How to feel confident with the price that you charge

Written by: James White

I regularly hear from business owners that they don’t feel they are charging enough for their service and want to increase their prices, but they’re nervous about the reaction they would have from prospects with their service being more expensive.

Here are 5 tips on how you can become more confident with the price that you charge.



Look in the mirror and identify why it is that you don’t feel you’re worth the extra cost. I am pretty sure it will be confidence related. Write down what’s making you feel uncomfortable and unconfident when it comes to talking about your price. 

  • Are competitors offering the same service for a cheaper price? 
  • What is your unique service offering?
  • What differentiates you from your competitor? 


When you figure out what is making you feel uncomfortable you can then start to look at what you can do to solve the issue. But the most important thing is to find out what the core issue is. 


Are you really happy with how things are in your life and business for the next 20-30 years?

I imagine the answer will be no and that you want to grow and build a better future for yourself and your family, but ask yourself that question. If you are then great, keep charging what you’re charging right now. If you are not happy with staying where you are and you want more for yourself, your family, or whatever it is that motivates you, use that passion to deliver an exceptional service and being able to charge a higher price.


Point number three is a handy little tip to use. If for example your price is £500 but the thought of telling your prospect makes you feel nervous, practise it by repeating it out loud countless times. “My price is £500, my price is £500” and so on. Continually say it in the shower, when you’re going for a walk, in the car etc.  

Train your brain to know what your price is so when a prospect then asks you “what do you charge?”, you come across as more confident and at ease..   

If you say it with confidence you will get a better reaction from the prospect. When you are confident with the price they don’t even query it and just continue with the next step. Keep repeating the price, it will help build sales confidence. 


Remember your why and what you are doing as a business owner. What’s your motivation?

  • Is it your kids? 
  • Is it your family? 
  • A house? 
  • A car? 
  • To prove someone wrong who said you would never make it? 

When you are feeling uncomfortable write down why you are doing all this in the first place. Put it in front of your desk, so when you are going through difficult moments when it comes to selling, you can look up and see the reasons why you’re doing it. We all need motivation to be able to get in the right headspace. Keep evaluating your “why” or your purpose and it will help you feel more confident about the price you charge and get the value that you deserve. 


Whatever you’ve done in your life,  own your story. I’ve made a lot of mistakes but it’s made me a better person and made me who I am today. 

I wear my scars and my smiles 🙂 

Try not to worry about what has happened in the past. The past is the past and it’s made you who you are. Own your story and be positive about what’s happened. Put yourself in a position where you can look back and say you’ve come through some challenging times and you’re still here, moving forward, one step at a time. Own that story, be positive about what you’ve done and use that as the reason why you should deserve the amount of money that you’re looking to charge for your service.

There you go my five top tips on what you can do to feel more confident with the price that you charge. I hope these tips help you feel comfortable about increasing your price and knowing your value. 

Do you want more tips? 

Join my Facebook community group, where me and my team post tips, videos and resources on a daily basis. It’s a  place for like-minded business owners to ask questions about anything sales and business-related.


Publish date: 30 June 2022

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