I always feel bad when charging a premium for my products or services, how do I get over this feeling and become a better sales person?

I agree with 's answer about letting the customers - the "market" - be the judge of how much to pay, but I also understand your concern about charging "too much" very well. Personally I think http://en.wikipedia.org/wiki/Pricing is one of the most complicated aspects of the "market economy" since the value of something - anything - is hard/impossible to establish in a "fair" or absolute way(*). One way of establish "fair pricing" is that you should be able to earn enough money on what you do to feel "content". Content is a very relative term so it's completely up to you to set the goal. Does content mean living in an ok aparment, eating ok food, being able to save a little each month for your retirement, etc. Or does it mean living the life of successful Hollywood actor/actress in a castle-like home, with several expensive cars, etc. etc.? One comment to Graham's comment about "not cheating or exploiting them". If you as a wholesaler sell items to a retailer you know that the retailer - without further thought - will "mark up" all your items with a standardised margin of say 50% (doubling the wholesale price). Here you actually can decide whether you want to "exploit" the end customer or not. If you can sell the item for 100 dollars and make a nice profit and "be content", but the market is ready to pay 200 dollars what should you do? :) --- (*) When it comes to pricing, everything is relative and the dependencies between the value of things are circular rather than hierarchical. For example, if you want to establish the "real" value of steel, you need to start with how much it costs to extract iron (and coal) from the earth. To do this, you will need to employ people, but how much should you pay them? Well, that depends on how much they need to earn to survive, or should a mine worker earn more than the bare minimum required to survive? Who decides this? It quickly becomes impossible to establish the real value of anything and I think this is why the "market economy" dominates the world today. If no one can decide what something is worth, let "everyone" decide with the hope that some kind of balance will emerge eventually. The next problem is http://en.wikipedia.org/wiki/Scarcity, which basically means "limited resources". There aren't enough Ferraris for everyone in the world, therefore Ferrari can charge premium for the ones they manufacture. If you want to read more about my thoughts and attempts to get my head around these issues, please check out my blog, perhaps starting with these posts. http://rflctns.wordpress.com/2012/12/09/the-enigma-of-money/ http://rflctns.wordpress.com/2013/07/20/3d-printing-as-the-next-equalizer-technology/

You need some professional development and leadership coaching before you even approach your next client. Purely based on the wording of the question, it has been asked by either a charlatan who's feeling remorseful over ripping people off or by a person who's at a brink of a crisis (personal and professional). There are reasons why this thinking (remorse) came about and these reasons are missing. Without them, it's impossible to provide any recommendation without those details - the solution could be something in your personal life, or a revision of your pricelist, or review of your markups, or addressing the quality of the materials, or even revising (demolishing and rebuilding) your brand and your company's mission. (These topics are too diverse and too far apart from one another to fit them into one response).

If you're providing a valuable service, you should be compensated for it. And, put a bit more harshly: If you provide an average service, you should be paid the average of what other providers are paid. If you deliver above-average products/services, you should be charging a premium price.