When I reflect on my conversations with business owners, one topic consistently recurs: the struggle between pricing based on value and the fear of what clients will accept. The common element in this conversation is that the focus is on a price-based approach rather than articulating the unique value of the product or service on offer.

In my view, this is fundamentally a fear-based approach. It is the fear that if prices are set at their true value this will drive away existing clients while making it difficult to attract new ones. This mindset conveys an unintended message: the business owner does not fully value themselves and what they provide.

For the business owner it is far easier to discount or keep prices low than effectively communicating why their offering is worth the investment.

Here’s the rub… I recently found myself caught in this exact same trap.

In the past month, I undertook a review of the investment required to engage me as a business coach & mentor. I quickly realized I should increase the level of investment to reflect the value my experience brings to clients.

Yet on reaching that conclusion, I was immediately gripped by the same fear I counsel others about. Would increasing the level of investment trigger a negative reaction from my clients? Would they leave? Would I struggle to replace them in a cost-conscious business environment?

My first inclination was to leave everything as it was – exactly what I advise business owners not to do.

After walking away from the decision for 24 hours, I gained clarity. There was one thing I cannot control: how my clients perceive the value I provide. If they truly see the value, they will continue as clients regardless of the investment required. If they pushed back, they were not the right fit for my services.

The bottom line? I implemented the increase.  The good news is that there has been no pushback from my clients. They recognized the value I provide exceeds the investment they were making.

My experience reinforced my core message to business owners: pricing must reflect the value they are delivering, not driven by the fear of how the market may react. When they believe in the value they provide and communicate it effectively, businesses will invest accordingly.