I’ll be honest: for a long time, I didn’t like talking about pricing.

In the early days of my career, I’d do anything to avoid the subject. I undercharged, I discounted without being asked, and more than once I gave away my time and expertise for free. At the time, I told myself I was “helping people” or “building goodwill.” But if I’m really honest, I was uncomfortable owning the value of what I brought to the table.

And do you know what happened?

I got messed around. People didn’t show up. Others cancelled last minute. Many took the free advice and never acted on it. Over time, I noticed a pattern: the less people invested, the less they valued the process.

It was a hard but important lesson.

Somewhere along the way, I realised I had it the wrong way around. I thought lowering my price would make things easier for clients and bring me more work. In reality, it only brought me stress, resentment, and clients who weren’t truly committed.

That’s why this post I came across on LinkedIn recently resonated so strongly with me:

That distinction—too expensive vs can’t afford it—is crucial.

When I finally accepted that, everything changed. I stopped chasing volume and started focusing on value. I stopped trying to please everyone and began working with people who were truly ready to invest in themselves and their growth. And you know what? The quality of my work and the results my clients got, improved massively.

As a performance psychologist and business coach, I now see pricing not just as a financial decision, but as a psychological one. It’s about confidence, boundaries, and respect, both for yourself and for the people you serve.

Here are a few truths I’ve learned along the way:

• People don’t value what they don’t invest in
• Discounting doesn’t build confidence, it dilutes it
• Charging your worth attracts clients who are serious and committed

So if you find yourself second-guessing your prices, remember: your role is to price based on the value you deliver, not on what someone else can or cannot afford.

And if you’re a founder looking to grow your business, maybe even to increase your pricing while enjoying the journey, I’d love to see if I can help.

Book a free Discovery Call now…