You worked hard to develop your expertise. You deliver real results. Your clients walk away transformed. And you're charging $75 an hour.
The gap between what most service-based women charge and what their work is actually worth is one of the most expensive problems in business. And it's almost never about what the market will bear. It's about what the business owner believes she deserves.
Why Smart Women Underprice
Underpricing isn't a math problem. It's a mindset problem. It usually shows up as:
- → “I don't want to seem greedy.”
- → “What if no one pays that?”
- → “I'm just starting out — I need to build credibility first.”
- → “My competitor charges less.”
Every one of these is a story — not a fact. And every one of them is costing you money every single month.
The Value Pricing Framework
Stop pricing based on your time. Start pricing based on the value of the outcome you deliver. Ask yourself:
- → What specific problem does my service solve?
- → What is the cost of that problem — financially, emotionally, professionally?
- → What is the value of the outcome if the problem is solved?
- → What would a client invest to get that result?
How to Find Your Real Number
Step 1 — Research the market.
What do comparable service providers charge? Use peer conversations, online communities, and industry benchmarks. Know the range.
Step 2 — Identify your premium factors.
Years of experience, certifications, track record, and specialization all justify pricing above the midpoint of that range.
Step 3 — Set your floor.
The minimum you'd accept and still feel good about doing the work. If you resent the client before you start, you've priced too low.
Step 4 — Add 20%.
Most women's instinct is to lower. Counter it deliberately by starting higher. You can always negotiate. You can never un-quote a number.
Step 5 — Say it out loud.
Practice your price until you can say it without flinching. The flinch is what the client feels — and responds to.
Packaging Beats Hourly Every Time
Move from “I charge $X/hour” to “My [Service Name] investment is $X and includes [outcome + deliverables].” Package pricing focuses the client on the outcome, makes your value tangible, and allows you to earn more as you get faster — not less.
When Clients Push Back on Price
"That's more than I expected."
"I understand. Can I share what's included and the outcome you'll walk away with? I want to make sure you have the full picture before making a decision."
"Can you do it for less?"
"My pricing reflects the value of the outcome. What I can do is adjust the scope — here's what a smaller investment would include."
"I need to think about it."
"Of course. What questions do you have that would help you decide?"
The clients who are right for you will pay your real price. The ones who won't are telling you something important — they may not be your client.
Raise Your Prices Now
Not next quarter. Not after your next certification. Now. Every month you stay underpriced signals to the market — and to yourself — that your work isn't worth more. The right clients are out there. They're looking for someone who charges like they believe in their work.
Ready to price your services with confidence?
The Business Blueprint Session helps you build a pricing strategy that reflects your real value — and attracts the clients who are ready to invest in it.
Book Your Free Discovery Call →