On this episode of Waking up to Money we're joined by Sarah and Saskia. They run different types of businesses but had similar challenges: how to be more confident about pricing. Sarah runs a service based business and she was sending out proposals without first talking to her client about money. Ben says that proposals never sell. Proposals are there to reassure the customer they’re getting what they asked for. Your job is to have money conversations upfront so that you can confidently put the right numbers in your proposal and your customer is in the right place to receive them. The pressure isn’t on the proposal, the joy is in the conversation. Saskia runs courses and an online community. Because there’s so much free content on the Internet she gets a scary feeling when thinking about putting a price to her work. It’s the same feeling she got when she first did abseiling and jumped off the edge. Ben reminded her to think from her customers perspective and the solutions and good feelings they’re looking for. There’s value in curating content so that people waste less time making progress. There’s also value feeling part of a community when you’re trying to do things on your own. Having conversations with potential customers and framing the value of what you do against something more expensive (i.e. 1 to 1 coaching) then helps them get more comfortable with the prices you offer. You can find out more about these stories and hear all the feedback we gave Sarah and Saskia by listening to this episode.