Is Your Heart Too Big For Your Business?

Blog / November 7, 2016

There are a lot of mistakes that can happen when you’re getting your business going.

But there’s one critical error I saw recently that always has the power to make a business go completely belly up. Here are some elements of this major error.

The big mistake – “Low-balling” your service

So why are people tempted to reduce their price?

  1. Fear 

2. You think more people equates to more earning

Sure, this makes sense in many ways, but here’s the underlying issue.

It is NOT always better to have MORE clients.

No one wants to work with ten lukewarm clients who can’t commit.

I would rather have 1 GREAT client who’s willing to invest in changing their life, put in the work, and get phenomenal results.

When you set your rates low, you won’t attract the highest-caliber clients.

You risk attracting clients that aren’t as serious about fixing their problem, can’t commit to your program, and aren’t ready to work together to achieve big results.

Heart too big for Business Russ RUffinoRemember, how will your business be perceived if you have a bunch of unmotivated clients who can’t get results?


That’s why we are super selective about who we take on in our program.

But it’s not a bad thing that you want to take clients. In most cases, you feel awful turning people away who need guidance, but can’t afford your service. You have a big heart and want to help as best you can.

It sucks if someone needs your service but can’t pay for it.

Having a giant heart and wanting to help everyone in need is fantastic but it becomes problematic when you let your emotions corrupt your own true worth.

Remember; you cannot solve everyone’s problems.

But there are plenty of ways that you can still provide these people with tremendous help.

You don’t have to devalue your service. In most cases, the real issue is not the price. It’s usually that they make a conscious choice not to invest and because they aren’t serious or not committed enough.

Anybody here have a BIG HEART, and struggle when someone NEEDS your service, but can’t afford it?

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Russ Ruffino
Founder & CEO of Clients on Demand. Helping coaches, consultants, thought-leaders and service pros attract the right clients, at the right price, anytime they want.

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