The importance of knowing your worth as an events business owner

Event pro, you’re blocking way more than just income when you keep your rates low

Let’s talk about why keeping your rates low because it feels like the “safe option” is actually costing you way more than just income.

If you’re brand new and just starting out with no experience, it’s understandable to begin with lower rates. But if you’ve been in the industry for a while, why are you still discounting your rates at every opportunity? Why are you freaking out and backing down when you pitch, constantly eyeing up competitors to undercut them?

I say this because I want the best for you and your business: discounting your rates isn’t just lowering your price—it’s lowering your worth.

If you want to finally master selling so you can make more money in your events business, here’s how to start raising your rates:

1) Get super clear on your edge
What is your unique selling proposition (USP)? What’s your speciality, and what specific transformation do you provide your client? This could be through running their event, consulting on their strategy, or providing event services. Whatever your thing is, own it.

2) Start speaking up about the results you create
Stop copying and pasting your testimonials into a Canva graphic and hoping that will do the trick. Start articulating the clear results and outcomes you deliver, speaking directly to the aspirational identity your clients want.

3) Focus on mindset work, not just strategy
You need to set your prices, articulate them, and back yourself fully. If you don’t believe in and value your expertise, how do you expect your ideal clients to?

I’m hosting a free live training on 1 Oct, “The Sales Secrets Every Event Industry Business Owner Needs to Confidently Close High-Ticket Clients.” You’ll learn how to price your services based on the value you bring, how to have authentic, non-pushy sales conversations, and how to build your brand to attract clients who are ready to pay. SIGN UP HERE.