Small business owners are the lifeblood of the economy, driving innovation, creating jobs, and serving as the foundation of countless communities. According to the U.S. Small Business Administration, small businesses represent 99.9% of all U.S. businesses and employ nearly half of the private workforce. Yet, with this immense responsibility comes a unique set of challenges, not least of which is the constant battle against imposter syndrome—a struggle that can directly impact your business’s success and revenue. It’s important to learn to overcome it – as tricky as it might be – to protect your small business and foster growth.
The Invisible Challenge Among Entrepreneurs
Imposter syndrome is more common among small business owners than you might think. It’s the persistent feeling of inadequacy, despite evidence of success, that leads many entrepreneurs to doubt their abilities and question whether they truly deserve their achievements. This self-doubt can be particularly damaging when it comes to setting prices for your products or services. If you undervalue what you offer, you risk not only undercutting your revenue, but also diminishing the perceived value of your business in the eyes of customers.
A recent study highlighted that a staggering 84% of entrepreneurs have experienced imposter syndrome at some point. In fact, even in corporate America, NerdWallet’s research found that 78% of business leaders experience workplace imposter syndrome, which causes more than half of them to consider leaving their roles altogether.
This pervasive doubt can be paralyzing, causing hesitation in decision-making and a tendency to shy away from charging what your offerings are truly worth. However, by recognizing and addressing these feelings, you can take proactive steps to align your pricing strategy with the real value you deliver, ultimately protecting and even boosting your revenue.
Understand Your Unique Value Proposition
The first step in combating imposter syndrome and ensuring your prices reflect the true value of your offerings is to deeply understand the impact your business has on your customers. What problems do your products or services solve? What needs do they fulfill? This understanding goes beyond just the functional aspects of your offerings, and it encompasses both the rational and emotional benefits your customers gain from choosing your business.
The Rational Impact of Tangible Benefits
Rational impact refers to the measurable, concrete benefits your customers experience, such as cost savings, time efficiency, or improved productivity. For example, if you run a software company, the rational impact might be how your product helps businesses streamline operations and reduce overhead costs. These benefits are typically easier to quantify and are often the primary focus when setting prices.
Create an Intangible Connection with Emotional Impact
Equally important, but often overlooked, is the emotional impact your business has on customers. This is the qualitative aspect of your value proposition — the way your products or services make your customers feel. Perhaps your artisanal products evoke a sense of nostalgia, or maybe your personalized service makes customers feel valued and understood. These emotional connections can be powerful motivators for purchasing decisions and are often the key differentiators that set your business apart from the competition.
To fully understand your unique value proposition, consider conducting customer surveys, engaging in conversations with clients, and analyzing customer feedback. By gaining insights into both the rational and emotional impacts of your offerings, you can confidently set prices that reflect the true value you provide.
Benchmark Your Value with a Competitive Analysis
Once you understand your value proposition, the next step is to evaluate your market position relative to competitors. This involves conducting thorough market research to analyze competitor pricing strategies, identify customer needs, and assess market demand. However, while it’s important to be aware of competitor pricing, your prices should not be dictated solely by what others are charging.
Instead, use competitor analysis as a benchmark to gauge where you stand in the market. From there, focus on how your unique value proposition—rooted in both rational and emotional impacts—justifies your pricing. This approach allows you to maintain a competitive edge while ensuring that your prices reflect the full spectrum of value you deliver to your customers.
Price with Confidence to Protect Your Revenue
Armed with a deep understanding of your value proposition and a clear view of the competitive landscape, you can approach pricing with confidence. It’s essential to recognize that pricing is not a one-time decision, but an ongoing process. Regularly revisiting and adjusting your pricing strategy in response to market changes, customer feedback, and business growth will help you stay competitive and continue to deliver value. Embracing this dynamic approach to pricing can also help you build confidence over time, gradually silencing the voice of imposter syndrome.
Learn from the Success of Others
Crumbl Cookies offers a powerful example of how a small business can achieve rapid growth by mastering market positioning and pricing strategies. In just six years, Crumbl expanded from a single location to over 1,000 stores, surpassing competitors like Insomnia Cookies and Great American Cookies, both of which have been in business for decades.
Despite having no background in baking or food science, Crumbl’s founders leveraged social media, a rotating menu, a self-pro-claimed “Iconic Pink Box,” and advanced technology for their operations to create a compelling customer experience that resonates with today’s consumer. This combination of factors has allowed Crumbl to position itself as an affordable luxury, offering high-quality, freshly baked cookies that are accessible enough for impulse purchases.
Crumbl’s success underscores the importance of confidently embracing a business’s unique strengths and setting prices that reflect the true value of its offerings. By doing so, the brand has been able to operate in a wide range of markets, driving sustainable growth and becoming an attractive target for larger companies looking to invest in innovative and resilient brands. This approach offers valuable lessons for any small business seeking to thrive in competitive markets.
Embrace Your Value to Grow
Overcoming imposter syndrome is a journey that requires self-awareness, reflection, and a commitment to embracing the true value you bring to your customers. By understanding your unique value proposition, conducting thorough market research, and confidently setting prices that reflect your worth, you can protect your revenue and set your business on a path to sustainable growth.
The key to overcoming imposter syndrome lies in recognizing that your success is not a fluke. It’s the result of your hard work, creativity, and dedication. Over time, these strategies will not only protect your revenue, but also help you build the resilience and self-assurance needed to succeed as a small business owner.
Ben Hussey has led many successful sales and revenue teams, helping businesses enhance their e-commerce, inventory, and order management capabilities while delivering amazing customer experiences. In addition to these roles, Ben spent a decade working for a large telecommunications company, leading commerce initiatives of varying sizes and types — from initiation to delivery and run-time. He’s passionate about the impact software can have on a business and working with high-performing teams to deliver results.
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