inthat tension. If you're not a
little bit uncomfortable, thenyou're not probably charging
enough money. And, and let meknow. Touch base with me.
Connect. If we're not connectedon LinkedIn, we should be
connected on LinkedIn. Andmessage me or or share this
(18:05):
episode on LinkedIn and say,here's what made me
uncomfortable, and here's whatyou know, here's what this
episode shook out of me, andhere's what I'm going to change.
You know, often when I getinterviewed on, you know, for
whatever, a lot of times they'llsay, Well, what one piece of
advice do you have for, like,women business owners? And I'll
be like, Well, an easy thing forme is, whatever you know, take a
pick a service or product orservice you have, and double its
(18:27):
price point, just double it,like, double your pricing, and
don't even think about it, andthen start to say, at this new
at this new price point, whatelse can I deliver? How can I
deliver at this higher level?Just double it. So I'm going to
say that same to you, double ortriple, something that you've
got out there right now, live inthe tension of it, but just do
it and know that I'm here tosupport you with this. I've got
(18:49):
a workbook that I am happy to toshare with you. If you go to
Karen Yankovich COMM slash, 320,download. You can grab this
premium pricing workbook and orsend me a DM on LinkedIn, just
saying, you know, high ticketenergy, and I will get you this
premium pricing workbook. And Iwant you to do this. I want you
(19:11):
to do this because you deserveabundance without apology. Let's
help your energy match yourimpact. And let's, let's have,
let's please let there be morewealthy women in the world so
that we can do the good, thekinds of good that this world
needs us to be doing. So Karenyankovic.com/ 320, download. Get
(19:31):
you the premium pricingworkbook, and I will see you
back here again next week foranother episode of The Good
girls get rich podcast.
Karen, hello and welcome to the good girls
get rich podcast. I'm your host,Karen Yankovich, and today we
are going to tune in and turninside out the biggest block
that keeps you from charging theprices that you need to charge
to be able to step into thekinds of wealth that's available
(00:30):
to you, and that block is oftenyour internal beliefs. We're
going to explore your fears,your worth, your next level
energy. This is a safe space todo that. I'm going to share
research and mindset shifts andmaybe some a couple little
rituals to help you anchor in tothat confidence so that you can
(00:50):
step into those higher ticketpackages with that confidence
and with ease and start to buildmore wealth. Here's the thing. I
want to just say this, and I saythis, and I say this all the
time, and this is not an apologyfor high ticket pricing, because
I don't think that we need toapologize ever more of an
explanation. I'm not talkingabout overcharging. I'm not
talking about taking somethingthat used to charge $20 for and
(01:12):
charging $20,000 for it. I'mtalking about creating a package
or a pro program or a productthat you can massively over
deliver on because you've gotthe budget to do. So Right? And,
you know, I've told the storybefore, maybe you've heard it,
but I had a client one time thatI was working with this exact on
this exact strategy with her,and she's like, I know, you
(01:32):
know, I was thinking it's goingto be $5,000 thing, but I was
thinking, you're going toprobably want it to be a $10,000
thing, so let's just go withthat. And it was like a coaching
type package for corporations.So I said, Okay, perfect. Let's
go with $10,000 so we mappedthis whole thing out. And then I
said to her, what if it was a$20,000 investment? And she lit
up. She's like, well, then I cando assessments for their team
(01:53):
members. I can go into I can goon site once a month. And she
started rattling off all theseother things she'd be able to do
at that higher investment level.I was like, well, doesn't that
sound amazing? Right? Like your,your client, is getting even
better service for you from you,right? They're getting a better
package from you. They'redelivering at such a bigger at a
higher value. You need less ofthese clients to get to the
(02:15):
numbers you need to get to inyour business to reach your
business goals. So it's like,and the people that you're
ultimately helping the employeesat that company are getting your
best stuff, right? So that'swin, win, win. Imagine if you
went in with that $5,000 ticketin mind, as opposed to that
$20,000 ticket, right? So that'swhat I'm that's the mindset I
want you in here as you listento the rest of the show, because
(02:36):
some of the common fears that Ihear is, Well, I'm I don't know
if I'm really worthy of that 20kor 50k or 100k or people will
think I'm greedy, or, what ifnobody will pays this. And, you
know, let me just say this. Andthis is one of the reasons I do
this show, okay? And when I didsome research for this episode,
I can't even tell you how manysources I found to support this
(02:59):
next statistic, way more. Imean, it's crazy. Women under
charge at a cost on average, 28%less than men. Can you imagine?
Let me just say this. We knowthat we're better than some out
many of the men out there,probably some of you may be
better than all of the men outthere, right? And this is not a
man women thing, but men go inwith the confidence for the
higher price point. Women, onaverage, charge 28% less than
(03:21):
men for the same service. Thisisn't a lack of skill, right?
You probably have as much, ifnot more, skill than the men
that are proposing, 28% morethan you're proposing. It's a
systemic scarcity triggeredmindset. Okay? So these are not
flaws. You're not flawed. Ifthis is happening, if you're
doing this, it's a humanresponse to systems that have
(03:42):
been telling us for decades toshrink, right? For decades. I
mean, listen, I'm older thanprobably many of you listening
to this show, right? So I havebeen, you know, taught this my
entire life, my entire life. Sowe have to unlearn these things
and learn how to create apackage at a price point that we
can over deliver, give massivevalue to our clients, but also
(04:04):
serve ourselves at that levelwhere our cup is overflowing,
right and we can continue toserve from that place. So let's
talk a little bit about like,how you're pricing this. So many
people I speak to, you know,well, they they figured out by
hour, and if you have hourlypricing in your in your on your
website, you need to take, don'tknow, because, you know, at the
end of the day, you don't justcharge for the hours that people
(04:25):
are seeing you, right? If you'rea coach and you say a four hour
package is $400 peopleimmediately do the math like
$100 an hour. It makes her thinkshe's worth $100 an hour. You
know, you're not only spendingan hour on that client, right?
All the pre work and the postwork and all the training you
you went to to be able to beable to do this coaching or
consulting with them in thefirst place, right? That all
(04:45):
goes into that $400 price point.But when you have like, four
hours for $400 peopleimmediately think of that hourly
rate, right? So we're talkingabout basing your pricing on
your value and the deliverables,not the number of hours. So.
That you're working with people.Does that make sense? I just
want you to kind of reframe thisa little bit and remember see
and see that you can create apackage that is not selling your
(05:08):
time, it's selling thetransformation that you provide,
okay? And your branding signalsvalue, right? Like you see a
Chanel brand or Apple, thosestrong visuals and that
positioning justify theirpremium costs. I'm sure you
probably have heard the the, youknow, the the example of a
bottle of water, right? Like youbuy a case of water in a, you
(05:28):
know, shop, right? And a bottlecost 12 cents. You buy a bottle
at the airport, the same bottlecosts $4 right? But at the
airport, it's premiumpositioning, because you're
jumping on a plane you don'thave, certainly not, you know,
taking it well, you can't evenbring it past security anymore,
right? So you've, you know,there's a value to buying that
bottle for $4 at the airport.It's the same freaking bottle of
water, right? So there'spsychology around that. There's
(05:50):
psychology around that, and thebranding signals all that. So
you have to consider yourbranding, and that's why we
focus so much on your personalbrand, and how you show up on
LinkedIn and how you show upwith your publicity, right? If
you're getting featured innewspapers and magazines,
because that leads to premiumbranding, you look like somebody
that people have trust in andconfidence in, right? Charging
(06:12):
more doesn't make you thatprice. It reflects the value
that you deliver. So it isn'treally about you, it's about the
value you're delivering, right?And premium pricing works
because it it triggers thatscarcity and exclusivity in
buyers minds, like if I so dothis myself, and I certainly not
consciously, but I know I'vedone it, and maybe you can
(06:33):
relate to this. If I pay $10 forsomething and somebody else
tells me the exact same thingsfor $10,000 I'm like, wait, I
pay $10,000 for this, I better.I better. I better jump on this.
I pay $10 for it. Like, I have aspreadsheet of things I paid $10
for because I forget that Ibought them, right? So again,
now that's an example of justovercharging, right? So I'm not
suggesting you do that. Youdon't take your $10 things and
(06:56):
make them $10,000 butunderstanding that you can
create $10,000 things becausepeople connect to that, that
premium pricing works because ittriggers exclusivity, and people
like charging more helps peoplebecause they perceive deeper
transformation and are ready toinvest, and they're ready to do
the work, right. They're readyto do the work. And I will tell
(07:17):
you this from personalexperience, and from personal
experience working with many,many hundreds and 1000s of women
over the last 1015, years doingthis work, the people that
invest in you at this higherlevel are the best people to
work with. They are. They'reready to do the work they want
to. They want to work with you.You're obviously showing up at a
different level for them thanyou do for your $5 people.
(07:38):
Right? So the the relationshipitself is better. And there's so
it's so much. It's so much.It's, frankly, it's easier to
get to 100k or 500k a year with,you know, $10,000 clients, than
it is to get there with $10clients, because you need to get
so many more of those. And youdon't need to, you don't, you
know, and there's so many moreyou're getting. Aren't even
(07:59):
really the ones you want. Thebeautiful, amazing ones are the
ones ready to pay you $10,000right? So I really need you to
do that mindset shift. Maybeyou've read the growth mindset
book from Carol Dweck. If youhaven't, we'll link to it here,
and her growth mindset model ismoving from I'm not enough to
I'm actively growing my value,right? We don't ever stop
(08:19):
growing. So if you're feelingright at this moment, as I say
all these things, that you'relike, Karen, I just can't even
imagine saying and theinvestment for that is $50,000
that's because you're still inthat I'm not enough mindset, and
we need to move you to that. I'mactively growing my value
mindset. Okay, this is, this is,you know, the this is a moment
(08:41):
in time for you. It's a momentin time for you. And I am here
for you in this moment in timebecause I want you to feel as
comfortable saying and theinvestment for my service that
we just discussed is $50,000 asyou say, please pass this all,
and that's why you've got topractice it and practice it and
practice it and practice it andpractice it and practice it
(09:04):
because it needs to. It's amuscle. You've got to you've got
to create, right? And you know,the one of the beautiful things
about creating a high ticketservice in your business, and
doesn't mean you can't have lowticket services also, right? But
I think all of us need to have ahigh ticket service in our
business if we have somethingavailable, if somebody wants it,
right? Is that you don't need tohave, like, 100 sales pages and
(09:27):
upsell pages and all thesecheckout pages and all that
other stuff you just you need tohave a conversation with a
potential client, right, aprospect. And you need to be
able to say, Okay, let's mapthis out. Let me hear what you
want. Tell me what you'relooking for. Do a little
uncovering, right? Do a littleuncovering, and what they're
what they're really looking toget out of this engagement that
they've reached out to youabout, or, frankly, you've
(09:48):
reached out to them about,
and then, you know, you can puttogether what you're going to
call a custom package for them,but your custom package could be
pretty much the same foreverybody you do this for, but
you. You going to tweak it tomatch what they really want?
Like, maybe they want you tocome on site. Maybe they don't.
I had a client one time. Oh mygosh, poor guy passed away. But
he, um, he lived in Boston. Ilive in New Jersey, and he
(10:12):
needed to see me once a month.So once a month, I would drive.
We would drive to Connecticutand have lunch, and he would pay
me. He would give me a give me acheck once a month and I'd have
lunch. And honestly, I built inwhat I called an aggravation tax
for that, because I had to driveto Connecticut once a month to
meet with them, right? So, so,you know, I charged him for
that, because my time isvaluable, right? I don't, I
don't normally have to do thatwith my consulting clients. He
(10:34):
insisted on that, so we put ittogether, and I charged him an
extra whatever, $1,000 $500 amonth, $5,000 a month or
something. I mean, took away aday of my time every month,
right? That's a, that's a big,the big ask, right? So if you
want me to do that, there's a,there's a cost for that. So you
put together these custompackages for them, and it, what
it means is you don't have tocreate all these pages ahead of
time. You create this custompackage, you put it together in
(10:57):
a, you know, you use chat, GPT,or whatever. You put all the
deliverables in, and you say,please pop out a, you know,
beautiful proposal for this, andthen you put it in a PDF, and
you email to them, and you'redone. You don't have to have all
this pre work for something thatyou may or may not ever even
sell, right? So when we'retalking about these higher
ticket packages, it is thisactively growing my value
(11:19):
mindset that we're doing aswe're as you're talking to them,
because you're now, you're inyour zone, right? Well, I can do
this, I can do that, and maybethey'll ask you for a couple of
things that you don't know ifyou can do. But here's what you
can do at a higher ticket pricepoint, you can bring somebody
in, right? I bring our PR expertin every now and then with my
consulting clients. If I needsomebody I can do I can walk the
walk and talk the talk. But, youknow, sometimes it needs to go a
(11:39):
little deeper, so I'll bring insomebody. On a little higher
level than I am I, you know, Iam, I am like the I like to
refer to myself like at theMogul at the top of all this. I
don't need to know how to do allthe things I say we're going to
do. I need to know I havesomebody that can do all those
things right, and that comesfrom actively growing your
value. Okay? So think back.Think back. Here's a little
journaling prompt for you. Thinkback to your previous life, your
(12:02):
previous chapter. Maybe it wascorporate, maybe it was
something else you were doing.Who knows? Maybe it was even
like some volunteer thing youdid. Maybe it was as the
president of the PTA, whatever.Think back to a time, a moment
in time, where you delivered wayabove what you were asked,
outsized results. Like totallyoutsized results. How would that
feel, priced at its real impact?Right? Think about that journal
(12:26):
on that for a second, becauseI'm guessing it might not have
been priced at its real impact.So let's talk a little bit about
how to kind of energetically getto this place. Because, you
know, I you might have these bigdreams, but if your energy is
here and your dreams are here,your if your energy is low and
your dreams are high, they needto be aligned if you're ever
going to achieve them, right? Solet's talk a little bit about
(12:47):
like, a couple little morningand energetic anchoring rituals
that you can do here. So in themorning, if you're struggling
with this, if you're if you havea day where you know you're
going to be talking to people ata higher about higher price
point packages, you're going tobe spending your day on
LinkedIn, connecting withpeople, reaching out to people.
I want you to think about a realsuccess you've had, if you, if
you have, maybe a place that youa box or something that you keep
(13:11):
testimonials or thank you cardsthat you've gotten, or whatever.
I want you to recall some realsuccesses that you've done, and
I want you to speak it out loud.I want you to maybe even watch
some of the testimonial videosmaybe you have from some of your
clients, right? Go to, you know,I have our success stories page
on our website. I can go andwatch some of those videos,
right, and remind myself of thekinds of transformations that
(13:32):
the work that we do around hereprovides for the people that I
work with, right? Because thissupports your self worth before
you're sending those pricequotes, right? So do that
energetic work before you evenstart your day, so that you're
starting your day at that highvibe level. And then maybe every
week, you want to look at youroffers, maybe even once a month,
look at your price offers. Dothey feel the Do they feel
(13:53):
aligned? Do they feel anxious?You know, if you're feeling
anxiety around some of it, thenstop for a second and think
about, what are the beliefscausing me to be anxious about
all of this? Right? Because Ican promise you every single
solitary woman listening to thisshow right now I can have a
conversation with and we can goup with a $50,000 consulting
(14:15):
package that you can offer andmarket and land a contract for.
And I don't say that lightly. Idon't say that lightly. If
you've worked with me, you know,I don't say that lightly. We can
make that happen, but you haveto, you have to have do this
energy work, right? You have, ifyou feeling a little anxious,
you've got to do the energy workto get you there. And you got to
kind of troubleshoot what's inthe way of those kinds of
things. I, you know, I can helpyou with them as if we're
(14:37):
working together, right? Buthere on this podcast, this is
the work you got to do, right?And I want you to think about
treating yourself like a luxurybrand, right? Get some premium
headshots. Get a banner thatexudes your value, you know. Get
somebody to do some greatgraphics for you, visuals and
reminders to you and to yourclients at your premium, your
energy precedes your words.People can see and feel who you
(14:58):
are before you even starttalking. I. So you have to, I'd
rather you do less at higherlevel for those higher tickets.
First of all, doesn't soundamazing. I want you to do less
work, have less things, haveless less visuals and less
graphics, and a smaller, tighterwebsite and just a great, tight
LinkedIn page to get biggerticket clients that are at a
(15:21):
premium level, so you can hitthe price points that you want
to be hitting, right? Amazing.Amazing. It's amazing. And then
you also have to surroundyourself with other people that
are higher ticket setters. Youknow, I remember when I first
started in my entrepreneurjourney, there were so many
people that I was talking tothat were in my circle, and many
of them still are in my circle.And a lot of them were like, and
(15:41):
I want to be a high I want to, Iwant to be a six figure business
owner. And I was like, hmm,like, I'm sorry, but $100,000 as
an entrepreneur, you might aswell go work at Macy's. And
that's how much money is goingin your pocket after you pay
your VA and your, you know, allof your your your CRM and Canva
and all the things you have tobuy, right? As an entrepreneur,
(16:01):
that's not enough money. Ineeded to surround myself. And I
will say, and I've said thismany times on the show, when I
talk to people about workingwith them privately or in our
she's linked up program I lookfor women that I can see a
quarter million dollar businessin their future. Because if I
can't see that, then I can'treally help you, and I can help
you get to there, right? But ifyou're stuck, and they know, I
(16:23):
just need to make a couple extrabucks because, you know, blah,
blah, blah, that's I'm not here.I'm not the person for you to
hire. You want to surround you.So you need to be surrounded by
people that have that same valueand beliefs as you. If you are
surrounded by people that go youreally, you really think you're
going to have a million dollarbusiness. No, you need to get
rid of those people out of thosepeople out of your life and
surround yourself with peoplethat are like, hell, yeah, I'm
(16:44):
in. Let's do it, right? I'mhelping you. I'm ready to do it,
I'm ready to do it. I'm ready tohelp you. And you help each
other, right? And you can leanon each other when those mindset
blocks come up,
Unknown (16:52):
which is so huge, so huge. So let's just recap
Karen Yankovich (16:57):
here a little bit. I want you to think about
what emotional barriers might bein your way of hitting these
higher ticket price points. Thenthink about how you can reframe
it and build in some ritualsthat are going to help you get
to the other side of thesethings, so that you can reach so
that you can achieve the goalsyou have for yourself. I want
(17:17):
you to have big goals. You know,if you have big dreams. You need
big goals. If you have if yourbig dream is that you want to
build a nonprofit, right? Maybeyour big dream isn't even about
putting money in your own bankaccount. You want to build a
nonprofit. Let's get real. Bigdreams require big money, and
you have to do the work. You dothe mindset work so that you are
prepared to attract, handle and,and, and deliver at the at the
(17:43):
value that that big moneydeserves to be delivered at. So
think about one thing thatyou're tempted to just kind of
give away, you know, double ortriple its price, even if it
makes you uncomfortable, live inthat tension. If you're not a
little bit uncomfortable, thenyou're not probably charging
enough money. And, and let meknow. Touch base with me.
Connect. If we're not connectedon LinkedIn, we should be
connected on LinkedIn. Andmessage me or or share this
(18:05):
episode on LinkedIn and say,here's what made me
uncomfortable, and here's whatyou know, here's what this
episode shook out of me, andhere's what I'm going to change.
You know, often when I getinterviewed on, you know, for
whatever, a lot of times they'llsay, Well, what one piece of
advice do you have for, like,women business owners? And I'll
be like, Well, an easy thing forme is, whatever you know, take a
pick a service or product orservice you have, and double its
(18:27):
price point, just double it,like, double your pricing, and
don't even think about it, andthen start to say, at this new
at this new price point, whatelse can I deliver? How can I
deliver at this higher level?Just double it. So I'm going to
say that same to you, double ortriple, something that you've
got out there right now, live inthe tension of it, but just do
it and know that I'm here tosupport you with this. I've got
(18:49):
a workbook that I am happy to toshare with you. If you go to
Karen Yankovich COMM slash, 320,download. You can grab this
premium pricing workbook and orsend me a DM on LinkedIn, just
saying, you know, high ticketenergy, and I will get you this
premium pricing workbook. And Iwant you to do this. I want you
(19:11):
to do this because you deserveabundance without apology. Let's
help your energy match yourimpact. And let's, let's have,
let's please let there be morewealthy women in the world so
that we can do the good, thekinds of good that this world
needs us to be doing. So Karenyankovic.com/ 320, download. Get
(19:31):
you the premium pricingworkbook, and I will see you
back here again next week foranother episode of The Good
girls get rich podcast.
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