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. 2d ago

    One Price Won't Fix a Broken Ecosystem

    Raising your prices is often the first piece of advice service providers hear when something feels off in their business. And whilst pricing is incredibly important, it's only one piece of a much bigger puzzle. In this episode, I'm sharing why changing your prices alone won't magically transform your business and what actually needs your attention if you want to build offers that consistently sell. We revisit the pricing work we've covered over the last few episodes and explore what happens after you've landed on the right numbers. Because an offer isn't just a price tag, it's your positioning, your buyer journey, your messaging, your client experience, and the role each offer plays within your business. If those pieces aren't working together, even perfectly calculated prices can struggle to gain traction. I also explain why so many business owners invest heavily in branding, websites, marketing and content before they've properly designed the offers they're trying to sell. It's a trap I see time and time again. When your offer ecosystem isn't clear, every other part of your business has to work much harder to compensate. If you've been wondering why your new prices haven't created the momentum you hoped for, this episode will help you see the bigger picture. What You’ll Learn in This EpisodeWhy pricing is only one layer of a successful offerThe role your offer ecosystem plays in sustainable growthWhy positioning matters just as much as your pricesHow disconnected offers create friction for buyersThe common mistake business owners make after raising their ratesWhy offer design should come before branding and marketing "The moral of the story is you don't need one great offer. You actually need a clear ecosystem and buyer journey." Mentioned in this episode: Register for Fix Your Offers Today You probably don't have a marketing problem right now. You have an offer problem. No amount of content or mindset work fixes offers that feel messy, underpriced, or hard to explain, and that's usually when business starts feeling heavy: booked with work you've outgrown, tweaking prices last minute, saying yes to things you don't want to deliver anymore. Loads of brilliant business owners end up here. What changes it is a clear lineup of offers your dream clients instantly get, want, and move through naturally. If that sounds like what you need right now, register today to join my free training, Fix Your Offers, on Tuesday, 25th August 2026 at 1 pm BST. Register Here

  2. Jul 28

    Hourly Rates to Value-Based Pricing: A Real Walkthrough Of The System To Stop Your Under-Earning

    If you've ever found yourself opening a calculator before sending a proposal, multiplying your hourly rate by the number of hours you think something will take and hoping the final figure feels "about right", this episode is for you. I'm walking you through a real-life pricing example to show the difference between pricing an offer based on time versus pricing it based on value, using my TESSA Pricing System to demonstrate exactly how the two approaches compare. Rather than talking about pricing in theory, I break down the numbers step by step and explain why charging for hours often leaves experienced service providers underpaid. We explore the hidden factors that create value beyond the time you spend with a client, from your expertise and specialist skills to the assets you've built and the results you're capable of delivering. Along the way, I also share why so many of us stay stuck in an undercharging cycle, even when we know we want to charge more. If you've been waiting until you feel "ready" before increasing your prices, this episode will encourage you to think differently about what your clients are really paying for and why confidence comes from having a pricing strategy, not simply picking a bigger number. Whether you're reviewing an existing offer or creating a brand new one, this episode will help you move beyond hourly thinking and start pricing in a way that reflects the true value of your work. Because when you understand why your prices are what they are, selling them becomes so much easier. What You’ll Learn in This EpisodeThe difference between hourly pricing and value-based pricingA live walkthrough of my TESSA Pricing SystemWhy charging for time often undervalues your expertiseThe five factors that influence value-based pricingWhy so many service providers get stuck underchargingHow to build confidence in your prices through strategy rather than guesswork "You have to say the real number, you have to go bigger out loud to a real client." Mentioned in this episode: Register for Fix Your Offers Today You probably don't have a marketing problem right now. You have an offer problem. No amount of content or mindset work fixes offers that feel messy, underpriced, or hard to explain, and that's usually when business starts feeling heavy: booked with work you've outgrown, tweaking prices last minute, saying yes to things you don't want to deliver anymore. Loads of brilliant business owners end up here. What changes it is a clear lineup of offers your dream clients instantly get, want, and move through naturally. If that sounds like what you need right now, register today to join my free training, Fix Your Offers, on Tuesday, 25th August 2026 at 1 pm BST. Register Here

  3. Jul 21

    What Your Prices Are Really Saying About Your Offers & Money Mindset

    Your prices are doing far more than telling people how much something costs. They're shaping first impressions, attracting (or repelling) certain buyers, and communicating where your business sits in the market. In this episode, I will unpack one of the most overlooked parts of pricing: what your prices are saying about your offers before you've even spoken to a potential client. Using real-world examples, I explore why so many talented service providers unintentionally attract clients who question every decision, haggle over every invoice, and expect far more than they paid for. We look at how pricing influences perception, why "great value" isn't always the positioning you're aiming for, and how trying to make yourself feel more affordable can actually move you further away from the clients you really want to work with. If you've ever wondered why your dream clients aren't enquiring, or why you keep attracting buyers who are laser-focused on getting the cheapest option, this episode will encourage you to look beyond the number itself. What You’ll Learn in This EpisodeWhy pricing is one of the biggest positioning decisions you'll makeHow your prices influence the type of clients you attractThe hidden messages different pricing strategies communicateWhy "affordable" isn't always the smartest positioningThe problem with Goldilocks pricing and endless discountsHow to align your prices with the clients you actually want to work withWhy pricing confidence starts long before someone enquires "Your price is a signal to the people you want to attract." Mentioned in this episode: Register for Fix Your Offers Today You probably don't have a marketing problem right now. You have an offer problem. No amount of content or mindset work fixes offers that feel messy, underpriced, or hard to explain, and that's usually when business starts feeling heavy: booked with work you've outgrown, tweaking prices last minute, saying yes to things you don't want to deliver anymore. Loads of brilliant business owners end up here. What changes it is a clear lineup of offers your dream clients instantly get, want, and move through naturally. If that sounds like what you need right now, register today to join my free training, Fix Your Offers, on Tuesday, 25th August 2026 at 1 pm BST. Register Here

  4. Jul 14

    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: Register for Fix Your Offers Today You probably don't have a marketing problem right now. You have an offer problem. No amount of content or mindset work fixes offers that feel messy, underpriced, or hard to explain, and that's usually when business starts feeling heavy: booked with work you've outgrown, tweaking prices last minute, saying yes to things you don't want to deliver anymore. Loads of brilliant business owners end up here. What changes it is a clear lineup of offers your dream clients instantly get, want, and move through naturally. If that sounds like what you need right now, register today to join my free training, Fix Your Offers, on Tuesday, 25th August 2026 at 1 pm BST. Register Here

  5. 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: Register for Fix Your Offers Today You probably don't have a marketing problem right now. You have an offer problem. No amount of content or mindset work fixes offers that feel messy, underpriced, or hard to explain, and that's usually when business starts feeling heavy: booked with work you've outgrown, tweaking prices last minute, saying yes to things you don't want to deliver anymore. Loads of brilliant business owners end up here. What changes it is a clear lineup of offers your dream clients instantly get, want, and move through naturally. If that sounds like what you need right now, register today to join my free training, Fix Your Offers, on Tuesday, 25th August 2026 at 1 pm BST. Register Here

  6. 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: Register for Fix Your Offers Today You probably don't have a marketing problem right now. You have an offer problem. No amount of content or mindset work fixes offers that feel messy, underpriced, or hard to explain, and that's usually when business starts feeling heavy: booked with work you've outgrown, tweaking prices last minute, saying yes to things you don't want to deliver anymore. Loads of brilliant business owners end up here. What changes it is a clear lineup of offers your dream clients instantly get, want, and move through naturally. If that sounds like what you need right now, register today to join my free training, Fix Your Offers, on Tuesday, 25th August 2026 at 1 pm BST. Register Here

  7. 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: Register for Fix Your Offers Today You probably don't have a marketing problem right now. You have an offer problem. No amount of content or mindset work fixes offers that feel messy, underpriced, or hard to explain, and that's usually when business starts feeling heavy: booked with work you've outgrown, tweaking prices last minute, saying yes to things you don't want to deliver anymore. Loads of brilliant business owners end up here. What changes it is a clear lineup of offers your dream clients instantly get, want, and move through naturally. If that sounds like what you need right now, register today to join my free training, Fix Your Offers, on Tuesday, 25th August 2026 at 1 pm BST. Register Here

  8. 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: Register for Fix Your Offers Today You probably don't have a marketing problem right now. You have an offer problem. No amount of content or mindset work fixes offers that feel messy, underpriced, or hard to explain, and that's usually when business starts feeling heavy: booked with work you've outgrown, tweaking prices last minute, saying yes to things you don't want to deliver anymore. Loads of brilliant business owners end up here. What changes it is a clear lineup of offers your dream clients instantly get, want, and move through naturally. If that sounds like what you need right now, register today to join my free training, Fix Your Offers, on Tuesday, 25th August 2026 at 1 pm BST. Register Here

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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
    225
  • Rating
    Explicit
  • Copyright
    © Sold Out Offers 2025
  • Show Website
    Sold Out Offers

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