In this solo episode, Alex explores how being "too nice" can quietly cost your business time, money and capacity. From underpricing and discounting to over-delivering and blurry boundaries, she shares how to protect your profit without losing the kindness and care that make your business yours.

If you're working hard but your bank balance doesn't reflect it, this one is for you.

In this episode:

• How being "too nice" shows up as underpricing, discounting, over-delivering and saying yes when you mean no
• Pricing on value and what your business needs, not just time
• What to say when someone tells you "that's a bit pricey"
• The hidden work that turns a profitable package into an underpaid one
• Why low average sale values create a capacity problem
• Why you and your future self are stakeholders in your business too
• The "nice tax audit" to find where your time and profit are leaking

Try the nice tax audit:
Look at your last five clients. Compare what you invoiced with everything you actually delivered, including calls, messages, revisions and extras. Work out your real hourly rate and ask yourself, would I knowingly agree to this price again?

BOOK YOUR 2027 BUSINESS PLANNING WORKSHOP
A relaxed, practical morning to look back on 2026 and plan your next 12 months with clarity, including your pricing and numbers. All stages welcome.

Every ticket includes:

• A pre-workshop mini audit
• Alex's simple goal-setting and planning framework
• Guided visualisation
• A panel of three business owners sharing their planning habits
• A bonus online accountability session in mid-January

Choose your date:
Shrewsbury: Tue 24 Nov, 10am to 12.30pm, Lion & Pheasant Hotel
https://alexmccarthycoaching.as.me/2027businessplanningshrewsbury
Woburn Sands: Fri 27 Nov, 10am to 12.30pm, Frosts
https://alexmccarthycoaching.as.me/2027businessplanningwoburn
Online: Wed 2 Dec, 10am to 12pm
https://alexmccarthycoaching.as.me/2027businessplanningonline

In-person guests also get a printed workbook, pen, surprise goodies, pastries and refreshments.

Tickets: £48 in person, £38 online, or add £100 to go VIP and get a 60-minute 1:1 with Alex.

Spaces are limited, so book your place soon.
Business training can often be tax deductible, so check with your accountant.

Timestamps
00:10 The price of being too nice in business
03:02 Why hardworking business owners still struggle financially
04:57 Where "too nice" gets expensive: pricing
08:24 Why pricing by time undervalues your expertise
12:14 Discounting and "that's a bit pricey"
15:04 The hidden work eating your profit
17:27 When "easy to work with" means no boundaries
20:09 Average sale value and capacity
22:57 Using your numbers to make pricing decisions
26:06 The nice tax audit
28:19 Why boundaries are part of your pricing
31:20 Three actions to take after listening
33:00 The 2027 Business Planning Workshops

Quotes
"You can be kind and profitable."
"Your boundaries are part of your pricing."
"The answer, rather than being less kind, is to become more aware."

Connect with Alex
Website: alexmccarthycoaching.com
Instagram: @alexmccarthycoaching