Learn strategies to confidently charge more, reframe pricing objections, and attract ideal clients. Build sustainable growth with tested pricing methods.
Pricing is one of the most challenging aspects of running a business. How do you strike the right balance between affordability and profitability? In a fascinating discussion in a recent episode of the MotherLuckin’ Life podcast, Robin Waite, business coach and author of Take Your Shot, joins host Dionne Buckingham Brown to unpack these questions.
This blog provides a comprehensive breakdown of their conversation, offering practical strategies for entrepreneurs looking to build confidence, set better prices, and scale their businesses effectively.
For many entrepreneurs, pricing feels like a tightrope walk. The moment a potential client exclaims, “That’s expensive,” it’s easy to second-guess your value. But as Robin Waite highlights, this isn’t about the actual cost—it’s about confidence.
When a client pushes back on price, the instinct is often to lower it or justify it defensively. Instead, Robin advises shifting the focus to the value and quality of your work. His recommended responses include:
These statements communicate self-assurance and professionalism, encouraging clients to reconsider the value of what you offer instead of focusing solely on cost.
Undervaluing your products or services can lead to burnout and financial strain. Robin stresses that entrepreneurs often fall into a trap of undervaluation because they fear losing clients. However, this fear is misplaced—clients who only value low prices often demand the most and contribute the least to your business growth.
One of the myths Robin dispels is that a high conversion rate equals success. In fact, if your conversion rate exceeds 33%, it’s a sign that your prices might be too low.
Low pricing might attract more clients initially, but it also leads to overwork and compromises quality. Many businesses fall into what Robin calls the “sales cycle of doom,” where they’re stuck in a cycle of constantly selling and delivering but never advancing.
A sustainable pricing strategy ensures that you:
Setting higher prices can feel daunting, but Robin advises against dramatic leaps. Instead, he suggests an incremental approach:
This method not only reduces the fear of pricing changes but also allows you to build confidence as you see positive results.
One of the most significant insights from Robin is the concept of the sales cycle of doom. Many service-based businesses operate in a reactive mode: sell, deliver, repeat. This cycle often leaves business owners exhausted and unable to focus on growth.
Charging more allows you to:
The result is a virtuous cycle where better quality attracts better clients, leading to more revenue and even greater opportunities for improvement.
Fear is a natural part of entrepreneurship, especially when it comes to pricing. Robin points out that in business, the risks are rarely catastrophic. “In the rainforest, you might be eaten by a crocodile. In business, the worst that can happen is you lose a bit of money or look foolish,” he explains.
The key to overcoming fear is to focus on the potential upside. Robin argues that the rewards of being brave—whether in pricing, product development, or sales—far outweigh the risks.
Dionne echoes this sentiment, sharing how stepping out of her comfort zone has consistently led to growth. By taking small, uncomfortable steps, entrepreneurs can gradually build confidence and achieve their goals.
One of the best ways to overcome fear is to rely on data rather than emotion. Robin advises testing your new prices with a sample audience and tracking the results.
This approach ensures that your pricing strategy is informed and effective, rather than a shot in the dark.
Robin provides several resources to help entrepreneurs grow their businesses and confidently charge more:
Join Robin’s Facebook group, “Close Bigger Deals,” for free resources, expert advice, and a supportive community of like-minded entrepreneurs.
Robin offers a free copy of his book, Take Your Shot, to UK-based entrepreneurs (PDFs are available for international readers). The book delves deeper into pricing strategies, confidence building, and business growth.
For more insights, follow Robin Waite on Instagram, LinkedIn, and Twitter. He regularly shares actionable tips and strategies for business success.
The journey to confidently charging more starts with a shift in mindset. By focusing on value, testing pricing strategies, and embracing incremental change, entrepreneurs can overcome fear and unlock the full potential of their businesses.
As so aptly puts it: “The potential return of being brave in business is so much greater than what you’re risking. Just do it!”
Start small, gather data, and remember that pricing is not just about numbers—it’s about confidence, value, and the willingness to grow.
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This Scorecard has been designed to show Coaches, Consultants and Freelancers their blind spots and provide instant, actionable steps on how to increase their prices.
