Are you charging what you think people will pay for your products or services rather than what they are worth? If so, you’re not alone. Many Solopreneurs fall into the trap of undercharging instead of pricing with confidence. They second-guess themselves, worry that they’re too expensive, or fear that raising their prices will scare people off.
Sound familiar? Then read on …
Now is the time to stop undervaluing yourself and start pricing with confidence. Not just for the sake of your bank balance — but for your sanity, your self-worth, and the sustainability of your business.
Why Pricing with Confidence Matters
Pricing isn’t just about money. It’s about boundaries, value, and respect — both for yourself and from your clients. When you price with confidence, you:
- Attract clients who respect your time and expertise
- Feel more motivated and less resentful about your workload
- Build a business that actually pays you properly (what a concept!)
Confident pricing sends a message: “I know what I’m doing, and I’m worth it.” If you don’t believe it, your potential clients won’t either.
The Real Cost of Undervaluing Yourself
If you’re currently setting your prices based on what your competitors charge, what your audience “can afford” (I want access to that crystal ball), or what your inner critic says you’re worth, you’re leaving money — and confidence — on the table.
When you under-price, you:
- End up working more for less
- Attract bargain hunters, not value-driven clients
- Burn out faster
- Start to doubt your business model (when it’s actually just your pricing!)
It’s not selfish to price for profit. It’s smart.
How to Start Pricing with Confidence
Let’s get practical. Here are some key strategies to help you raise your prices and still sleep at night.
1. Understand the Value You Bring
List all the BENEFITS your clients get from working with you — not just the features of your service. Think outcomes, transformations, and peace of mind.
You’re not just providing a logo, a coaching session, or a handmade product. You’re giving people clarity, confidence, time, beauty, ease, support. That’s priceless (but you do need a price tag).
2. Price Base on Results, Not Hours
Hourly rates cap your income and undervalue your expertise. Value-based pricing reflects the impact you create, not the time it takes.
Ask yourself: What’s this worth to them, long term? What does it cost them not to solve this problem?
3. Do a ‘Gut’ Check
If a price makes you feel resentful, it’s probably too low. If it makes you feel slightly nervous but excited, it’s probably just right.
Use that gut instinct as a guidepost.
You should feel proud of your prices, not apologetic.
4. Know Your Numbers: Confident Pricing Needs Clarity
You can’t price confidently if you’re guessing. If you don’t know how much it costs to run your business and how much you need to earn to live well (not just scrape by) — your prices will always feel shaky.
This isn’t about being flashy or greedy. It’s about being sustainable.
Not spending money isn’t smart business, it’s survival mode. And you didn’t start your business to survive. You started it to thrive.
So get clear on your real costs — tools, time, taxes, your salary — and build your pricing from there, not from comparison or emotion.
5. Stop Apologising for Your Prices
No more saying things like:
- “It’s a bit expensive, I know…”
- “I hope that’s OK with you…”
- “There’s always discount if needed…”
Practice saying your prices out loud with a smile. Then stop talking.
The right people won’t flinch.
6. Put it in Writing
Confidence isn’t just about mindset, it’s also about systems. Make sure your prices are clearly listed, consistently shared, and well explained in your proposals and emails.
Transparency builds trust. And consistency builds confidence (yours and theirs).
Confident Pricing Starts with Clarity
Still unsure what to charge? It might be because your offers or audience aren’t crystal clear yet. That’s where support can help.
Whether you need to:
- Refine your service packages
- Clarify your ideal client
- Calculate your income goals and reverse engineer your pricing
…you don’t have to figure it all out alone.
Ready to Stop Undervaluing Yourself?
If this blog has hit a nerve, good. That means you’re ready to make a change.
If you’re in Norfolk my next Women Talk Business session Because You’re Worth It: Pricing with Confidence and for Profit is the perfect next step. This freebie, face-to-face session will cover your numbers, your mindset, and your offers so you can start working on prices that feel strong, fair, and sustainable.
Not in Norfolk, but feel you need to tackle this problem? Book a call and let’s have a chat.
Final Thought
Confidence isn’t something you wait for. It’s something you build. And your pricing is one of the fastest ways to start.
So here’s your challenge: choose one service, review its value, raise the price by 10%, and own it. You might be surprised who says yes.
