You Charge How Much?! A Love Letter to Small Business Owners

Ah, pricing...the never-ending cycle of explaining, justifying, and occasionally biting your tongue when someone responds with, “I can get this cheaper elsewhere.”

If you are a small business owner, you’ve probably been on both sides of this conversation. You know the feeling of putting together a thoughtful proposal, breaking down exactly what a client will receive, and then hearing this sentence:

"That’s out of my budget."

Or worse: "I know someone who will do it for half the price."

The reality is, pricing isn’t just a number, it’s a reflection of experience, expertise, and the quality of work delivered. I’ve had these conversations more times than I can count, and after talking with fellow business owners across different industries, one thing is clear: People who don’t see the value aren’t your clients.

Psst, Here’s a Hint: If Someone Tells You You’re Charging Too Much… They Aren’t Your Client

In the early days of my business, I made the mistake of bending my rates to accommodate every budget. I would lower my prices, overdeliver, and then find myself working harder for less money than I was comfortable with. Sound familiar?

I learned the hard way that not every potential client is the right fit. The people who value your expertise, who understand the time and effort that goes into your work, and who respect what you bring to the table, they don’t question your pricing. They know they’re investing in results.

And as much as we love hearing, “I found someone who will do it cheaper,” let’s be real: cheaper doesn’t always mean better.

The Hidden Cost of Going Cheap

If you’ve ever hired someone based on the lowest price, you might have learned a painful lesson:

• That $50 logo that looked fine at first? It didn’t scale properly and needed a redesign.

• That $200 website? It didn’t function the way you needed it to, and now you’re paying even more to fix it.

• That social media manager you found on Fiverr? They ghosted you after a month, and now you’re back to square one.

The saying “You get what you pay for” exists for a reason. Cutting corners often leads to spending more time, money, and effort fixing mistakes later.

You Wouldn’t Compromise Your Prices—Don’t Expect Others To

Here’s something to consider: If a client asked you to slash your pricing, would you say yes at the expense of your business?

Would you lower your rates so much that it hurt your ability to serve your clients properly? Would you take a massive pay cut just because someone didn’t want to pay what your service was worth?

Probably not. So keep that in mind the next time you’re questioning someone else’s pricing.

That’s not to say pricing conversations shouldn’t happen, they absolutely should. If a service is out of your budget, talk to the provider. Be open, be upfront.

Sometimes, there are alternative solutions:

• Adjusting the scope of work to better fit your budget.

• Phasing out services in stages instead of all at once.

• Finding payment options that work for both sides.

Instead of assuming something is too expensive, ask: "Is there a way to make this work?"

You’d be surprised how many business owners (myself included) are willing to work with people who genuinely see the value in what they offer.

Know Your Worth and Stand By It

Price objections will always happen. But if you find yourself constantly defending your rates, it may be time to step back and ask:

• Am I targeting the right audience?

• Does my pricing reflect the value and results I provide?

• Is my business positioned in a way that attracts the clients I actually want?

Your ideal clients aren’t the ones questioning your price, they’re the ones who see your work and say, “How soon can we start?”

And if you want to make sure your business is showing up as the premium option (not the budget pick), start with how you present it.

If you want to position yourself for higher-value clients, be intentional about how you market, brand, and price your services. Need help with that? Let’s talk.

👉 Schedule a call with me here: www.e-ssistant.net/contact

And next time someone tells you that you’re charging too much, just smile and remember:

You’re not charging for the time it took you today. You’re charging for the years it took you to learn how to do it today.