TEDxColumbusWomen
Casey Brown: Know your worth, and then ask for it
Casey Brown: Znajte svoju vrijednost, a onda je zatražite
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Tvoj šef te vjerovatno ne plaća onoliko koliko vrijediš. Umjesto toga, plaća te koliko misli da vrijediš. Odvoji vrijeme kako bi naučio kako da utičeš na njegovo mišljenje. Casey Brown, savjetnica za određivanje visine naknada, dijeli korisne priče i naučene lekcije koje vam mogu pomoći da na bolji način saopštite svoju vrijednost i budete plaćeni za vaš izvrstan kvalitet.
Casey Brown - Pricing consultant
Casey Brown wants people to be paid well for their excellence. Full bio
Casey Brown wants people to be paid well for their excellence. Full bio
Double-click the English transcript below to play the video.
00:12
No one will ever pay you
what you're worth.
what you're worth.
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Niko vam nikad neće platiti
koliko vrijedite.
koliko vrijedite.
00:17
No one will ever pay you
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Nikad vam niko neće platiti
00:20
what you're worth.
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onoliko koliko vrijedite.
00:23
They'll only ever pay you
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Platit će vam samo
00:25
what they think you're worth.
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onoliko koliko misle da vrijedite.
00:28
And you control their thinking,
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A vi kontrolišete šta oni misle,
00:31
not like this,
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ne ovako,
00:33
although that would be cool.
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iako bi to bilo super.
00:34
(Laughter)
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(Smijeh)
00:36
That would be really cool.
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To bi stvarno bilo super.
00:39
Instead, like this:
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Umjesto toga, ovako:
00:41
clearly defining and communicating
your value are essential
your value are essential
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ključno je da jasno definišete
i saopštite vašu vrijednost
i saopštite vašu vrijednost
00:46
to being paid well for your excellence.
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kako bi vaša izvrsnost
bila dobro plaćena.
bila dobro plaćena.
00:48
Anyone here want to be paid well?
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Ima li iko ovdje ko želi
da bude dobro plaćen?
da bude dobro plaćen?
00:51
OK, good,
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Ok, dobro,
00:52
then this talk is for everyone.
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onda je ovaj govor za svakoga.
00:55
It's got universal applicability.
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Može se univerzalno primijeniti.
00:57
It's true if you're a business owner,
if you're an employee,
if you're an employee,
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Vrijedi za vlasnike preduzeća,
zaposlenike,
zaposlenike,
01:00
if you're a job seeker.
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one koji traže posao.
01:02
It's true if you're a man or a woman.
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Vrijedi i za muškarce i za žene.
01:04
Now, I approach this today through
the lens of the woman business owner,
the lens of the woman business owner,
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Sad, danas ovome pristupam
kao žena koja je vlasnik preduzeća,
kao žena koja je vlasnik preduzeća,
01:08
because in my work I've observed
that women underprice more so than men.
that women underprice more so than men.
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jer opazila sam da su u mom poslu
žene potplaćene u odnosu na muškarce.
žene potplaćene u odnosu na muškarce.
01:12
The gender wage gap is
a well-traveled narrative in this country.
a well-traveled narrative in this country.
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Spolni jaz po pitanju plaćanja
je u ovoj zemlji vrlo poznata priča.
je u ovoj zemlji vrlo poznata priča.
01:15
According to the Bureau
of Labor Statistics,
of Labor Statistics,
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Prema podacima Biroa za radnu statistiku,
01:17
a woman employee earns just 83 cents
for every dollar a man earns.
for every dollar a man earns.
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jedna radnica zaradi samo 83 centa
za svaki dolar koji jedan radnik zaradi.
za svaki dolar koji jedan radnik zaradi.
01:23
What may surprise you
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Ono što vas može iznenaditi
01:24
is that this trend continues
even into the entrepreneurial sphere.
even into the entrepreneurial sphere.
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je što se ovaj trend nastavlja
i u poduzetničkom sektoru.
i u poduzetničkom sektoru.
01:28
A woman business owner earns just
80 cents for every dollar a man earns.
80 cents for every dollar a man earns.
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Jedna poduzetnica zaradi samo 80 centi
za svaki dolar koji muškarac zaradi.
za svaki dolar koji muškarac zaradi.
01:33
In my work, I've often heard women express
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U mom poslu, žene često navode
01:35
that they're uncomfortable
communicating their value,
communicating their value,
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da im je neugodno
da saopšte svoju vrijednost,
da saopšte svoju vrijednost,
01:38
especially early on in business ownership.
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naročito u ranoj fazi poduzetništva.
01:41
They say things like,
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Kažu nešto kao,
01:43
"I don't like to toot my own horn."
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"Ne želim se hvalisati".
01:46
"I'd rather let the work
speak for itself."
speak for itself."
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"Radije bih da posao sam za sebe govori".
01:49
"I don't like to sing my own praises."
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"Ne volim pjevati hvalospjeve o sebi".
01:51
I hear very different narratives
in working with male business owners,
in working with male business owners,
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Skroz drugačije priče čujem
kada radim sa muškim poduzetnicima,
kada radim sa muškim poduzetnicima,
01:55
and I think this difference
is costing women 20 cents on the dollar.
is costing women 20 cents on the dollar.
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i mislim da ova razlika
košta žene 20 centi na jedan dolar.
košta žene 20 centi na jedan dolar.
01:59
I'd like to tell you the story
of a consulting firm
of a consulting firm
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Želim vam ispričati priču
o firmi za savjetovanje
o firmi za savjetovanje
02:02
that helps their clients
dramatically improve their profitability.
dramatically improve their profitability.
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koja pomaže svojim klijentima
da dramatično povećaju profitabilnost.
da dramatično povećaju profitabilnost.
02:05
That company is my company.
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Ta kompanija je moja kompanija.
02:07
After my first year in business,
I saw the profit increases
I saw the profit increases
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Nakon prve godine poslovanja,
primijetila sam da raste profit
primijetila sam da raste profit
02:11
that my clients were realizing
in working with me,
in working with me,
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koji su moji klijenti ostvarivali
radeći sa mnom,
radeći sa mnom,
02:14
and I realized that I needed
to reevaluate my pricing.
to reevaluate my pricing.
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i shvatila sam da treba
da preispitam svoje cijene.
da preispitam svoje cijene.
02:17
I was really underpriced
relative to the value I was delivering.
relative to the value I was delivering.
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Zaista sam bila potplaćena
s obzirom na moju ostvarenu vrijednost.
s obzirom na moju ostvarenu vrijednost.
Teško mi je da vam priznam,
jer sam savjetnik za određivanje naknada.
jer sam savjetnik za određivanje naknada.
02:21
It's hard for me to admit to you,
because I'm a pricing consultant.
because I'm a pricing consultant.
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02:25
(Laughter)
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(Smijeh)
02:27
It's what I do.
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To je ono što radim.
02:28
I help companies price for value.
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Pomažem kompanijama da
odrede cijene za vrijednost.
odrede cijene za vrijednost.
02:31
But nonetheless, it's what I saw,
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Ipak, to sam vidjela,
02:32
and so I sat down to evaluate my pricing,
evaluate my value,
evaluate my value,
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tako da sam sjela kako bih procijenila
svoje cijene, svoju vrijednost,
svoje cijene, svoju vrijednost,
02:37
and I did that
by asking key value questions.
by asking key value questions.
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a uradila sam to postavljajući
ključna pitanja vezana za vrijednost.
ključna pitanja vezana za vrijednost.
02:41
What are my clients' needs
and how do I meet them?
and how do I meet them?
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Koje su potrebe mojih klijenata
i kako ih zadovoljiti?
i kako ih zadovoljiti?
02:43
What is my unique skill set that makes me
better qualified to serve my clients?
better qualified to serve my clients?
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Koje su to jedinstvene vještine zbog kojih
sam bolje kvalifikovan da ih uslužujem.
sam bolje kvalifikovan da ih uslužujem.
02:48
What do I do that no one else does?
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Šta ja radim a šta niko drugi ne radi?
02:51
What problems do I solve for clients?
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Koje probleme rješavam za klijente?
02:53
What value do I add?
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Kako ja mogu doprinijeti?
02:56
I answered these questions
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Odgovorila sam na ova pitanja
02:58
and defined the value that my clients
get from working with me,
get from working with me,
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i definisala korist koju moji klijenti
dobiju kad rade sa mnom,
dobiju kad rade sa mnom,
03:02
calculated their return on investment,
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izračunala njihov povrat ulaganja,
03:04
and what I saw was
that I needed to double my price,
that I needed to double my price,
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shvatila sam da treba
da udvostručim svoju cijenu,
da udvostručim svoju cijenu,
03:07
double it.
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da je udvostručim.
03:09
Now, I confess to you, this terrified me.
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Priznajem vam, ovo me je prestravilo.
03:14
I'm supposed to be the expert in this,
but I'm not cured.
but I'm not cured.
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Treba da sam stručnjak u ovome,
ali nemam rješenja.
ali nemam rješenja.
03:17
I knew the value was there.
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Bila sam svjesna svoje vrijednosti.
03:19
I was convinced the value was there,
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Ubijeđena sam bila da postoji vrijednost,
03:21
and I was still scared out of my wits.
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a još sam umirala od straha.
03:24
What if nobody would pay me that?
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Šta ako mi niko ne bi toliko platio?
03:26
What if clients said, "That's ridiculous.
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Šta da su klijenti rekli: "To je smiješno.
03:28
You're ridiculous."
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Ti si smiješna".
03:30
Was I really worth that?
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Jesam li stvarno toliko vrijedila?
03:33
Not my work, mind you, but me.
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Ne moj rad, pazite, nego ja.
03:36
Was I worth that?
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Jesam li vrijedila toliko?
03:38
I'm the mother of two beautiful
little girls who depend upon me.
little girls who depend upon me.
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Majka sam dvije prelijepe djevojčice
koje zavise od mene.
koje zavise od mene.
03:41
I'm a single mom.
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Samohrana sam majka.
03:43
What if my business fails?
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Šta ako moj posao propadne?
03:45
What if I fail?
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Šta ako ja ne uspijem?
03:48
But I know how to take my own medicine,
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Ali znam kako uzeti vlastiti lijek,
03:51
the medicine that I
prescribe to my clients.
prescribe to my clients.
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lijek koji propisujem svojim klijentima.
03:53
I had done the homework.
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Uradila sam domaću zadaću.
03:55
I knew the value was there.
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Znala sam da je vrijednost tu.
03:57
So when prospects came,
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Kada su mogući kupci došli,
04:00
I prepared the proposals
with the new higher pricing
with the new higher pricing
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pripremila sam prijedloge
s novim višom cijenom,
s novim višom cijenom,
04:03
and sent them out
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poslala ih
04:04
and communicated the value.
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i saopštila svoju vrijednost.
04:07
How's the story end?
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Kako priča završava?
04:09
Clients continued to hire me
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Klijenti me i dalje unajmljuju
04:11
and refer me and recommend me,
and I'm still here.
and I'm still here.
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preporučuju me, i još sam tu.
04:16
And I share this story
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A ovu priču dijelim
04:17
because doubts and fears
are natural and normal.
are natural and normal.
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jer su sumnje i strahovi
prirodni i normalni.
prirodni i normalni.
04:20
But they don't define our value,
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Ali oni ne određuju našu vrijednost,
04:22
and they shouldn't limit
our earning potential.
our earning potential.
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i oni ne treba da ograničavaju
našu potencijalnu zaradu.
našu potencijalnu zaradu.
04:27
I'd like to share another story,
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Podijelila bih još jednu priču,
04:29
about a woman who learned
to communicate her value
to communicate her value
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o ženi koja je naučila
kako da saopšti svoju vrijednost
kako da saopšti svoju vrijednost
04:32
and found her own voice.
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a koja je izrazila svoje misli.
04:34
She runs a successful
web development company
web development company
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Ona vodi uspješnu kompaniju za web razvoj
04:37
and employs several people.
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i zapošljava nekoliko ljudi.
04:39
When she first started her firm
and for several years thereafter,
and for several years thereafter,
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Kada je tek osnovala firmu,
nekoliko godina nakon toga,
nekoliko godina nakon toga,
04:42
she would say, "I have
a little web design company."
a little web design company."
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rekla bi: "Imam malu kompaniju
za web dizajn".
za web dizajn".
04:46
She'd actually use
those words with clients.
those words with clients.
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Te riječi bi koristila s klijentima.
04:49
"I have a little web design company."
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"Imam malu kompaniju za web-dizajn".
04:52
In this and in many other small ways,
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Kroz ovakve i mnoge druge sitnice,
04:54
she was diminishing her company
in the eyes of prospects and clients,
in the eyes of prospects and clients,
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umanjivala je svoju kompaniju
pred potencijalnim kupcima i klijentima,
pred potencijalnim kupcima i klijentima,
04:58
and diminishing herself.
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a umanjivala je i sebe.
05:01
It was really impacting her ability
to earn what she was worth.
to earn what she was worth.
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To je zaista uticalo na mogućnost
da zaradi onoliko koliko vrijedi.
da zaradi onoliko koliko vrijedi.
05:05
I believe her language and her style
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Vjerujem da su njen jezik i stil
05:08
communicated that she didn't believe
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saopštili da ona ne vjeruje
05:10
she had much value to offer.
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da može puno toga ponuditi.
05:13
In her own words, she was practically
giving her services away.
giving her services away.
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Sama je rekla, poklanjala je svoje usluge.
05:18
And so she began her journey
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Tako je počela
05:20
to take responsibility
for communicating value to clients
for communicating value to clients
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da preuzima odgovornost
da bi saopštila vrijednost klijentima
da bi saopštila vrijednost klijentima
i promijenila poruku.
05:23
and changing her message.
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05:26
One thing I shared with her
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Stvar koju sam podijelila sa njom
05:28
is that it's so important
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je da je važno
05:30
to find your own voice,
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izraziti svoje misli,
05:31
a voice that's authentic and true to you.
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koje su vjerodostojne i iskrene.
05:33
Don't try to channel your sister-in-law
just because she's a great salesperson
just because she's a great salesperson
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Nemoj imitirati svoju snahu
samo zato što je ona odličan prodavač
samo zato što je ona odličan prodavač
05:37
or your neighbor who tells a great joke
if that's not who you are.
if that's not who you are.
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ili komšiju koji ispriča odličan vic
ako to nisi ti.
ako to nisi ti.
05:41
Give up this notion
that it's tooting your own horn.
that it's tooting your own horn.
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Odbacite tu zamisao da sami sebe hvalite.
05:44
Make it about the other party.
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Preusmjerite pažnju na druge.
05:45
Focus on serving and adding value,
and it won't feel like bragging.
and it won't feel like bragging.
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Fokusirajte se na služenje i doprinos,
i to onda neće izgledati kao hvalisanje.
i to onda neće izgledati kao hvalisanje.
05:50
What do you love about what you do?
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Šta je ono što volite u svom poslu?
05:53
What excites you
about the work that you do?
about the work that you do?
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Šta vas pokreće kada radite svoj posao?
05:55
If you connect with that, communicating
your value will come naturally.
your value will come naturally.
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Ako se s tim povežete, saopštavanje
vrijednosti dolazi samo po sebi.
vrijednosti dolazi samo po sebi.
06:00
So she embraced her natural style,
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Prihvatila je svoj prirodni stil,
06:02
found her voice and changed her message.
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izrazila svoje mišljenje
i promijenila poruku.
i promijenila poruku.
06:06
For one thing, she stopped calling herself
a little web design company.
a little web design company.
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Najprije, nije više govorila da ima
malu kompaniju za web dizajn.
malu kompaniju za web dizajn.
06:10
She really found a lot of strength
and power in communicating her message.
and power in communicating her message.
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Zaista je pronašla puno snage i moći
pri saopštavanju poruke.
pri saopštavanju poruke.
06:15
She's now charging three times
as much for web design,
as much for web design,
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Sad naplaćuje tri puta više
za web dizajn,
za web dizajn,
06:18
and her business is growing.
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a njen posao raste.
06:20
She told me about a recent meeting
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Pričala mi je o nedavnom sastanku
06:22
with a gruff and sometimes
difficult client
difficult client
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sa jednim otresitim i ponekad
teškim klijentom
teškim klijentom
06:24
who had called a meeting questioning
progress on search engine optimization.
progress on search engine optimization.
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koji je sazvao sastanak da se preispita
napredak u optimizaciji pretraživača.
napredak u optimizaciji pretraživača.
06:29
She said in the old days,
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Kaže kako bi nekad davno
06:30
that would have been
a really intimidating meeting for her,
a really intimidating meeting for her,
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taj sastanak bio zastrašujući za nju,
06:33
but her mindset was different.
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ali se njen mentalni sklop promijenio.
06:35
She said, she prepared the information,
sat down with the client,
sat down with the client,
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Kaže, pripremila je informacije,
sjela sa klijentom,
sjela sa klijentom,
06:38
said this isn't about me,
it's not personal,
it's not personal,
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rekla da se tu ne radi o njoj,
nije ništa lično,
nije ništa lično,
06:41
it's about the client.
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da se radi o klijentu.
06:42
She took them through the data,
through the numbers,
through the numbers,
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Provela ih je kroz podatke, brojeve,
06:46
laid out the trends and the progress
in her own voice and in her own way,
in her own voice and in her own way,
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prikazala trendove i napredak
izražavajući se na svoj način,
izražavajući se na svoj način,
06:50
but very directly said,
"Here's what we've done for you."
"Here's what we've done for you."
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ali je veoma direktno rekla,
"Evo šta smo uradili za vas".
"Evo šta smo uradili za vas".
06:53
The client sat up and took notice,
and said, "OK, I got it."
and said, "OK, I got it."
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Klijent se uspravio i obratio pažnju,
te rekao: "OK, shvatam".
te rekao: "OK, shvatam".
06:57
And she said in describing that meeting,
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Opisujući taj sastanak, rekla je:
06:59
"I didn't feel scared or panicky
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"Nisam se plašila, niti paničila,
07:03
or small,
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niti sam se osjećala bezvrijedno,
07:05
which is how I used to feel.
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kao što sam se prije osjećala.
07:07
Instead I feel like, 'OK, I got this.
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Umjesto toga pomislim:
"U redu je. Riješit ću ovo.
"U redu je. Riješit ću ovo.
07:12
I know what I'm doing. I'm confident.'"
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Znam šta radim. Vjerujem u sebe".
07:17
Being properly valued is so important.
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Jako je važno odrediti pravu cijenu.
07:20
You can hear in this story
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U ovoj priči možete čuti
07:22
that the implications
range far beyond just finances
range far beyond just finances
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kako posljedice sežu daleko dalje
od samih finansija
od samih finansija
07:25
into the realm of self-respect
and self-confidence.
and self-confidence.
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do područja samopoštovanja
i samopouzdanja.
i samopouzdanja.
07:30
Today I've told two stories,
one about defining our value
one about defining our value
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Danas sam ispričala dvije priče,
jednu o definisanju naše vrijednosti
jednu o definisanju naše vrijednosti
07:33
and the other about
communicating our value,
communicating our value,
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a drugu o saopštavanju naše vrijednosti,
07:36
and these are the two elements
to realizing our full earning potential.
to realizing our full earning potential.
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a uz pomoć ova dva elementa ostvarujemo
naš puni potencijal zarade.
naš puni potencijal zarade.
07:40
That's the equation.
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To je ta formula.
07:42
And if you're sitting
in the audience today
in the audience today
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Ako sjedite u publici danas
07:45
and you're not being paid
what you're worth,
what you're worth,
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a niste plaćeni onoliko koliko vrijedite,
07:48
I'd like to welcome you
into this equation.
into this equation.
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Pozivam vas da uzmete u obzir ovu formulu.
07:50
Just imagine what life could be like,
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Zamislite samo kakav bi to život bio,
07:53
how much more we could do,
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koliko bismo više mogli uraditi,
07:54
how much more we could give back,
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koliko bismo mogli više vratiti,
07:57
how much more we could
plan for the future,
plan for the future,
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koliko bismo mogli više planirati
07:59
how validated and respected we would feel
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koliko bismo se osjećali
podržano i poštovano
podržano i poštovano
08:02
if we could earn our full potential,
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kad bismo iskoristili
naš puni potencijal zarade,
naš puni potencijal zarade,
08:05
realize our full value.
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ostvarili našu punu vrijednost.
08:08
No one will ever pay you
what you're worth.
what you're worth.
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Niko vam neće platiti
onoliko koliko vrijedite.
onoliko koliko vrijedite.
08:11
They'll only ever pay you
what they think you're worth,
what they think you're worth,
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Platit će vam samo koliko
misle da vrijedite,
misle da vrijedite,
08:13
and you control their thinking.
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a vi to možete kontrolisati.
08:16
Thank you.
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Hvala.
08:17
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Casey Brown - Pricing consultantCasey Brown wants people to be paid well for their excellence.
Why you should listen
Casey Brown is a pricing geek and professional speaker. She leads an organization that helps companies improve profits through better pricing. She speaks at conferences, trade associations and networking groups around the world. She is on a mission to correct the injustice of underpricing.
With degrees in chemical engineering, Spanish and business -- and career experience in engineering, Six Sigma and pricing strategy -- Brown uses her expertise to help clients discover their true pricing power. She is fluent in Spanish and holds a US Patent for lightbulb technology she developed.
Brown volunteers more than 600 hours annually around the world, focused on meeting children's basic needs. She volunteers with Drop in the Bucket, a non-profit which drills wells in Africa, with Free to Smile, an organization dedicated to performing cleft lip and palate repair surgeries globally, and with First Descents, a group that provides life-changing outdoor adventures for cancer survivors.
Casey Brown | Speaker | TED.com