Have you ever come across a Brain surgeon justifying his fee? For that matter, any surgeon. If you have, then find a Real One. The Best do not justify their fees verbally. They believe in their value and the value they deliver. They do not give you guarantees, and you do not expect guarantees either.

Why do you have to then justify your value? I can only think of 3 reasons:

• You do not believe in your value. In short you do not value yourself.
• You do not deliver value. This means you are mediocre and there are a few dozen people just like you.
• You do not know how to communicate value.

Any or all of these reasons are costing you loads of lost revenue and people who you could have helped.

It is time you start reclaiming what is yours by learning how to communicate value and then actually delivering value.

If after addressing the last 2 points you still feel the need to obsess over cost and price (because you do not believe in your value), I can share the number of a world class brain surgeon that you might just need.