How to price your services fairly

1. Explore which results your customer base will find most valuable, then cater to those sensibilities to command better prices

2. Your value is more than the sum of services and results — own the unique strengths, expertise, and understanding you bring to the table

3. Structure your findings into a flexible pricing model that’s compatible with your work style

4. Get out there and test your price range with real prospects — what will people actually agree to pay you?

Think in terms of jobs-to-be-done to figure out how valuable your offer is to customers

Ever walked into a store, or checked the price of something online and thought, “Why does this cost so much money?”

Welcome to the wonderful world of being in business for yourself. You’ve just empathized with almost each of your would-be customers. People are going to walk into your metaphorical store, look around at what you offer, and probably go:

"Uh, what's with the price?"

We learned with the JTBD framework that people aren’t actually paying for things, they’re paying for results.

Maybe they don’t care to pay big bucks for a logo, or web page, or social media help. But they’ll pony up for brand visibility that stands to bring in 307% more customers. Or for conversion rates that equal a $9k increase in sales a month.

A 2018 LinkedIn study revealed that even in sectors where profit margins are smaller, businesses relied on freelancers to get better results faster. 83% of small and medium businesses (SMBs) agreed that freelancers greatly helped in getting the job done.

62% of those same businesses cited lack of expertise in their current teams as the top reason for hiring a freelancer.

Knowledge and expertise come at a cost. Charge for it.