Hello Reader,
​
I have some good news to start—the Wisepreneurs Newsletter is officially returning to a weekly schedule. I've been writing a lot more lately and have so much to share with you.

I'd like to dive right in with a question that might feel a little close to home: What if the greatest obstacle to your success isn't your competitors, but your own approach to pricing your services?

This isn't just a professional observation for me; it's personal. I suffered from this exact mindset for years, and I see it play out time and again.

You’ve spent decades building your unique wisdom, but it’s easy to fall into a trap set by a lifetime of thinking like an employee—pricing your time, not your true value

Strategic Intelligence Insight:

While younger professionals struggle to justify premium pricing, you possess something far more valuable: the ability to prevent catastrophically expensive mistakes.

This kind of expertise is a powerful blend of three things you've earned over decades. It starts with your career capital—the immense value stored in your skills, your network, and your hard-won reputation.

It's amplified by your pattern recognition, an almost intuitive ability to spot future problems and opportunities because you’ve seen the same story play out in different forms before.

Finally, it’s all grounded in your accumulated wisdom—the deep understanding of people, context, and nuance that only comes from a lifetime of experience. It’s this combination that allows you to provide insights, not just information.

Yet it’s easy to get trapped in that old employee-salary thinking. You end up systematically undercharging by 30-40% because you're pricing your time instead of your irreplaceable expertise—the value of your wisdom.

This isn't just about 'leaving money on the table'—an annoying phrase that understates the real issue. It is indicating a fundamental positioning error.

When you undercharge, you don't just miss out on income; you signal that your expertise is a commodity. The real cost is your time. Earning what you're truly worth means you can work fewer hours to achieve your financial goals, freeing you to focus on what matters most.

What If You Stopped Selling Time and Started Selling Outcomes?

Here's the pricing framework that changes everything for you as an experienced professional.

Stop thinking in terms of:

• "Hourly Rate" (This positions you as expensive labour)
• "Market Rate" (This makes you a commodity competitor)

Start framing your value as:

• "Outcome Value" = Problem Solved + Risk Eliminated + Results Accelerated

This positioning requires a powerful mindset shift. You move from being an outside expert to becoming a collaborative partner, deeply invested in the context of your client's business.

Your value isn't just your experience, but your ability to use it to diagnose their core problems and guide them to a solution.

This transforms you from a line-item expense to a core value creator in their eyes. You're no longer selling your time; you're selling confidence and a clear way forward, which makes your deep experience an invaluable competitive advantage.

What Is Your Pattern Recognition Really Worth?

Here's the insight that changes everything: Your ability to spot problems others miss and prevent mistakes others typically make is worth exponentially more than your time.

My late mentor, Denis Hitchens, had a great phrase for this: ‘knowing without seeing.’

His insight was that the same costly problems repeat themselves endlessly in business.

Your expertise is the ability to recognise one of these familiar patterns instantly and prevent the disaster that follows.

This is why the "expensive" mistake you help a client avoid so often pays for your entire engagement. Your pricing isn't an expense—it’s a valuable insurance policy against disastrous business decisions

Strategic Application: So, how do you apply this? Start by calculating your "mistake prevention value." Ask yourself: what's a costly error my expertise helps clients avoid? Price your work accordingly. That number is your new value baseline, not your time investment.

Three Pricing Actions You Can Take Today

1. Audit Your Disaster Prevention Portfolio: List three costly mistakes your expertise routinely helps clients avoid. Quantify the financial impact of those mistakes. This becomes the foundation of your value positioning.
2. Reframe Your Pricing Psychology: Instead of asking, "What should I charge per hour?" ask yourself, "What is this outcome worth to my client?" Your decades of expertise compress months of trial-and-error into immediate results.
3. Position Your Premium Authority: When a client hesitates at your price, stand your ground. Respond with: "The question isn't whether you can afford my expertise—it's whether you can afford the mistakes that happen without it".

Why Your Expertise Is More Essential Than Ever

When businesses trim senior staff to cut costs, they often don't see the underlying risks until a critical issue surfaces. At that point, they aren't looking to hire a full-time executive. They need someone with the deep, hands-on experience to diagnose and fix the problem quickly. They often prefer a knowledgable hands-on practitioner to an expensive consulting firm that may lack your unique expertise.

Your role is to step in, solve the specific challenge, and step out. This on-demand access to your accumulated wisdom is an essential service that commands a premium.

Strategic Authority Building

This pricing foundation connects directly to the comprehensive strategic framework I'm rolling out this week. Over the next three days, I'm publishing an in-depth series on the Wisepreneurs website that helps you transform your accumulated wisdom into a systematic competitive advantage:

• Article 1: "Strategic Business Intelligence: Why Experience Beats Theory" - How your corporate years created irreplaceable strategic intelligence that justifies a premium position.
• Article 2: "The Five-Line Framework: Complete Strategic Mastery for Women 60+" - The practical tool that systematises your business wisdom into instant, actionable analysis.
• Article 3: "Strategic Implementation: Turning Frameworks Into Market Authority" - How to transform these frameworks into market authority that compounds over time.

Each article builds on this pricing foundation to help you build a premium positioning strategy that leverages your expertise.

Implementation Challenge:

This week, calculate your "mistake prevention value" for one specific client outcome. Research what that type of mistake typically costs businesses. Then, price your next project based on the value you deliver, not the time you invest.

Nigel Rawlins | Wisepreneurs https://wisepreneurs.com.au/​
​Strategic Guide for Independent Professionals

Host: Wisepreneurs Podcast https://www.wisepreneurs.au/​

P.S. The biggest pricing mistake experienced professionals make is competing on price instead of leveraging their true competitive advantage: the ability to deliver results others simply cannot replicate. This week's Wisepreneurs article series shows you exactly how to systematize that advantage and turn it into market authority.