Stop Guessing: How to Price Your Services Without Selling Your Soul or Sabotaging Your Income
I used to price my services based on my best guess.
Okay, maybe not a pure guess, but if you've ever pulled a number out of thin air, looked at your competitors and picked something slightly cheaper, or based your pricing on what you think your clients can afford... same, friend.
It felt easier than having the awkward money talk. Or explaining my value. Or being seen as "too expensive."
But here's what I learned (the hard way): pricing based on insecurity leads to instability.
And it'll keep you stuck in a cycle where your work is constantly valued less than it's worth. Especially by you.
The Truth About Pricing: It's Not About Numbers…It's About Clarity
Most women I work with aren't pulling in low revenue because they're bad at what they do.
They're underpaid because they're afraid to charge what their work is actually worth.
And I get it.
It feels easier to avoid the pricing conversation than to unpack all the mindset trash we've absorbed:
"You should be grateful anyone's hiring you."
"That seems a bit much for what you do."
"You're not that experienced yet."
"That's more than I'd pay."
And if you've ever heard those things out loud (or even worse, in your own head), it can be enough to convince you to play small.
But let me ask you this:
Are your rates profitable? Are they sustainable? Do they reflect the experience, care, and transformation you bring?
Because pricing should do all three.
Five Signs You're Underpricing Your Services (And How to Fix It)
Let's call this your quick pricing gut check:
1. You're working all the time, but your bank account says otherwise
You're fully booked but still struggling to pay yourself, your taxes, or your rent. That's not a workload problem…it's a pricing problem.
2. You resent your clients... even though they didn't do anything wrong
If you're constantly overdelivering and undercharging, resentment is inevitable. You feel like they're taking advantage of you, but the truth is, you set the rules.
3. You panic every time someone asks for your rates
If saying your prices out loud makes you shrink, ramble, or add on discounts before they even ask... it's time to do some inner work and raise those rates.
4. You're attracting bargain hunters instead of quality clients
When your prices are too low, you attract people who are shopping for the cheapest option, not the best results. These clients often demand the most time and energy while complaining about everything.
5. You avoid talking about money until the very last minute
If you're dancing around pricing in your sales conversations, hiding your rates on your website, or waiting until someone is "hooked" before mentioning cost, you're pricing from fear.
Here's the thing: if your pricing makes you feel nervous but proud, you're probably on the right track.
The Biggest Pricing Mistakes Women Entrepreneurs Make
Before we get into the solution, let's talk about what not to do:
The Competitor Trap: Stalking other people's pricing and setting yours lower "to be competitive." This is a race to the bottom that nobody wins.
The Hourly Hustle: Charging by the hour keeps you trapped in trading time for money. Clients don't care if it took you 20 minutes or 2 hours, they care about the result.
The "What I Would Pay" Mistake: Pricing based on your own budget instead of your ideal client's budget. Just because you wouldn't pay $3,000 for a service doesn't mean your clients won't.
The Guilt Discount: Automatically offering discounts because you feel guilty about your prices. Stop doing this. Your prices are not a punishment.
How to Price Your Services Like a Pro (Without the Guesswork)
Instead of pulling numbers from the air, try this strategic pricing approach:
1. Start with your financial baseline
Figure out how much money you actually need to make.
Not "hope to," not "in a dream scenario", but what it actually costs to run your life and your business, with a profit baked in.
Include everything: your salary, business expenses, taxes, retirement savings, and that vacation fund you keep forgetting about.
2. Calculate your true time cost
How many clients can you realistically serve in a week without burning out?
Factor in client work, admin time, marketing, and—this is crucial—rest.
Divide your baseline by your available hours, and you'll get a rough minimum rate per hour or project.
3. Add in your value multiplier
Your years of experience, your ability to make magic in 20 minutes, your results, your client testimonials—those all have value.
Don't just charge for your time. Charge for your impact.
Think about it: would you rather hire someone who's been doing this for 10 years or someone who just started last month? The experience premium is real.
4. Anchor to outcomes, not effort
Clients don't care if it took you 3 hours or 30 minutes. They care about the result.
So speak to the transformation and set your price accordingly.
Instead of "I charge $100/hour for marketing consulting," try "I help businesses increase their revenue by 30% in 90 days for $3,000."
5. Audit your mindset (this might be the hardest part)
If you're pricing from a place of fear or guilt, it's time to shift the story.
Your prices are not a reflection of your worth. They are a reflection of the value your work provides.
What to Say When Clients Call You "Expensive"
First, remember: expensive is relative. A $2,000 investment might be pocket change for one client and a major decision for another.
Here are three confident responses:
"You're right, I'm not the cheapest option. I'm the best option for someone who wants [specific result]."
"I understand it's an investment. My clients typically see [specific outcome] within [timeframe], which makes the ROI pretty clear."
"I price my services based on the value they provide. Would you like to discuss what results you're hoping to achieve?"
Never apologize for your pricing. Never offer an immediate discount. And never compete on price alone.
You Don't Have to Justify Your Rates, Just Stand Behind Them
The right clients won't flinch at your pricing. They'll feel relieved to finally find someone who gets it and delivers.
The wrong clients? They'll disappear. (And that's a good thing. You're not here to be a bargain bin.)
Every time you raise your rates to match your value, you create space:
For better clients
For more profit
For less hustle
For a business that actually supports your life, not just drains you
I had a client who was charging $500 for a service that should have been $2,500. She was booked solid but couldn't afford to take a day off. Six months after raising her rates, she was working three days a week and making twice as much.
That's not luck. That's pricing strategy.
Your Next Steps
If reading this made you realize your rates need a serious review, start here:
Calculate your true financial baseline
Audit your current pricing against your value
Choose one service to test a higher price point
Practice saying your new rates out loud (seriously, this helps)
Raise your rates for new clients first
Before You Go...
If this resonated and you're ready to stop undercharging, I've got a resource that might help.
Check out the Pricing for Profit Audit (below)…it's a custom pricing review (with a profit calculator included) designed to help midlife women entrepreneurs stop undercharging and start getting paid properly.
Because undercharging isn't humble. It's expensive.
And you've got better things to do with your time than working for free.
Ready to Price for Profit?
Grab the custom profit calculator and find out exactly which services make the cut and which ones are quietly bleeding you dry. Bonus: I’ll test your high-ticket offer to see if it can fund your dream life. → Get Pricing for Profit
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