The Price You Charge – Do You Actually Believe in It?
Sara guides individuals, couples, and families through everything money-related. Not just budgets and spreadsheets, but the emotional weight most of us carry around finances. The fears, the patterns, the habits built over the years.
When she came to work with me, she wanted to grow. Expand. Earn more.
More than once during our work together, the same sentence came up: “I feel like I am not charging enough.”
I did not rush to tell her to raise her prices. Because I knew that was not the real question.
We worked through it together. I reflected to her what she actually gives her clients – not in theory, but from what she had told me about her sessions. The shifts she witnesses. People who arrive carrying financial anxiety and leave with a plan, with clarity, with a sense that they have real control over their financial lives.
And then she herself discovered that practitioners with similar experience were charging two, three, sometimes four times more.
She saw it. She understood it.
But I told her the price is not just a number.
“Sara, when you tell a client what you charge, what do they hear? They hear the number, but they also hear your voice. They feel whether you stand behind it or not. If there is hesitation, uncertainty, a quiet question mark – they receive that too. They start to feel unsure of themselves. And then they say it is too expensive.”
This is not an exercise in updating a number on a proposal. It is the process of getting to a place where you know, clearly and fully, why you charge what you charge. And then saying it out loud without flinching.
She did that work.
Some time later, a new client came to her. She told him her rate – three hundred dollars an hour.
Without blinking.
He paid. Gladly.
What I find meaningful about Sara is that she herself works with people on their emotional relationship with money – and still, like all of us, she had her own work to do.
The pattern of “maybe I am asking for too much” runs deep. It does not disappear just because raising your price makes logical sense.
It disappears when you genuinely believe in the value you give.
