April 29, 2021
Do you struggle with being afraid to charge more?? Are you afraid to even talk about, promote, and sell your service because you feel just icky?? It feels unnatural, awkward, uncomfortable? Do you look around at the other entrepreneurs “killing it” and you’re just like “when will that be me?!”
Well, we have a freaking TREAT for you today. Today we’re talking to Naomi Powell.
Naomi is a business and mindset coach, sought-after speaker, and the host of The Lifestyle Edit Podcast. She is on a mission to support heart-centered coaches and consultants to break out of the feast to famine cycle and step into financial overflow doing meaningful work they love.
Over the past six years, she’s helped hundreds of female entrepreneurs to uncomplicate their businesses so they can work less and live more without resorting to hustle or burnout.
Today’s conversation will probably make you wanna jump up and SPRINT to change things in yourself and your business. It’s just so freaking good. We talk about why we’re afraid of selling and how to change that, how and when to raise your prices and do it confidently, how comparison is holding you back from your success and how to overcome it.
As the founder of the Lifestyle Edit, Naomi’s mission and calling on her heart is to support service providers, coaches, experts, and consultants to get their work into the hands of the people that would be best served by the transformations that they facilitate to their clients. But also to support them in stepping into financial overflow by the virtue of doing it. The women that she works with are heart-centered entrepreneurs, they’re impact-driven entrepreneurs but like many of us have bought into the story that there is the impact over here, and there is money, abundance, and overflow over there. Her big mission is to show them that you get to have both. When your business is profitable, that is evidence of value. As your profit and revenue continue to increase, you have to give more value. It’s one and the same, it’s connected.
The biggest thing that lits Naomi up is supporting entrepreneurs to step into the financial overflow and doing it in a way that feels expansive, exciting, and aligned for them. So many women have been burnt out by seeing other people get results, again buying into the story that there is only one way to do it, and feeling like it requires such a herculean level to show up. They may have seen results but it felt icky the way that they were doing it. Naomi wants to show women that they can grow their business in a way that feels good for them and create incredible financial legacies in the process.
One of the core beliefs that slow us down is our ability to get our impact out in the world. We approach selling and marketing from this place of having it be adversarial. That it is your job to convince people that they need what you are selling. We show up in our marketing in these places where we have to overcome all these objections, you need to create marketing that creates scarcity that will drive people to buy something that they wouldn’t ordinarily buy if there wasn’t urgency. We create marketing speaking to people’s pain points rather than inspiring them to take action and give them a clear picture of what the transformation on the other side will be. All that ickiness when it comes to selling and marketing stems from the idea that we feel like we are selling to people that don’t want what we have to offer.
So much of it is getting truly aligned with your offers. Who’s lives and business are going to be transformed by this? Go through every part of your offer and how does each feature, each element, how does this get them to the tangible final result? When you are locked into that, it begins to change the way that you show up. You don’t show up to sell in a place of being adversarial. One of the biggest mindset shifts you need to make is instead of thinking of selling to people who don’t want it, how would you show up if you believed that the right people are expecting you to show up and present the offer? That is all you need to do. They are actively looking for a solution to the problem, they are following you, listening to your podcast, on your newsletter because they are raising their hand and saying “Hey this is resonating with me, I want this!”. It will completely shift when you start to show up because then selling and talking about your offers comes from a place of service.
Reflect on when you’ve been looking to buy something.
Again it’s about being crystal clear on your ideal client. Your ideal client has an urgent compelling desire to solve the problem that your service tackles. So again, we spend so much time selling to people who were never going to be our customers. Who were never interested in what we had. Rather than think about creating marketing that speaks to that person who is ready to move, who’s ready to take action.
Example: Let’s say I am a health coach. I would be thinking and asking myself “What is the ultimate transformation that my client is wanting, who am I trying to support?” Where are they right now? How is this pain point showing up in their lives? What have they tried in the past? Why has it not worked? What does this offer need to look like to deliver on those tangible results? What features do I need to be laying into this offer, to overcome some of the ways that they may have self-sabotaged in other things, not followed through, or not gone through the finish line? Those are all of the questions I would be asking myself.
Then I would be saying I want to set my clients up for success, I don’t want to be one of those people from a place of scarcity in offer number one, which is your starter. I would start to think what is the ultimate transformation they desire? How can I create an ascension model that enables me to go deep and chip away at this big offer?
The number one thing that is going to get them getting traction is for them to understand nutrition. Yes, exercise is a part of it but it doesn’t matter if you are not eating well. My first offer when you come into my world is going to be all about nutrition. How to do a grocery list, how to create more energy in your life through food, all that kind of stuff. So that there you are going deep into one thing, you are getting them an incredible transformation. You’ve asked yourself those questions of why might they have failed in the past and it could be that they did courses and one of the problems with courses is they didn’t follow through. They didn’t embody the information, so this is going to be a one on one offer. You’ve looked and they need to be in my ecosystem for at least three months for them to not only be learning the information but also having the time to implement, makes mistakes, and be in a container where they can be supported to go back out there and integrate again. So that’s my first offer, where they feel confident, they get an amazing result, so now you think what is the next thing we need to chip away at to overcome this big transformation that they are trying to work towards.
Now it’s about exercise, what does that look like? You see how again, your focusing on one avatar and you have offers that don’t cannibalize on one another, that again you are creating lifetime value because people want to stay in your orbit because you are the expert, you’ve been there and you know exactly what I need at different stages of the journey. So then when you are going out to market you feel like it’s the best because you’ve looked at the market, you’ve seen the options and why those things don’t work and you’ve taken all those insights to build out each of these offers at the different stages of your ascension model.
That’s when we get off the hamster wheel of having to acquire new customers all the time because you have created this beautiful journey where you can hold space for your clients exactly where they are. And that’s where they become excited about the next stage because you have over delivered in the service beforehand.
Knowledge isn’t power. Applied knowledge is power.
You have to be very clear of what the promise is for each one of your offers. We try to promise the world in the first thing or on $99 product. No! We need to be clear about how does this fits in with the ascension model, what is the promise for each of them? How are you overdelivering on that? Once you are crystal clear on that, again you are not looking at what other people are doing because then you don’t know why you are doing it. How are you splintering off this giant transformation into each of these offers so that when you go out and sell it doesn’t come from an icky place because you have thought of every way you could get in your way. You have reflected on everything you need to know to solve this specific problem and have gone over and above so people would be crazy to not invest in this. Why would someone struggle when you have taken all of these things into consideration and created this offer? That’s the type of energy you want to go out and sell all of your offers, but it comes from the clarity first.
Revenue is vanity, profit is sanity. This is a thing, we chase these numbers all the time. If you’re not making a profit in your business, then your business isn’t an asset. An asset is something that makes you money. Think about it for example if you were investing in real estate and you had cash flow in real estate. You bought a house, you’re renting it out to someone, their rent is covering the mortgage and extra cash from that as your cash flow of $500 on top of that. That’s a cash-flowing profit. Not if it just broke even. Do you see the difference? You then just have an expense and the expense is being covered.
The same applies to our businesses. Often we get so caught up in the revenue but can you see that all you’ve done is created a job for yourself. You have this business that covers these expenses and then pays you this ongoing wage. So instead of being employed by someone else, you’ve just become your employer. You’ve just created a job for yourself.
Your business becomes an asset when it takes care of you, it takes care of all your expenses and it is cash-flowing money every single month. That is the difference. Revenue is vanity because you are not feeling it. It’s just covering bills. Profit is sanity. One of the reasons people stay in the beginning phases for so long is because they are so triggered with pricing and they don’t have any profit and then they wonder why they start to fall out of love with their business and it starts to feel hard. It’s because they don’t have any money that they can leverage.
How are we using your profit to reinvest? You want your money to work harder than you are. Always think, with that profit, how are you outsourcing? What are the things you are doing that are $50 an hour jobs when you need to be doing things that are $10,000 an hour jobs. What does that look like? By having profit, you have the cash on hand to reinvest in those things. People say the more money you make things just become easier. It’s so much easier to go from 50k to 100k than to make your 10k. It’s true because you have the money now, you have the profit to accelerate the growth. The growth no longer requires you to show up in all of the ways and all of the places. The money works hard for you. So again if you want to grow out of that stage where you feel like you have to constantly hustle, you need profit.
Naomi has a different approach than others which says to set your price and double it, you’re worth it. Her first message is, we are all intrinsically worthy because we are. We don’t have to do anything to be worthy. Business is completely different.
People say all the time, well you got more expenses so you have to increase your revenue, you hired a coach so you got to increase your rates. There is something to be said that of course, you have expenses, and if you are a product business what are your cost of goods. Your cost of goods is part of how product businesses come up with their pricing but as a service business, we often don’t look at the cost of delivery.
Where she differs is this. You’re telling me that you hired a coach so you’ve got to increase your prices, that’s a YOU thing. You’re running a business, that’s a CEO decision that you make to deliver. You don’t palm that expense onto your client. It only becomes something that you transition onto the client when those investments are making you better at delivering the service. Even if you hired a business coach, unless those transformations are making you better at facilitating the results that people want, that’s a YOU thing as a business and has got nothing to do with your clients.
This is again why we feel triggered with the pricing because we don’t have a reason. We can’t communicate why that price is a no-brainer price. When you are increasing your prices and incurring more expenses, it’s because your mastery is next level. People will never get you for the price that you are today in the future. In six months, you are going to be a completely different woman, you are going to be a completely different CEO. Why? Because you are invested in your mastery. Invest big in yourself and you’ll get a huge ROI because you took action, you implemented. The more that you grow and implement, your results get better. Your clients’ results get better. You are totally fine with raising your rates because the results show why that’s warranted.
If you know that you want to scale your rates. Scale your mastery. Improve the results that you are getting for existing clients so that you can confidently go out and own those prices because you know why for the right person it’s a no-brainer.
We discredit where we are right now. Remember the things that you take for granted. The results that you have in your life, the results that you facilitate for your clients every day. Are the types of results that your avatar, your ideal client, for that offer dreams about. You discredit it because that is your every day and that is why you are the person they need in their corner because of the things that they are getting triggered with. You’ve embodied it time and time again and that’s why you need to get out of your way and put yourself out there.
All marketing is, is telling the people you serve that they don’t have to go through it because you have figured it out and you can hold space for them and support them. Own that. Just because you find it easy and you’ve embodied it doesn’t make that any less valuable. There’s the thing of “if it comes easy to me, I can’t charge”. Isn’t that the best way we can start financial overflow, doing things that light us up? Again rewrite that story, why are we telling ourselves that money only comes from strife? Money only can come from pushing?
No money can come from joy, money can flow from the things that you would do if you weren’t going to charge but you get to because there are tons of people who don’t do that.
The second thing of feeling bad about charging. Sit with that feeling, where did that come from? How do you feel when you purchase things? Oftentimes when we feel triggered around these things it’s because we are projecting what’s going on internally. The moment you start paying your bills in gratuity. The moment you start making investments you are excited about, now you can believe that someone is ready to pay your rates. Because that’s the way that you approach it.
Often we project our limiting beliefs on investing, spending, and what that means onto our ideal clients even when we know we are offering something of value. You have to clean up your money mindset first.
Protect your energy. We give our energy away by constantly looking at other people. We don’t have time for limiting beliefs and comparison when we are so turned on by our own business. When we are so connected by our impact that we are here to put out in the world. We don’t have time for that but so often we spend more time looking around, seeing what everybody else is doing, that we lose our vision.
One thing you can do is unfollow or mute accounts in your space. You don’t want to constantly see what other people are doing because naturally you will be overstimulated with that cognitive overlord. Then you’ll start questioning. So why even put that into your field of cognition. Protect your energy.
The second thing with comparison when we are seeing people hitting milestones and doing all of that and triggering us and questioning. One of the biggest reframes when you see somebody else having success, why is that triggering you? What is the actual feeling? Why are you feeling that? When you get to the bottom of it, you might have only felt that way because you are seeing something you want access to and not someone else and not you. That might be the only reason you are feeling frustrated about it. You are being confronted with a desire that you have, that you have told yourself is not available for you. We need to unpack that.
Instead, start reframing it, every time you see your desires out there whether that is in people’s results, that’s the universe reminding you that it is possible. Instead, you can look with gratitude and use that to activate you and inspire you and remind you that is what you get to calibrate to.
The other thing is recognizing that all the stories we buy into, we created that story. We make all of these connections of what’s required. They have X amount of followers and just got this result, so we need that many followers. It does not work like that. Instead, stay in your lane. Instead of being competitively obsessed, be client obsessed. Be focused on the way that you are showing up in your content and play your own game.
You have to stop telling yourself these stories of what is required that make your confidence go up and down. Also, you have to call yourself out.
Your business will only grow at the rate that you do. You can have all the strategies in the world, you can buy the courses that give you a step-by-step, you can have the copy but none of that works if your mindset is not in the right place. If you don’t believe that you have something worthy of investing in. If you’re falling into the comparison trap. If you’re doing all of this stuff.
When you make quantum leaps in your business it is quantum leaps in who you are and that is what facilitates the business growth. That’s what makes you show up in all the places with ease and this magnetic energy. Your business will only grow at the rate that you do. That is at that forefront and that energy is so magnetic. People want to be part of that, be in your world but you have to be the priority. You need to lead and other people will want to calibrate to that.
Ask yourself this question every day: How would I be thinking, what would I believe and what action would I be taking as the woman, as the person who already has the result that I desire?
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WASSUP FRIENDS. We’re Evie + Lindsey, co-founders of this wild partayyy called The Heart University. Our goal is to empower entrepreneurs to kick freaking BUTT in their businesses, dive down into the heart of their why and how, and serve you with all possible tools you’ll need to up-level your business game and CRUSH those goals of yours.
Whether you’re coming to an in-person workshop, joining our online course, or soaking up all the strategies via this blog or our podcast, we’re STOKED you’re here + can’t wait to see you out there kicking butt.
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