When I’m talking to therapists, coaches and birth professionals about their businesses, there’s one topic that comes up repeatedly, and that’s how to have a business that’s profitable enough for you to pay your bills, live comfortably without running yourself into the ground, and without having to earn money through other means.

Whilst it’s easy to place the blame on external factors – the economy, what others think about your particular industry, and where you live, for example – I suggest starting off with what’s going on with you because that’s something that you can thankfully control.

Here are the five main things I see getting in the way:

1. Your beliefs and thoughts about money need an upgrade

The thoughts you have about money will always be reflected in the content of your bank account. So before we even get on to anything to do with your actual services, prices and marketing plans, take a look at what thoughts and beliefs about money are running through your head on a daily basis. Here are some common ones:

• The number of clients you have x the amount you charge for your time = what you can earn.

• Earning more means having to work so much harder and that’s impossible for you right now.

• There’s a limit to what people are willing to pay for what you offer.

• What you can charge is limited because of the area you live in.

• You need to complete advanced training or train in something different so that you can charge more.

• You’ll be able to raise your rates once you’ve worked with a certain number of clients.

• It’s greedy or selfish to want to earn more money.

• Earning an income from helping people who need you means you profit off the sick and needy.

• People with money are greedy and evil.

• Money is the root of all evil.

If any of those feel familiar to you, then it’s time to make some changes and think differently about money and what’s possible for you.

2. Your offer isn’t a good fit for the people in your audience

Over the years I’ve had many conversations with therapists and birth professionals about why their services aren’t selling, and it’s often the case that the offers, packages and prices that someone has come up with are based upon what other practitioners offer, or, what someone has decided that they think their ideal client needs.

Stop. Doing. This. 

Seriously. Everything you offer and how you position it should be based on who you are selling it to, not what so-and-so is doing or what you imagine someone might want, not what they actually want.

3. Your offer is exactly what they want but you aren’t selling it to them.

You can have the most amazing offer that’s 100% dialled in to what your audience want and need, but if you feel icky and resistant about marketing and selling, if you don’t know how to create copy that sells, or if you don’t feel confident about what you’re charging and sell from a place of composure, then this will show up in how you position your services and even your dream client won’t buy from you. 

4. You’re surrounded by colleagues who are struggling.

Do you know five people in your industry who are running an enjoyable and profitable business? 

There’s a saying that you’re the sum of the five people you spend the most time with, so who are you spending time with? Are you surrounded by people who inspire you, challenge and help you to grow AND who have a sustainable business? Or, are your colleagues struggling to find clients and pay their bills and all they talk about is how hard and impossible everything is? If so, it’s time to level up and surround yourself with people who are motivated, take action, and create money in their lives.

5. You’re avoiding conversations about money.

Maybe you have a client whose invoice is overdue. Maybe you’re scared to open up your banking app and instead, you just cross your fingers and squeeze your pelvic floor every time you tap your card. Maybe you have a pile of unopened letters that you try to pretend aren’t there but which burn a hole in your brain.

If you want to become financially fit then you have to stop behaving like an ostrich and get your head out of the sand. 

It’s time to have some honest conversations about money, with yourself and whomever else you want to involve. Don’t let shame about money and your financial practices (or lack of them) stop you from taking your business to the next level.

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