Know Your Value & Charge What You’re Worth

By Drue Lawlor, FASID
Director of Coaching, Gail Doby Coaching & Consulting & Design Success University
Photo by Dana McGrath

Are you truly charging what you’re worth? Do you ever find yourself questioning whether to cut your fee to “capture” a client/job?

I’m sure you have heard the advice before to focus on value, not on price. But do your actions show that you are acting on this advice or just nodding your head and then retreating to a fear mentality – what if I’m charging too much?

As in so many areas of life, changing mindset is the key to changing behavior. But first examine if you really want to change – or would you rather be the “poor me” character? After all, there are those who really don’t want any help to change, they just want someone to listen to them whine. You may need to be honest with yourself and admit if this is you.

So, first ask yourself what are your goals when you engage in fear mentality? What do you get out of that type of behavior?

Then ask yourself what you can do to stop this behavior – and are you really serious about stopping it?

Now, if you’re truly serious about learning how to charge what you’re worth, you can do so, and to help, here are 3 key things to practice.

1. Don’t be the designer offering your services/products for less. It’s really as simple as making that decision and adhering to it. Congratulations – you’re on
your way!

2. Understand your value. Set time aside to spend with someone who will be honest with you and help you understand the true value you provide to your
clients. This can be a friend, ideal client, or one of the resources with whom you work, but it helps to have that outside view when brainstorming. This activity
needs to be top priority and will greatly help change your mindset. Ask yourself some questions such as how long it took you to acquire your expertise? How
much have you invested in improving your proficiency? How long have you been in design? On a scale of 1 to 10 where was your expertise when you first
started and where are you now? What new information, tools, etc. have you added to your business in the past year? How has this added to your value?

3. Identify and then work with your ideal clients. Often the clients who are so price-focused will be the ones who are the most challenging. They are the ones
who often create self-doubt and who leave you feeling frustrated and undervalued. If you want to charge what you’re worth you must market to those clients
who will value your services and will therefore pay you accordingly.

The change may not happen overnight, but eliminate those negative beliefs and surround yourself with those who will support you on this journey. Make it a habit for your team to start each day posting a positive quote or statement and don’t let negativity get hold. Make it fun – and be sure to celebrate the successes!

Gail Doby Coaching & Consulting

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  1. Josie kriley on January 21, 2017 at 8:12 am

    I just wanted to share how I deal with fear.
    As soon as it creeps into my head, I say “oh no you dont!” What am I getting out if this? It doesn’t have an answere, its not logical!
    If I let fear linger, it will take me down and I have worked to hard to get here!
    Dont let your mind entertain FEAR!

    Thank you,I love your advise, its so helpful!

  2. Randy Heller on January 29, 2017 at 9:13 am

    Gail Doby,
    What would we do without you? 🙂 Thank you for your continual emails that ring so true to us all and helps us to stay focused on what we strive to be.

  3. Vicki Flores on January 31, 2017 at 12:06 pm

    At a DSU break fast last April. My take away challenge was to raise my rate. I did . My goal this year has been to better track my time. I have billed many more hours at the higher rate and clients are paying them with out a challege. Thank you all for the support and life changing advise you bestow upon us!!

  4. Deborah Garth on February 2, 2017 at 11:07 pm

    Excellent and to the point. Simple to remember and apply.

  5. Roberta Martin on February 11, 2017 at 5:39 pm

    Drue – every time I re read this, the more I get it. It is so true!

  6. Molly McCabe Boysel on March 10, 2017 at 10:24 am

    I raised my fees for all existing clients effective January 2016, and all new clients were charged at an even higher rate. I also began a much more diligent practice of capturing all of my billable hours with notations to myself how that time was spent. I have not lost a single client, nor has it impeded my ability to attract and retain new clients. I am not only a much more informed and more adequately compensated business woman, I am enjoying the healthy mental state of being confident that the services I provide to each of my clients is valued!

  7. Molly McCabe Boysel on March 10, 2017 at 10:26 am

    Oops… Mistyped my own name. Good grief. Molly McCabe Boysel.

    Please feel free to correct…

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