Let’s face it—talking about money can be awkward. But as a business owner or service provider, you have to get comfortable with it. Here’s how to confidently communicate your rates (without apologizing for them):
1. Choose a Number That Feels Right—and Stick to It
Set your rates based on the life you want to live, not what you think people will pay. Do the math: consider your expenses, goals, and the value of your time. When your rate is rooted in real needs, it’s easier to stand by it.
Struggling to choose between a few numbers? Try this trick: write them on slips of paper, toss them in a hat, and draw one. If your gut says it’s too low, go higher. If it feels too high, adjust. Trust your instinct—your confidence in that number will absolutely come through in your sales process.
And remember my favorite quote: “Know your worth, then add tax.”
2. Practice Saying Your Rates Out Loud
Rehearse your rate like it’s your name. Say it in front of the mirror, to a friend, or even your cat. The goal is to make it feel natural. State your price clearly and confidently—as a fact, not a question.
Please, whatever you do, don’t end with, “Is that okay?” That little phrase screams uncertainty. If someone has an issue with your rate, they’ll let you know—trust that.
3. Lead with Value, Not Just Numbers
Don’t just say a price—paint a picture. Help your client understand what they’re getting and why it’s worth it. For example:
“This package includes weekly coaching sessions where we’ll work through XYZ. By the end of each session, you’ll have a clear roadmap to help you achieve ABC. And when we wrap up, I’ll send you a custom action plan to keep you moving forward. The investment for this package is $XYZ.”
When people can see the transformation, the price becomes an afterthought.
4. No Apologies—You’re Worth It
You don’t owe anyone an explanation for your rates. The more confidently you present your price, the more confidently it will be received. If someone questions it, have a couple of clear, professional responses ready that highlight your expertise or experience. But never feel pressured to justify your value.
5. Skip the Discounts—Offer Bonuses Instead
Discounts can unintentionally devalue your work and chip away at your bottom line. A better approach? Offer a small bonus—something that adds value without taking away from your worth. Clients feel appreciated, and you maintain your pricing integrity.
That said, we’re human. I’ve given discounts to friends or long-term customers when it felt right. One customer, bless her, has been with us for 20 years. She inherited a discount deal from when my mom ran the business. That was the first thing I changed when I took over—I reduced it from 20% to 10%. I still gave her something because she’s loyal, but I also honored my own boundaries. Five years later, she’s still ordering! And if you do give a discount, always tell them you did—it reinforces the value.
6. Don’t Try to Be the Cheapest
This one’s simple: competing on price is a race to the bottom. Your clients should choose you for your value, not because you’re the most affordable option. Stay in your lane, deliver excellence, and price accordingly.
Talking about your rates doesn’t have to be uncomfortable. When your pricing reflects your value—and you believe in it—others will too.
Sources
Image by Pexels
Article courtesy of Mandy Benoit of Trillium Floral Designs
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