Learning how to price your services can be one of the most emotionally charged decisions you’ll face as a service provider. It’s not just about choosing a number, it’s about understanding your value, standing in your worth, and having the confidence to communicate it.
Let’s take a deep dive into the pricing landscape.
I was recently talking with a coaching client who was over the moon with her results. She told me she was sharing her transformation with everyone around her, glowing with excitement, and recommending my services. Then she asked a question that I hear more often than you’d think:
“How do you handle it when someone says they can’t afford your services?”
It stopped me for a moment, not because I didn’t know the answer, but because the real answer goes so much deeper than dollars and cents.
This question touches on layers of belief systems, self-worth, emotional triggers, financial conditioning, and energetic alignment. Pricing your services is never just about numbers. It’s about mindset, identity, knowing your value, and confidently communicating the experience and transformation you offer.
There are three key layers involved in the pricing conversation:
- The potential client must believe they are worthy of receiving help and be willing to invest in themselves.
- They have to trust the value of what they’re receiving and that you can deliver the results.
- And as the service provider, you have to fully own your value and know with absolute confidence that you can deliver the results.
Whether you’re a coach, creative, consultant, or service-based entrepreneur, learning how to price your services with confidence—based on your experience, results, and value—is essential not just for your income, but for your impact.
The Hidden Value Behind How to Price Your Services
When someone works with me, they’re not just paying for time on the calendar or a list of deliverables. They’re receiving the distilled wisdom, education, and knowledge of three decades of significant experience:
- 30 years as a business attorney and serial entrepreneur – the journey captured by Canvas Rebel in Meet Joan Jakel
- Thousands of hours spent advising, mentoring, and coaching clients to achieve their goals and build their businesses
- Hundreds of thousands of dollars invested in my education, including college, law school, certifications, trainings, courses, programs, conferences, workshops and retreats
- A fierce commitment to being a lifelong student of life, business, healing, and personal development
- A vast array of tools for any need from business strategy, mindset alchemy, and personal development to energy work, emotional resilience, and creativity, to astrology, numerology and healing arts.
Bold truth: You’re not charging by the hour, you’re charging for the decades that made that hour possible.
The clients who work with me gain access to not just a coach or strategist, but a partner who’s been on the journey, navigated the tough stuff, and turned it into gold.
They get my hard-won insights and personalized guidance, the kind that meets them exactly where they are and walks beside them as they rise.
Owning Your Worth Isn’t Just a Concept—It’s a Practice
It took me years to fully understand and stand in my value. It wasn’t an overnight process. It was built through experience, reflection, and an unwavering commitment to knowing who I am, how I serve, and why I serve.
What I’ve come to understand is this:
- Your gifts often feel so natural to you that you underestimate them.
- You’ve likely spent years sharpening your skills, investing in your growth, and cultivating a level of mastery others deeply value.
- You might discount these gifts simply because they’ve become second nature.
But what’s obvious to you is priceless to someone else. Read that line again.
It’s time to stop undervaluing what you bring to the table.
How to Price Your Services with Confidence, Clarity and Worthiness
When I price my services, I do it from a place of clarity, value and worthiness. My prices reflect the depth of my experience, the results I help clients achieve, and the committed space I hold with and for every client. I’m confident in what I can deliver and take a stand for it.
Do I ever offer a discount or a sale? Absolutely.
But here’s the difference: I do it from a place of generosity, not from a place of needing to validate or justify my prices. If I felt like I had to lower my prices to attract clients, I wouldn’t need a sale—I’d need to reevaluate my pricing structure.
When I offer a special price, it’s because I want to delight my audience.
It’s abundance, not scarcity. It’s joy, not desperation.
Intentional pricing is a reflection of confidence, clarity, knowing your value and how you want to serve.
The process of pricing your services should never be a guessing game or based on what others are charging. It should reflect your unique journey, your years of training, what you specifically bring to the table and the transformational results you provide.
Why Pricing Your Services Feels So Uncomfortable (and How to Shift It)
Here’s what I have discovered through thirty years in the business trenches:
The #1 reason most people feel uncomfortable with pricing their services is because they haven’t fully owned their worth.
Most service providers struggle with pricing because:
- They’re tied to external validation (what others are charging, what they think people will pay)
- They’re afraid of judgment (“Who am I to charge this much?”)
- They focus on hours and deliverables instead of the results or transformation they deliver
- They’re still carrying conditioning that says pricing must be justified, softened, or defended
But the discomfort isn’t about the number. It’s about the energy behind it.
It’s the shaky feeling of not fully believing:
- “I deserve this.”
- “What I offer is worth this.”
- “The right people will say yes and I don’t need to convince them.”
Here’s how to shift that energy:
- Get radically honest about your brilliance.
Write down your training, experience, and unique talents. See it in black and white. - Anchor your pricing to results, not time.
Focus on what people become, achieve, or create because of your work. - Use pricing as a self-worth practice.
Each time you say your rate, do it with love of service, clarity and conviction. - Speak your value out loud and often.
Get comfortable saying: “This is what it costs to work with me and it’s worth every penny.” Start in front of a mirror until you own it, then spread the word!
Your pricing will only ever feel as solid as your self-worth. Make this is a regular practice until it’s automatic.
Educating Your Clients Is Part of the Work
Your potential clients might not initially understand what goes into your pricing and that’s okay. It’s your job to help them see it.
That doesn’t mean justifying your rates. It means:
- Teaching them what the service or experience really looks like
- Helping them understand what they’re receiving beyond deliverables
- Showing up in your confidence with clarity so they can feel safe investing
Let me give you an example. I once had a client tell me, after our first month working together, that she finally understood what it meant to be held in a space of unwavering belief in what she could accomplish. She told me she had never felt that kind of personalized support before—strategic, practical, emotional, and healing—all tailored to her exact stage of growth.
That level of support helped her step into her own confidence and raise her own rates. That’s value.
Clients tell me all the time that they hear my encouraging voice in their head believing in them when they are doubting themselves. Over time, they finally hear their own voice in their head, encouraging and believing in themselves. That’s empowering.
The more we educate, the more we empower others to recognize value in us and in themselves.
One of the most effective ways to educate is by sharing testimonials and case studies from clients who have been through your programs, used your services and can share the experience from the initial pain points to their full resolution.
The education conversation doesn’t just apply to coaches or entrepreneurs. It applies to service providers, consultants, creatives, contractors, and employees. It’s important for everyone to know the intangible value you bring to the table.
Know it. Speak to it. Stand in it.
Be your own best advocate.
Final Thoughts: When Pricing Your Services, You Are the Value
You are not your price tag. You are the culmination of everything you’ve learned, lived, experienced and created. When someone chooses to work with you, they’re not just paying for a service—they’re saying yes to an experience or a transformation that only you can guide them through.
So let this be your reminder:
- Your skills, talents, and wisdom are valuable.
- Your pricing should reflect the totality of your experience and the results you provide.
- The right people, your ideal customers, will recognize and honor that as long as you do first.
Price from clarity. Stand in your worth. Speak truth to your value. Serve to make an impact.
You are the value. Own it.
If you’ve been wondering how to price your services in a way that feels aligned, powerful, and rooted in your value, this is your invitation to start now.
What’s one thing you’ve been undervaluing about yourself? It’s time to name it. Let this be the moment you stop playing small and start standing tall.
I help purpose-driven entrepreneurs upgrade their mindset, eliminate limiting beliefs and reprogram critical, negative self-talk so they can courageously and authentically use their voice, gifts and talents to make a bigger impact.
If you're ready to thrive and develop an unshakeable belief in who you are and what you can achieve, let's talk!
Carpe Diem!
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