Why Most Service Providers Charge Too Little (And How to Fix It)

Charging too little attracts price-sensitive clients and keeps you stuck in a cycle of overwork and underpayment.

You might think low prices make you more competitive, but they actually work against you. 

Cheap services make people question the value of what you offer. 

Pricing should reflect your expertise, not just your time. Clients pay for results, not effort.

Shift your mindset. 

Stop focusing on affordability and start thinking about value and results. 

Your pricing should reflect the transformation you deliver, not just how many hours you put in.

The Difference Between Time-Based vs. Value-Based Pricing

If you're charging by the hour, you're capping your income. 

Time-based pricing rewards inefficiency. The faster you work, the less you earn. 

This model also forces clients to compare you with others based on price alone, rather than results.

Value-based pricing shifts the focus. Instead of charging for your time, you charge for the outcome you provide. 

Clients care about solving their problem, not how long it takes you to do it. 

When you price based on value, you get paid for your expertise and the impact of your work, not just the time spent.

Making the switch means understanding the measurable benefits of your service. 

If your work helps a client generate £50,000 in revenue, charging £500 is a mistake. 

Pricing should reflect the real business value you bring.

Pricing Models That Support Long-Term Business Growth

Your pricing structure should grow with your business. If you're stuck in a one-size-fits-all model, you're limiting your income. 

Smart pricing models help you scale while maintaining profitability.

Project-Based Pricing

Fixed pricing works when the scope is clear. Clients know the cost upfront, and you aren’t punished for working efficiently. The key is setting clear deliverables so you don’t end up doing extra work for free.

Retainers & Packages

Recurring revenue stabilises your business. Instead of chasing new clients every month, retainers create predictable income. Packages allow you to increase your average sale by bundling services together.

Value-Based Pricing

When clients see the return on investment, they’re willing to pay more. Focus on results, and your pricing becomes about business impact rather than just costs. The better your positioning, the higher the rates you can command.

How to Raise Your Prices Without Losing Clients

Raising your prices feels risky, but staying cheap is riskier. Low rates attract price-sensitive clients who often expect the most for the least. 

When you charge based on value, you attract better clients who respect your expertise.

The key is confidence and positioning. If you increase prices overnight with no justification, clients may push back. Instead, focus on showing the clear value of your work. 

Explain how your service solves bigger problems, creates better results, or saves clients time and money.

If you’re worried about losing clients, test new pricing with new leads first. 

Many times, you'll find that your best clients are happy to pay more if they understand the value behind the price.

Stop Charging for Your Time – Start Charging for Your Expertise

Your pricing is a reflection of how you see yourself. If you price based on hours worked, you’re treating yourself like an employee. 

f you price based on results, you step into the role of an expert.

Cheap pricing is costing you more than just money. 

It’s costing you respect, better clients, and long-term growth. If you want to build a profitable business, your pricing needs to match the impact you create.

Start charging for the transformation, not the transaction. 

The right clients will pay for the results you deliver.

Kase Dean is a Business Growth Consultant and Strategic Marketing Expert with over 14 years of experience helping service-based business owners, consultants, and agencies scale their businesses sustainably. 

As the founder of ASN Startup™, he provides structured growth systems that help entrepreneurs move beyond unpredictable revenue, step into leadership, and build scalable, profitable businesses.

Kase specialises in marketing strategy, pricing and revenue models, sales systems, and leadership development, empowering business owners to create predictable growth without burnout. 

His expertise has helped countless professionals streamline their marketing, automate client acquisition, and position themselves as industry leaders.

When he’s not working with clients, Kase shares insightful strategies on business growth, marketing automation, and leadership through his writing, workshops, and coaching programs.

Want to work with Kase? Book a Free Business Growth Audit to get expert guidance on scaling your business with clarity and confidence.

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Attract Sell Nurture and ASN are trading names of Kase Dean Limited. Kase Dean Limited is registered in England and Wales, company number 11675593. Registered office: 86-90 Paul Street, London, EC2A 4NE.