The Hidden Cost of Hiding From Your Pricing: How Avoiding Price Conversations Damages Value & Hurts Business Success

How often do you find yourself delivering exceptional results for clients while quietly undercharging them? You know your work is valuable, yet when it comes to revisiting pricing with long-term clients, you hesitate.

You’re not alone.

Many highly skilled professionals—especially accomplished women—find themselves in this predicament. The problem is, the longer you delay addressing outdated pricing, the more difficult it becomes to correct course.

And the cost of avoidance extends beyond lost revenue; it touches your confidence, client perceptions, and business sustainability.

Pricing is not just a number. It’s a reflection of how you value your expertise and the solutions you bring to your clients. Avoiding the conversation may feel easier in the moment, but it creates long-term challenges that are far more damaging.

The Legacy Client Trap

It’s easier to be proactive about raising prices with new clients and common to find it daunting (even scary) to adjust rates for long-standing ones. You might rationalize it by thinking, “They’ve supported me since the beginning,” or “I don’t want to rock the boat.” Loyalty is valuable, but when it becomes a reason to undercharge, it undermines the sustainability of your business.

Consider one professional I worked with—a seasoned marketing consultant. Her rate for new clients was €250 per hour, but several legacy clients were still paying €100. These legacy clients accounted for nearly half her workload. She admitted, "I keep putting off the conversation because it feels uncomfortable. I wanted to avoid it all together." But as we explored further, it became clear that the real issue wasn’t client loyalty—it was fear of confrontation and self-doubt.

Let’s be clear: loyalty should be a two-way street. If you consistently deliver quality work, clients should respect and accept fair compensation adjustments.

By continuing to undercharge, you signal that your work—and by extension, your time, knowledge and experience—are less valuable to those clients.

Why Do You Avoid Pricing Conversations?

Several factors contribute to why professionals, particularly women, avoid these crucial discussions:

1. Fear of Losing Clients: The idea of a client walking away after a price increase can be daunting. Yet, clients who genuinely value your work are more understanding than you might expect. If someone leaves solely because of a fair price adjustment, consider whether they were the right client for you.
2. Discomfort With Money Conversations: Many people were never taught how to talk about money comfortably. Cultural and societal norms often reinforce this discomfort, especially for women who were conditioned to avoid "being pushy."
3. Overvaluing Loyalty at Your Expense: Long-term clients should not receive a lifetime discount. Nor should you grant discounts for un-guaranteed work. Their continued business is valuable, but it should not come at the cost of your profitability and well-being.
4. Procrastination and Avoidance: The longer you delay, the larger the gap becomes. What could have been a small, manageable adjustment becomes a major leap that feels harder to justify and scarier to do..
5. Imposter Syndrome: Even seasoned professionals can question whether they "deserve" to charge more. The reality? If your clients are seeing positive results, you absolutely do.

What’s at Stake When You Avoid the Conversation?

Let’s not sugarcoat it—avoiding pricing conversations has tangible and intangible consequences.

• Revenue Loss: Undercharging legacy clients means you’re working more hours to achieve the same financial outcome. Those extra hours add up. Imagine recouping just half of that lost income—how would that change your business?
• Burnout and Resentment: Continuously providing high-quality work at outdated rates can lead to frustration. Over time, that resentment seeps into your client relationships, even if unintentionally.
• Missed Opportunities: Every hour spent undercharging is an hour you could have invested in higher-value work or strategic business development.
• Damage to Professional Perception: Oddly enough, charging too little can make clients question the quality of your work. Pricing sends a message about the value you deliver. Make sure it’s the right one.

How to Approach Pricing Conversations With More Confidence

Raising rates doesn’t need to be confrontational. Here’s how to navigate these discussions with clarity and professionalism:

1. Be Honest and Direct: Start with transparency. “I’ve reviewed my pricing structure to ensure it reflects the quality and value of my services. As a result, I’ll be implementing new rates.” Or simply, "Did you know my rates have changed?" This can set the right tone. Clients appreciate straightforward communication.
2. Provide Notice: Give clients ample time—30 to 60 days—to adjust. This respects their planning cycles and demonstrates professionalism.
3. Reinforce the Value: Remind clients of the results you’ve helped them achieve. Quantify outcomes where possible: increased revenue, time saved, or improved efficiency. Clients are more receptive to changes when they see clear benefits.
4. Offer Solutions, Not Excuses: If the increase is substantial, consider options like phased pricing or additional services to ease the transition. For example, "We’ll implement a 20% increase now, with the full adjustment taking effect in three months." This shows flexibility while honoring your needs.
5. Practice Makes Perfect: Prepare yourself then rehears the conversation with a trusted colleague or mentor. The more comfortable you are, the smoother the discussion will be.
6. Anticipate Objections—But Don’t Apologize: Some clients may push back. Listen to their concerns but stand firm in your value. Remember, your rates reflect the quality and impact of your work—not just hours spent.

Client Success Story: Facing the Fear, Reaping the Rewards

Sarah, a consultant I worked with, hadn’t raised her rates with her longest-standing clients in over five years. While new clients paid 250 CHF an hour, legacy clients were still paying under 150 CHF. Understandably, she was hesitant—worried about losing them and damaging relationships she’d nurtured over the years.

Together, we developed a strategy: clear communication, a phased approach, and we focused on the value she delivers. Out of ten clients, only one opted out—citing budget constraints. The others accepted the increase, with several expressing appreciation for her transparency and continued partnership. The outcome? Sarah increased her revenue significantly while working fewer hours—and, perhaps most importantly, found her confidence for pricing conversations.

Her reflection afterward was telling: “I realized the fear of the conversation was bigger than the reality. My clients valued me more than I gave them credit for. And now I know if I don't face the conversations when they are needed, the problem just gets harder for me to handle."

Empower Yourself—And Your Business—Through Pricing

Your pricing isn’t just a number. It’s a statement about how you value yourself and your expertise.

By avoiding the conversation, you don’t spare your clients discomfort—you undermine your financial stability and professional integrity.

Clients respect those who respect themselves. Fair pricing isn’t just beneficial for you; it ensures clients receive your best work, backed by the energy and enthusiasm that come from being fairly compensated.

Take an honest look at your client list.

Where are you undervaluing your work?

Start small if necessary, but start. The conversations you avoid today will only become more challenging tomorrow. And remember—most clients aren’t nearly as resistant as we fear. They expect you to manage your business responsibly, which includes fair, timely price adjustments.

In conclusion

So what if this sounds familiar to you, what can you do now. Here are my suggestions.

• Review your current client rates and identify any outdated pricing.
• Schedule at least one pricing conversation for next week.
• Prepare for that conversation then reach out to a trusted peer or advisor to practice the discussion.
• Reflect on how fair pricing benefits not just you, but also the clients you serve.

Your work has value. Your expertise has value. Make sure your pricing reflects that.

What’s been your experience with raising rates? How did clients respond? Share your story or reach out—I’d love to hear how you’re navigating this journey.

I'm Janene, aka The Pricing Lady. I'm helping entrepreneurs like you feel more confident about their pricing by building more sustainable pricing strategies, this is what I do. Don't let pricing continue to hold you back. Here are three things you can do to learn more from me.

1. Join the next cohort of The Fair Price Formula, this is my price setting program, where you learn step by step how to set prices that are fit for your business.
2. Prefer to work 1:1, then book a call with me (just DM me here on LI and I'll send you a link). It's a no obligation call where you can share your pricing challenge and I'll share how I can best help you.
3. Stay tuned for more insights and actionable strategies in the next edition of Beyond the Price Tag: Pricing Smarter for Greater Value.