Undercharging as a Coach? It's a Value Problem, Not Price

GROWTH PILLAR: Sales & Revenue WHO THIS IS FOR: SMB owners, solopreneurs, corporate escapees, leaders building systems WHAT THEY'LL GAIN: A way to run a value conversation, a simple three-option price model, and a plan to raise prices without losing good clients. You think your price is the problem. It's not. Until you see your own value, every price you set stays too low. Many service pros undercharge and do not know why. John Ray is a pricing and value advisor, the author of The Generosity Mindset, and the host of the Price and Value Journey podcast. In this conversation with Bernie Franzgrote, he explains why consultants, coaches, lawyers, and accountants fall into undercharging. The problem is rarely the price. It is how they see their own value. John shares a pricing strategy built on value conversations, good, better, best options, and smart value pricing that lets you raise prices without losing good clients. He also shows why pricing belongs in your growth strategy and your exit plan, and how it drives business growth. This episode is for service professionals who work too hard for too little money. Key topics covered Why the mechanic and the broken engine story misses the real value The "warring neighbors": expertise next door to self-doubt Red flags of inadequate pricing Good, better, best pricing How to raise prices over several months, not in one email Why introverts have an edge in value conversations Pricing power, Netflix, and Warren Buffett Guest links John Ray LinkedIn Books Blog Price and Value Journey podcast North Fulton Business Radio LinkedIn newsletter Free downloads: the red flags of inadequate pricing and sample value conversation questions at generositymindset.com. No email needed. Mentioned in this episode: Noemi Beres of Podcast Connections, who made the introduction. Read the full write-up Browse all episodes — PARTNERS ON THIS EPISODE — Canada Growth Network: business connections plus a robust CRM, $47 CAD a month. Profit10: a free ten-question Profit Snapshot that shows where your business leaks profit. Property Wizard Podcast: real estate and wealth building made practical, with Fred Crouch. Next Steps Email: [email protected] Join Canada Growth Network (a robust CRM platform): $1 CAD first month, then $47 CAD a month. Real tools. Real people. Subscribe to the K4B blog Search K4B episodes Register as a K4B guest Visit Knack 4 Business Past episodes (Ghost blog) Disclaimer: Everything you heard today is for educational purposes only. It's not professional advice. Before you act on anything — talk to a certified expert in your area. Your accountant. Your lawyer. Someone who knows your situation. We share perspectives. You make the decisions. Want more? Head over to blog.knack4business.com — packed with practical episodes on AI, marketing, leadership, and growth. No fluff. Just the good stuff. Subscribe while you're there. Until next time; keep building. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.