Why You Keep Lowering Your Price (And How to Stop It)
You’ve been here before.
You finally get the client on the call. You talk. You connect. You explain the offer.
Then the moment of truth comes — you name your price… but before they can react, you drop it.
You say something like, “But of course, I can work something out for you,” or “We can make it more affordable.”
Only to find out later…
They paid your competitor even more.
You feel frustrated. Undervalued, angry, and disrespected. I have been there and worse of all the people they paid more were less competent than you.
Carl Jung would say you just met your Shadow.
The Shadow is the part of your mind where you store everything you don’t want to face about yourself — your fears, your insecurities, your limiting beliefs, poverty mentality, lack mentality,
And in sales, it shows up silently.
You believe things like:
“They’ll say no if I’m too expensive.”
“I don’t want to seem greedy.”
“Is it not a virtual training why will i pay”
You don’t say them out loud, but they direct your tone, your body language, and your pricing.
They make you negotiate with yourself before the client even says a word.
In fact your “ I can give you a discount” Is on the tip of your tongue ready to run out once you’re triggered and after you say it YOU HATE YOURSELF AND YOU DO THE JOB WITHOUT JOY
That’s how the Shadow works. It doesn’t shout. It whispers.
Then comes projection.
Projection is when you take what’s going on inside you — your fear, your money mindset, your doubts — and you unconsciously throw it onto the client.
You assume they’re broke.
You assume they’ll walk away.
You assume they think you’re charging too much.
But you’re not seeing the client for who they really are.
You’re seeing yourself in them.
That’s what Jung meant when he said, “Perception is projection.”
You’re looking through the lens of your Shadow — not through truth.
This leads to insecure selling.
You offer discounts too quickly.
You apologize for your prices.
You justify your value before anyone asks you to.
You close deals… but you feel empty.
And what’s worse? That same client ends up paying another service provider more than what you were afraid to charge.
Not because you’re not good. Not because your offer wasn’t valuable.
But because the other person believed in their value — and you didn’t.
So what do you do?
Here’s the real work.
Not just better scripts. Not just better closes.
Inner clarity. Inner alignment.
Here’s your ACTIONABLE ADVICE:
Notice your pattern.
Every time you feel the urge to LOWER your price, pause and ask:
“Am I reacting to the client… or to my own fear?”Meet your Shadow.
Journal this: “What do I really believe about charging high prices?”
Write freely. No filters. You’ll be shocked at what shows up. That’s your Shadow speaking.Rewire your confidence.
Practice saying your full price out loud — with calm, proud energy.
Not rushed. Not apologetic. Just truth. Over and over. Until your nervous system catches up with your value.
Because the truth is:
It’s not about your price.
It’s about how you feel when you say your price.
And when you sell from YOUR CONVICTION OF VALUE instead of YOUR POVERTY THINKING, your energy shifts.
People feel it.
They trust you.
And they pay you.
I will be teaching this truth in depth on day one of my 5-DAY MAKE SALES CHALLENGE WEBINAR click link below for details
5-day make sales challenge webinar
That’s what happens when you stop projecting your fears and start standing in your power.
Because the world doesn’t pay the most talented.
It pays the most CONVINCED even if they are selling rubbish.
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