If I had a dollar for

everyone who asked

me the question,

How do I price my

services, Emma?

I would be very rich.

I know it's the number

one thing that people

really stress about.

Money mindset

comes into it.

how we are going to

value our clients in

that, how we price An

offer that works, how

we don't overprice,

underprice, undersell,

undervalue ourselves.

So many questions

come up for us.

I like to work with

value based pricing and

a value based pricing

strategy is where the

product or service is

set primarily based

on the perceived value

of the customer or

the client, rather

than solely on the

cost of production

or historical prices.

Um, this approach

allows our customers

and consumers to

understand the

benefits, the

value that it adds.

And also the

problem that it

actually solves.

For example, , a

company might charge

a premium price for

a product with unique

features or branding

that consumers perceive

as highly valuable,

even if the production

cost is relatively low.

You think about Nike,

you think about Adidas.

There you go.

Uh, , and so one

of the things that

you might want to

do if you'd like a

book recommendation

is read a book by

a gentleman by the

name of Alan Weiss.

And his book is called

value based fees.

And in it, he talks

about making sure

that you're charging

your value and

that you're also

working with clients

longterm to provide

them with value,

full transparency.

I will never ask anyone

to drop their pricing.

I also won't ask

for a discount.

That is just

not my thing.

I don't think that's

supporting business.

and if it's something

that's truly out of

my budget, then I'll

let them know that.

And then we go

our separate ways.

What I will do though,

is if I feel like

there's not enough

value in what you're

asking, you're asking

prices, I will ask

you to what I would

call stack the value.

And that means actually

adding more things in.

That would be

beneficial to your

client or valuable

to your client.

And I'll talk to

you about how I do

that for one of my

programs as well.

Um, see stacking the

value means that we

have an offering and

we have so much value

in there that no one

even queries the price.

Of course you

need to deliver on

the value, right?

You can't just stack

the value, sell it,

and then move on.

You actually need to

deliver what you say

you're going to do.

But more and more,

I'm watching women who

have been in business

a little while, or just

coming into business,

and they're not

making enough revenue.

And they're not making

enough revenue because

they're charging

an hourly rate.

Where an hourly rate

is helpful is when

you're thinking about

What do I need to

bring in as revenue

for my business?

And also what does

my family need?

So if you think about

your first or second

year in business,

let's say you need

to bring in revenue

of 100, 000 a year.

Then my next question

would be how many

weeks in the year

do you want to work?

Let's say you

want to work 40

weeks in the year.

And then I say to you,

how many hours a week

do you want to work?

Well, you want to

do some school days,

school hours, et

cetera, et cetera.

So you want to work

30 hours a week.

So then you work

backwards to

determine what your

hourly rate is.

We don't sell hourly

rate, but we still

need to know what

our hourly rate is

to make sure that

we're making enough

revenue and profit.

And as you get

bigger, your

expenses get bigger.

So you need to make

sure that you're

covering your costs.

You're making enough

revenue so that you

can pay yourself really

important and also

pay for all the other

things that it costs

to run a business.

Right.

So then.

As soon as you start

charging an hourly

rate, you cap yourself

because you can only

work those 30 hours.

So I talk to my clients

about creating an

offer and stacking

the offer with so much

value that it's a no

brainer for people.

So what do you need to

do to make sure that

you're stacking the

value and how do you

work out your pricing?

I cringe when people

say I asked my

business buddies

about my pricing.

And the reason that

I cringe is because

you don't know what

type of money mindset

issues they have.

You don't know what

type of money mindset

they have necessarily.

They might think

you're too cheap,

not expensive enough.

They might be

comparing you to them.

They might be comparing

your five years in

business to their

first year in business.

That's not a

great way to know.

How to price a product.

You need to do

the heavy lifting

and thinking for

yourself on actually

what is this worth?

What do I think it's

worth with my breadth

of experience and

expertise that I bring?

And then you need to

price it accordingly

and you need to make

sure that you're

valuing yourself

in that as well.

When I first started

coaching, I did just

literally one on one

coaching and that was

a session a month.

, we would meet, we would

do the bits and pieces.

They might send me

an email in between

and then , I'd see

them the next month.

You Sounds good.

Easy, simple,

clear, cool.

But I felt like

there wasn't enough.

So, , now we're seven

years later, I still

offer one on one

coaching because I'm a

dinosaur, not really.

I, I love one

on one coaching.

I love the results

that it gets.

I love it.

The intimacy of

the relationship.

Uh, one of my

strengths is relator.

So I really like

to just work with

people very deeply.

So when you sign up

to work with Emma

McQueen in a one on

one capacity, you get

one on one coaching.

Great tick.

That's the bare

minimum that you get.

What you also get is

a strengths assessment

and a debrief on that

strengths assessment.

You also get a

questionnaire

to fill out.

So we know what

we're focused on.

You get access to me

in between sessions.

You get to come

to any of the Emma

McQueen events as

part of the package.

, and you get to get

first dibs at anything

that I'm offering.

then I just stack

the value, right?

I'm doing some of those

things anyway, but also

I want my clients to

be part of a community.

And even if you

just need one on

one coaching, being

part of a community

does amazing things.

So I wanted to make

sure that I stack

the value with enough

things that helped

them feel like they

were getting really

good value for the

price they were paying.

It's interesting what

my clients love the

most out of the one on

one coaching is not the

one on one coaching.

The thing they love

the most is a video

messaging app we have

called Marco Polo.

If you haven't

seen it, feel free

to check it out.

I'm also a Marco Polo

ambassador just for

full transparency.

Marco Polo is an app

that helps you get on

video and talk about

what the things are.

So I now encourage

my clients in between

sessions to try

something and tell

me how it's worked

on Marco Polo or how

it's failed on Marco

Polo so that I can

see, that they've

trying some things

that they're not saying

stagnant that in a

month they're going to

have more things that

they've done and then

kind of go from there.

Very recently, we've

added to value stack

with a 30 or a 60

or a 90 day plan.

So after each,

each session, they

get a plan of the

things that they

actually need to do.

Everyone loves that

because as you're

talking, you get

to capture the

ideas in different

bits and pieces.

That's just, we

innovate as we go.

The other thing that

happens when people

sign up for one on

one coaching is they

get a beautiful box

delivered with some

beautiful things in it.

I don't sell that

as a selling point.

That is the surprise

and delight of working

with Emma McQueen.

They might get

something for

their birthday.

I'm taking a few people

to a, , comedy show

in a couple of months.

And so that's the

value that you stack.

Sometimes you tell

everyone what the

value is and they

Other times you leave

some little bit to

surprise and delight.

Let me get back

to pricing.

So let's say you've got

an idea in your head.

So I had an idea in

my head last year

and it was to help

women get above

the 100, 000 mark.

So what we know is that

92 percent of women

make less than $100,000

a year in their

own small business.

Now, what I also know

is living costs are

through the roof.

, so we really

need to push that

hundred thousand up.

Once that hits 200,

000, it's a bit

safer and it's a

bit more sustainable

as a business.

So I wanted to create

a product that was

light touch, that

was in a group or a

community, and that

was The cheapest way to

work with me basically.

Yep.

And so I looked at.

Who is my

target market?

What are their needs?

How can I

close the gap?

and then I went out and

actually went, okay,

how do I test this?

How do I stress

test this?

So I went out into a

few Facebook groups

and I asked people

if I could have 15

minutes of their

time, I had a set of

questions that I asked

to qualify whether

or not this service

would even be useful.

Then I created all

the bits and pieces

that I needed, landing

pages, a masterclass

to put in front of

it, some different

bits and pieces.

And what came out of

that is my revenue

raiser program.

So you can look that

up on the website,

but basically it

has, A stack of

inclusions in it.

So it's got monthly

masterclasses with me.

It's got monthly,

ask me anythings.

It's got an

accountability

buddy once a month.

It's got a Trello

board that you can

take with you after our

six months together.

It's for a six

month program.

And then it's got all

the recordings And

you have access to

me through the Marco

Polo app at a very

reasonable price.

I don't tell you this

to sell it to you.

I'm just telling you

this because I stack

the value so much.

By the time I looked

at it, I went,

would I buy it?

Hell yes.

And if that's the

response you get and

you're convicted by

that, then you put

it out to market.

If you sit there

and go, it's a bit

meh, you need to do

more value stacking.

It's not about

the price.

It's about

adding the value.

So it's about

having the core

offer and making

sure that you can.

improve the core offer

as you go, which might

be improving efficiency

or customer experience

or incorporating new

technologies, whatever

it is to make the

experience better.

And then you

add in your

different services.

So for revenue raiser,

there might be some

other things that we

add in for people.

There might be

books, there might

be experiences.

If you create websites,

for instance, are

you also running a

web hosting service?

That would be an

easy addendum to

the actual offer.

Yeah.

So we want to make

sure that we're

providing enough value.

In the offer that

we have getting

clarity on your offer

is the number one thing

that people need

to get right.

If you've got clarity

on your offer, then

you can go out and do

your copywriting, your

landing pages, your

marketing, send it

to your list, all of

those kinds of things.

And if you can bundle

up a number of services

so that you're offering

a holistic solution

to your clients,

it increases their

trust in you as well.

And they feel like.

It's a stack of

value because it is a

stack of value and it

simplifies everything,

which I love.

So just to recap,

you need to work

out what is missing.

What's, what's the

gap in the market that

you can help with.

So that looks like

identifying our client

needs, our client

preferences, Then you

need to create a core

offering and make

sure that you stack

the value with other

services, and then

you need to bundle

those services up.

Now.

There are times when

sometimes the service

can't be bundled.

That's okay.

No problems at all.

But I always

aim to have some

services bundled.

So for me, for thriving

women, for example,

thriving Women is

its own program,

does its own thing,

but they also get my

Go-getter days, and

they also get business

with the queen.

And they also get

all the other things.

And so I like to just

stack the value because

I want people to feel

like when they come

into the MMR queen

family, that they can

do a range of things.

They don't have to,

but they can do a

range of things.

And it really

shows the value.

I want to tell another

story about value.

I had a client, let's

call her, uh, Sarah

and Sarah was coaching

with me one on one.

Um, And it was her

coaching session

and I do 55 minute

sessions once a month.

And she jumped on and

she had a very specific

question for me.

she was struggling

with an offer and we

clarified the offer.

We were on that

call for 13 minutes.

And at the 13 minute

mark, she surprised me.

She said, Emma, I've

got what I needed from

our session today.

I'm going to go so I

can use the rest of

our time together to

flesh this out and

get going on this.

And I was like,

hang on, hang on.

we haven't finished.

She said,

we're finished.

Yeah.

You, you helped

me with that.

Now she saw

immense value in

that 13 minutes.

Some people would have

just stayed on the call

for 55 minutes cause

that's what they had,

but Her point, she was

like, I've hired you

because you're a really

good business coach.

You get results and you

ask me the questions I

need to get answered.

So me spending 13

minutes with you

here is so awesome.

Now I've got to spend

40 minutes implementing

the things that

we've spoken about.

Could I have done that

without experience?

Years of experience?

No.

Could I have done

that if I hadn't

have seen a lot of

different business

models and a lot of

different women in

business and a lot of

different organizations

in business?

No.

If I had charged an

hourly rate and then

at the 13 minute

mark, she hits a bang.

How does that

even work?

So that's why I

don't charge hourly.

Hourly caps us.

And also when you

get really quick

at things, hourly

doesn't make sense.

Then people need to

be paying for outcomes

versus an hourly rate.

So, question for you.

Is there something you

need to think about

around how you're

pricing your offers?

Is there something

you need to do to

change your offers?

Is there something

you need to do?

to really drill down

into your numbers.

I hope that

this has helped.

I hope listening to

a story about how you

stack the value works.

Remember the first sale

is always to yourself.

And if you look at it

and you think, meh,

you need to do some

more work and stack

the value a bit more.

Let me know how you

go and let me know

what you think.

Bye for now.