📈A better way to price your work

Read Time: 4 mins

Most solopreneurs are stuck between imposter pricing and market noise. Here’s how to break out with a strategy that’s both commercial and authentic.

Hey there,

Let’s talk pricing.

Not the textbook version. Not the “just charge what you’re worth” pep talk. I mean real, practical pricing for people like us: solopreneurs, consultants, coaches, subject-matter experts, who have to make decisions that feel personal and commercial at the same time.

Here’s what I hear all the time:

“If I raise my prices, I’ll lose clients.”

“I feel like I have to keep lowering my prices to stay competitive.”

“People expect me to do more for less.”

Sound familiar?

The thing is, pricing isn’t just about numbers. It’s about clarity, positioning, and the type of business you want to run. If your pricing doesn’t feel aligned, or worse, if it’s something you avoid talking about altogether, it’s probably costing you more than you think.

Here’s some good news. You can shift that. And it doesn’t require becoming someone you’re not. It just requires a bit of structure and a commercial mindset.

Let me walk you through a better way to approach it.

First up: know your numbers.

Most solopreneurs don’t separate their target revenue from their personal income. They think, “If I want to make $10K a month, I need to sell $10K worth of stuff.” Not quite.

Try this instead: take your target personal income and double it. If you want to earn $120K a year, your business needs to bring in $240K. That covers your salary and all the stuff that comes with running a business, time off, admin, marketing, software, support. You know, life.

Second, reframe what you offer.

Most people think in terms of how they deliver. I coach. I train. I write. I speak.

But that’s not what people buy.

They buy outcomes.

They want a change, a result, a resolution to a problem. So instead of thinking “How much should I charge for a 60-minute session?” start asking: “What’s the transformation worth to them?”

The delivery method is just the vehicle. It’s the outcome that gets priced.

Here’s a simple framework:

Outcome = your expertise + the delivery method + who it’s for

When you start building your offers around that formula, things get clearer. Suddenly it’s not just “I do coaching,” it’s “I help mid-level leaders step into executive roles, and I do that through a 90-day leadership sprint.” That’s something people can understand and value.

Next: don’t offer just one price.

Seriously, give people a choice. Not a menu of confusion, but clear, anchored tiers. Think of it like this:

• Top tier: high-touch, high access, premium price

• Middle tier: core program or service, great value

• Entry tier: a lighter offer (like a self-paced course, a diagnostic, or a paid audit)

When you do this well, your middle tier looks like a no-brainer. That’s the magic of anchoring. And when you name those tiers well, for example: Launch, Momentum, or Signature—it frames your value before you even get on the call.

Stop discounting by default.

Discounting without a reason just trains your clients to wait for the sale. If you want to provide flexibility in your pricing, make sure you’re getting something oaf value to you form the client: e.g. a case study, a reference customers, their warm introductions to other potential customers, etc. or be very clear that you are offering a discounted price as part of a business strategy - not just because you’re afraid to lose the deal. Keep the integrity of your price intact.

And finally: forecast.

This is where it all comes together. Pricing only works if you can connect it to a goal.

Ask yourself: What’s the revenue I want to bring in over the next 90 days? What mix of services gets me there? How many units of each? How many conversations do I need to have to make that happen?

It’s not about predicting the future perfectly. It’s about having a target. When you start thinking this way, your pricing becomes a commercial tool, not a guess.

If you want help building out your service pricing in one simple format, reach out for a chat. https://cal.com/taural I’d be more than happy to help you clarify your outcome, audience, delivery, price, and value.

And if you know someone who’s stuck on pricing—maybe spinning their wheels trying to “look affordable” instead of showing up as the expert they are, send this their way. Could be just what they need.

Until next time, remember this: the goal isn’t to price like everyone else. The goal is to price like a pro, with confidence, clarity, and a commercial mindset.

You're building something real. Let's make sure it earns like it.

Thanks for being here!

Taural
Helping expert-led businesses get commercially fit

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