Why Your Price Is Low, and the Three Steps to Fix It

I joined my friend Mark Latimer on the Grateful AI Training Podcast for one of our recurring conversations. This one was about value and pricing: why so many talented people undercharge, and how we fix it. We also got into AI and teaching through frameworks, but the heart of it was price.

A low price is usually a belief problem

Plenty of talented people default to a low price, and it is rarely because the work is not worth more. It is status and belief. When you quietly think the buyer is above you, you price like it. And a low price does not just leave money on the table, it attracts the wrong customer. The people who only say yes because it is cheap tend to have the biggest expectations and the most maintenance.

The three steps to raise it

First, go deep on the value you actually create, on what it means for that brand to have the problem solved. Until you understand that, you will keep scrambling. Second, gather the intel and proof that backs it up. Third, use that to market and create desire, so the higher price feels obvious. You cannot just double the number tomorrow. If you do not believe the price, the buyer will feel it and walk. Done in that order, my average client at least doubles their price, and it holds.