I was on a sales call a couple of years ago that made me pause for a little while.
It was an interesting conversation that made me re-look at buying decisions.
I’d found someone whose work I genuinely was interested in.
(In fact, I was ready to buy before we even got on the phone!)
And then she told me the price and started to justify it.
“I know it’s a lot…”
“We could look at a payment plan if that’s too much…”
“I totally understand if it’s not the right time…”
She talked me out of the sale.
Not because the price was wrong.
But because her relationship with the price was.
And here’s what I realized in that moment…
If YOU don’t believe the price, nobody else will either.
Your clients don’t just buy your offer.
They buy your certainty about your offer.
So when clients ask me “how do I raise my prices?”, they usually expect a tactical answer.
Perhaps a script.
Or a formula.
Or maybe a percentage of how much they can charge.
But the truth is: raising your prices isn’t the hard part.
You could change the number on your checkout page in the next 5-10 minutes.
The hardest part is closing the gap between the new number and what you believe you’re worth.
Because if that gap exists, it leaks.
It leaks into your voice on sales calls.
It leaks into the “just checking in!” energy of your follow-ups.
It leaks into the four paragraphs of justification you add underneath the price on your sales page.
So before you raise your prices, I want you to sit with three questions.
#1: What is the problem I solve actually costing my clients?
Not what your time costs.
What their problem costs.
And know that there is a major difference between price and cost.
Price = how much your program is.
Cost = how much is it costing them to not solve the problem.
The coach who helps someone sign three clients a month isn’t selling coaching hours.
She’s selling those three clients, every month, for as long as that skill exists.
Price the transformation. Not the calendar.
#2: Would I pay this price for this result?
Be honest.
If the answer is no, you don’t have a pricing problem.
You have a belief problem or an offer problem.
And both of those are fixable.
But not by lowering the price.
#3: Who do I need to become to hold this price comfortably?
This is the one that matters most.
Because every price point has an identity attached to it.
The version of you charging $500 shows up differently than the version charging $5,000.
It isn’t that you’re more worthy as a human or a coach.
But you become more certain.
More boundaries that you adhere to.
More willing to let the wrong people say no so the right people can say yes.
Here’s the thing about apologizing for your price:
It doesn’t make the offer more affordable.
It makes it less trustworthy.
Think about it. Would you want surgery from a doctor who seemed embarrassed by her fee?
Discomfort with your price reads as doubt about your work.
And people don’t invest in doubt.
So the next time you say your price out loud, try this:
Say the number.
And then stop talking.
No softening. No justifying. No “but we could…”
Just the number, and then silence.
There is power in silence on a sales call.
The silence is where their decision lives.
Let them have it.
