You're Not Charging Enough

You're Not Charging Enough
It’s so hard to know what to charge for your services. Maybe you’ve made pricing decisions early on in your business, and don’t know how to charge more without losing all your clients. That’s what this podcast is about. I show you some tactics you can use to connect your price to the value that you’re bringing your end client. I’m Anthony English, and I help service businesses get clear and confident about their pricing and how that fits into their business model. Buy the 6 Pricing Barriers in a short, easy-to-read PDF format from

Pricing is irrelevant
Mar 12 • 4 min
If a key stakeholder tells you some complete deal-breaking objection early on, do them the courtesy of at least acknowledging it. Two business partners in conflict about whether or not to sell the company? You’d better resolve that question before you go…
Permission to dream of the financial upside
Mar 10 • 4 min
In the midst of pain and tension there is nothing like a small dose of release; a little bit of hope. By focusing on the financial upside the positive seeing yourself as an investment you can switch the thinking of your client from focusing on you as an…
4 Steps to Pricing With Confidence
Mar 7 • 4 min
If you miss any one of these steps, you’ll discount, or not make the sale at all. This goes way beyond “fake it till you make it” advice.
Who decides your prices?
Mar 6 • 4 min
Do your prices come from your competitors? Are they the benchmark?
Connect to their bottom line
Mar 3 • 5 min
One of the reasons holding people back from buying your service is that they don’t see the connection to their bottom line. Being able to show them how you can have an immediate impact, as well as a long-term impact, on their revenue, is very valuable.…
High effort, low price? Quick assessment of your business model
Mar 1 • 5 min
When you look at your revenue engine, you can do a quick assessment of what is draining you if your time and energy. Marketing: initial setup. Is it high, medium, or low effort? And then ongoing: high/medium/low? So, too, with how you nurture those leads.…
The Power of Contrast
Feb 27 • 3 min
When you are showing a before and after with offering your service, it can be very powerful to spell out the before in clear, measurable terms. Make it relatable to a pain that they are already facing.
Give The Client A Quick Win
Feb 26 • 5 min
What’s one thing you can offer a client that will give them an instant result (a quick win) and that requires them to make little effort? Bonus points if you create a follow-up appointment and some visible way of holding them accountable before that…
Where your client will find the money
Feb 24 • 4 min
If you can show your client where they are, and where they are headed, then you can get a piece of that pie.
“Send us a proposal!”
Feb 20 • 4 min
When clients ask you for a proposal, what do you say? It’s important to be clear about where your client is at the moment, and clear about where they want to be. Vagueness in your conversation will lead to vagueness in proposals.
“What’s your day rate?”
Feb 19 • 3 min
How do you answer when a potential client asks for your price without any context?
How to Create Options in Your Proposals
Feb 18 • 5 min
Having two or three options in your proposals can make it an easier decision for your clients to buy. It also gives you a stronger negotiating position, since it options allow you to ask the clients: “what do you like, and what don’t you like?” In other…
You don’t believe in your own value: Pricing Barrier #6
Feb 17 • 6 min
This is a catch-all for all the other pricing barriers you may have. Most of them stem back to your ability to see just what an impact your service has on your clients. This is a change of how you see yourself, and that can be hard. How to get past this…
“Take it or leave it” pricing: Pricing barrier #5
Feb 15 • 3 min
Giving only one price can be an ultimatum. By creating two or three options, you’re competing against yourself (which is a good thing!) But there’s another - more subtle - reason that adding options makes sense. It helps people to feel comfortable saying…
Are you too focused on the price tag? Pricing barrier #4.
Feb 14 • 4 min
There’s a very, very good chance you are undercharging for your services. And there’s also a strong chance that the price the business is paying you is negligible in comparison with the outcome they’re after. If you focus on the price you’re charging -…
Are You Negotiating Against Yourself? Pricing Barrier #3
Feb 14 • 4 min
Sometimes, we’re our own worst enemy. We think we have to convince the client to buy. We imagine they’re going to be hostile. So, we discount our value in our own mind first, before we speak to the client. How to get past this barrier: Recognise that you…
The Money Is Coming from Their Budget, Not From Your Pocket
Feb 12 • 4 min
Pricing barrier #2: You think about what you would pay, rather than what they should budget. To you, your price may seem a lot of money, in the same way that a 12-year-old might think a 25-year-old is very old. But the money isn’t coming out of your…
Barriers to Pricing: #1 Afraid to hear the word “no”
Feb 11 • 6 min
When speaking to professionals running their own business, one issue keeps coming up: pricing. I have found there are 6 common barriers people have around charging what they are really worth. Pricing Barrier #1: Afraid to hear the word “no”. The fear of…
Nobody Says “Yes” Until They Have Said “No”
Feb 10 • 5 min
This episode isn’t about wearing people down, pestering them until you get them to give up and buy your services. No. It’s about the decision-making process. People aren’t afraid of what they’re saying “yes” to. They’re afraid of what they’re saying “no”…
Teach a Man to Price …
Feb 8 • 3 min
“Teach a man to fish and you feed him for a day”. So the saying goes. What about teaching somebody to price? The value you bring to your clients can be long-term. If you price accordingly, if you change your business model, you can massively increase your…
4 Parts of Confidence Before You Sell Your Services
Feb 7 • 6 min
Self confidence in the value you bring is, of course, essential, but it’s only one part. There is also the client’s confidence in the value you bring. But before you sell an engagement, there are two more confidence parts that you need to lock in.
Risk and Reward: You’re selling insurance
Feb 6 • 6 min
Businesses pay you because you are lowering their risk. You are lowering the risk of them doing nothing or it themselves or outsourcing it to somebody else. You are lowering that risk in a quantifiable way. That’s why they pay you.
It’s a Business Problem First
Feb 5 • 3 min
When you are using your skills, your tools, your techniques, your experience, those are merely means to solving a business problem for your client. Here’s a real life example from a coffee shop owner who couldn’t accept payments from her customers.
Revenue Goals & Your Pricing
Feb 4 • 4 min
By working out your annual revenue goals, you can break down how much revenue you want to get each quarter, each month, each week, and even each day. Another way to break this down is by the number of clients and the average revenue per client. Once you…
Impact Pricing
Feb 3 • 5 min
Your service is going to have an impact on your clients. That impact may be financial. It may be emotional. It could be something else. By seeking out clients who are aware of the impact you can have, you are better placed to charge accordingly.
Working for free?
Feb 3 • 3 min
If someone asks you to work for free, how do you handle it? One way is to work together to create content that you can make public. However, if they are not willing to invest money in their own business, why should you? Because that’s what free work…
When Do You Tell Them Your Price?
Feb 1 • 4 min
Timing is so important when it comes to pricing. Giving the price too early could give the client sticker shock. Giving it too late could result in the sale going cold. So, when do you bring up the price?
When the customer sees the value …
Jan 31 • 1 min
Sometimes the customer is ready to buy is happy with the price but then the vendor stepped back and tries to discount. That’s a failure to see the value that the customer can see.
Punch Above Your Weight
Jan 29 • 4 min
You might assume that businesses bigger than you already have systems in place. You might think they don’t have gaps that you could fill. In fact, there are often massive gaps, especially in areas where they aren’t in their field of expertise.
Paying you before they become your client
Jan 27 • 4 min
How do people pay you people are paying you already maybe not with money but with their attention with their email address, with follows, with likes, with comments, with dialogue. And that is warming them up to become your client, long before they ever…
Base offering plus the upgrade
Jan 25 • 3 min
If you offer three tiers (at three different prices) you may find the client wants the lowest priced tier, but also likes some bonus from the higher tier. Here’s how to handle that.
Did you remember the price you paid?
Jan 24 • 3 min
Look back to your last big trip. Do you remember how much it cost exactly? Probably not.
Do you look expensive? Do you want to?
Jan 23 • 3 min
Being a few steps ahead of your buyer may make you accessible enough for them to think: “I could work with that person”, but not so daunting that people will shy away.
You’re selling an outcome
Jan 22 • 2 min
People aren’t buying your service. They’re buying the outcome that that service will bring them. They aren’t paying you for deliverables. They’re paying you for what their life will be like as a result of those deliverables.
Make sure all players have some skin in the game
Jan 22 • 2 min
Do you know what it’s like when a vendor offers you lots of free, one-on-one advice? You may be wondering: “what’s the catch?” Of course, there are good reasons for offering free content (like this podcast), but most powerful is when you have a carrot -…
“No clue what to charge for this”
Jan 21 • 4 min
If you really don’t have a starting point for your prices, try this little exercise: set a crazy upper price and a hopelessly inadequate low price. And once you have done that, try making your price relatable to something (other than “for the cost of a…
The Gentle Surgeon and Your Fear of Pricing
Jan 20 • 4 min
There seem to me to be two approaches that you can take to help somebody to charge what they are really worth. I will summarise these as the approach of the gentle surgeon; a very gentle and warm bedside manner to allow the surgeon to touch that painful…
5 inches, 5 miles, opportunity cost
Jan 18 • 2 min
If your client is aware of the immediate benefit and the long-term benefit of your service, those are great carrots to lead with for your pricing. And then there is the stick: if they don’t do this, what are the consequences? What is the opportunity cost?…
“10X what I’ve ever charged before”
Jan 16 • 5 min
Client success story! Jodi, a graphic designer, wrote to her past clients to tell them she was increasing her prices substantially. She heard back from four of them where they offered her SUPPORT and ENCOURAGEMENT for her new direction! She said: “I’m…
Give yourself permission to charge your real worth
Jan 15 • 2 min
Your price point is going to depend on your internal measure of your value. That begins by giving yourself permission to charge your true worth. Want some pricing advice? Book a session with me, and we’ll work through your biggest pricing challenge.
Learn to love the word “no”
Jan 14 • 3 min
We fear rejection but learning to accept the word “no”—even to embrace it—is a stepping stone to a bigger “yes”. When you are serving the right clients, the ones that you are meant to serve, you can have the confidence to say no to those who aren’t a good…
Price should focus on the value in your client’s mind.
Jan 13 • 5 min
You are an expert (stop protesting; it’s true!) Your expertise brings value to the client in two ways: mitigating their risk, or increasing their opportunity. In this episode, you’ll see how this value conversation applies to a designer of wine labels.…
How do I know you’re not charging enough?
Jan 13 • 5 min
Pricing isn’t something you set on your website, hoping that someone will buy. You also have a price in your mind and heart, and that’s where you first set your prices. If that’s not a price you believe in, you will discount. You need to see your own…