The $20 for $5 Mindset
I often demonstrate this concept through a simple exercise. I’ll ask someone if they have a five-dollar bill, and when they confirm, I offer to trade them my twenty dollars for their five. The reaction is always telling—there’s hesitation, confusion, and sometimes suspicion. “What’s the catch?” they wonder.
But there is no catch. And that’s precisely my point.
When I do business with people, I carry that same energy of offering disproportionate value. I’m not begging or asking for something—I’m giving you something valuable. I’m offering you $20 worth of value and only asking for $5 in return.
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Transforming the Sales Approach
This mindset completely transforms how I approach business relationships. Many entrepreneurs and professionals feel they need to:
- Oversell their services
- Create elaborate back-end offers
- Convince or even manipulate potential clients
I reject all of these approaches. Instead, I focus on knowing my worth and communicating it clearly. This confidence comes from consistently delivering results that exceed expectations.
For example, in my business coaching practice, I charge premium rates. However, there isn’t a single client who doesn’t generate far more revenue than what they pay me monthly. This isn’t just a claim—it’s a fundamental principle that guides my approach.
When I work for you or with you, I’m giving you something. I’m giving you $20 worth of value and all I’m asking back is $5.
Building Confidence in Your Value
Developing this level of confidence doesn’t happen overnight. It requires:
- Truly understanding the value you provide
- Consistently delivering exceptional results
- Gathering evidence of your impact
- Practicing a mindset of abundance rather than scarcity
When you approach business from this perspective, something remarkable happens. The dynamic shifts from convincing people to buy from you to allowing them to receive the exceptional value you offer.
This approach has served me well throughout my career, from my time as CEO at Leigh Steinberg Sports & Entertainment to my current role as Chairman of the Napoleon Hill Institute. In every position, I’ve maintained the same philosophy: provide overwhelming value, and the rest will follow.
The next time you enter a business conversation, remember to carry this energy. Know that what you’re offering is valuable—perhaps even more useful than what you’re asking in return. This confidence will transform not only how others perceive you but also how you view yourself and your services.
After all, when you genuinely believe in the value you provide, others will too. And that’s when business becomes not just profitable, but genuinely fulfilling for everyone involved.
Frequently Asked Questions
Q: Isn’t this approach just a sales tactic?
No, it’s fundamentally different from typical sales tactics. This approach is based on genuine confidence in the value you provide, not manipulation. The key difference is that you must actually deliver the promised value—it’s about substance, not just presentation.
Q: How do I determine if I’m providing “$20 worth of value for $5”?
Look at the tangible results your clients or customers achieve. In my coaching practice, I measure this by comparing my fees to the additional revenue my clients generate. You should identify metrics relevant to your field—whether that’s time saved, revenue increased, problems solved, or other measurable outcomes.
Q: What if I’m just starting out and don’t have proof of my value yet?
Start by deeply understanding the problems you solve and how your solution compares to alternatives. You might offer initial services at a lower rate to gather testimonials and case studies, but always with the confidence that you’re providing exceptional value. As you collect evidence of your impact, your confidence will naturally grow.
Q: How do I communicate this value without coming across as arrogant?
Focus on the results you help others achieve rather than talking about yourself. Let your track record speak for itself. There’s a clear difference between confidence based on evidence and empty boasting. When you genuinely believe in your value proposition and can back it up with results, it comes across as authentic rather than arrogant.
Q: Can this mindset work in any industry or business model?
Absolutely. While the specifics may vary, the fundamental principle applies universally. Whether you’re selling products, services, or ideas, approaching interactions with the confidence that you’re providing exceptional value changes the dynamic. I’ve seen this work in sports management, coaching, speaking engagements, and countless other fields.