The Hidden Cost of a Scarcity Mindset in Bookkeeping (And How to Break Free)
I had figured out how to do bookkeeping consultations and turn almost everyone into paying clients.
But when I shared that with my mentor… he told me it was the worst news he'd heard all day.
Let me explain a bit more.
When I first started my bookkeeping business, I was terrified to charge what I was worth. Like many bookkeepers and small business owners, I thought being cautious was a really smart move. I kept my prices low so I wouldn't scare anyone off. I worked long hours, said yes to everyone, and celebrated the fact that I was converting almost every consultation into paid work.
So when my bookkeeping mentor Ben (Ben Robinson of Bookkeeper Launch) asked me how many consultations I was closing, I proudly announced: "95 percent."
I thought he'd be SO impressed. Instead, he looked concerned and explained something that changed my entire perspective on business and life.
If I was closing 95% of my calls, it meant I was charging way too little, and leaving a ton of income on the table. Sure, raising my prices as much as he suggested would mean losing half my prospects — but it also meant I’d make way more money with the same effort.
That moment shattered everything I thought I knew about "playing it safe."
Because what I thought was "being practical" was actually a scarcity mindset—and it was costing me far more than I realized.
“When I finally shifted out of scarcity thinking, I didn’t just double my bookkeeping rates—I went from that arbitrary $40K/year ceiling to building a multiple six-figure bookkeeping business. But the financial gains were just the beginning.”
What Is a Scarcity Mindset, Really?
A scarcity mindset is that quiet inner voice that says:
"Don't charge too much—you'll lose clients."
"Now isn't the time to invest in help or support."
"What if this is the last client you get for a while?"
"This is probably the best I can do."
At first, these thoughts feel responsible. They feel safe. They even seem wise.
But over time, they quietly drain your energy, shrink your confidence, and limit what you allow yourself to receive.
And the worst part? You don't even realize how much it's costing you.
How Scarcity Sneaks In
Here's how scarcity showed up for me—and how I see it show up constantly in my clients:
Undercharging and Overdelivering: I was constantly trying to prove I was worth the money, instead of standing in the truth that I already was.
Saying Yes When I Meant No: I took on difficult or draining clients out of fear that saying no meant missing out.
Hesitating to Invest: I thought I had to earn the right to hire help or join a program. So I kept trying to do everything alone—and burning out.
Believing My Success Had a Ceiling: I told myself I'd probably max out at $40,000 a year. That was "good enough," I thought.
Looking back, I realize that wasn't realism. It was resignation.
The Real Cost of Playing Small
Let's talk numbers for a moment.
When I finally shifted out of scarcity thinking, I didn't just double my bookkeeping rates—I went from that arbitrary $40K/year ceiling to building a multiple six-figure bookkeeping business. But the financial gains were just the beginning.
Here's what scarcity really costs you:
💸 Financially:
A scarcity mindset keeps you stuck in low-revenue, high-effort cycles
You say yes to underpaying clients, afraid no one else will come
You hesitate to market or invest—and miss opportunities that could move you forward faster
🧠 Emotionally:
You end up exhausted, second-guessing yourself, and feeling resentful
You doubt your value, even when you're delivering excellent work
You operate from fear and control instead of creativity and confidence
🚀 Opportunity-wise:
You never discover what's truly possible for you
You miss the chance to build something that aligns with your deeper purpose
You stay small when you were meant to expand
Scarcity doesn't just limit your income. It limits your joy, your freedom, and your sense of what's possible.
Where This Mindset Comes From (And Why It's Not Your Fault)
If any of this feels familiar, I want you to know—it's not just you.
I was raised with strong messages around hard work, frugality, and self-sacrifice. I was taught to be helpful, humble, and to avoid risk. Like so many women, I absorbed the belief that wanting more was selfish—and that asking for more was dangerous.
So I didn't just keep my prices low—I kept my expectations low, too.
Scarcity became my safety blanket. It made me feel in control. But eventually, it became a prison.
And here's the truth: Scarcity might have helped you survive. But it will never help you thrive.
What Changed Everything for Me
That conversation with Ben was the beginning of a bigger shift. I started questioning all the ways I was shrinking myself.
I stopped assuming the worst. I stopped trying to "deserve" success by overworking. I started investing in mindset training, surrounding myself with peers who thought bigger, and leaning into a different belief:
That there's more than enough—opportunity, support, and success—to go around.
That shift didn't just help me raise my prices. It helped me:
Build a million-dollar real estate investment portfolio from scratch
Start Room to Rise, the nonprofit organization I'd always dreamed of founding
Create multiple income streams that didn't require me to trade time for money
Most importantly, build a life that felt aligned with my values and potential
How to Start Letting Go of Scarcity (Right Now)
You don't need to be fearless to start. You just need to be willing to shift. Here are a few small but powerful steps:
Catch the Voice When you hear "I can't afford that" or "I'm not ready yet," pause and ask: Is this truth—or fear?
Flip the Question Instead of "What will I lose if I raise my rates?" try "What am I losing by staying where I am?"
Make One Brave Move Say no to a client who's draining you. Raise your rate by 10%. Book a call with a coach. Send that email. Prove to yourself that you can act before you feel 100% ready.
Get in the Right Room Surround yourself with people who believe in abundance. It's hard to expand if everyone around you is playing small.
Commit to Mindset Work Mindset is a muscle that needs consistent training. That's why I recommend programs like Ultimate Self Mastery—because they help you rewire those deep-seated thought patterns and unlock the next level of your potential.
You Weren't Meant to Stay Small
If you've been playing it safe... if you've been shrinking to stay in control... if you've been telling yourself that "this is just how it is"—
I promise you: there's more available.
More clients who truly value your work. More money with less hustle and overwhelm. More fulfillment, confidence, and genuine joy in your daily life.
And it doesn't start with some fancy strategy or complicated system. It starts with mindset.
It starts with the decision to stop just surviving—and start expanding into who you were always meant to be.
— Randy
💛 Ready to rewire your mindset from the inside out?
The transformation I described didn't happen overnight—and it didn't happen by accident. It required systematic rewiring of deep-seated thought patterns using neuroscience-backed techniques that create lasting change.
That's exactly what you'll find in Ultimate Self Mastery (USM), the comprehensive 52-week program that took me from scarcity thinking to abundance living. Created by renowned mindset expert Peter Sage, USM combines cutting-edge neuroscience with practical exercises to help you:
✅ Identify and eliminate the limiting beliefs keeping you stuck in low-revenue cycles
✅ Rewire your brain for confidence, abundance, and bold decision-making
✅ Build unshakeable self-worth so you can price your services with conviction
✅ Create sustainable habits that support long-term success and fulfillment
✅ Transform procrastination and self-sabotage into consistent, purposeful action
This isn't surface-level positive thinking—it's deep, science-backed transformation.
At just $349 for the entire year (less than $1 per day), Ultimate Self Mastery gives you:
52 weeks of step-by-step mindset training
Monthly live coaching calls with Peter Sage's team
Access to a supportive community of growth-minded individuals
Proven neuroscience techniques used by thousands of successful entrepreneurs
👉 Transform your mindset and business with Ultimate Self Mastery today. Because you weren't meant to stay small. You were meant to claim your worth, charge what you deserve, and build a business that reflects your true potential.
About the Author
Randy Ballen is a certified Peter Sage trainer, founder of Astrius, and successful entrepreneur. After personally transforming her life through mindset work—going from losing her home, job, and marriage to creating a multiple six-figure bookkeeping business, building a million-dollar real estate portfolio, and founding a nonprofit—Randy now helps other entrepreneurs break through limiting beliefs and achieve lasting success.
Randy combines over 15 years of entrepreneurial experience with transformational coaching to guide business owners through the mindset shifts that create real, sustainable growth. She specializes in helping bookkeepers, real estate investors, and other entrepreneurs overcome imposter syndrome, pricing fears, and self-sabotage. Randy has unique personal insights into the challenges that both aspriring and successful female entrepreneurs face, but everyone is welcome here.
Learn more about Randy and Astrius →