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I was on a call with a client last week who told me she’d been charging the same rates for three years.

Three. Years.

Her skills had improved. Her results had gotten better. She’d streamlined her process so she could deliver faster. Her clients were getting incredible transformations.

But her rates? Exactly the same as when she started.

When I asked why she hadn’t raised them, she said: “I’m scared. What if I lose all my clients? What if nobody wants to pay more? What if people think I’m not worth it?”

So she kept charging the same rates. Taking on more clients to make up the difference. Working more hours. Getting more exhausted. And quietly resenting the fact that she was working harder for less than she was worth.

If this sounds familiar, I need you to hear this: You’re probably undercharging.

And it’s not because you’re not good enough. It’s because you’re making decisions based on fear instead of value.

Here’s what nobody tells you: raising your rates isn’t just about making more money. It’s about building a sustainable business that doesn’t require you to work yourself into the ground.

Why You’re Probably Undercharging

I’m not saying this to make you feel bad. I’m saying it because almost every service provider I work with is charging less than they should be.

Here’s why:

You set your rates when you were just starting out. Maybe you looked at what other people were charging and went a little lower to be “competitive.” Or maybe you just picked a number that felt safe.

And then you never raised them. Because raising rates feels scary and awkward and you don’t want to lose clients.

So your rates stayed the same while:

• Your skills improved
• Your results got better
• Your efficiency increased
• Your confidence grew

But your pricing? Frozen in time.

Your Rates Should Evolve as You Evolve

If you’re delivering better results than you were a year ago, your rates should reflect that.

If you’ve streamlined your process and can deliver in half the time, your rates should reflect that.

If your clients are getting transformations worth way more than what they’re paying you, your rates should reflect that.

But most people don’t raise their rates because they’re afraid of what might happen.

Let’s talk about those fears.

The 3 Fears Keeping You Stuck at Low Rates

Fear #1: “If I Raise My Rates, I’ll Lose All My Clients”

Here’s the truth: you might lose some clients. But you probably won’t lose all of them.

And the ones you do lose? They were probably not your ideal clients anyway.

Here’s what actually happens when you raise your rates:

• Some clients will say yes immediately because they value what you do
• Some will pause and think about it, then say yes because the value is worth it
• Some will say no because it’s outside their budget or they don’t see the value. And that’s okay.

Losing a few clients who aren’t willing to pay your worth is not a bad thing.

The Math That Changes Everything

Let’s say you’re currently charging $2,000 per project and taking on 10 projects a month to make $20,000.

If you raise your rates to $3,000 per project, you only need 7 projects to make $21,000.

Same revenue. Three fewer clients. Way less overwhelm.

And those seven clients who are willing to pay $3,000? They’re usually better clients. They value your work more. They respect your time. They’re easier to work with.

Fear #2: “People Will Think I’m Not Worth It”

This fear is about your own confidence, not your clients’ perception.

If you don’t believe you’re worth your rates, your clients won’t either.

But here’s what I want you to consider: your clients aren’t paying you for your time. They’re paying you for the value you deliver.

Ask yourself:

• If you help a business owner get 10 hours back every week, what’s that worth to them?
• If you help someone finally articulate their value and land higher-paying clients, what’s that worth?
• If you build a system that saves someone thousands of dollars a year in inefficiency, what’s that worth?

Your rates shouldn’t be based on how many hours something takes you. They should be based on the value of the transformation you’re delivering.

Fear #3: “I Don’t Know How to Tell My Current Clients”

This is a tactical fear, not a mindset one. And tactical fears are easier to solve because there’s a clear process.

You don’t just wake up one day and say, “Hey everyone, my rates just went up. Deal with it.”

You give notice. You’re transparent. You honor existing agreements.

(We’ll cover exactly how to do this below.)

How to Know What You Should Actually Be Charging

“I should charge more” is vague. You need a number. And that number should be based on something real.

Here are three approaches:

1. The Value-Based Approach

What’s the outcome your client gets from working with you? What’s that worth to them?

Example: If you’re helping a business owner hire their first team member and it frees up 20 hours a week for them to focus on revenue-generating work, what’s that worth?

If they make $100/hour, that’s $2,000 a week in value. Over a year, that’s over $100,000.

So charging $5,000 for that transformation? That’s a steal.

Your rates should reflect the value of the outcome, not the hours it takes you to deliver it.

2. The Market-Based Approach

What are other people with your experience and results charging?

And I don’t mean other people who just started. I mean people who’ve been doing this for a few years and are getting great results for their clients.

If you’re significantly below the market rate for your experience level, you’re undercharging.

3. The Sustainability Approach

How much do you need to make per month to run your business sustainably without burning out?

Let’s say you need to make $10,000 a month. And you can realistically handle 10 clients a month without overwhelming yourself.

That means you need to charge at least $1,000 per client. Anything less, and you’re either not hitting your income goals or you’re overworking.

Your rates need to support the life you want, not just cover your expenses.

The Step-by-Step Process to Raise Your Rates

Now you know you’re undercharging. You know what you should be charging. Here’s how to actually raise your rates without losing everyone.

Step 1: Decide on Your New Rates

Don’t just add a random percentage. Be intentional.

Look at:

• The value you’re delivering
• The market rate for your experience
• What you need to make your business sustainable

Pick a number that feels like a stretch but not delusional. You want to feel a little nervous, but not like you’re lying.

Step 2: Create a Timeline for the Transition

You’re not raising rates overnight. You’re giving notice.

Typically, 30 to 60 days is reasonable. That gives current clients time to decide if they want to continue at the new rate, and it gives you time to adjust your messaging.

Step 3: Communicate with Current Clients

Send a personal email or have a conversation. Here’s a template:

“Hey [Name], I wanted to reach out personally to let you know that starting [date], my rates will be increasing to [new rate]. This reflects the additional value, streamlined processes, and results I’m now able to deliver. Your current rate is locked in through [date], and I’d love to continue working with you at the new rate after that. Let me know if you have any questions.”

You’re:

• Being transparent
• Giving notice
• Honoring existing agreements
• Making it easy for them to say yes or no

Step 4: Update Your Website and Materials

Once you’ve notified existing clients, update your pricing everywhere:

• Website
• Proposals
• Discovery call scripts

Don’t keep the old rates public and give new clients a “deal.” That devalues your work and creates inconsistency.

Step 5: Hold the Line

When new clients reach out, quote your new rates confidently.

Don’t:

• Apologize
• Offer immediate discounts
• Drop your price the second they hesitate

If someone says, “That’s more than I expected,” you can say: “I totally understand. My rates reflect the level of results I deliver and the transformation clients get. Would you like to hear more about what’s included?”

If they’re the right client, they’ll see the value. If they’re not, they’ll self-select out. And that’s okay.

What Actually Happens When You Raise Your Rates

I know you’re worried nobody will book. Here’s what actually happens in most cases:

Some of your current clients will happily continue at the new rate because they value what you do.

Some will say they need to think about it. Give them space. Don’t chase or offer discounts. Some will come back and say yes. Some won’t. That’s okay.

The clients you lose are usually replaced by better clients who are willing to pay what you’re worth.

Real Example

A client was charging $1,500 for a service that took about 10 hours to deliver. She’d been at that rate for two years.

We worked together to figure out what she should actually be charging based on the value she was delivering. The transformation her clients were getting was worth at least 10x what they were paying.

We landed on $3,000 as her new rate. Double what she was charging. She was terrified.

She sent emails to existing clients giving 60 days’ notice. She updated her website. She started quoting the new rate to new inquiries.

Here’s what happened:

• Out of 5 current clients, 4 said yes immediately. One paused but might come back later.
• She booked 2 new clients at the new rate within the first month
• Her revenue went up 40%
• Her workload went down because she had fewer clients
• The quality of her clients improved dramatically

That’s what happens when you stop undercharging.

Common Objections (And Why They’re Wrong)

“But I Don’t Have Enough Experience to Charge More”

Experience helps, but it’s not the only thing that matters. If you’re getting great results for your clients, that’s what counts.

You don’t need 10 years of experience to charge well. You need proof that what you do works.

“But I’m in a Competitive Market. People Will Go to Someone Cheaper”

Yes, some people will. But those aren’t your people.

There will always be someone willing to charge less. But there will also always be clients willing to pay more for quality, results, and a great experience.

Stop competing on price. Compete on value.

“But I Don’t Want to Price People Out”

Undercharging doesn’t help anyone.

It doesn’t help you because you’re building a business that’s not sustainable.

And it doesn’t help your clients because you’re either overworked and resentful, or you’re not investing in the tools, systems, and support you need to deliver your best work.

If you want to help people who can’t afford your rates, create a different offer. A lower-tier option, a group program, a DIY resource.

But your main offer needs to be priced for sustainability.

Your Action Steps This Week

First: Look at your current rates honestly. Are they based on what you were worth when you started, or what you’re worth now?

Second: Calculate what you should be charging based on value, market rate, and sustainability.

Third: Make a plan. When will you raise your rates? How much? How will you communicate it?

Fourth: Commit to it. Set a date. Update your materials. Tell your clients.

You don’t have to do it tomorrow. But you do need to do it soon.

Because every month you stay at rates that don’t serve you is another month you’re undervaluing your work and building a business that’s not sustainable.

The Bottom Line

You’re probably undercharging. And it’s not because you’re not good enough. It’s because you’re making decisions based on fear instead of value.

Raising your rates isn’t just about making more money. It’s about:

• Building a business that’s sustainable
• Attracting better clients
• Allowing you to do your best work

You don’t need permission to charge what you’re worth. You just need to believe you’re worth it and be willing to communicate it confidently.

Stop waiting. Stop undercharging. Stop building a business that requires you to burn out.

Raise your rates. You’re worth it.

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Ready to stop undercharging?

Join us in coCreator Society, where creative entrepreneurs talk openly about money, pricing, and building sustainable businesses.

Workshop your rates and get honest feedback from people who get it. Be surrounded by people who believe you’re worth what you’re charging.

No more second-guessing your pricing alone. Get the support you need to charge what you’re actually worth.

→ Learn more and join coCreator Society

You deserve to be paid what you’re worth. And your business deserves to be built on rates that actually support your life.