"You cannot negotiate against yourself. Ask questions, gather data, be prepared—but don’t assume the answer before you even start the conversation." - Gini Dietrich

What if the thing holding you back from making more money… is you? In this episode of Transformative Leadership Conversations, I’m chatting with Gini Dietrich, a seasoned PR pro and the founder of Spinsucks. Gini’s not just a business owner, she’s someone who’s learned the hard way about money, confidence, and leadership.

From a tough start to building an incredible business, Gini’s story is a testament to what happens when you get real about your value—and how so many of us (especially women) hold ourselves back from truly owning it. If you’ve ever second-guessed your pricing, been nervous to ask for a raise, or just don’t know how to explain your value to others—this episode is for you.

You’ll hear us discuss:

• It’s not just numbers, it’s mindset: A big part of negotiation skills is about your confidence—and often, fear. Gini talks about why it’s important to learn how to overcome this, to get paid what you are worth.
• It’s not just numbers and mindset, it’s also about the right formula: Pricing isn’t some mysterious or random guess—it’s about knowing your costs and the profit you want to make. Gini explains how the correct price is actually calculated by factoring in your expenses plus the profit you aim for, and why you need to treat your rates as an evolving process, not a static figure.
• Confidence is a muscle: Whether you’re running your own business or climbing the corporate ladder, confidence isn’t automatic. Gini shares how building financial confidence is something you have to work at, constantly.
• Stop negotiating against yourself: So many of us do this without realizing it! Gini talks about the hidden ways we sabotage ourselves before we even sit down for that important conversation with a boss or client—and how to stop that cycle.
• Keep it professional: When you’re asking for more—whether it's a raise or a new project—don’t bring in personal stuff like credit card debt. Gini’s advice? Stick to the value you bring to the table, not what you need to solve personal problems.
• Focus on the value, not the ‘deserve’ factor: We often approach negotiations by asking, “Why do I deserve this?” Gini flips the script and explains why it’s all about showing your boss, your clients, or even yourself, how much value you’re adding.
• Data, data, data: You need to be armed with the facts when it comes to negotiating. Gini shares why doing your research and having the numbers to back up your requests is so critical to making your case.
• This isn’t just for business owners: Even if you don’t run your own company, this conversation is packed with practical advice for anyone looking to take charge of their career and negotiate for what they’re worth.

Resources

Gini Dietrich on Spin Sucks | LinkedIn

Winnie da Silva on LinkedIn | On the Web | Substack | Email - winnie@winnifred.org