How to Stop Undervaluing Your Services and Charge What You're Worth

As entrepreneurs, coaches, and service providers, we all face it—the dreaded phrase: "That's too expensive." It can be frustrating, disheartening, and at times, make us question if we're charging too much. But here’s the truth: your pricing should never be determined by someone else’s money mindset. If you allow others’ lack of self-worth or financial priorities to dictate your value, you will always feel like you have to prove yourself.

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The Truth About Pricing and Perception

When someone says, "I can't afford it," it often has nothing to do with the actual price and everything to do with their perception of value. People find a way to pay for things they truly want. If someone prioritizes their health, they will invest in organic food, supplements, or personal training. If they value convenience, they’ll pay for delivery services, house cleaning, or a virtual assistant.

When a potential client tells you they can’t afford your service, what they often mean is, "I don’t see the value in this enough to make it a priority." And that is not your problem to fix.

The Impact of Raising vs. Lowering Your Prices

I learned this the hard way when I first started my coaching business. Early on, I struggled with pricing because I kept hearing that I was too expensive. Each time I lowered my rates, I still heard the same objections. It was frustrating.

Why? Because my pricing finally reflected the value I was providing. Lower rates made potential clients question my expertise. Higher rates attracted clients who saw the value in my coaching and were willing to invest in themselves.

People Pay for What They Value

It all comes down to priorities. The right clients—the ones who will commit and take action—are the ones who see the value in what you do. They aren’t looking for the cheapest option; they’re looking for the best solution. And people tend to associate price with quality. If your rates are too low, people may assume your services aren’t valuable.

How Lower Prices Attract Lower Commitment

One of the biggest lessons I’ve learned is that lowering prices doesn’t just hurt your revenue—it attracts the wrong clients. Clients who pay less often don’t take the work seriously. They may not show up for calls, implement the work, or respect your time.

Years ago, when I worked as a personal trainer, I charged extremely low rates for my first clients. Those clients were the least committed. They missed sessions, ignored my advice, and didn’t see results. But as I increased my rates, I attracted people who showed up, put in the work, and valued the transformation.

The price you charge impacts the type of clients you attract. When people pay more, they take things more seriously. They commit at a higher level, which leads to better outcomes.

Setting Prices Based on Your Ideal Client

Your pricing should reflect the level of commitment you want from your clients. If you’re serving high-level professionals or business owners, pricing too low can actually turn them away. Someone making multiple six figures won’t take a $50 coaching session seriously. It’s not about greed; it’s about perceived value.

At the same time, pricing should align with the people you want to serve. If your audience is in an early stage of their business or career, their financial capacity will be different. Your goal is to price your services in a way that reflects the transformation you provide while ensuring your clients feel invested.

Standing Firm: How to Handle Price Objections

So what do you say when someone tells you, "That's too expensive"? Here are three confident ways to respond:

1. Acknowledge and Hold Firm:

   • "I completely understand that this is an investment, and I know that those who make it see incredible results. If it’s not the right time for you, I completely respect that."

2. Reframe the Value:

   • "I get that this feels like a big commitment. Let’s talk about the transformation you’re looking for—because what you’ll gain from this is much bigger than the price."

3. Offer Payment Options (Not Discounts):

   • "I understand that finances can be a challenge. I do offer payment plans if that would make things easier."

     
     

These responses help you stand firm in your pricing without apologizing or undervaluing your work.

When and How to Barter (The Right Way)

Bartering can be an option, but only if it truly benefits both of you. If you’re considering a trade, ask yourself:

• Do I genuinely want or need what the other person is offering?

• Is it of equal value to my service?

  
  

For example, I will gladly trade coaching for professional photography or high-quality branding services. But I won’t trade for something that I don’t personally value, just to make a sale. Bartering should feel like a win-win, not a compromise.

Final Takeaways: Owning Your Worth

If you take one thing away from this, let it be this: You are not expensive. You are valuable.

Your pricing isn’t up for negotiation because someone else doesn’t see your worth. The right clients will recognize the value of what you offer, and they will invest when they are ready.

Stand firm. Believe in your value. Charge what your service is worth. The people who need your services will step up when the time is right.

If this message resonated with you, share your thoughts with me on social media. I’d love to hear your experiences with pricing and value. If you haven’t already done so, subscribe to my podcast so you never miss an episode.