Recently, I had a consulting call with a return client who was feeling unsettled about his business. He’s not doing anything wrong; he’s just trying to re-establish his footing and confidence after relocating to a new market. He’s a solid contractor, does quality work, and his approach is similar to mine—focused on craftsmanship and client experience. Talking with him was relatable, and I recognized that much of what needed adjustment was less about his operations and more about his mindset.
Business is about confidence. Selling is about confidence. It’s not always about being the most skilled or knowledgeable contractor in the field; it’s about aligning yourself with the right clients in the right market. You could be the best contractor around, but if you’re in a price-sensitive market, your approach might not resonate. My client was grappling with feedback suggesting he was “too expensive” or that his brand seemed inaccessible to many in his area. Though he knew his business, understood his numbers, and felt his prices were fair, a lack of certainty in his model was holding him back.
This client’s situation is not unique. He’s relocated, building his business from the ground up in a different area with a new client base. It’s natural to second-guess yourself in these moments, especially when hearing feedback about pricing. However, his pricing and model didn’t need to change—his mindset did.
When you’re feeling pressure to justify your pricing, it’s essential to remember that not every potential client is your ideal client. Not everyone will value what you offer, and that’s okay. Instead, focus on selling the value you bring, the quality experience you provide, and framing your services as an investment. Confidence in your standards and the value you bring to each project is contagious. When you believe in your worth, clients are more likely to trust you and your pricing.
Your standards should reflect a commitment to excellence, signaling that you’re not competing in the “bargain bin.” Align your business and pricing with clients who genuinely value quality. Have you ever noticed that when work slows down, you start doubting everything? Are my markups too high? Is my lead generation flawed? But when projects flow steadily, these doubts disappear. This was precisely what my client was going through—he was in a new environment, and although his business model was sound, he was questioning it.
The key takeaway for him—and for many contractors—is understanding that if your numbers, model, and market positioning are right, your pricing will reflect the value you offer. Clients can sense confidence or doubt, and they’ll react accordingly. Would you invest in a business that seemed uncertain about its own value? No, and neither will your clients. Make sure you know your numbers, believe in your model, and maintain a clear vision of the type of client you want to serve.
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