Struggling to Talk About Your Prices? 7 Reasons Why & How to Fix It

Last week, a wonderfully skilled electrician installed a new light fixture for us. He was competent, courteous, and efficient. He answered all our questions simply, with skill and eloquence. I was amazed, as you might imagine, when I asked him, “How much do we owe you?” His embarrassed reply was, “Gee, is $75 okay?”

With the quality of his work and the time he put into it, I would have expected to pay double that amount. His resistance to naming his price reminded me of my small business clients, who have the same problem.

All entrepreneurs, including attorneys, consultants, coaches, and writers, feel fear at some point. It’s a natural part of starting or growing your business. However, it can be uncomfortable to take risks, to name your price, and to tell a prospective customer that you want to work with them.

Roberto Goizueta, the late chairman of Coca-Cola, said, “If you take risks, you may still fail; but if you do not take risks, you will surely fail. The greatest risk of all is to do nothing.” Put this mantra into your head: Risk equals reward.

So, what’s the problem?

1. You Lack Confidence in Your Value

One of the most common reasons people feel embarrassed discussing their prices is self-doubt. If you don’t believe in the value of your product or service, how can you expect others to? This is particularly common for new entrepreneurs or freelancers who feel they need to “earn” their right to charge premium prices.

The truth is, your skills, experience, and expertise have value. If someone is hiring you, it’s because they need your services. When you second-guess yourself, you send the message that your work isn’t worth much—and that can lead to underpricing or offering unnecessary discounts.

Solution:

Start by listing your skills, accomplishments, and past successes. Gather testimonials from previous clients to remind yourself of the value you provide. If you’re solving a real problem for someone, you deserve to be paid fairly for it.

2. You Worry About Rejection

Many business owners hesitate to state their prices because they fear that customers will push back or walk away. This fear stems from the idea that a potential client saying, “That’s too expensive,” is a personal rejection rather than a simple business decision.

The reality is that not everyone is your ideal customer. Some people will be price shoppers looking for the cheapest option, but others will appreciate quality and be willing to pay what you’re worth.

Solution:

Shift your mindset. Instead of fearing rejection, see it as a way to filter out customers who don’t align with your pricing and value. Confidence in your pricing will attract the right clients while deterring those who aren’t a good fit.

3. You Think Lower Prices Will Attract More Customers

It’s a common misconception that lower prices will bring in more customers. Many entrepreneurs believe that by keeping their rates low, they will appear more competitive and attract a larger audience.

While this may work for mass-market products, low pricing in service-based businesses can backfire. Customers may perceive your services as low-quality or unprofessional. Worse, you may end up working twice as hard for half the income, leading to burnout.

Solution:

Instead of competing on price, compete on value. Highlight what makes your product or service unique. Focus on expertise, quality, or results rather than being the cheapest option.

4. You’re Not Clear on Your Own Pricing Structure

If you feel awkward when discussing prices, it might be because you haven’t defined them clearly. When business owners set inconsistent prices or make pricing decisions on the spot, it leads to uncertainty and hesitation.

Customers can sense when you’re unsure, and that can make them question the legitimacy of your pricing. If you hesitate or seem unsure, they may try to negotiate or undervalue your offer.

Solution:

Develop a structured pricing system for your services. Whether it’s an hourly rate, a flat fee, or tiered pricing, having a defined system eliminates doubt. Write it down, practice saying it out loud, and stick to it confidently when discussing prices with clients.

5. You Haven’t Practiced Talking About Your Prices

For many entrepreneurs, the discomfort in discussing prices comes from lack of practice. If you’re not used to saying, “My fee is $500 for this service,” it might feel unnatural or intimidating.

Pricing discussions can feel awkward if you approach them with hesitation or uncertainty. The more you hesitate, the more a potential client will sense insecurity—and that can lead them to push back, ask for discounts, or delay making a decision.

Solution:

Rehearse your pricing pitch as if you were practicing for an important speech. Say it out loud multiple times until it feels natural. Stand in front of a mirror and practice:

• “My consulting fee is $2,000 per month.”
• “This website design package is $3,500.”
• “I charge $150 per session.”

Confidence in your tone makes it easier for customers to accept your prices without hesitation.

6. You Feel Guilty Charging for Your Time and Skills

Some people struggle to charge what they’re worth because they feel guilty asking for money—especially if they genuinely love what they do. This is particularly true for those in creative fields, coaching, or consulting, where services are deeply personal.

Charging for your skills doesn’t mean you’re taking advantage of people—it means you’re running a sustainable business. Clients are paying for your expertise, time, and years of experience—not just for a simple service.

Solution:

Remember: Your business is not a charity. You deserve to be compensated for the value you provide. If you’re still struggling, consider offering a mix of free educational content (like blog posts or webinars) while ensuring that your core services remain fairly priced.

7. You Haven’t Aligned Your Prices with Your Business Goals

Sometimes, entrepreneurs hesitate to discuss prices because they haven’t aligned pricing with their long-term business goals. If you’re undercharging, you might struggle with cash flow, overwork yourself, and limit your growth potential.

Solution:

Ask yourself: Where do I want my business to be in five years?

• If you want to scale, your pricing should reflect the ability to hire a team or invest in marketing.
• If you want to maintain a small, boutique-style business, ensure your rates allow you to work fewer hours while maintaining profitability.

Pricing should align with both your value and your future goals.

Final Thoughts: Own Your Prices with Confidence

If you’re embarrassed to discuss your prices, recognize that it’s a common issue—but one that can be overcome. Your business, expertise, and time all have value, and pricing should reflect that.

By addressing these seven common reasons and shifting your mindset, you can confidently state your prices without hesitation. Confidence is contagious—when you believe in your pricing, your clients will too.

So the next time someone asks, “How much do you charge?”, don’t shrink back. Say it with confidence, and own it.