Matt Ragland charged a close friend his standard five-figure consulting rate with no discount. He argues that confidence in your expertise makes selling straightforward: frame it as professional work, not a favor, and respect their decision either way.
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One of my good friends just hired me as a consultant and paid me well into 5 figures. I had no problem because I'm the best at what I do. He believes I'm the best at what I do. And I'm like, if you want me to show up and do my best work, I have to get paid. It's very time-consuming to do this work, and he understands that. And so I sold him. There's no weirdness. And if he had said no, he's like, I can't do that, I'd been like, okay, that's totally fine. It doesn't hurt my feelings. But it's like, I'm the best at I do. If you want me, this is how much I'm going to charge you to do that. And he got zero discount. I don't give discounts. Do you have a great product? Do you have a great service? Do you actually believe that? If you actually believe that, when you're talking to somebody and you find out they need what you have, it should be relatively easy to sell them. It's like, dude, you should work with me. I can change your life, right? So, and again, the confidence comes from I've got something I know is amazing.