I am a Lifestyle Coach for women over 40, helping them navigate midlife challenges and changes. I have a tough time setting my fees and then not going back and reducing them. What is your advice for getting over this need to under value my work?

I’d suggest doing some work to fully explore the value of the transformation your clients get from working with you. Check out any testimonials or “warm-fuzzy” notes you have tucked away, and really take in, from your client’s point of view, how your work has changed their lives. Make a top 5 list of things your clients have gained from engaging in your work and ask yourself, “What is that worth?” For instance, as a lifestyle coach you might help women in midlife navigate their kids going off to college and them re-defining themselves. If I am your client and I can re-ignite my life out of this slump and get back into the swing in a new role, or career, having worked with you could very well have saved my marriage and helped me feel needed again in a new way. That would be worth it’s weight in gold to me as it gives me a new lease on life. So when you really know the value of your transformation you can almost take yourself out of the equation and it’s no longer what you are worth or even what you think someone would pay, it becomes more about the simple value that your unique transformation brings to someone’s life and the cost it would be to them to NOT engage your service.