Sandy Wardenburg Waggett spent 24 years underpricing her services before a business coach helped her reframe. She learned that discomfort around a price often signals you're closer to true value, and that you should charge based on results delivered, not what you think clients can afford.
Chapters
I'm going to shift gears. And this was kind of an aha moment that I had with my business coach. And we, as small business owners, suffer from undervaluing ourselves all the time. We tend to charge prices that we think people can afford instead of pricing the services at the value that they bring. So I just want to do a mental reset before we start talking about building an offer, because the offer includes price. And so I want you to rethink your pricing so people perceive higher prices as higher value. They really do. And if you are underpricing or pricing yourself too low, you are signaling lower quality, less credibility, and weaker results. And I am you. I am a small business owner, and I struggled with this. My company is 26 years old, and I spent 24 years way undervaluing my services by my price. I started raising my prices because I got a business coach, but I still push back. I'm like, but my ideal client is small business, and they can't afford it. And he's like, that's really arrogant of you to assume they can't afford it. Is it worth this or is it not? And, like, he just really pushed back on me, and so I struggled with it. The thing is, is that when we're pricing our services, the price that you choose should reflect the true value of what you bring to the table and the results that you deliver instead of facing your price on what you think people can afford. And this is what my coach said to me. If your price makes you uncomfortable, you're probably getting closer to what it's actually worth.
