Charge What You're Worth, And Actually Mean It
You can't out-hustle a price that doesn't match your value.
I learned that the hard way, running a martial arts gym. Wait list. Results. Champions training under me. And I was charging like a hobby, not a business.
This shows up everywhere I coach. Creator and Hustler owners ($0–$250K) underprice because they're scared of losing the sale. Architect and Optimizer owners ($1M–$10M) underprice too; they just added zeros to the wrong number.
Coaches do this to themselves. You'll tell a client to raise prices on Tuesday, then discount your own package on Wednesday because a prospect hesitated.
Here's what fixed it for 150+ clients and me:
1️⃣ Price the outcome, not the hour. Clients buy results, not time.
2️⃣ Know your number before the call. Calculate it live, and the prospect feels it. Confidence sells.
3️⃣ Stop negotiating against yourself. Pushback means holding the line or changing scope, not cutting the number.
4️⃣ Audit your own fees once a quarter, the way you'd audit a client's.
✅ DO tie your price to documented outcomes
✅ DO practice saying your number until it doesn't shake your voice
✅ DO raise prices before you feel "ready"
❌ DON'T discount because silence after the number scares you
❌ DON'T charge less than the coach down the street to win the deal
❌ DON'T wait for a revenue goal to believe you deserve more
➡️ In trucking, we scaled to $6M with 27 trucks in under a year. Not the cheapest bid. We priced the work at what it was worth and walked away from loads that weren't.
✳️ Worth isn't a feeling. It's a number you can defend.
What's the last price increase you made and actually believed you deserved?
To Your Success,
Eric T. Whitmoyer, Business Growth Strategist
Founder & CEO at MyBizCoaches.com
Host of The Biz Coach Show
From Startup to Exit, We’re There for Your Biggest Decisions
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