The Psychology Behind Undercharging
There’s a reason you undercharge.
It took me a decade to understand it myself.
The psychology of pricing is a reflection of belief, not competition.
Here’s why:
You know not to join the race to the bottom by charging less.
But it’s easy to worry:
Is it too much?
Not enough?
Will they buy?
You think the price a client will pay is out of your hands.
That it’s up to them. Or the market.
Or some mythical ceiling we think exists.
But you have more control than you think.
Where Pricing Confidence Comes From
Your pricing confidence comes from four things:
Your belief in yourself
Your belief in your team
Your belief in your clients
Your belief in your solutions
Every founder has doubts.
They worry about their leadership skills.
They feel anxious about weak links in their team.
They’re embarrassed about systems duct-taped together.
They’re not sure all clients are getting results.
Doubt is normal. But it’s deadly.
It affects your confidence.
Which affects your marketing.
Which shapes your client’s perceptions.
Take control of your mind.
Don’t discount your value.
Don’t undercharge.
Strengthen your belief in yourself, your team, your solutions, and your clients.
Ask yourself:
What would it take to feel confident in your ability to deliver results?
Be honest.
Do you need new people?
New skills?
To replace yourself?
To simplify your business model?
Are you in the wrong business?
Whatever it is that you secretly worry about, face it head on.
Stop questioning your value.
Focus on increasing it.
Confidence will follow.
