The Price is (Finally) Right ✅
Your business deserves more than vibes and guesswork.
I get it. Pricing feels impossible to get right. I see it constantly, especially with the incredible women I work with! Setting prices that don’t even scratch the surface of their true value. Going with “what feels right” or “what I think people will pay” isn’t a strategy. It’s how you end up exhausted and broke.
Pricing isn’t a guessing game
When you skip the research, you end up undercharging, overworking, and honestly? Resenting every single client interaction. Meanwhile, your male counterparts are confidently slapping 30% higher price tags on the same work without batting an eyelid. This isn’t about creating division – it’s about levelling the playing field.
Profit isn’t selfish. It’s what keeps your doors open and your dreams alive.
Research is where the money’s actually hiding
1. Do the proper maths. Time to add up your real costs – materials, labour, rent, that fancy coffee you need to function*. Calculate how many hours you actually spend delivering (not just the “billable” ones – we’re counting admin, emails, the lot). Then work out the profit you need to stay in business AND grow. This is your non-negotiable foundation.
* Coffee isn’t always claimable, especially if you WFH. We’ve broken this down in our podcast: Working From Home? Here’s What You Can Actually Claim.
2. Scope your market properly. Find three competitors – two similar to you, one aspirational (the business you’re working towards). List their offers and pricing. Compare honestly. If you’re delivering champagne value but charging lemonade prices, there’s your lightbulb moment.
Remember, this is research only. You’re not always comparing apples with apples – it’s about gauging where you sit, not copying others. Use it to spot whether you’re under or over charging, then leave it there. Constant price watching only distracts you from your own value.
3. Back yourself. When someone says “you’re too expensive,” it usually translates to “your price doesn’t fit my budget right now.” This isn’t your problem to solve by discounting yourself into oblivion.
4. Articulate your value. Numbers matter, but so does clearly knowing what sets you apart. Think about the experience you deliver, the skills you bring, and the results your clients get. When you can name these, your pricing feels stronger and less like a random figure plucked from the air.
5. Communicate with Confidence. How you present your price is equally important as the price itself. Share it clearly and without apology, no nervous laugh or “I can do a discount if you need.” Confidence tells your clients you believe in the value you’re delivering.
Why undercharging actually hurts everyone
Dropping your prices to “help” clients while they walk away more profitable than you? That’s not generous, that’s unsustainable. When your pricing reflects your true value, everyone wins. They get your expertise, you get to keep doing what you love without eating two-minute noodles for dinner.
The brutal truth about “helping” clients
Ask yourself this: would they discount their services for their customers? Would they work for less than they’re worth to “help out”? I already know the answer, and so do you.
Review and adjust
Pricing isn’t set and forget. As your costs shift, your experience grows, or the scope of your services changes, your pricing needs to evolve too. A quick review every 6–12 months keeps you ahead of creeping expenses and ensures your profit margin stays healthy.
When the price is right, it creates magic for everyone involved. Your clients benefit from your expertise without feeling guilty, and you build a business that can sustain you in the long term.
Filter the right clients
Remember, the right price works like a filter. It attracts clients who value your work and are happy to pay for it, while naturally filtering out the ones who will haggle, delay payments, or drain your energy. That’s not a bad thing, it’s how you build a sustainable business with clients you actually enjoy working with.
Next time you’re tempted to discount just to land the client, take a deep breath. Do the research. Run the numbers. Back yourself like the absolute legend you are.
Charging the right price isn’t greed – it’s fairness. It’s survival.
Ready to stop second-guessing yourself and start pricing with confidence?
Download our free Pricing Calculator and start making decisions based on cold, hard data instead of doubt and wishful thinking. Your future self will thank you.
