Smart pricing for service pros: earn more without the stress

Author: Leanne Knowles 

3 - 4 minute read 

Charge what you're worth (and still get paid): how to price like a pro

Pricing isn’t just about numbers — it’s about confidence.

When you charge too little, you’re saying “I’m not sure this is worth much.”
When you charge too much without strategy, you’re basically crossing your fingers and hoping they buy anyway.

Sales Price is one of the most emotional money levers in business — but also one of the most powerful. If your pricing doesn’t match your value, your model, or your market — you’ll always feel like you're working twice as hard for half the reward.

Let’s fix that.

The pricing myths keeping small businesses broke

Most service businesses are are using guesswork to set their price.
So they:

• Copy competitors
• Pick a number that “feels right”
• Offer discounts just to get the sale

Then wonder why the numbers don’t work.

Here’s what’s really going on:

• You’re worried people won’t pay more
• You’re pricing based on effort, not the result
• You’re not showing the full value of what you offer
• You’re stuck in low-margin models
• You fear rejection, so you play small

And the big myth? That “affordable” makes you more attractive.
Spoiler: it doesn’t.

Why pricing is your most powerful profit lever

Let’s do some simple maths:

• $1,000 x 10 clients = $10,000
• $1,500 x 8 clients = $12,000

Fewer clients, less work, more money.

But pricing also affects:

• Your profit margins
• Your brand positioning
• The quality of clients you attract
• How people respect your time and expertise

Price sends a message. Make sure it’s the right one.

How to set (and raise) your prices with confidence

This isn’t about charging more just because. It’s about matching your price to your value — and backing it.

1. Know your pricing goal

   Not every price is about maxing profit. You might want to:

• Fill a new offer
• Reward loyal clients
• Test a new audience
• Build your premium brand

Different goals = different price logic.

2. Price for value, not effort

   Stop charging for hours. Start charging for outcomes.

Sell the result, like:

• “Stand out in your market” (branding)
• “Keep more of your money legally” (tax help)
• “Launch faster with confidence” (coaching)

3. Offer smart tiers instead of discounts

   Don’t just knock money off. Give options:

• Base (DIY or light touch)
• Mid (standard done-for-you)
• Premium (VIP, fast turnaround, extra access)

Most clients choose the middle or top tier — if you position it well.

Use discounts strategically — early bird, fast pay, or limited campaign.
Never discount your worth just to close a sale.

How to set your price the smart way

Here are four pricing models you can use:

1. Cost-plus
   Cover your costs, add your margin. Simple, but limited.
2. Value-based
   Price based on the outcome or ROI your client gets.
   (E.g. Save them $20K? A $5K fee makes sense.)
3. Market-based
   See what others charge, then position yourself clearly.
4. Outcome or package pricing
   Don’t price your time. Price the result. This works best for transformation-focused services.

Now check:

• Are your margins healthy?
• Can you deliver this sustainably?
• Are you priced to grow?

If you’re maxed out and underpaid — it’s time for a change.

How to raise your prices without losing your best clients

• Add more value (bonuses, templates, extra support)
• Make your offer easier to understand
• Show clear ROI (case studies, testimonials)
• Give advance notice before prices go up
• Offer loyalty rewards or lock-in pricing
• Reposition your offer around results, not features

And never apologise for charging well. You're not begging. You're offering results.

An example: from $500 to $2,500

Tanya designs logos for $500. Clients kept asking for more, but she's burning out.

If we rework her offer:

• Bundled logo + brand assets + templates
• Added onboarding and 2-week post-delivery support
• Framed it as “Build a brand you're proud of”

Price: $2,500
Her clients will love it.
She needs fewer clients to hit her goals. Delivery becomes smoother. Everyone wins.

Same skills. Better packaging. Bigger results.

What happens if you don’t fix your pricing

If you stay underpriced:

• You attract the wrong clients
• You overwork for less money
• You can’t afford to grow
• You burn out
• And you start resenting your business

Let’s not go there.

What to do next 

Review your current pricing. Ask:

• Am I charging for time… or for outcomes?
• Is this price aligned with the value I deliver?
• When’s the last time I raised my rates?
• Do I offer price tiers for different types of buyers?

Then pick one bold move:

• Create a 3-tier offer
• Launch a premium version of your service
• Add proof of value (ROI, testimonials, case studies)
• Raise your price by 10–20% and test it

You don’t have to go high-end.
But stop undervaluing what you bring to the table.

Final word: your price reflects your power

Pricing isn’t just about money.
It’s a mirror for your confidence, clarity, and belief in what you offer.

So price like a pro.
Stand tall.
And give your clients the chance to meet you at your true value 

More articles about goal setting and preparing your business for exit

• Build a brand that attracts more customers
• How to increase sales with a niche marketing strategy
• How to overcome small business growth blockers with a freedom business model
• 10 ways to drive small business revenue growth and scale

About your author

Leanne isn’t just about business growth—she’s about bold, unstoppable momentum. Two businesses sold before 35, decades coaching leaders, and a rebel-born Headswitch blueprint: tech-savvy, system-powered, and freedom-focused. Join the rebel crew.

🔗 Connect with Leanne on LinkedIn