知道你的價值，然后要求它

Know your worth, and then ask for it

演講者：Casey Brown

No one will ever pay you what you're worth.?No one will ever pay you?what you're worth.?They'll only ever pay you?what they think you're worth.?And you control their thinking,?not like this,?although that would be cool.

沒有人會為你的價值買單。?永遠(yuǎn)沒有人根據(jù)你的價值?來支付你的薪酬。?他們只按自己所認(rèn)可的?你的價值支付你薪酬。?你能控制他們的想法，?但不是這樣控制的，?盡管那樣很贊。

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That would be really cool.?Instead, like this:?clearly defining and communicating your value are essential?to being paid well for your excellence.

能那樣可太贊了。?然而，實(shí)際上應(yīng)該這樣做：?清楚地定義并傳達(dá)自己的價值 對于為自己的優(yōu)秀?贏得等價回報(bào)是十分重要的。

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Anyone here want to be paid well??OK, good,?then this talk is for everyone.?It's got universal applicability.?It's true if you're a business owner, if you're an employee,?if you're a job seeker.?It's true if you're a man or a woman.

在座有人想要優(yōu)厚的工資嗎？?嗯，很好，?那么這個演講適用于每一位。?這個方法具有普適性。?無論你是老板，還是雇員，?也許你正在找工作，?無論你是男是女，都適用。

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Now, I approach this today through the lens of the woman business owner,?because in my work I've observed that women underprice more so than men.?The gender wage gap is a well-traveled narrative in this country.?According to the Bureau of Labor Statistics,?a woman employee earns just 83 cents for every dollar a man earns.?What may surprise you?is that this trend continues even into the entrepreneurial sphere.?A woman business owner earns just 80 cents for every dollar a man earns.?In my work, I've often heard women express?that they're uncomfortable communicating their value,?especially early on in business ownership.?They say things like,?"I don't like to toot my own horn."?"I'd rather let the work speak for itself."?"I don't like to sing my own praises."

今天，我會從女性公司 老板的視角來闡述，?因?yàn)槲以诠ぷ髦杏^察到 女性的價值相比男性被低估的更多。?男女不同酬在美國很普遍。?根據(jù)勞動局的統(tǒng)計(jì)，?男性每賺1美元， ,女性只能賺到0.83美元。?令人驚訝的是，?這種形勢也延伸到了創(chuàng)業(yè)圈。?男老板賺1美元時， 女老板只賺0.8美元。?在我的工作中，常聽到女性說，?她們不太喜歡討論自己的價值，?尤其是在創(chuàng)業(yè)初期。?她們會說：?“我不喜歡自吹自擂?！?”我寧愿用工作成績說話?！?”我不喜歡自夸。“

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I hear very different narratives in working with male business owners,?and I think this difference is costing women 20 cents on the dollar.

但男老板的說法就大不同。?我認(rèn)為，就是這些差異 使女性比男性少賺了20%。

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I'd like to tell you the story of a consulting firm?that helps their clients dramatically improve their profitability.?That company is my company.?After my first year in business, I saw the profit increases?that my clients were realizing in working with me,?and I realized that I needed to reevaluate my pricing.?I was really underpriced relative to the value I was delivering.?It's hard for me to admit to you, because I'm a pricing consultant.

我來說一個顧問公司的故事， 這家公司幫助客戶大幅提升利潤，?而這家公司就是我的公司。?在我的公司運(yùn)行1年后， 我看到了客戶通過與我合作?實(shí)現(xiàn)的利潤增長。?我覺得應(yīng)該重新評估一下我的報(bào)價了。?與我提供的服務(wù)相比， 我的收費(fèi)太低。?這有點(diǎn)尷尬，因?yàn)楸救司褪嵌▋r顧問。

It's what I do.?I help companies price for value.?But nonetheless, it's what I saw,?and so I sat down to evaluate my pricing, evaluate my value,?and I did that by asking key value questions.?What are my clients' needs and how do I meet them??What is my unique skill set that makes me better qualified to serve my clients??What do I do that no one else does??What problems do I solve for clients??What value do I add??I answered these questions?and defined the value that my clients get from working with me,?calculated their return on investment,?and what I saw was that I needed to double my price,?double it.?Now, I confess to you, this terrified me.?I'm supposed to be the expert in this, but I'm not cured.?I knew the value was there.?I was convinced the value was there,?and I was still scared out of my wits.?What if nobody would pay me that??What if clients said, "That's ridiculous.?You're ridiculous."

這就是我的工作;?我?guī)推髽I(yè)按價值定價格。?不管怎樣，我注意到這問題了，?因此我仔細(xì)衡量了自己的收費(fèi)與價值。?我問了自己幾個關(guān)鍵價值問題：?我的客戶需要什么？ 我如何幫他們實(shí)現(xiàn)？這就是我的工作;?我?guī)推髽I(yè)按價值定價格。?不管怎樣，我注意到這問題了，?因此我仔細(xì)衡量了自己的收費(fèi)與價值。?我問了自己幾個關(guān)鍵價值問題：?我的客戶需要什么？ 我如何幫他們實(shí)現(xiàn)？

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Was I really worth that??Not my work, mind you, but me.?Was I worth that??I'm the mother of two beautiful little girls who depend upon me.?I'm a single mom.?What if my business fails??What if I fail?

我真的值這么高價嗎？?這并不是工作的問題， 請注意，這是我自己的疑惑。?我值不值這么多錢？?我是個單親媽媽， 獨(dú)自撫養(yǎng)兩個漂亮的?小姑娘。?如果公司失敗了怎么辦？?如果我失敗了怎么辦？

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But I know how to take my own medicine,?the medicine that I prescribe to my clients.?I had done the homework.?I knew the value was there.?So when prospects came,?I prepared the proposals with the new higher pricing?and sent them out?and communicated the value.?How's the story end??Clients continued to hire me?and refer me and recommend me, and I'm still here.?And I share this story?because doubts and fears are natural and normal.?But they don't define our value,?and they shouldn't limit our earning potential.

但我知道如何解決自己的問題，?就用那些我開給客戶的藥方。?我做了功課，?我清楚自己有這個價值。?所以當(dāng)機(jī)會來臨，?我把準(zhǔn)備好的提價方案?發(fā)給客戶，?并與客戶探討其中的價值。?結(jié)果呢？?客戶不但繼續(xù)與我合作，?還把我推薦給更多人， 我的生意還在。?與你們分享這故事，?是因?yàn)橐苫笈c恐懼都是自然正常的。?但這些都不決定你的價值，?也不應(yīng)該制約我們賺錢的能力。

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I'd like to share another story,?about a woman who learned to communicate her value?and found her own voice.?She runs a successful web development company?and employs several people.?When she first started her firm and for several years thereafter,?she would say, "I have a little web design company."?She'd actually use those words with clients.?"I have a little web design company."?In this and in many other small ways,?she was diminishing her company in the eyes of prospects and clients,?and diminishing herself.?It was really impacting her ability to earn what she was worth.?I believe her language and her style?communicated that she didn't believe?she had much value to offer.?In her own words, she was practically giving her services away.?And so she began her journey?to take responsibility for communicating value to clients?and changing her message.

我還想分享另一個故事，?是一位女性如何學(xué)會 向他人傳達(dá)自己的價值，?進(jìn)而找到自己的說話方式。?她運(yùn)營著一家成功的網(wǎng)站開發(fā)公司，?擁有多名員工。?在創(chuàng)業(yè)初始以及之后幾年，?她總說，自己有個 "小小的網(wǎng)站設(shè)計(jì)公司"。?她真的也這樣對客戶說：?“我有一家小小的網(wǎng)站設(shè)計(jì)公司?！?通過這樣的說法和其他細(xì)節(jié)，?她讓潛在的客戶、現(xiàn)有客戶 輕視了她的公司，?也輕視了她自己。?這影響到她應(yīng)得的收入 以及真正的價值。?我認(rèn)為由于她的語言和方式，?表達(dá)著她自己也不相信 自己有能力挖掘價值。?用她自己的說法， 她簡直在贈送自己公司的服務(wù)。?所以她開始行動，?負(fù)起向客戶傳達(dá)價值的責(zé)任，?并改變她的說話方式。

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One thing I shared with her?is that it's so important?to find your own voice,?a voice that's authentic and true to you.?Don't try to channel your sister-in-law just because she's a great salesperson?or your neighbor who tells a great joke if that's not who you are.?Give up this notion that it's tooting your own horn.?Make it about the other party.?Focus on serving and adding value, and it won't feel like bragging.?What do you love about what you do??What excites you about the work that you do??If you connect with that, communicating your value will come naturally.

我與她分享了?一件非常重要的事：?找到自己的聲音，?一個對你而言， 準(zhǔn)確且真實(shí)的聲音。?不用學(xué)你善于銷售的嫂子，?也不用學(xué)特別會說笑話的鄰居， 因?yàn)槟嵌疾皇悄恪?試著放下“自吹自擂”的成見，?從對方的角度觀察，?關(guān)注服務(wù)和價值的提升， 就不會覺得自夸。?你喜歡工作的哪部分？?工作中什么事讓你充滿熱情？?如果將這些聯(lián)系起來， 必定會傳遞你的價值。

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So she embraced her natural style,?found her voice and changed her message.?For one thing, she stopped calling herself a little web design company.?She really found a lot of strength and power in communicating her message.?She's now charging three times as much for web design,?and her business is growing.?She told me about a recent meeting?with a gruff and sometimes difficult client?who had called a meeting questioning progress on search engine optimization.?She said in the old days,?that would have been a really intimidating meeting for her,?but her mindset was different.?She said, she prepared the information, sat down with the client,?said this isn't about me, it's not personal,?it's about the client.?She took them through the data, through the numbers,?laid out the trends and the progress in her own voice and in her own way,?but very directly said, "Here's what we've done for you."?The client sat up and took notice, and said, "OK, I got it."?And she said in describing that meeting,?"I didn't feel scared or panicky?or small,?which is how I used to feel.?Instead I feel like, 'OK, I got this.?I know what I'm doing. I'm confident.'"

于是她選擇用自己最自然的方式，?找到自己的聲音， 以及改變所傳遞的信息。?首先，她不再稱自己 有家小小的網(wǎng)絡(luò)設(shè)計(jì)公司。?她真的在信息溝通過程中 獲得了很多力量。?現(xiàn)在她的網(wǎng)頁設(shè)計(jì) 收費(fèi)是以前的三倍。?而她的事業(yè)蒸蒸日上。?她提起最近的一個會議，?一個蠻橫難纏的客戶，?在詢問搜索引擎優(yōu)化項(xiàng)目的進(jìn)度。?如果是以前，?這是她最害怕的會議。?但現(xiàn)在心態(tài)不同了，?她說自己準(zhǔn)備好資料， 與客戶坐下來，?說這不是她自己的事， 不針對個人，?而是與客戶相關(guān)。?她給客戶展示所有資料和數(shù)據(jù)，?用她自己的聲音和方式 闡述趨勢和進(jìn)度，?用非常直接的方式說 "這些是我為貴公司做的工作?！?客戶調(diào)整一下坐姿，表示明白， 說："好，我知道了?！?她是這樣形容那個會議的：?”我一點(diǎn)都不害怕或緊張，?也不覺得渺小，?雖然我以前會這樣感覺。?這次我覺得自己“很好，胸有成竹， 我清楚自己的工作，我有信心?！?/p>

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Being properly valued is so important.?You can hear in this story?that the implications range far beyond just finances?into the realm of self-respect and self-confidence.?Today I've told two stories, one about defining our value?and the other about communicating our value,?and these are the two elements to realizing our full earning potential.?That's the equation.?And if you're sitting in the audience today?and you're not being paid what you're worth,?I'd like to welcome you into this equation.?Just imagine what life could be like,?how much more we could do,?how much more we could give back,?how much more we could plan for the future,?how validated and respected we would feel?if we could earn our full potential,?realize our full value.

能被正確的評價是很重要的。?從這件事可以看出，?影響范圍不但超出了金錢，?而且還進(jìn)入了自尊自信的范疇。?今天我分享了兩個故事： 一個是確定自我價值;?另一個是傳達(dá)自我價值。?這兩個要素， 讓我們意識到了自己賺錢的潛力。?這就是核心公式。?如果今天坐在觀眾席的你，?拿到的薪水與你的價值不等，?我歡迎你使用這個等式。?想象一下生活會怎樣變化， 我們能更多地做些什么， 我們能更多地回贈些什么，?能更多地為未來做出哪些計(jì)劃，?會發(fā)覺自己多踏實(shí)自信。?如果我們能夠獲得 與我們潛力相對應(yīng)的收入，?實(shí)現(xiàn)自我最大的價值

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No one will ever pay you what you're worth.?They'll only ever pay you what they think you're worth,?and you control their thinking.

沒有人會按你的價值買單。?他們只按自己認(rèn)可的你的價值買單。?但你可以掌控他們的i想法。

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Thank you.

謝謝。

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