I used to freeze whenever money came up.
Price conversations felt like walking on a tight rope hanging over a deep canyon — one wrong move and everything would collapse: my confidence, the sale, my entire dream of being an entrepreneur.

And so came the point where I had to choose: I would either give up on the company and turn it into a nice hobby or a charity; or I would make a living out of it.

And choosing the latter meant facing my demons when it came to discussing the price.

So one day I finally sat with myself long enough to ask:
“Why does discussing numbers stress me so much?”
At that moment, I could hear two voices inside me.
The first was my old inner critic — sharp, anxious, convinced that asking for money meant I was forcing people, or worse, deceiving them. That voice had accompanied me for years. It had pushed me and kept me going, usually bringing the best out of me. But not here.

The second voice… was quieter. Softer.
“What if they genuinely want this?” it asked.
“What if your price is simply the fair exchange for the work you poured into this?”
I decided to breathe — really breathe — for once.
“No! You know they don’t,” shouted the strongest voice in my head. “Look at all the calls you’ve had to date: if they wanted it, many would have bought it already. And your product is really good, so the only explanation left is the price! You know that!”
A long inhale. A slower exhale.
Until the panic lowered from unbearable to uncomfortable.
I noticed my shoulders drop a little.
My chest felt a little less tight.

And suddenly, I took a big decision.
“OK,” I told myself.
“Enough! I’m going to face you and we’re going to crack this!”

When I replayed past conversations, I knew not everyone walked away because of money. Some walked away because they were not ready. Some needed time. Some needed clarity.
And yes, this was reassuring — but not enough.
It was not my reasoning that was getting in the way, it was too much stress and emotion. This is where I had to dig harder.

So, I asked myself, how does it feel when someone answers to your price offer?
Scary. And surprising too, as at times they don’t answer what I would expect!
Scary and surprising — OK. And how does it feel to be scared and surprised?
Vulnerable. Out of control. Powerless.
OK — and how does it feel to be vulnerable, out of control and powerless?
Horrible!! This is horrible. The conversation can go anywhere!
But is that true, because I do have a sales script. So is it true that I am absolutely not prepared for that discussion?
No, that is correct: it is not true. But I don’t feel good enough to make the script work.
And how is it not to be good enough at talking about money?
I don’t know… I am just stuck there and not progressing!!
OK, let’s try a different approach then. What do you strongly believe about money discussions?
If I don’t sell then I will be in deep financial trouble. I won’t be able to pay the bills, and I will lose everything. So I am putting lots of pressure on myself to sell… and I’m not successful at it because people see it!
OK — so if you don’t sell you will be in deep financial trouble.
Is this always true?? Or do you know anyone who is a great salesman and still has financial issues? Yes — for instance Bernard Madoff. I also know a great salesperson who is looking for a job, and not good at “selling” himself.
OK — so you agree there are some exceptions to that rule, right?
Yes.
OK — so now tell me what would be the opposite idea?
If I don’t sell then I will be in great financial success… And that sentence is funny, though I don’t see how realistic it can be.
Think again, how could this be possible?
I guess, if I did not try so hard and focus so much on money, that part of the sales process could be more natural. It could also mean that money is the result of all the rest of the discussion, and therefore only a consequence — not a big thing?!

These new ideas were starting to make me feel lighter. I could also sense that some doors were opening.

And more ideas kept coming.
What if I was to set my compass on feeling that I am offering, not begging?!
That I am inviting, not imposing?
That I am providing value, rather than taking money?

Instead of coming to a sales call already thinking about failing the discussion, I could rather prepare myself by putting my mind in the right place, as well as my emotions.

I could breathe and be present.
And I would not put my mind on having to sell to you.
Rather, I would focus my mind on showing you how I can help.
And focus my emotions on being big. On being confident. Because I believe in what I can bring.

And rather than pollute myself over and over with stress and ugly endings — I will keep bringing myself back to this safe place. I am mentally and emotionally capable of doing this, and the more I put myself in this state, the more calls I make, the better I will be at it.

I may not sell right away, but day by day I am getting better and closer.
And interestingly, I am feeling quite excited about my next calls!! I almost am asking for more calls, to see how much this is working. How much I can push
myself… Because I think I could end up actually doing it!

On my next call, I felt the old panic rising the moment the client said, “Hmm… that’s expensive.”
For a split second, the old voice screamed:
“Lower it! Offer a discount! Say something smart! Do something!!”
But the new voice — my calmer, wiser voice — whispered back:
“Breathe.
Do not rush.
Ask a question.”
So I did.
I asked, “Can you tell me what feels expensive about it?”
The client paused.
Thought.
…and during that time I held my chair tight and fought against myself to remain quiet!
And then said:
“It’s not the price. I just worry I won’t use it enough.”
And suddenly the whole conversation shifted!

Money was not the problem.
It had never been.
We talked about usage.
We talked about fit.
We talked about her expectations — hers, not mine.
And to my surprise, she bought.

Not because I pushed.
Not because I discounted.
But because I finally understood that talking about money is simply talking about what we put behind it. How what I offer truly solves a burning problem.

Now, every conversation feels different.
And I’m still learning.

But I no longer panic.
I no longer shrink.
I no longer feel like I am forcing anyone.
Instead, I feel like I am standing in my full height — grounded, purposeful and honest.
I am no longer “the one who cannot talk about money.”
I am someone who can name it, hold it, explore it with a client, without shame or tension.
Someone who understands that asking for money is just asking for a fair exchange.
Someone who knows the worth of their work.

I am not perfect with money.
But I am calm with it.
Comfortable with it.
Aligned with it.

And that changes everything.

Because now, I do not kill my dream.
Rather, I stand by it.