The Price You're Afraid to Charge
About this episode
Julianna discusses the emotional aspects of pricing for small business owners and provides practical steps for setting fair prices.
Julianna talks about the emotional side of pricing and why many small business owners undercharge because they fear losing clients. She explains that charging too little can attract price-sensitive clients, create resentment and even signal lower quality to the market, while fair pricing can attract clients who value your work and trust your expertise. She shares a story of a service-based business owner who raised prices after not increasing them for two years, lost one client, quickly replaced them and improved profit while working fewer hours. Julianna then outlines practical steps: calculate the real cost of delivering your service (including all time), check market rates for context, set a new price intentionally, communicate changes clearly with 4–6 weeks’ notice without apologising and hold your ground. She ends with questions to review pricing regularly and invites listeners to DM Horizon Accounts. 00:00 Welcome and Big Pricing Fear 00:56 Myth Losing Clients 02:03 Price Signals Value 02:59 Sarah Raises Rates 05:28 Know Your True Costs 07:19 Price for Outcomes 08:14 Raise Prices Step by Step 09:44 Client Notice and No Apologies 10:32 Hold the Line 10:54 Reflection…
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