Raising prices forces you to actually deliver more value to clients. When you charge more, you have to get serious about what change you're creating for them, which grows their business and justifies your higher fees.
I often tell people to raise their prices and then they tell me about how they're having a hard time getting work in the first place and the price pressure in the market. All those things can be true. The point about raising your prices is not to say that like the market is willing to pay X and you're only selling for a fraction of X. It's that increasing your prices pushes you up the value ladder. It makes you have to be continuously deliberate about what is the, the meaning and the change that you're bringing to the organization or to the individual to whom you are selling. When you keep your eye on that ball, you keep on delivering more value for them. It actually increases their top line, which then supports your increased cost to them and therefore top line to you. Increasing price is just a way to make sure you stay on top of the real goal, which is continuously and ideally radically increasing value delivered.
