TEDxColumbusWomen
Casey Brown: Know your worth, and then ask for it
Casey Brown: Kend din værdi, og spørg så for den
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Din chef betaler dig sikkert ikke, hvad du er værd -- i stedet betaler de dig, hvad de synes, du er værd. Tag dig tiden til at lære, at forme deres tænkning. Pris-konsulenten Casey Brown deler hjælpsomme historier og erfaringer, der kan hjælpe dig med bedre at kommunikere din værdi og blive betalt for din ekspertise.
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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Ingen vil nogensinde betale dig,
hvad du er værd.
hvad du er værd.
00:17
No one will ever pay you
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Ingen vil nogensinde betale dig,
00:20
what you're worth.
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hvad du er værd.
00:23
They'll only ever pay you
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De vil altid kun betale dig,
00:25
what they think you're worth.
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hvad de tror, du er værd.
00:28
And you control their thinking,
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Og du kontrollerer deres tænkning,
00:31
not like this,
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ikke sådan her,
00:33
although that would be cool.
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selvom det ville være sejt.
00:34
(Laughter)
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(latter)
00:36
That would be really cool.
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Det ville være rigtig sejt.
00:39
Instead, like this:
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I stedet, sådan her:
00:41
clearly defining and communicating
your value are essential
your value are essential
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at definere og kommunikere
dine værdier er essentielt,
dine værdier er essentielt,
00:46
to being paid well for your excellence.
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for at blive velbetalt for din ekspertise.
00:48
Anyone here want to be paid well?
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Nogen her der gerne vil betales godt?
00:51
OK, good,
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Okay, godt,
00:52
then this talk is for everyone.
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så er dette foredrag for alle.
00:55
It's got universal applicability.
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Det har universel anvendelse.
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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Det passer, hvis du er forretningsejer,
hvis du er ansat,
hvis du er ansat,
01:00
if you're a job seeker.
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hvis du er jobsøgende.
01:02
It's true if you're a man or a woman.
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Det er sandt,
hvis du er mand eller kvinde.
hvis du er mand eller kvinde.
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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Jeg ser dette i dag igennem linsen
på en kvindelig forretningsejer,
på en kvindelig forretningsejer,
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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fordi i mit arbejde har jeg observeret,
at kvinde får mindre end mænd.
at kvinde får mindre end mænd.
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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Ligeløn er en berejst
fortælling i dette land.
fortælling i dette land.
01:15
According to the Bureau
of Labor Statistics,
of Labor Statistics,
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Ifølge bureauret for arbejdsstatistikker,
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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så tjener en kvindelig ansat 5,5 kr,
for hver syvende krone en mand tjener.
for hver syvende krone en mand tjener.
01:23
What may surprise you
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Hvad, der måske vil overraske jer,
01:24
is that this trend continues
even into the entrepreneurial sphere.
even into the entrepreneurial sphere.
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er, at denne trend forsætter
selv ind i iværksætterkredsene.
selv ind i iværksætterkredsene.
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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En kvindelig forretningsejer tjener 5,3 kr
for hver syvende krone en mand tjener.
for hver syvende krone en mand tjener.
01:33
In my work, I've often heard women express
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I mit arbejde har jeg
ofte hørt kvinder udtrykke,
ofte hørt kvinder udtrykke,
01:35
that they're uncomfortable
communicating their value,
communicating their value,
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at de er ukomfortable med
at kommunikere deres værdi,
at kommunikere deres værdi,
01:38
especially early on in business ownership.
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især tidligt i deres forretningsejerskab.
01:41
They say things like,
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De siger ting som,
01:43
"I don't like to toot my own horn."
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"Jeg kan ikke lide
at trutte i mit eget horn."
at trutte i mit eget horn."
01:46
"I'd rather let the work
speak for itself."
speak for itself."
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"Jeg vil hellere lade arbejdet
tale for sig selv."
tale for sig selv."
01:49
"I don't like to sing my own praises."
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"Jeg kan ikke lide at synge
mine egne lovprisninger."
mine egne lovprisninger."
01:51
I hear very different narratives
in working with male business owners,
in working with male business owners,
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Jeg hører meget forskellige fortællinger
i arbejdet med mandelige forretningsejere,
i arbejdet med mandelige forretningsejere,
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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og jeg tror denne forskel
koster kvinder 1,3 kr.
koster kvinder 1,3 kr.
01:59
I'd like to tell you the story
of a consulting firm
of a consulting firm
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Jeg vil gerne fortælle jer
om et konsulentfirma,
om et konsulentfirma,
02:02
that helps their clients
dramatically improve their profitability.
dramatically improve their profitability.
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der hjælper deres klienter
med drastisk at forøge deres indtjening.
med drastisk at forøge deres indtjening.
02:05
That company is my company.
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Dét firma er mit firma.
02:07
After my first year in business,
I saw the profit increases
I saw the profit increases
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Efter mit første år i gang,
så jeg overskuddet,
så jeg overskuddet,
02:11
that my clients were realizing
in working with me,
in working with me,
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som mine klienter indså
ved at arbejde med mig,
ved at arbejde med mig,
02:14
and I realized that I needed
to reevaluate my pricing.
to reevaluate my pricing.
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og jeg indså at, jeg blev nødt til
at genevaluere mine priser.
at genevaluere mine priser.
02:17
I was really underpriced
relative to the value I was delivering.
relative to the value I was delivering.
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Jeg var virkelig mere værd
i forhold til den værdi, jeg leverede.
i forhold til den værdi, jeg leverede.
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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Det er svært for mig at indrømme for jer,
for jeg er en pris-konsulent.
for jeg er en pris-konsulent.
02:25
(Laughter)
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(latter)
02:27
It's what I do.
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Det er hvad jeg gør.
02:28
I help companies price for value.
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Jeg hjælper firmaer sætte pris på værdi.
02:31
But nonetheless, it's what I saw,
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Men det var altså, hvad jeg så,
02:32
and so I sat down to evaluate my pricing,
evaluate my value,
evaluate my value,
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så jeg satte mig ned,
for at evaluere min pris, evaluere min værdi,
for at evaluere min pris, evaluere min værdi,
02:37
and I did that
by asking key value questions.
by asking key value questions.
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og det gjorde jeg ved
at stille nøglespørgsmål om værdi.
at stille nøglespørgsmål om værdi.
02:41
What are my clients' needs
and how do I meet them?
and how do I meet them?
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Hvad er mine klienters behov,
og hvordan opnår jeg dem?
og hvordan opnår jeg dem?
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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Hvilke unikke færdigheder gør mig
bedre kvalificeret til at hjælpe mine klienter?
bedre kvalificeret til at hjælpe mine klienter?
02:48
What do I do that no one else does?
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Hvad gør jeg, som ingen andre gør?
02:51
What problems do I solve for clients?
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Hvilke problemer løser jeg for klienter?
02:53
What value do I add?
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Hvilken værdi tilføjer jeg?
02:56
I answered these questions
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Jeg besvarede disse spørgsmål,
02:58
and defined the value that my clients
get from working with me,
get from working with me,
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og definerede værdien
mine klienter får ved at arbejde med mig,
mine klienter får ved at arbejde med mig,
03:02
calculated their return on investment,
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beregnede deres afkast på investeringer,
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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og hvad jeg så var,
at jeg blev nødt til at fordoble min pris,
at jeg blev nødt til at fordoble min pris,
03:07
double it.
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fordoble den.
03:09
Now, I confess to you, this terrified me.
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Jeg indrømmer, at det skræmte mig.
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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Det er meningen, jeg skal være eksperten.
03:17
I knew the value was there.
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Jeg vidste, værdien var der.
03:19
I was convinced the value was there,
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Jeg var overbevidst om,
at værdien var der,
at værdien var der,
03:21
and I was still scared out of my wits.
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og jeg var stadig rædselsslagen.
03:24
What if nobody would pay me that?
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Hvad hvis ingen ville betale mig det?
03:26
What if clients said, "That's ridiculous.
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Hvad hvis klienter sagde,
"Det er latterligt.
"Det er latterligt.
03:28
You're ridiculous."
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Du er latterlig."
03:30
Was I really worth that?
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Var jeg virkelig det værd?
03:33
Not my work, mind you, but me.
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Ikke mit arbejde, men mig.
03:36
Was I worth that?
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Var jeg det værd?
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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Jeg er mor til to smukke små piger,
der er afhængig af mig.
der er afhængig af mig.
03:41
I'm a single mom.
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Jeg er enlig mor.
03:43
What if my business fails?
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Hvad hvis min forretning fejler?
03:45
What if I fail?
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Hvad hvis jeg fejler?
03:48
But I know how to take my own medicine,
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Men jeg ved,
hvordan jeg tager min egen medicin,
hvordan jeg tager min egen medicin,
03:51
the medicine that I
prescribe to my clients.
prescribe to my clients.
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medicinen,
jeg udskriver til mine klienter.
jeg udskriver til mine klienter.
03:53
I had done the homework.
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Jeg havde gjort hjemmearbejdet.
03:55
I knew the value was there.
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Jeg vidste værdien var der.
03:57
So when prospects came,
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Så da muligheden kom,
04:00
I prepared the proposals
with the new higher pricing
with the new higher pricing
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Jeg forberedte forslagene
med de nye højere priser,
med de nye højere priser,
04:03
and sent them out
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og sendte dem ud
04:04
and communicated the value.
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og kommunikerede værdien.
04:07
How's the story end?
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Hvordan ender historien?
04:09
Clients continued to hire me
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Klienter fortsatte med at hyre mig
04:11
and refer me and recommend me,
and I'm still here.
and I'm still here.
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og henvise og anbefale mig,
og jeg er her stadig.
og jeg er her stadig.
04:16
And I share this story
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Og jeg deler historien,
04:17
because doubts and fears
are natural and normal.
are natural and normal.
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fordi tvivl og frygt
er naturligt og normalt.
er naturligt og normalt.
04:20
But they don't define our value,
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Men de definerer ikke vores værdi,
04:22
and they shouldn't limit
our earning potential.
our earning potential.
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og de burde ikke begrænse
vores indtjeningspotentiale
vores indtjeningspotentiale
04:27
I'd like to share another story,
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Jeg vil gerne dele en anden historie
04:29
about a woman who learned
to communicate her value
to communicate her value
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omkring en kvinde,
som lærte at kommunikere sin værdi,
som lærte at kommunikere sin værdi,
04:32
and found her own voice.
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og fandt sin egen stemme.
04:34
She runs a successful
web development company
web development company
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Hun driver
et succesfuldt webudviklingsfirma
et succesfuldt webudviklingsfirma
04:37
and employs several people.
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og beskæftiger flere personer.
04:39
When she first started her firm
and for several years thereafter,
and for several years thereafter,
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Da hun først startede sin forretning
og flere år derefter,
og flere år derefter,
04:42
she would say, "I have
a little web design company."
a little web design company."
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ville hun sige,
"Jeg har et lille web design-firma."
"Jeg har et lille web design-firma."
04:46
She'd actually use
those words with clients.
those words with clients.
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Hun ville faktisk
bruge de ord med klienter.
bruge de ord med klienter.
04:49
"I have a little web design company."
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"Jeg har et lille web design-firma."
04:52
In this and in many other small ways,
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På denne og mange andre små måder,
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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formindskede hun sin forretning
i klienternes øjne,
i klienternes øjne,
04:58
and diminishing herself.
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og formindskede sig selv.
05:01
It was really impacting her ability
to earn what she was worth.
to earn what she was worth.
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Det påvirkede hendes evne til at tjene,
hvad hun var værd.
hvad hun var værd.
05:05
I believe her language and her style
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Jeg tror hendes sprog og stil
05:08
communicated that she didn't believe
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kommunikerede, at hun ikke troede,
05:10
she had much value to offer.
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at hun havde nok værdi at tilbyde.
05:13
In her own words, she was practically
giving her services away.
giving her services away.
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Med hendes egne ord gav hun
praktisk set hendes service væk.
praktisk set hendes service væk.
05:18
And so she began her journey
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Og så begyndte hun sin rejse
05:20
to take responsibility
for communicating value to clients
for communicating value to clients
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med at tage ansvar for
at kommunikere værdi til klienter
at kommunikere værdi til klienter
05:23
and changing her message.
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og ændre hendes budskab.
05:26
One thing I shared with her
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En ting, jeg delte med hende,
05:28
is that it's so important
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er, at det er så vigtigt
05:30
to find your own voice,
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at finde sin egen stemme,
05:31
a voice that's authentic and true to you.
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en stemme,
der er autentisk og sand for dig.
der er autentisk og sand for dig.
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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Prøv ikke at gengive din svigerinde
bare fordi hun er en god sælger
bare fordi hun er en god sælger
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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eller din nabo, som fortæller en god joke,
hvis det ikke er hvem du er.
hvis det ikke er hvem du er.
05:41
Give up this notion
that it's tooting your own horn.
that it's tooting your own horn.
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Opgiv denne forestilling
med at trutte i dit eget horn.
med at trutte i dit eget horn.
05:44
Make it about the other party.
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Få det til at handle om de andre.
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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Fokusér på at tilføje værdi,
og det vil ikke føles som pral.
og det vil ikke føles som pral.
05:50
What do you love about what you do?
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Hvad elsker du ved det, du gør?
05:53
What excites you
about the work that you do?
about the work that you do?
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Hvad begejstrer dig omkring
det arbejde, du gør?
det arbejde, du gør?
05:55
If you connect with that, communicating
your value will come naturally.
your value will come naturally.
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Hvis du finder det, så vil det komme
naturligt at kommunikere dine værdier
naturligt at kommunikere dine værdier
06:00
So she embraced her natural style,
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Så hun omfavnede sin naturlige stil,
06:02
found her voice and changed her message.
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fandt sin stemme
og ændrede sit budskab.
og ændrede sit budskab.
06:06
For one thing, she stopped calling herself
a little web design company.
a little web design company.
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For det første, så stoppede hun med
at kalde sig selv et lille web design-firma.
at kalde sig selv et lille web design-firma.
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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Hun fandt en masse styrke og kraft
i at kommunikere sit budskab.
i at kommunikere sit budskab.
06:15
She's now charging three times
as much for web design,
as much for web design,
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Nu tager hun tre gange
så meget for web design,
så meget for web design,
06:18
and her business is growing.
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og hendes forretning vokser.
06:20
She told me about a recent meeting
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Hun fortalte mig om et møde fornyligt
06:22
with a gruff and sometimes
difficult client
difficult client
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med en barsk
og sommetider besværlig klient,
og sommetider besværlig klient,
06:24
who had called a meeting questioning
progress on search engine optimization.
progress on search engine optimization.
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som havde kaldt et møde og sat spørgsmålstegn
ved udviklingen af søgemaskineoptimering.
ved udviklingen af søgemaskineoptimering.
06:29
She said in the old days,
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Hun sagde,
at i gamle dage,
at i gamle dage,
06:30
that would have been
a really intimidating meeting for her,
a really intimidating meeting for her,
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så ville det have været
et skræmmende møde for hende,
et skræmmende møde for hende,
06:33
but her mindset was different.
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men hendes tankesæt var anderledes.
06:35
She said, she prepared the information,
sat down with the client,
sat down with the client,
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Hun sagde, hun forberedte informationen,
satte sig ned med klientem,
satte sig ned med klientem,
06:38
said this isn't about me,
it's not personal,
it's not personal,
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det er ikke omkring mig,
det ikke personligt,
det ikke personligt,
06:41
it's about the client.
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det er omkring klienten.
06:42
She took them through the data,
through the numbers,
through the numbers,
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Hun tog dem igennem dataene,
igennem numrene,
igennem numrene,
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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lagde tendenserne og udviklingen
med sin egen stemme på hendes egen måde,
med sin egen stemme på hendes egen måde,
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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men meget direkte sagde,
"Her er hvad, vi har gjort for jer."
"Her er hvad, vi har gjort for jer."
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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Klienten satte sig opmærksom op,
og sagde, "Okay, jeg forstår."
og sagde, "Okay, jeg forstår."
06:57
And she said in describing that meeting,
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Og hun sagde,
da hun beskrev mødet,
da hun beskrev mødet,
06:59
"I didn't feel scared or panicky
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"Jeg følte mig ikke bange eller panikken
07:03
or small,
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eller lille,
07:05
which is how I used to feel.
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hvilket er hvordan, jeg plejede at føle.
07:07
Instead I feel like, 'OK, I got this.
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I stedet følte jeg, 'Okay, jeg kan godt.
07:12
I know what I'm doing. I'm confident.'"
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Jeg ved, hvad jeg laver. Jeg er selvsikker.'"
07:17
Being properly valued is so important.
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At blive korrekt værdisat er så vigtigt.
07:20
You can hear in this story
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I kan høre i denne historie,
07:22
that the implications
range far beyond just finances
range far beyond just finances
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at følgevirkningerne rækker langt
udover bare finanserne
udover bare finanserne
07:25
into the realm of self-respect
and self-confidence.
and self-confidence.
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og påvirker selvrespekt og selvtillid.
07:30
Today I've told two stories,
one about defining our value
one about defining our value
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I dag har jeg fortalt to historier:
én om at definere vores værdi
én om at definere vores værdi
07:33
and the other about
communicating our value,
communicating our value,
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og den anden om at kommunikere vores værdi,
07:36
and these are the two elements
to realizing our full earning potential.
to realizing our full earning potential.
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og disse er de to elementer til
at realisere vores fulde indtjeningspotentiale.
at realisere vores fulde indtjeningspotentiale.
07:40
That's the equation.
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Det er ligningen.
07:42
And if you're sitting
in the audience today
in the audience today
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Hvis du sidder blandt publikum i dag,
07:45
and you're not being paid
what you're worth,
what you're worth,
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og du ikke bliver betalt, hvad du er værd,
07:48
I'd like to welcome you
into this equation.
into this equation.
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så vil jeg gerne invitere dig ind i denne ligning.
07:50
Just imagine what life could be like,
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Bare forestil jer, hvad livet kunne blive til,
07:53
how much more we could do,
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hvor meget mere, vi kunne gøre,
07:54
how much more we could give back,
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hvor meget mere, vi kunne give tilbage,
07:57
how much more we could
plan for the future,
plan for the future,
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hvor meget mere,
vi kan planlægge for fremtiden,
vi kan planlægge for fremtiden,
07:59
how validated and respected we would feel
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hvor værdsat og respekteret,
vi ville føle os,
vi ville føle os,
08:02
if we could earn our full potential,
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hvis vi kunne tjene vores fulde potentiale,
08:05
realize our full value.
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indse vores fulde værdi.
08:08
No one will ever pay you
what you're worth.
what you're worth.
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Ingen vil nogensinde betale dig,
hvad du er værd.
hvad du er værd.
08:11
They'll only ever pay you
what they think you're worth,
what they think you're worth,
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De vil kun betale dig,
hvad de synes, du er værd,
hvad de synes, du er værd,
08:13
and you control their thinking.
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og du kontrollerer deres tænkning.
08:16
Thank you.
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Tak.
08:17
(Applause)
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(Bifald)
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