If you really do put a small value upon yourself, rest assured that the world will not raise your price.

- Anonymous

How many of us, as professional service providers, have heard from prospects, “your fees are too high,” “someone else will do it for less,” or “I don't see why I have to pay all that money just to have you do an audit, write a brief, create a marketing plan, etc?” And, more importantly, how many of us have been able to resist the urge to simply lower our fees to get the work?

The answers – all of us and few of us. The problem with lowering our fees for a particular piece of work is that we forever have established our value as that lower amount. As our anonymous friend said, if we ourselves put a low value on our work, certainly no one else is going to make our value any higher.

So, why do so many of us fall victim to our worst tendencies? To answer this, we first have to look at objections in general and how they fit into the selling process for professional services.

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