Why is it so hard to charge what you’re really worth?

You’ve heard the advice: you should raise your prices. But you’re not convinced you can do it.

You may be great at your craft. Still, when it comes to charging for the value you bring, you feel like an amateur.

Even if you think you should be charging more, you just can’t bring yourself to do it.

Maybe you even feel guilty talking about money. Perhaps you feel bad trying to turn people into customers.

No matter how much you try, you know you can’t just shut out those feelings. You can’t “Just do it!”

Know your value (Photo by Daoudi Aissa on Unsplash)


What would it be like if you could just invite prospects to be your clients, without feeling guilty about it?

Imagine if you could confidently state your price and not feel awkward.

What would it do for your cash flow if you didn’t discount your value? If you could confidently know your value, and happily say “no” to clients who just aren’t a good fit.

Here’s what would happen:

  • You would start attracting better clients, and you’d have strong and reliable revenue coming in the door.
  • You’d grow in confidence really quickly, which would flow on to the emails you wrote, your conversations, and…well, it would be really good.

But first, you have to fix your pricing

And you can’t just do that on your website, or in your marketing material.

You see, you need to fix your pricing in three places.

First, in your communications with your clients. That could be on your website, in your other marketing material, or in conversations with them. That’s the easy part.

The next two places are within you. One is in your mind. You need to be able to see that you really should be charging for the value that you bring your client. In other words, you need to understand that it’s totally reasonable to be charging what you should be charging.

The other place—and this is the hard one—is in your heart.


You see, you might know that you really should be charging higher prices than you do. You might even say “I’m really good at what I do. The clients are getting great value.” But if you don’t really believe in that value, if you feel guilty charging clients proper prices, then you’re going to end up negotiating against yourself.


And so when you come to state your prices, you’ll feel there’s a mismatch between the price you say and the price you believe you’re worth.

Until you fix that, you’re going to have a pricing problem

So, how do you fix the price in your mind and the price in your heart? How do you get to the stage where you can say:

  • “I am confident that I’m charging a fair price and that I’m getting properly compensated.”
  • “This is more than I’ve ever charged before, but I’m not discounting at all, because it’s totally worth the price.”

Or even this:

  • “I know there are competitors these clients could go to who would charge them a lot less, but I’m happy to lose these clients, if they can’t see the value they’re getting.”

The way is to understand your value deeply and then to communicate it to the market

It just won’t work unless you have certainty about the value you bring.

So, it starts by digging deeply into who your market is and what the value is that you are bringing them. Why are they buying from you? How does your expertise improve their business and their life?

Would you like to get confident with your pricing?

If you want to get to a point where you can ask for the price that is worthy of you, it begins by digging down into what you think and believe about the prices you charge.

This is best done with a one-on-one conversation where we look at the business transformation you bring your clients.

This will give you some objective validation that you’re almost certainly seriously undercharging for your service.

This insight will bring you confidence straight away, because you’ll see for yourself the real value you are bringing to your clients.

But insight is only the beginning. Making your new pricing part of who you are—and how you conduct your business—takes practice.

We’re only going to focus a little on the services you currently have and how you charge for them. (If you don’t have any services, or if you change your prices every time, we can start from there.)

Then we’ll look into your internal pricing: what you charge in your own mind.

Once you see your real business value, you’ll be ready to start generating much higher revenue straight away.

What would happen if you could double your prices and still have a waitlist of clients?

Too good to be true? Once you align those three things: the price you quote your clients, the price in your mind, and the price in your heart, you’ll be ready to start.

Change the way you think about pricing

If you’ve identified that the pricing problem is within you, then that’s what needs to be fixed. Changing the prices on your website won’t be enough.

Together, we will have six sessions and move you from “I’m not sure about my price” to “I am confident that I’m worth what I charge.”

During our time together, we’ll build that “pricing confidence” muscle, so that when you speak to prospects, the price you quote them will be from within you. You’ll stand your ground, be yourself, and state the price that will leave your client thinking: “that’s a fair price”. And it will give you confidence that you’re not charging too little (or too much).

Got some questions?

“People have told me before I should raise my rates. ‘Just do it!’ they told me. But it didn’t work. Why is this going to work for me?”

The “Just do it!” advice might work for an impulse decision, but if you want to work on your internal price (what you really believe your value is), then it needs to be done gently and clearly.

“Studying about pricing isn’t going to make any real difference, is it?”

Of course, you need to put this into practice. With real clients. We’ll start with some role plays: dry runs of your discussions with prospective clients.

“Can’t I just read some material, watch some videos, do some course and then do it myself?”

You should be able to. But if that hasn’t worked for you so far, how much time (and—let’s be honest—money) are you going to lose waiting for your confidence to improve your revenue? As one of my clients said: “I can’t keep letting us live this way.”

“What makes you so different from all the other pricing experts out there?”

You don’t I’ve never been paid enough to fully invest myself into any given project.