Know your worth, and then ask for it | Casey Brown

Translator: Jonas Wahlfelt Reviewer: Sune Vilsted Østergaard

No one will ever pay you what you're worth.

Ingen vil nogensinde betale dig, hvad du er værd.

No one will ever pay you

Ingen vil nogensinde betale dig,

what you're worth.

hvad du er værd.

They'll only ever pay you

De vil altid kun betale dig,

what they think you're worth.

hvad de tror, du er værd.

And you control their thinking,

Og du kontrollerer deres tænkning,

not like this,

ikke sådan her,

although that would be cool.

selvom det ville være sejt.

(Laughter)

(latter)

That would be really cool.

Det ville være rigtig sejt.

Instead, like this:

I stedet, sådan her:

clearly defining and communicating your value are essential

at definere og kommunikere dine værdier er essentielt,

to being paid well for your excellence.

for at blive velbetalt for din ekspertise.

Anyone here want to be paid well?

Nogen her der gerne vil betales godt?

OK, good,

Okay, godt,

then this talk is for everyone.

så er dette foredrag for alle.

It's got universal applicability.

Det har universel anvendelse.

It's true if you're a business owner, if you're an employee,

Det passer, hvis du er forretningsejer, hvis du er ansat,

if you're a job seeker.

hvis du er jobsøgende.

It's true if you're a man or a woman.

Det er sandt, hvis du er mand eller kvinde.

Now, I approach this today through the lens of the woman business owner,

Jeg ser dette i dag igennem linsen på en kvindelig forretningsejer,

because in my work I've observed that women underprice more so than men.

fordi i mit arbejde har jeg observeret, at kvinde får mindre end mænd.

The gender wage gap is a well-traveled narrative in this country.

Ligeløn er en berejst fortælling i dette land.

According to the Bureau of Labor Statistics,

Ifølge bureauret for arbejdsstatistikker,

a woman employee earns just 83 cents for every dollar a man earns.

så tjener en kvindelig ansat 5,5 kr, for hver syvende krone en mand tjener.

What may surprise you

Hvad, der måske vil overraske jer,

is that this trend continues even into the entrepreneurial sphere.

er, at denne trend forsætter selv ind i iværksætterkredsene.

A woman business owner earns just 80 cents for every dollar a man earns.

En kvindelig forretningsejer tjener 5,3 kr for hver syvende krone en mand tjener.

In my work, I've often heard women express

I mit arbejde har jeg ofte hørt kvinder udtrykke,

that they're uncomfortable communicating their value,

at de er ukomfortable med at kommunikere deres værdi,

especially early on in business ownership.

især tidligt i deres forretningsejerskab.

They say things like,

De siger ting som,

"I don't like to toot my own horn."

"Jeg kan ikke lide at trutte i mit eget horn."

"I'd rather let the work speak for itself."

"Jeg vil hellere lade arbejdet tale for sig selv."

"I don't like to sing my own praises."

"Jeg kan ikke lide at synge mine egne lovprisninger."

I hear very different narratives in working with male business owners,

Jeg hører meget forskellige fortællinger i arbejdet med mandelige forretningsejere,

and I think this difference is costing women 20 cents on the dollar.

og jeg tror denne forskel koster kvinder 1,3 kr.

I'd like to tell you the story of a consulting firm

Jeg vil gerne fortælle jer om et konsulentfirma,

that helps their clients dramatically improve their profitability.

der hjælper deres klienter med drastisk at forøge deres indtjening.

That company is my company.

Dét firma er mit firma.

After my first year in business, I saw the profit increases

Efter mit første år i gang, så jeg overskuddet,

that my clients were realizing in working with me,

som mine klienter indså ved at arbejde med mig,

and I realized that I needed to reevaluate my pricing.

og jeg indså at, jeg blev nødt til at genevaluere mine priser.

I was really underpriced relative to the value I was delivering.

Jeg var virkelig mere værd i forhold til den værdi, jeg leverede.

It's hard for me to admit to you, because I'm a pricing consultant.

Det er svært for mig at indrømme for jer, for jeg er en pris-konsulent.

(Laughter)

(latter)

It's what I do.

Det er hvad jeg gør.

I help companies price for value.

Jeg hjælper firmaer sætte pris på værdi.

But nonetheless, it's what I saw,

Men det var altså, hvad jeg så,

and so I sat down to evaluate my pricing, evaluate my value,

så jeg satte mig ned, for at evaluere min pris, evaluere min værdi,

and I did that by asking key value questions.

og det gjorde jeg ved at stille nøglespørgsmål om værdi.

What are my clients' needs and how do I meet them?

Hvad er mine klienters behov, og hvordan opnår jeg dem?

What is my unique skill set that makes me better qualified to serve my clients?

Hvilke unikke færdigheder gør mig bedre kvalificeret til at hjælpe mine klienter?

What do I do that no one else does?

Hvad gør jeg, som ingen andre gør?

What problems do I solve for clients?

Hvilke problemer løser jeg for klienter?

What value do I add?

Hvilken værdi tilføjer jeg?

I answered these questions

Jeg besvarede disse spørgsmål,

and defined the value that my clients get from working with me,

og definerede værdien mine klienter får ved at arbejde med mig,

calculated their return on investment,

beregnede deres afkast på investeringer,

and what I saw was that I needed to double my price,

og hvad jeg så var, at jeg blev nødt til at fordoble min pris,

double it.

fordoble den.

Now, I confess to you, this terrified me.

Jeg indrømmer, at det skræmte mig.

I'm supposed to be the expert in this, but I'm not cured.

Det er meningen, jeg skal være eksperten.

I knew the value was there.

Jeg vidste, værdien var der.

I was convinced the value was there,

Jeg var overbevidst om, at værdien var der,

and I was still scared out of my wits.

og jeg var stadig rædselsslagen.

What if nobody would pay me that?

Hvad hvis ingen ville betale mig det?

What if clients said, "That's ridiculous.

Hvad hvis klienter sagde, "Det er latterligt.

You're ridiculous."

Du er latterlig."

Was I really worth that?

Var jeg virkelig det værd?

Not my work, mind you, but me.

Ikke mit arbejde, men mig.

Was I worth that?

Var jeg det værd?

I'm the mother of two beautiful little girls who depend upon me.

Jeg er mor til to smukke små piger, der er afhængig af mig.

I'm a single mom.

Jeg er enlig mor.

What if my business fails?

Hvad hvis min forretning fejler?

What if I fail?

Hvad hvis jeg fejler?

But I know how to take my own medicine,

Men jeg ved, hvordan jeg tager min egen medicin,

the medicine that I prescribe to my clients.

medicinen, jeg udskriver til mine klienter.

I had done the homework.

Jeg havde gjort hjemmearbejdet.

I knew the value was there.

Jeg vidste værdien var der.

So when prospects came,

Så da muligheden kom,

I prepared the proposals with the new higher pricing

Jeg forberedte forslagene med de nye højere priser,

and sent them out

og sendte dem ud

and communicated the value.

og kommunikerede værdien.

How's the story end?

Hvordan ender historien?

Clients continued to hire me

Klienter fortsatte med at hyre mig

and refer me and recommend me, and I'm still here.

og henvise og anbefale mig, og jeg er her stadig.

And I share this story

Og jeg deler historien,

because doubts and fears are natural and normal.

fordi tvivl og frygt er naturligt og normalt.

But they don't define our value,

Men de definerer ikke vores værdi,

and they shouldn't limit our earning potential.

og de burde ikke begrænse vores indtjeningspotentiale

I'd like to share another story,

Jeg vil gerne dele en anden historie

about a woman who learned to communicate her value

omkring en kvinde, som lærte at kommunikere sin værdi,

and found her own voice.

og fandt sin egen stemme.

She runs a successful web development company

Hun driver et succesfuldt webudviklingsfirma

and employs several people.

og beskæftiger flere personer.

When she first started her firm and for several years thereafter,

Da hun først startede sin forretning og flere år derefter,

she would say, "I have a little web design company."

ville hun sige, "Jeg har et lille web design-firma."

She'd actually use those words with clients.

Hun ville faktisk bruge de ord med klienter.

"I have a little web design company."

"Jeg har et lille web design-firma."

In this and in many other small ways,

På denne og mange andre små måder,

she was diminishing her company in the eyes of prospects and clients,

formindskede hun sin forretning i klienternes øjne,

and diminishing herself.

og formindskede sig selv.

It was really impacting her ability to earn what she was worth.

Det påvirkede hendes evne til at tjene, hvad hun var værd.

I believe her language and her style

Jeg tror hendes sprog og stil

communicated that she didn't believe

kommunikerede, at hun ikke troede,

she had much value to offer.

at hun havde nok værdi at tilbyde.

In her own words, she was practically giving her services away.

Med hendes egne ord gav hun praktisk set hendes service væk.

And so she began her journey

Og så begyndte hun sin rejse

to take responsibility for communicating value to clients

med at tage ansvar for at kommunikere værdi til klienter

and changing her message.

og ændre hendes budskab.

One thing I shared with her

En ting, jeg delte med hende,

is that it's so important

er, at det er så vigtigt

to find your own voice,

at finde sin egen stemme,

a voice that's authentic and true to you.

en stemme, der er autentisk og sand for dig.

Don't try to channel your sister-in-law just because she's a great salesperson

Prøv ikke at gengive din svigerinde bare fordi hun er en god sælger

or your neighbor who tells a great joke if that's not who you are.

eller din nabo, som fortæller en god joke, hvis det ikke er hvem du er.

Give up this notion that it's tooting your own horn.

Opgiv denne forestilling med at trutte i dit eget horn.

Make it about the other party.

Få det til at handle om de andre.

Focus on serving and adding value, and it won't feel like bragging.

Fokusér på at tilføje værdi, og det vil ikke føles som pral.

What do you love about what you do?

Hvad elsker du ved det, du gør?

What excites you about the work that you do?

Hvad begejstrer dig omkring det arbejde, du gør?

If you connect with that, communicating your value will come naturally.

Hvis du finder det, så vil det komme naturligt at kommunikere dine værdier

So she embraced her natural style,

Så hun omfavnede sin naturlige stil,

found her voice and changed her message.

fandt sin stemme og ændrede sit budskab.

For one thing, she stopped calling herself a little web design company.

For det første, så stoppede hun med at kalde sig selv et lille web design-firma.

She really found a lot of strength and power in communicating her message.

Hun fandt en masse styrke og kraft i at kommunikere sit budskab.

She's now charging three times as much for web design,

Nu tager hun tre gange så meget for web design,

and her business is growing.

og hendes forretning vokser.

She told me about a recent meeting

Hun fortalte mig om et møde fornyligt

with a gruff and sometimes difficult client

med en barsk og sommetider besværlig klient,

who had called a meeting questioning progress on search engine optimization.

som havde kaldt et møde og sat spørgsmålstegn ved udviklingen af søgemaskineoptimering.

She said in the old days,

Hun sagde, at i gamle dage,

that would have been a really intimidating meeting for her,

så ville det have været et skræmmende møde for hende,

but her mindset was different.

men hendes tankesæt var anderledes.

She said, she prepared the information, sat down with the client,

Hun sagde, hun forberedte informationen, satte sig ned med klientem,

said this isn't about me, it's not personal,

det er ikke omkring mig, det ikke personligt,

it's about the client.

det er omkring klienten.

She took them through the data, through the numbers,

Hun tog dem igennem dataene, igennem numrene,

laid out the trends and the progress in her own voice and in her own way,

lagde tendenserne og udviklingen med sin egen stemme på hendes egen måde,

but very directly said, "Here's what we've done for you."

men meget direkte sagde, "Her er hvad, vi har gjort for jer."

The client sat up and took notice, and said, "OK, I got it."

Klienten satte sig opmærksom op, og sagde, "Okay, jeg forstår."

And she said in describing that meeting,

Og hun sagde, da hun beskrev mødet,

"I didn't feel scared or panicky

"Jeg følte mig ikke bange eller panikken

or small,

eller lille,

which is how I used to feel.

hvilket er hvordan, jeg plejede at føle.

Instead I feel like, 'OK, I got this.

I stedet følte jeg, 'Okay, jeg kan godt.

I know what I'm doing. I'm confident.'"

Jeg ved, hvad jeg laver. Jeg er selvsikker.'"

Being properly valued is so important.

At blive korrekt værdisat er så vigtigt.

You can hear in this story

I kan høre i denne historie,

that the implications range far beyond just finances

at følgevirkningerne rækker langt udover bare finanserne

into the realm of self-respect and self-confidence.

og påvirker selvrespekt og selvtillid.

Today I've told two stories, one about defining our value

I dag har jeg fortalt to historier: én om at definere vores værdi

and the other about communicating our value,

og den anden om at kommunikere vores værdi,

and these are the two elements to realizing our full earning potential.

og disse er de to elementer til at realisere vores fulde indtjeningspotentiale.

That's the equation.

Det er ligningen.

And if you're sitting in the audience today

Hvis du sidder blandt publikum i dag,

and you're not being paid what you're worth,

og du ikke bliver betalt, hvad du er værd,

I'd like to welcome you into this equation.

så vil jeg gerne invitere dig ind i denne ligning.

Just imagine what life could be like,

Bare forestil jer, hvad livet kunne blive til,

how much more we could do,

hvor meget mere, vi kunne gøre,

how much more we could give back,

hvor meget mere, vi kunne give tilbage,

how much more we could plan for the future,

hvor meget mere, vi kan planlægge for fremtiden,

how validated and respected we would feel

hvor værdsat og respekteret, vi ville føle os,

if we could earn our full potential,

hvis vi kunne tjene vores fulde potentiale,

realize our full value.

indse vores fulde værdi.

No one will ever pay you what you're worth.

Ingen vil nogensinde betale dig, hvad du er værd.

They'll only ever pay you what they think you're worth,

De vil kun betale dig, hvad de synes, du er værd,

and you control their thinking.

og du kontrollerer deres tænkning.

Thank you.

Tak.

(Applause)

(Bifald)