Let’s talk about one of the most uncomfortable parts of running a business: setting your price.
Your stomach knots up. You start sweating. You type a number into your website or quote… and then you immediately delete it and type a lower one.
Sound familiar?
You’re not alone. Almost every single small business owner I’ve ever met has this same gut reaction. We’re terrified of charging “too much.” We worry we’ll scare people away. We think, “If I just make it a little cheaper, more people will buy.”
I’m here to tell you something that might feel a little scary at first, but it’s one of the most important lessons you’ll ever learn:
You need to charge more than you’re comfortable charging.
Your price isn’t just a number. It’s a powerful message. It’s a megaphone you’re holding up to your customer’s ear, and it’s shouting one of two things:
“I’m a bargain-bin, basic option. Don’t expect much.”
“I’m a high-quality, premium solution. I solve big problems.”
Which message do you want to send?
The “Cheap Attracts Cheap” Principle
Think about the last time you bought something really, really cheap.
Maybe it was a $10 coffee maker from a discount store. What was your expectation? You probably didn’t expect it to last for ten years. You didn’t expect it to make the world’s most perfect espresso. You expected it to be… okay. Maybe. And if it broke in a month, you probably weren’t that surprised. You got what you paid for.
Now, think about the customers who are attracted to the lowest possible price. These are the “price shoppers.” They have one primary goal: to spend as little money as possible.
And here’s the thing about price-shoppers: they are often the most difficult customers you will ever have.
They will haggle you down even further.
They will demand the most service and attention.
They will be the first to complain if anything is less than perfect.
They have no loyalty. The second they find someone $2 cheaper, they’re gone.
When you set a low price, you are a magnet for these customers. You are building a business on a foundation of people who don’t value what you do. That is a exhausting, thankless way to run a company.
The Flip Side: “Premium Attracts Premium”
Now, imagine you’re looking for a serious solution to a serious problem. Let’s say your basement is flooded.
You get two quotes:
Contractor A says, “I can do it for $200. Real cheap!”
Contractor B says, “This is a detailed job. It will be $1,200. This includes water extraction, industrial drying, a mold inspection, and a 1-year warranty on the work.”
Who are you going to trust?
Contractor B, right? The high price isn’t a turn-off; it’s a signal. It tells you:
They are confident. They know what their work is worth.
They are experienced. They’ve done this before and know what it really takes.
They value their own time and skill. And that teaches you to value it, too.
They offer a real, permanent solution. The cheap guy might just be throwing a fan down there.
Customers who are attracted to premium prices are different. They are looking for a solution, not just a purchase.
They trust your expertise.
They are easier to work with because they see you as a partner, not a vendor.
They are more loyal because they’ve invested in you.
They refer other high-quality customers to you.
By charging more, you don’t just make more money per sale. You fundamentally upgrade your entire customer base. You make your business easier and more pleasant to run.
The Real Reason You Underprice: It’s Not the Market, It’s You
So, if charging more is so great, why don’t we all do it?
99% of the time, it’s not because the market won’t bear it. It’s not because your competitors are charging less.
It’s because of the voice in your head. The voice of insecurity.
That voice says things like:
“Who am I to charge that much?”
“I’m not a real expert.”
“What if they say no? What if they laugh at me?”
“My product/service isn’t perfect yet.”
This is called Imposter Syndrome. You feel like a fraud, and you’re afraid that charging a professional price will expose you.
Let me be blunt: that voice is lying to you.
You have skills, knowledge, and experience that other people don’t. You are solving a problem for your customers. The value isn’t just in the time you spend or the materials you use. The value is in the solution you provide.
A $5 part can fix a $50,000 machine. The value isn’t the part. The value is the knowledge of which part to use and how to install it. The value is getting the machine running again.
You are the one with the knowledge. Charge for it.
How to Get Comfortable Being Uncomfortable: A Practical Plan
Okay, you get the theory. But how do you actually do it? How do you push past the fear and raise your prices?
Here is a step-by-step plan.
Step 1: Reframe Your “No.”
Right now, you’re probably terrified of hearing “no.” What if you reframed what a “no” means?
When someone balks at your new, higher price, they are not rejecting you. They are simply saying, “I am not your target customer.”
And that’s a good thing.
It means your price megaphone is working perfectly. It’s scaring away the price-shoppers and making room for the right customers to come in. Celebrate the “no’s.” They are proof you’re on the right track.
Step 2: Double Your Price (Just on Paper!)
This is a thought exercise. Don’t actually do it yet.
Take your most popular product or service. What do you charge for it now? Let’s say it’s $50.
Now, imagine you had to charge $100 for it. You’re not allowed to say no. Your job is to answer this question: “What would I HAVE to add, change, or improve to make this easily worth $100 to my customer?”
Your brain will start coming up with amazing ideas:
“Well, I’d include a complimentary 15-minute follow-up call.”
“I’d package it with a helpful guide.”
“I’d use higher-quality materials.”
“I’d guarantee results in 30 days or their money back.”
“I’d deliver it twice as fast.”
See what happened? You just innovated and made your offering better. The price isn’t just a number; it’s a forcing function that makes you level up your entire business.
Step 3: Add 10% (The “Comfort Zone” Bump)
If doubling is too scary, start smaller. Look at all your prices right now. Just add 10% to them.
That’s it. For your next 5 new customers, charge 10% more. See what happens.
You will probably find that:
Most customers don’t even blink.
The ones who do blink weren’t your ideal customers anyway.
You just made 10% more money for the exact same work.
This small, safe experiment builds your confidence. It proves that the monster in the closet isn’t real.
Step 4: Lead with Value, Not with Price.
Stop leading with your price. When you lead with “It’s $50,” you force the customer to judge you on that number alone.
Instead, lead with the result. Lead with the value.
Instead of: “I offer social media management for $500 a month.”
Try: “I help overwhelmed business owners fill their booking calendars without having to touch social media themselves. Does that sound like something you need?”
Have the conversation about the problem and the solution first. Get them excited about the outcome. Once they are nodding their head and saying, “Yes, I want that result!” then you tell them the price.
In their mind, they are no longer comparing your price to others. They are comparing your price to the value of the solution. $500 is a lot for “posting on Facebook.” But $500 is a steal for “a full booking calendar.”
Your Price Teaches People How to Value You
Remember this above all else: Your price teaches your customers how to value you.
If you act apologetic and charge peanuts, they will treat you like a peanut vendor.
If you stand tall, confidently state your price, and focus on the incredible value you provide, they will see you as a valuable partner.
You have to believe you’re worth it first. You have to see the value in what you do. When you do that, charging a premium price stops being scary. It becomes the most honest thing you can do.
It’s you saying to the world, “This is what I’m worth. And I deliver on that promise every single time.”
Now go change your prices. You’ve got this.
Grab my book! https://amzn.to/45Cm2ky
Hi, I’m Heather.
Let me help you scale your Utah $1M+ biz to $20M+
My credentials:
- Built & sold Queen of Wraps (yep, that’s my face on the side of I-15)
- Learned 1,769,230+ lessons so you skip trial-and-error
- Zero Ivy MBA (just pioneer grit + market-tested tactics)
Let’s talk if you’re:
- Ready to make your ‘good’ business a GREAT business
- Hitting $1M+ and knowing you’re built for more
- Have 10+ employees that need to see your vision
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