Value Perception
You're worth more than they're paying. The gap is how clients perceive the value of your work, not your skill. Value perception is how clients perceive the value of what you deliver. It's often disconnected from actual value. Improve it through positioning, authority building, and proof (results, case studies). When perception rises, value pricing becomes easier—they're not comparing you to "any coach" but to the specialist you've positioned yourself as.
Same deliverable, different perception. A coach who positions as "clarity and accountability" competes with every other coach; the client perceives commodity. The same coach who niches to "first-time founders raising a seed round" and shows case studies and frameworks is perceived as the expert. They charge $350/session and fill the same number of slots because the value perception is higher. Perception is built through clarity of who you're for, what you deliver, and why you. Founder visibility and content feed it.
How they see your value. Improve it with positioning, authority, and proof.
How to improve it
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Clarify who you're for and what they get. Positioning and niche positioning make "this is for me" and "this is what I get" obvious. Vague positioning = commodity perception.
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Show proof. Case studies, outcomes, testimonials. "We helped X achieve Y" raises perception more than "we do strategy." Lead with results.
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Be visible. Authority building and founder visibility make "why you" obvious before the sales call. When they already see you as the expert, price becomes a function of value.