Sold Out Offers

Ceels Lockley | Offer Strategy Expert
  • 5.0 (9)
  • Entrepreneurship
  • Updated Weekly

Sold Out Offers is the industry-leading podcast for service provider experts who want to create and sell innovative and in-demand offers that build reputation and revenue on repeat.

  1. 1d ago

    Why Are You Undercharging? The Psychology of Pricing Fears

    What if undercharging has nothing to do with confidence… and everything to do with conditioning? In this episode, I’m digging into the psychology behind pricing fears and why so many talented service providers find themselves charging less than they're worth without even realising it. I share my own journey from charging £35 an hour for almost everything I did to finally feeling confident standing behind my prices. Along the way, I explore how our childhood experiences, corporate careers, and fear of rejection shape the way we price our offers today. Your brain naturally focuses on avoiding rejection rather than creating opportunity, and this can keep you trapped in an undercharging cycle. I explain why higher prices often signal higher quality to buyers and why charging less doesn't necessarily make your offers easier to sell. If pricing has been feeling heavy, awkward or confusing lately, this episode will give you a fresh perspective on what's driving those fears. Because once you understand the psychology behind your pricing decisions, it becomes much easier to make them with confidence rather than fear. What You’ll Learn in This EpisodeWhy pricing feels so emotional for so many service providersHow childhood, education and corporate life shape your money beliefsThe link between avoidance and underchargingWhy most business owners rely on guesswork when setting pricesHow people-pleasing influences your pricing decisionsThe first step towards pricing with confidence instead of fear "Undercharging isn't usually a maths problem. It's an avoidance behaviour." Mentioned in this episode: Join Rave Your Raves Today Still undercharging? My new self-study course, Rave Your Rates, helps you get past the fear of pricing and into a system that values more than just your time. Built on five years and hundreds of client engagements, it comes with TESSA, the pricing tool my clients rave about most. Complete the course within 60 days and I will personally review your pricing calculations and one fully scoped offer, so you walk away ready to sell at a real rate. Rave Your Rates is open now for £397. Rave Your Rates

  2. Jul 7

    A Big Old Pricing Q&A

    Pricing your services can feel like one of the hardest parts of running a business. Charge too little and you end up overworked and underpaid. Charge too much (or at least what feels like "too much") and suddenly the imposter syndrome kicks in. In this episode, I'm sharing the pricing framework I've developed after working with hundreds of service providers, and why moving away from hourly rates can completely change the way you value your work. I take you behind the scenes of my TESSA pricing system, the framework I've now taught to more than 300 business owners inside my programmes. We unpack why hourly pricing keeps so many service providers stuck in a time-for-money cycle, what actually influences the value of your work, and why confidence in your pricing comes from having a strategy rather than simply picking a number that feels comfortable. We also tackle one of the biggest fears around raising your rates: objections. What do you do when someone tells you it's too expensive? How do you know whether your prices are genuinely the problem or whether someone simply isn't ready to buy? I share how I approach pricing conversations, why follow-up matters far more than most people realise, and how to stop taking pricing objections personally. This episode will help you think differently about pricing, because charging well is all about creating prices that reflect your expertise, support your business, and allow you to deliver your best work. What You’ll Learn in This EpisodeWhy hourly pricing keeps so many service providers feeling stuckHow the TESSA pricing framework worksThe factors you should consider when pricing your offersWhy guessing your prices creates unnecessary stressHow to handle pricing objections with confidenceWhy "I can't afford it" doesn't always mean "no"The importance of following up with warm leads "A no isn't a no until somebody says, 'No, I don't want to work with you ever.'" If pricing is the thing that's been holding you back from selling with confidence, I've created something just for you. Rave Your Rates is my step-by-step pricing course that will help you confidently price your offers, raise your rates, and build a business that's profitable as well as enjoyable to run. Pre-order here! Mentioned in this episode: Join Rave Your Raves Today Still undercharging? My new self-study course, Rave Your Rates, helps you get past the fear of pricing and into a system that values more than just your time. Built on five years and hundreds of client engagements, it comes with TESSA, the pricing tool my clients rave about most. Complete the course within 60 days and I will personally review your pricing calculations and one fully scoped offer, so you walk away ready to sell at a real rate. Rave Your Rates is open now for £397. Rave Your Rates

  3. Jun 30

    The Anatomy of a £10K/Month Group Program

    What does it take to build a group programme that consistently generates around £10K a month? Spoiler: it isn't just a clever launch strategy, a huge audience, or squeezing hundreds of people into a membership. In this episode, I'm taking you behind the scenes of Dreamium as it celebrates its second birthday and sharing exactly how I've designed, refined and grown it into one of the strongest assets in my business. I walk you through the decisions that shaped the programme, from choosing a six-month model over a membership to intentionally capping student numbers so every client receives a genuinely high-touch experience. We also talk about why designing around your capacity, lifestyle and delivery standards creates a far more sustainable business than chasing arbitrary revenue goals. I also share the reality that nobody sees: the curriculum rewrites, the systems, the onboarding tweaks, the extensions, the evergreen funnel, the client experience improvements and the hundreds of tiny refinements that have happened over the last two years. Whether you're dreaming of launching your first group programme or refining one that's already running, your offer doesn't need to be perfect on day one. What You’ll Learn in This EpisodeWhy I chose a group programme instead of a membershipHow I designed Dreamium around my lifestyle and capacity firstThe importance of curriculum, community and client experienceWhy small, high-touch groups can outperform larger programmesThe systems that support recurring revenue and long-term retentionThe biggest lessons I've learned after two years of refining DreamiumWhat I'd do differently if I were building it all over again "I didn't build a £10K-a-month programme. I built an asset." If you're building a group programme—or even thinking about creating one—I'd love to hear what you're working on. And if you'd like to take a peek inside Dreamium and see how we've built a premium offer ecosystem around one flagship programme, you can check more here. Mentioned in this episode: Join Rave Your Raves Today Still undercharging? My new self-study course, Rave Your Rates, helps you get past the fear of pricing and into a system that values more than just your time. Built on five years and hundreds of client engagements, it comes with TESSA, the pricing tool my clients rave about most. Complete the course within 60 days and I will personally review your pricing calculations and one fully scoped offer, so you walk away ready to sell at a real rate. Rave Your Rates is open now for £397. Rave Your Rates

  4. Jun 23

    Your Mini Guide to Sales Maxxing: Making Sales A Habit in Business

    For years, we've been taught that growing a business means creating more content, being more visible, and showing up on every platform imaginable. But what if the real opportunity for growth isn't more marketing at all? What if it's becoming more intentional about sales? In this episode, I'm diving deeper into the concept of Sales Maxxing and why I believe it's one of the most powerful shifts a service provider can make. The good news is that sales maxxing isn't about becoming pushy, sending awkward DMs, or turning into someone you don't recognise. It's about paying attention to the opportunities that already exist around you. Following up properly. Managing conversations with confidence. Understanding objections. Building relationships. Creating emotional safety. In short, it's about treating sales as a skill rather than something that happens by accident. We also talk about why so many business owners avoid sales in the first place. Marketing feels safer, more creative, more comfortable. Sales, on the other hand, can feel vulnerable. But when you learn how to hold the energy of a sales conversation, ask better questions, and guide people through decisions, everything starts to change. You stop waiting for sales to happen and start creating opportunities for them. If you've been pouring hours into content creation but still feel frustrated by your results, this episode will help you shift your focus. Not away from marketing entirely, but towards the activities that help people move from interest to commitment. Because growth rarely comes from doing more. Often, it comes from paying attention to the things that matter most. What You'll Learn in This EpisodeWhat sales maxxing looks like in practiceWhy marketing alone won't grow your businessHow to follow up without feeling awkward or pushyThe role emotional safety plays in sales conversationsHow to handle objections more confidentlyWhy active selling creates more opportunities than passive visibilityThe habits that help you build a consistent sales rhythm Salient Quote"People will buy from you when you create emotional safety." If today's episode has sparked something for you and you're curious about building a business that's easier to sell, easier to buy from, and a lot more enjoyable to run, come and join the guest list Parade On Tour, my new 90-day sales club, to get early access and special pricing before doors open to everyone. Mentioned in this episode: Join Rave Your Raves Today Still undercharging? My new self-study course, Rave Your Rates, helps you get past the fear of pricing and into a system that values more than just your time. Built on five years and hundreds of client engagements, it comes with TESSA, the pricing tool my clients rave about most. Complete the course within 60 days and I will personally review your pricing calculations and one fully scoped offer, so you walk away ready to sell at a real rate. Rave Your Rates is open now for £397. Rave Your Rates

  5. Jun 16

    Sales Maxxing: The Fastest Way To Grow Your Business Without More Marketing

    So many business owners are pouring their energy into creating more content, improving their visibility, tweaking their messaging, and chasing reach. Meanwhile, they’ve got discovery calls they never followed up on, warm leads sitting in their inbox, referral partners they haven’t spoken to in months, and past clients who would happily buy again if they were simply invited. This episode is about shifting your focus from constantly attracting new people to making better use of the opportunities already sitting in front of you. I walk you through what sales maxxing actually means in practice. No sleazy tactics. No awkward scripts. No pressure. Just becoming more proactive about conversations, relationships, follow-up, objections, referrals, and helping people move from interest to commitment. Because sales isn’t about convincing people to buy. It’s about making it easier for the right people to say yes. You’ll also leave with a simple challenge designed to help you uncover sales opportunities you may have been overlooking. If you’ve been feeling frustrated that your visibility efforts aren’t translating into enquiries or revenue, this episode might just help you spot where the real opportunities for growth are hiding. What You’ll Learn in This EpisodeWhat “sales maxxing” meansWhy more content isn’t always the answer to revenue growthThe difference between marketing activity and sales activitySigns you may be overlooking warm opportunitiesWhere to find hidden sales opportunities in your businessA simple exercise to help you generate more conversations and enquiries "Sales maxing is simply looking for every possible opportunity to make it easier for people to buy from you." If this episode has made you realise you’ve been marketing maxxing instead of sales maxxing, I’ve got something exciting for you. Parade On Tour is my new 90-day sales club designed to help service providers build a consistent sales habit, have more conversations, and make their businesses easier to buy from. Join the guest list now for early access and special pricing before doors open. Step into my festival world... 🎪 Create you own Offer Line Up with my free masterclass 🎪 Pop your name down for my free monthly networking events, The Secret Set 🎪 Explore Dreamium, my offer design program 🎪 Come and say hiiii on Instagram and Threads Mentioned in this episode: Join Rave Your Raves Today Still undercharging? My new self-study course, Rave Your Rates, helps you get past the fear of pricing and into a system that values more than just your time. Built on five years and hundreds of client engagements, it comes with TESSA, the pricing tool my clients rave about most. Complete the course within 60 days and I will personally review your pricing calculations and one fully scoped offer, so you walk away ready to sell at a real rate. Rave Your Rates is open now for £397. Rave Your Rates

  6. Jun 9

    Should You Ditch Doing Discovery Calls Altogether?

    I talk about why sales calls became such a big thing in the first place and why, despite all the AI tools, automations, funnels, and clever systems available to us, there is still something incredibly powerful about a real conversation. I also share some alternatives if you're looking to reduce the number of calls you're doing. From enquiry forms and voice notes to automated email sequences and AI-assisted sales journeys, there are plenty of ways to create a smoother sales experience. But I also explain why I believe newer business owners should be cautious about skipping discovery calls too soon. Some of your most valuable sales lessons come from hearing people describe their problems in their own words. Ultimately, this isn't really an episode about discovery calls. It's a conversation about connection, about understanding how your buyers make decisions and creating a sales process that works for both of you. What You’ll Learn in This EpisodeWhy discovery calls became such a core part of online businessThe benefits of sales conversations in an increasingly automated worldAlternative ways to sell without relying on callsWhy discovery calls can be especially valuable early in businessWhen it might make sense to automate parts of your sales processHow to decide whether discovery calls fit your audience and offers "Calls are also connection. They're a space that no robot, email, or DM can replace." If discovery calls make you feel like you're waffling, wobbling, or winging it, I've created something to help. Grab a free copy of Let's Disco, my brand-new training designed to help you run discovery calls with more confidence and ease. Step into my festival world... 🎪 Create you own Offer Line Up with my free masterclass 🎪 Pop your name down for my free monthly networking events, The Secret Set 🎪 Explore Dreamium, my offer design program 🎪 Come and say hiiii on Instagram and Threads Mentioned in this episode: Join Rave Your Raves Today Still undercharging? My new self-study course, Rave Your Rates, helps you get past the fear of pricing and into a system that values more than just your time. Built on five years and hundreds of client engagements, it comes with TESSA, the pricing tool my clients rave about most. Complete the course within 60 days and I will personally review your pricing calculations and one fully scoped offer, so you walk away ready to sell at a real rate. Rave Your Rates is open now for £397. Rave Your Rates

  7. Jun 2

    The Real Difference Between Offers, Marketing & Sales

    We start with offers, because they sit at the root of everything. Your offers are what people actually buy from you. They’re the transformation, the experience, the delivery, the positioning, and the pricing. When offers aren’t clear, marketing feels exhausting, sales feel awkward, and clients struggle to understand what to buy or where to go next. Next, we look at marketing. Marketing’s job is to create attention, curiosity, trust, and desire. It gets people interested in what you do, but it doesn’t make them move. In true Dreamland style, I share a festival metaphor that makes it easy to understand: your offers are the places people go, while marketing is the hype telling them why they should care in the first place. Finally, we dive into sales, the part that helps people make decisions and commit. If offers are the destination and marketing is the buzz around it, sales is the conversation that helps someone decide whether it’s the right fit for them. By the end of this episode, you’ll have a much clearer understanding of which part of your business needs attention and how to stop applying the wrong solution to the wrong problem. What You’ll Learn in This EpisodeThe difference between offers, marketing, and salesWhy so many business owners misdiagnose their challengesWhat offers are really responsible for inside your businessThe true purpose of marketing (and what it can't do)Why sales is about movement, commitment, and decision-makingHow to identify whether you have an offer, marketing, or sales problem "Offers are the foundations, marketing is the broadcast, and sales is the conversation." Step into my festival world... 🎪 Create you own Offer Line Up with my free masterclass 🎪 Pop your name down for my free monthly networking events, The Secret Set 🎪 Explore Dreamium, my offer design program 🎪 Come and say hiiii on Instagram and Threads Mentioned in this episode: Join Rave Your Raves Today Still undercharging? My new self-study course, Rave Your Rates, helps you get past the fear of pricing and into a system that values more than just your time. Built on five years and hundreds of client engagements, it comes with TESSA, the pricing tool my clients rave about most. Complete the course within 60 days and I will personally review your pricing calculations and one fully scoped offer, so you walk away ready to sell at a real rate. Rave Your Rates is open now for £397. Rave Your Rates

  8. May 26

    Why I Took My Group Program Evergreen + A BTS Campaign Debrief

    I share how this offer evolved from a six-week live cohort into a six-month flagship programme, why the pricing and positioning changed over time, and why I eventually realised the old “open cart / closed cart” launch model no longer fit the future I wanted for the business. We talk about the practical side of evergreen offers too: workshops, funnels, ads, urgency, visibility, and why you still need momentum even when something is technically available all year round. This episode is also a very honest conversation about growth. Hiring a team, letting experts take the lead, spending money before you fully feel “ready.”, and trusting the process while your nervous system quietly screams in the background. I share what happened behind the scenes while building this funnel, the pressure of investing heavily after a difficult quarter, and the emotional shift that comes with stepping back from doing absolutely everything yourself. If you’ve been thinking about scaling an offer, refining how you sell, or building a business that feels more sustainable long term, this episode will give you a grounded look at what that transition can involve, beyond the polished marketing version people usually share online. What You’ll Learn in This EpisodeWhy I decided to take my group programme evergreenThe difference between launching low-ticket vs high-ticket offersHow workshops and funnels can support evergreen salesWhat really goes into building a launch system behind the scenesWhy hiring experts changed the quality of this campaignThe emotional reality of scaling, investing, and trusting your vision "Everything in business is an experiment." Step into my festival world... 🎪 Create you own Offer Line Up with my free masterclass 🎪 Pop your name down for my free monthly networking events, The Secret Set 🎪 Explore Dreamium, my offer design program 🎪 Come and say hiiii on Instagram and Threads Mentioned in this episode: Join Rave Your Raves Today Still undercharging? My new self-study course, Rave Your Rates, helps you get past the fear of pricing and into a system that values more than just your time. Built on five years and hundreds of client engagements, it comes with TESSA, the pricing tool my clients rave about most. Complete the course within 60 days and I will personally review your pricing calculations and one fully scoped offer, so you walk away ready to sell at a real rate. Rave Your Rates is open now for £397. Rave Your Rates

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About

Sold Out Offers is the industry-leading podcast for service provider experts who want to create and sell innovative and in-demand offers that build reputation and revenue on repeat.

Information

  • Creator
    Ceels Lockley | Offer Strategy Expert
  • Years Active
    2021 - 2026
  • Episodes
    222
  • Rating
    Explicit
  • Copyright
    © Sold Out Offers 2025
  • Show Website
    Sold Out Offers

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