Pricing for Profit: How to Make Sure You're Not Undervaluing Your Services
Let’s talk about something that keeps a lot of entrepreneurs up at night: pricing.
If you’ve ever agonized over what to charge, felt guilty quoting your rates, or panicked when someone said “that’s too expensive,” you’re not alone. Women entrepreneurs, in particular, are notorious for underpricing, often out of fear, imposter syndrome, or the belief that they have to “earn” the right to charge more.
But here’s the truth: if your pricing doesn’t support profitability, your business isn’t sustainable. And you didn’t start your business to run yourself into the ground.
So let’s shift the mindset and look at how to price your services with clarity, confidence, and yes profit in mind.
The Cost of Undervaluing Yourself
Before we jump into strategy, let’s talk about the damage that underpricing can do:
You attract the wrong clients (aka the ones who want the world for $50).
You end up overworked and underpaid.
You can’t invest back into your business.
You stop loving what you do because it’s not working financially.
You hit a ceiling fast.
Charging too little doesn’t make you more accessible or more desirable. It just makes your business less viable.
Step 1: Know Your Numbers
Before you can price confidently, you need to know what it actually costs you to do the work.
Start by calculating:
Your time: How many hours does a service really take, start to finish? Include admin time, revisions, communication, and prep.
Your tools: Subscriptions, software, supplies; and everything that supports the delivery.
Your overhead: Rent, insurance, certain salaries, utilities, accounting and professional fees, etc.
Then, factor in how much you want to pay yourself. Because yes, you deserve a paycheck.
Step 2: Define Your Value, Not Just Your Hours
This is where a lot of women entrepreneurs trip up. Pricing isn’t just about time, it’s about value.
Think about:
The outcome you deliver
The transformation your client experiences
The expertise you bring to the table
The time, money, or energy you’re saving them
You’re not just charging for what you do, you’re charging for what it does for them. And that’s often worth more than you realize.
Step 3: Benchmark—But Don’t Copy
It’s smart to know what others in your industry are charging. But don’t base your prices solely on the competition especially if the competition is also underpricing themselves.
Look at:
Industry averages
Your level of experience
Your niche or specialization
The depth of your services (are you just doing a task or providing strategy too?)
Then adjust based on what feels aligned and profitable.
Step 4: Choose a Pricing Structure That Supports You
Hourly? Flat rate? Package? Retainer? The structure you choose impacts how sustainable your pricing is.
Hourly can lead to burnout and scope creep.
Flat-rate packages help you scale and standardize.
Value-based pricing (charging based on outcome, not time) is often the most profitable.
There’s no one-size-fits-all answer, but the right structure should give you room to grow and breathe.
Step 5: Communicate Your Value Clearly
If you’re going to charge what you’re worth, you need to confidently explain the “why” behind it.
That means:
Having a clear offer suite
Outlining deliverables and outcomes
Showing results and testimonials
Standing firm in your pricing without apologizing
If someone says, “That’s too expensive,” it doesn’t mean your price is wrong. It might mean they’re not your ideal client and that’s OK.
Final Thoughts
Your pricing should work for you, not just your clients. When you price for profit, you create the freedom to grow, innovate, rest, and thrive. That’s what sustainability looks like.
Still unsure if you’re charging enough? Contact us to learn more. We’ll help you run the numbers, refine your offers, and make sure your pricing supports the sustainable business you’re building.
