How to Charge What You’re Worth (Even When Buyers Wince at the Price)

Let me tell you about Sarah, a SaaS founder who nearly bankrupted her company by racing to the bottom on pricing. She slashed rates to match competitors, worked 80-hour weeks to deliver at those margins, and still lost deals to cheaper offshore options. Then one quarter, desperate, she doubled her prices – and closed more deals than ever.

Here’s what she learned the hard way:

The Little Secret About Cheap Buyers

They’re not your ideal customers. The clients who nickel-and-dime you on day one will:

• Be the first to demand free emergency support at 2am
• Churn the moment someone offers $5/month less
• Leave terrible reviews when reality doesn’t match their bargain-bin expectations

Meanwhile, our agency’s highest-paying client (paying 4x our standard rate) once told me: “I don’t care what it costs – I care that it works.” That contract lasted six years.

How to Flip the Script When Price Comes Up Too Soon

1. “That’s an important question – let me ask…”
   (Then hit them with one of these)

• “What would happen if this solution saved your team 15 hours/week?”
• “How much is [specific pain point] costing you monthly right now?”
• “If we could guarantee [result], what would that be worth?”

2. The “Yes, And…” Technique
   Client: “Your competitor charges half that.”
   You: “Yes, and I can show you exactly where they cut corners to hit that price point. For example…”
3. The Menu Close
   “Here’s what you get at our standard tier. For clients who need [premium feature], we offer…”
   (Now they’re choosing based on needs, not just price)

Real-World Pricing Power Moves

• A commercial painter I know started including “The No-Stress Guarantee” (free touch-ups for 3 years) and raised prices 40%. His closing rate improved because contractors valued certainty over saving $500 on a $15k job.
• My friend who sells manufacturing equipment films 30-second videos of similar clients saying “This machine paid for itself in X months.” When price objections come up, he texts the most relevant one immediately.

When Big Companies Play Hardball

Enterprise buyers love to flex with “We’re [Big Brand], we need custom pricing.” Try this:

“We actually have three enterprise clients in your space – they all started with our standard package to prove value before discussing volume terms. Would you like to connect with one of them?”

(Does four things at once: establishes social proof, delays discount talks, sets a trial precedent, and makes them worry they’re missing out)

The Magic Words That Justify Higher Prices

Not “premium” or “enterprise-grade” – those are meaningless. Use:

• “This eliminates [specific headache] completely”
• “You’ll never have to worry about [common industry problem] again”
• “We handle [annoying task] for you automatically”

Remember: Price Resistance Is Usually About Something Else

When buyers say “It’s too expensive,” they often mean:

• “I don’t see the ROI yet” → Show the math
• “I can’t get approval at this number” → Arm them with an internal pitch deck
• “I’m scared of making the wrong choice” → Offer a pilot or money-back period

The Ultimate Pricing Truth

Your best clients aren’t buying your product. They’re buying:

• Nights and weekends with their family instead of putting out fires
• A promotion when they hit their numbers
• The confidence that comes from knowing it’s handled

That’s why the salespeople winning today aren’t the ones with the lowest prices – they’re the ones who can paint the clearest picture of life after purchase.

So next time someone balks at your rate, smile and say: “If this delivers everything we’ve discussed, would the price still be an issue?”

Watch how often the conversation suddenly shifts to implementation timelines.