The Hidden Cost of Undercharging (It's Not What You Think)

One of my Solo CEO clients—a brilliant coach—came to a call with a pricing model that she knew wasn’t working, but didn’t know how to fix.

She helps high-achieving women—already making six figures—redefine success and create deeply fulfilling lives.

She was charging $2250 for a 12-call package. (When she first joined The Solo CEO, it was actually $1500, and at my urging, she immediately raised it)

Originally sold as a 3-month program.

But because her clients were busy, they always opted to stretch it to 6 months. So that meant she was making $375/month from each client.

She said, “Yeah, but I could make that work.”

Now, this woman had just quit her part-time job to go full-time in her business. So I asked her: “How much do you want to make?”

She laughed and said, “$10K a month.”

I said: “Cool. Let’s do the math.”

At her current rate, she’d need 27 clients to hit $10K/month.

She blinked. Then said, “Well… I could make that work.”

So we broke it down.

• That’s 14+ coaching sessions a week, not including prep.

• Not including admin.

• Not including marketing, or continuing education

• Not including the huge number of sales calls she’d need to have 27 clients

She was looking at 50+ hour weeks… just to break even.

And with kids at home and a full, vibrant life she wanted to lead, this was NOT a workable option for her.

Within minutes, she realized it.

She hadn’t just underpriced herself. She’d designed a business that would burn her out and underdeliver for her clients.

The Truth About Premium Pricing (and who it serves)

This is the entrepreneurial mistake I see all the time—from coaches, consultants, freelancers, fractional execs, agency owners.

We convince ourselves that charging more is selfish.

That keeping prices low makes us more accessible, more ethical, more client-focused.

But here’s the truth:

• You charge more so that you can give more.

• You charge more so you can deliver your best work.

• You charge more so that they get the results they came for.

Because when you’re underpaid, you’re overbooked.

And when you’re overbooked, your brilliance gets diluted.

Your energy gets drained.

Your clients get less.

And nobody wins.

If you want to learn, in depth, my process for charging premium rates that your clients will happily pay, get my $10k+ Client Blueprint. It’s my free 5 day email course that will teach you the secret to landing $10k+ clients on repeat.

The Best Pricing Strategy Is Trust and Value

If someone objects to your price, it’s almost never about the actual dollar amount.

It’s about perceived value.

It’s about clarity of the outcome.

It’s about trust in your ability to deliver.

They’re asking:

• Do I believe you can help me?

• Do I believe this will actually work for me?

• Is this worth the time, energy, and investment?

Your job isn’t to price so low that they say yes without thinking.

Your job is to raise the value and trust so high that they say: “This is exactly what I’ve been looking for.”

Premium Pricing Is Not Vanity Pricing

It’s about designing a business that’s sustainable for you and successful for them.

It’s about claiming your worth, yes.

But more importantly, it’s about delivering what your clients deserve.

Premium prices give you the space to do premium work.

And that’s the kind of work that changes lives.

Next time, we’ll dig into the structure behind all of this—the specific ways you can shift your offers to be less about the hours…and more about the outcome.

But for now, I want you to sit with this:

Charging more isn’t selfish. It’s what makes transformation possible.

In love and growth,
Kasey

P.S. If you want help redefining your pricing strategy to serve you and your clients, reply to this email or book a call and let’s talk.