How to Know If You’re Charging Too Little (and What to Do About It)

Let’s not sugarcoat it—most business owners are undercharging.
Not because they want to, but because they think they have to.

You worry that if you raise your prices, clients will disappear.
So instead, you price yourself just low enough to get the “yes,” and just high enough to resent it later.

Sound familiar?

If so, here’s the uncomfortable truth:
You’re not building a business. You’re running a discount booth.

And that stops now.

Why Low Pricing Feels Safe (But Isn’t)

Low pricing is a survival strategy. It’s what we do when we’re afraid of rejection. When we haven’t yet built the muscle of owning our value.

But here’s the catch:
Cheap doesn’t attract loyal customers — it attracts skeptical ones.

And skeptical clients question everything:

• Every deliverable

• Every invoice

• Every minute you spend

Because if you’re priced like a commodity, you’ll be treated like one.

Signs You’re Undercharging

Let’s call it out. Here are five signs your prices need a serious check-up:

1. Clients say “wow, that’s cheap!” — and not in a good way.

2. You’re constantly overdelivering and still feel like it’s not enough.

3. You can’t afford to hire help or invest in your own business.

4. Your gut clenches every time you send an invoice.

5. You feel stuck saying yes to clients that drain you.

If even one of these hits home, it’s time to stop blaming the market and start reworking your pricing.

Here’s How to Fix It

Let’s simplify the strategy.

1. Know Your Numbers
   What’s your revenue goal? How many clients can you actually handle? Do the math. Then reverse engineer your price point.

2. Price for Results, Not Time
   People don’t pay for hours. They pay for outcomes. When you shift your pricing from “what I do” to “what they get,” your rates change—fast.

3. Position Yourself as Premium
   Raise your standards, raise your prices, and—this is key—raise your marketing to match. Your positioning should tell people: “This isn’t cheap, and it’s worth every dollar.”

4. Build a Pricing Ladder
   Offer multiple entry points for different budgets without discounting your core services. Think starter offers, group programs, or DIY options for early-stage buyers.

The Bottom Line

If you’re still pricing based on what your competition charges or what you can afford, you’re not in control of your business. You’re in survival mode.

And survival mode doesn’t scale.

You don’t need 100 more clients.
You need to charge the right amount to serve fewer, better ones—deeply and profitably.

Your Next Move

Want to make sure your pricing isn’t sabotaging your growth?

Let’s talk.
Schedule your personalized PowerUp game plan now

Stop second-guessing your rates. Start pricing like a business owner who means it.