What Your Pricing Really Says About Your Leadership.

"Know your value. Don't discount it, ever. What you do has worth. What you bring to the table has worth." — Mellody Hobson

?As a business leader, your pricing strategy isn't just about numbers—it's a profound statement about your leadership style and self-worth. Through years of working with women entrepreneurs, I've observed how pricing decisions often reveal more about our money mindset than our business strategy.

Let's be honest: For many women entrepreneurs, pricing becomes an invisible ceiling we struggle to break through. Research shows we often undervalue our services, struggle to price effectively, and hesitate to ask for the funding needed for growth. This isn't merely about lacking business acumen—it runs much deeper.

Think about luxury brands like Louis Vuitton. They understand something fundamental about pricing that many leaders struggle with: When we charge premium prices, perceived value increases. Higher prices don't just signal quality—they reflect confidence in your leadership and the value you deliver.

The Real Cost of Undervaluing Your Services

Under-pricing your services carries hidden costs that extend far beyond your bottom line:

Burnout: You find yourself overworking and under-earning, trapped in an exhausting cycle of trying to compensate for low pricing with volume. It's like running on a treadmill that never stops—eventually, you'll crash.

Eroding Confidence: Each time you discount your value, you're sending a message not just to your clients, but to yourself. This subtle undermining of your worth can gradually chip away at your leadership confidence.

Lost Opportunities: When you consistently under-price, you limit your business's growth potential and ability to invest in innovation, talent, and expansion. This doesn't just affect you—it impacts your entire team and the value you could be delivering to clients.

The Leadership Perspective on Pricing

Strong leaders understand that pricing isn't just about competition or market rates—it's about creating sustainable value. Here's what your pricing says about your leadership:

Confidence: Your pricing reflects your confidence in your ability to deliver exceptional value. When you price your services appropriately, you demonstrate that you understand and believe in your worth.

Vision: Premium pricing allows you to invest in your team, infrastructure, and innovation. It shows you're thinking long-term about building a sustainable business, not just making quick sales.

Value Alignment: Your prices should align with the transformation you provide. When you charge what you're worth, you attract clients who value quality and are ready to invest in meaningful change.

Taking Action: Your Next Steps

As a leader, it's time to reshape your relationship with pricing. Start by:

1. Understanding your true value proposition and the tangible results you deliver to clients

2. Calculating your desired profit margin and working backward to set prices that support sustainable growth

3. Communicating your value with confidence and clarity to potential clients

4. Regular reviewing and adjusting your pricing strategy based on results and market evolution

Remember, your pricing strategy is a leadership decision that impacts every aspect of your business. When you price your services appropriately, you're not just building a sustainable business—you're setting an example for other women leaders and creating a legacy of value-based leadership.

The next time you're tempted to discount your services or match competitor prices, pause and ask yourself: What message am I sending about my leadership? What does this say about how I value my team's expertise and our collective impact?

True leadership means having the courage to price your services based on their real worth, not just what you think the market will bear. It's about creating value that transforms lives while building a sustainable, thriving business.

Your pricing isn't just about money—it's about your legacy as a leader. Make it count.

Key Takeaways:

1. Your Money Story Shapes Your Leadership: Understanding your personal relationship with money is crucial for financial empowerment. Recognize that your past money story doesn't have to dictate your future leadership decisions about pricing and value.

2. Considered Pricing Reflects Strong Leadership: When you price your services at their true value, you demonstrate confidence in your expertise and show that you're building a sustainable business focused on long-term success rather than short-term gains.

3. Value-Based Pricing: Attracts Quality Clients Higher prices often attract better clients who appreciate quality and are ready to invest in transformation. This creates a positive cycle that allows you to deliver more value and grow your business sustainably.

About the Author

Pamela Cominos is the Founder of HERA Women and an experienced business leader who understands first-hand the challenges of transitioning from doer to leader. After founding Cominos Family Lawyers in 2010, she successfully transformed it into a self-managing practice, allowing her to focus on her true passion: empowering other women business owners.

Drawing from her extensive experience in law, education, and leadership development, Pamela now dedicates herself to building a community where women business owners can thrive. Through HERA Women, she creates transformative experiences that combine strategic mentorship, leadership development, and growth-focused accountability.