A couple days ago, I was asked how to avoid feeling sleazy when it’s time to talk about rates and pricing. I’ve written previously about how sales isn’t sales — my shorthand for the reality that not every sales interaction needs to make either party feel like there’s a gross, clichéd used car salesperson involved.

When I’m selling something, I don’t see myself as a salesperson; I see myself as an entrepreneur flexing a certain muscle to help a potential customer have something that improves their work, or life, or both.

(By the way, I’m sure there are lovely used car salespeople. I just haven’t met them yet.)

So my answer to this question about how not to feel sleazy when you’re selling, and especially when you’re getting into the conversation about pricing, is simply this: Don’t. Don’t feel sleazy, because it’s not sleazy. If you need to, simply pretend you don’t feel sleazy; like confidence, this is definitely a fake-it-til-you-make it situation.

One way these unpleasant feelings often manifest when people are sharing pricing is the instinct to apologize for the pricing — either explicitly, or by negotiating on the other side’s behalf before you’ve even started. Here’s how this often sounds:

• The price is [heavy sigh]… $1,000. Yeah. I know it’s a lot.

• I normally charge $500 an hour, but I usually take $450, and since we’ve known each other a long time, I could do $400, or even $350 if you really need it.

• It costs — and I’m sorry, because it’s a big number — $2,000.

No. No no no no. NO.

No.

Your pricing represents the value of what you’re selling. Apologizing for it is a huge no-no: It devalues both you and whatever it is you’re selling. You know the worth of what you’re offering, so whether it’s a salary request or a sale price, the reality remains: This is what it costs, because this is what it’s worth.

This doesn’t (necessarily) mean you're unwilling to negotiate. Rather, it’s a clear demonstration that you know the value you’re offering, and you’re not ashamed or embarrassed of it.