Every year, the pressure mounts. Notifications for "flash sales," "Black Friday deals," and "end-of-year discounts" start filling your inbox, and you might feel the urge to join in. As a business owner, it’s easy to think you have to slash your prices to compete, especially during the holiday season. But what if I told you that participating in this "sales season" trap is one of the most dangerous things you can do for your business?

I've seen it time and again: women who have built incredible, impactful businesses suddenly devalue their work by dropping their prices. You've spent decades building your skills, gathering wisdom, and honing your craft. Your life experience is your greatest asset, and it’s what makes your service truly invaluable. So why would you discount the very thing that makes you unique?

Giving in to the pressure to discount sends a message to your clients that your services are worth less. It can damage your brand, attract the wrong kind of clients (those who are always looking for the lowest price) and ultimately lead to burnout because you have to work twice as hard to make the same amount of money.

This isn't to say you should ignore the sales season. Instead, you should redefine what it means for your business. The goal is to make it a season of value and generosity, not a season of discounting and desperation.

Here’s a better approach:

1. Don't Discount, Add Value

Instead of reducing your price, increase the perceived value of your offer. Think about what your ideal client needs most and what would make their journey easier. This is where your creativity comes in.

• Bonus Content: Could you add a bonus masterclass, a private Q&A session, or an extra coaching call?

• Templates or Workbooks: What about a tool, like a planning template or a checklist, that complements your core service?

• Limited-Time Access: Offer extended access to your program or an exclusive community for a certain period.

The key is to create an irresistible offer that makes your client feel like they're getting more, without you having to devalue your time, expertise, and energy. Remember, your clients invest in you for freedom, impact, and legacy - not just a cheap price. They’re not looking for a quick fix; they're looking for quality and expertise.

2. Focus on Your Foundation

Before you even think about a sales strategy, get clear on your business foundations. Do you know your break-even point? Do you have systems that make your work easier? Are you clear on your unique strengths and how to leverage them?

If you’re honest with yourself and find you're still "winging it" , this season is the perfect time to stop. Don't chase the shiny-object sales; instead, build a strong foundation that will allow you to have predictable success all year round.

3. Remember Your Purpose

You started your business to create something that reflects you, to build a legacy. Your business should align with your values and bring you joy, not just a pay check.

So, as the world goes crazy with sales and discounts, stay grounded in your purpose. You don’t need to do what everyone else is doing. You have the experience, the resources, and the drive to build a business that works for you.

Are you ready to stop winging it and start planning with confidence?

I've created a tool just for you. My AI-powered Annual Planning Tool takes the complicated spreadsheets and guesswork out of your business strategy, making each step simple and actionable. No more inconsistent growth or uncertainty. This tool will help you get clear on your vision, identify your goals, and create a roadmap to predictable success.

It’s time to take control of your future. Stop playing small and start planning with purpose.

Get instant access to the Annual Planning Tool here: https://theleaptolead.com/plan