Qualifications do matter. They reassure clients that you’ve studied, trained, and built the foundations to do your job well. But qualifications alone aren’t enough to build a thriving business. What really separates those who quietly tick along from those who stand out as leaders in their field is mindset.
You can have a dozen certificates framed on your wall and still hesitate to call yourself an expert. You can have years of experience and still find yourself whispering “I’m just a Pilates teacher” when someone asks what you do. The gap isn’t knowledge. The gap is how you see yourself.
Owning your role as an expert is a choice. It’s not something that gets handed to you once you’ve collected enough CPD hours or once you’ve been in business for a decade. It’s a decision to stop minimising yourself and to claim the authority you already hold. It’s a choice and you can decide today.
Clients aren’t simply paying for a class or a session. They’re buying trust. They want to feel they’re in the hands of someone who knows their craft, who has confidence, and who can lead them towards change. If you show up tentatively, with phrases like “I do a bit of yoga teaching on the side” or “I’m sort of running classes,” they feel the hesitation. When you downplay your identity, you invite others to undervalue you too.
This is where standing tall comes in. Being the expert doesn’t mean being arrogant. It doesn’t mean declaring you’re the best in the industry or that no one else measures up. It means calmly and clearly owning the space you’ve already earned. Experts don’t need to shout. They lead with steady energy, clear communication, and an unshakable belief in the value they bring.
The difference between shrinking and standing tall shows up everywhere. When you shrink, you over-deliver, undercharge, and apologise for existing. You dread being asked about your prices or being challenged by other professionals. You fill your diary with the wrong clients because you’re afraid to say no. But when you stand tall, the energy shifts. You start speaking about your work with clarity. You’re able to charge in a way that reflects the transformation you provide. You no longer waste time comparing yourself to everyone else because you know your lane and you’re committed to it.
In the UK, this can feel especially tricky. Our culture doesn’t always encourage confidence. From childhood we’re told not to “show off,” not to be “too big for our boots.” That conditioning runs deep, and it makes many business owners hesitate to own their expertise. But confidence doesn’t have to mean cockiness. There’s a huge difference between saying, “I’m the only person worth listening to” and saying, “I know my craft and I can help you.” One pushes people away. The other reassures them and draws them closer.
Claiming your expert identity starts with language. Notice how often you minimise yourself with words like “just,” “sort of,” or “a little.” Swap them for stronger phrases. Instead of “I just run Pilates classes,” say, “I specialise in helping women feel stronger and more confident in midlife.” Instead of “I do a bit of physio,” try, “I help people recover from injury so they can get back to living their lives.” Those small shifts change the energy. They also change how others respond to you.
Your clients want you to stand tall. They want to feel they’re working with someone who knows what they’re doing, who has the authority to guide them, and who won’t wobble when challenges come up. When you own that space, you’re not only giving yourself permission to lead, you’re giving them permission to trust you fully and in turn to trust themselves.
If you’ve been hiding behind “just,” it’s time to step forward and claim the word “expert” to describe you.
If you’d like coaching to help you claim your expert identity and grow with confidence, email me philippa@holdmyhandcoaching.com and let’s talk.
Until next time,
Best wishes
Philippa x