Let's Discuss: Women, Worth and Pricing!
First up, let me share some intriguing quick-bites to get you in the zone ...
The Gender Confidence Gap:
- Women often undervalue their expertise compared to male counterparts
- Research shows women typically charge 20-30% less for comparable services
- Women are more likely to discount their rates when asked (I've even been known to offer discounts when not asked 😅)
- Women tend to over-deliver but under-charge (aarrrghh, I'm guilty of this!!)
Does any of this surprise you? Probably not!
As a Digital Marketing Coach, I've observed a deeply concerning pattern: women consistently undercharge for their services. While the gender pay gap in traditional employment is well-documented, less attention is paid to the self-imposed pay gap among women business owners.
In 2021 and 2022 I was steadily increasing my prices, as needed, and then I stopped. Not only did I not raise my prices, but I kept adding value; more offerings, more upskilling, more areas of expertise, and more investing in my own upskilling, so I could share more with my clients. So why didn't I up my prices? Ohhhh, for so many reasons! Mostly though, because I'm AWKWARD around the topic of money! In truth, if I didn't need to work, I'd still do what I do - I just wouldn't charge for it - and I'd love that! But I do need to earn money, and more than I'm currently earning! And the longer it went on for, the more awkward it became to up those prices! So, last year I worked hard to make this happen, and I launched new pricing on January 1st, 2025. New business owners signing up to my offerings didn't blink and eyelid, (or is that eyelash?), but I hadn't yet gone down the road of talking with my existing clients. While I'm happy to offer "legacy" pricing, I also can't operate the company at the pricing that exists. So ... before we talk about me and my experiences again, let's explore why this happens (to so many of us!) and, more importantly, how you can overcome it.
Understanding the Gender Pricing Gap
The statistics are clear - women typically charge 20-30% less than their male counterparts for comparable services. But why? The answer lies in a complex web of social conditioning, internal beliefs, and behavioural patterns.
1. The Social Conditioning Effect
From an early age, women are often taught to be 'nice', helpful, and not 'too demanding'. This translates into business behaviours where we:
- Hesitate to assert our worth
- Feel uncomfortable discussing money
- Prioritise being liked over being profitable
- Believe success should come from hard work alone
2. The Imposter Syndrome Impact
Studies show 75% of female executives experience imposter syndrome. In business, this manifests as:
- Downplaying achievements ("I just got lucky")
- Attributing success to external factors
- Constantly seeking more qualifications
- Comparing ourselves to others and feeling inadequate
- Fear of being "found out" as not good enough
Not wanting to put our hand up and BE SEEN! Hello AWARDS, that was a game-changer for me when I finally (a) accepted nominations for awards and (b) shared publicly (on socials!) about my award-winning!
3. The Likeability Factor
Many women fear being perceived as 'greedy' or 'difficult', leading to:
- Apologising for prices
- Offering unprompted discounts
- Taking on extra work without charging
- Avoiding difficult money conversations
- Prioritising client comfort over business sustainability
4. The Perfectionism Trap
This common trait among women business owners results in:
- Scope creep without compensation
- Overdelivering to justify rates
- Never feeling "ready" to increase prices
- Setting impossible standards
- Using busyness as a measure of worth
Breaking Free: Practical Strategies for Change
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1. Mindset Shifts
- Challenge your money stories - where did they come from?
- Document your achievements and client successes
- Create a 'wins' folder with positive feedback
- Stop apologising for your prices
- Recognise that charging appropriately benefits your clients
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2. Value-Based Pricing Steps
- Calculate your actual costs (including overhead and time)
- Research market rates thoroughly
- Document client transformations and outcomes
- Create clear service packages focused on results
- Include value-add elements that differentiate your service
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3. Building Pricing Confidence
- Start with small incremental increases
- Practice saying your prices out loud
- Prepare clear responses to common objections
- Focus on the transformation you provide
- Connect pricing to client outcomes
Practical Implementation
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1. Review Your Current Pricing
- Audit your actual time spent on projects
- Calculate your effective hourly rate
- Compare with market standards
- Identify areas of undercharging
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2. Create a Pricing Strategy
- Set clear pricing tiers
- Define your minimum acceptable rate
- Develop premium packages
- Plan regular price reviews
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3. Improve Your Money Conversations
- Develop a clear pricing script
- Practice discussing money confidently
- Prepare responses to common questions
- Focus on value rather than justification
Moving Forward
Remember that charging appropriately isn't just about you - it's about:
- Setting industry standards
- Valuing your expertise
- Creating sustainable business practices
- Serving clients at the highest level
- Building a legacy for future female entrepreneurs
Action Steps:
1. Review your current pricing structure
2. Document your expertise and achievements
3. Research competitor pricing
4. Set new minimum rates
5. Plan your price increase communication
6. Practice money conversations
The path to confident pricing isn't always easy, but it's essential for business success. By acknowledging these patterns and actively working to overcome them, we can create more sustainable and profitable businesses while paving the way for future generations of women entrepreneurs.
I have invested heavily in coaches over the years to work on my mindset, my sales techniques and I still find it hard. But if I can do it (raise my prices and charge closer to what I'm worth!) you can too!
My Sales Coach back in 2022, Andrew Cominos, introduced me to Annette Densham, for a "casual chat" about awards ... and that was a game-changer for me! Accepting a nomination, and then writing your submission, is a powerful tool to really taking a moment to acknowledge your achievements, your wins and your successes. It also gives you the opportunity to reflect on what didn't go so well, what you learned from it, and how that set back can help propel you forward. 
So where did I get derailed? An amazing client - who I'm very fond of! - was interested in moving into a new area of my offerings, and I invested a lot of time, thought and consideration into crafting a new proposal for her, with a personalised package.
It wasn't well received.
Even though I'd added some amazing bonuses, discounts and more, and even though the past few months I've gone above and beyond what she was already paying for.
So why wasn't it well received and what can I learn from this?
Well, I can't know what anyone else is thinking, but I can assume or presume ....
- I didn't plan my price increase communication.
- I didn't practice money conversations.
- My price increase was substantial, yet I'm still not charging what others in my industry are, so while I've moved on from my 1995 pricing, I'm still at 2013 🤣 (kidding!).
- It was unexpected, I hadn't announced in January that my prices were increasing.
So, it may have come as a bit of an unexpected somewhat unpleasant shock!
There's an issue that many of us in the social media management industry have, and that is that people think it's EASY. We discuss this a lot in social media management facebook groups! But there's so much more to just making a pretty graphic and getting AI to write a caption, and scheduling that post in Meta Business Suite, and voila, there's some content! There's strategy behind what we do, nailing a brand voice, understanding the audience, changing the strategy as needed to reflect the changing industry, testing and testing and testing some more, adapting and pivoting quickly when required, implementing hashtag strategies, but now that I'm writing all this out, I think that's a good topic for another blog post! Stay tuned for that one! 
Pricing your services isn't just about tracking hours - it's about the transformation you provide and the expertise you've accumulated. When you focus solely on hourly rates, you're undervaluing years of experience, training, your investment into your upskilling, and the amazing results you can achieve for clients. Consider how your knowledge has deepened, how you've refined your processes, and how quickly you can now solve problems that once took much longer. This expertise, combined with your proven track record of results, justifies premium pricing that reflects the value you deliver, not just the time you spend.
Demonstrating Your Worth:
Start by documenting your journey - from the investments you've made in training and development, to the challenges you've overcome, and most importantly, the results you've achieved for clients. Create a 'value bank' that captures testimonials, case studies, and specific outcomes (like time saved, revenue increased, or problems solved).
When discussing your services, focus on the end result rather than the process - clients aren't buying your time, they're buying the transformation you provide. For example, instead of saying, "I offer 12 weekly one-hour consultations" say "I help busy professional women achieve their ideal weight and sustained energy levels within 90 days, while still enjoying the foods they love and without spending hours in the kitchen."
OR, for a brand photographer; "I offer 4-hour photography sessions with 50 edited images" say "I help female entrepreneurs build a magnetic brand presence with scroll-stopping visuals that attract their ideal clients and position them as industry leaders - all captured in one strategic session."
This shift in communication helps clients understand they're investing in outcomes, not hours, making your pricing a reflection of value rather than time.
But what about the product-based businesses? How can you approach price increases?
Key Considerations for Product-Based Businesses:
- Rising costs of materials/supplies
- Increased shipping/logistics expenses
- Manufacturing costs
- Storage/warehouse fees
- Packaging improvements
- Quality enhancements
- Market positioning
- Brand evolution
How to Position Price Increases:
Instead of: "Due to increased costs, we're raising our prices" Try: "As part of our commitment to sustainability and quality, we're adjusting our pricing to reflect:
- Improved packaging materials
- Ethically sourced ingredients
- Enhanced product formulations
- Better environmental practices
If you are a creator of Handmade Jewellery: Instead of: "Our necklaces are increasing from $89 to $110" Say: "Our signature pieces now feature upgraded clasps, improved durability, and luxury gift packaging, reflecting our commitment to lasting quality"
If you create Skincare Products: Instead of: "All products will increase by 15%" Say: "We've enhanced our formulations with higher concentrations of active ingredients and introduced sustainable packaging, ensuring better results and environmental responsibility"
🌟 Ready to Stop Undercharging and Start Thriving?
Whether you're a service provider feeling stuck in the hourly rate trap, or a product-based business hesitating to reflect your true value in your pricing - you're not alone. The key to sustainable business growth isn't just about working harder - it's about pricing strategically and confidently.
- This isn't just about numbers. It's about:
- Recognising your expertise and the transformation you provide
- Understanding your true value in the market
- Building pricing confidence that reflects your worth
- Creating sustainable business practices that support your growth
But here's the thing - deciding on the right pricing strategy can feel overwhelming. You might be wondering:
- How much should I really charge?
- When is the right time to increase prices?
- How do I communicate changes to clients?
- What if I lose customers?
Let's Cut Through the Confusion Together!
Book a FREE 30-minute Strategy Session where we'll:
✓ Review your current pricing structure
✓ Identify areas where you're leaving money on the table
✓ Create a clear path forward for pricing that reflects your true value
✓ Develop confidence in communicating your worth
If you're ready to make changes, click here to book your complimentary strategy session