Stop Pricing Like Walmart: How to Charge What You’re Worth and Scale Your Profit
If you’re still charging the same rates you did 2-3 years ago,
congratulations! 🎉
You’ve just given yourself a pay cut.
Yep, I said it.
And if you’re apologising for your prices? We need to have a serious chat.
In Episode 59 of The Moxie Movement podcast, I get into the uncomfortable truth that’s holding so many women in business back: You’re undervaluing yourself and it’s costing you big time.
Why You’re Probably Undercharging
(And What It’s Really Costing You)
The Formula for Pricing Like a Pro
Why Paying Yourself a Market Salary Changes Everything
The Pricing Myth That’s Keeping You Broke
✅ Undervaluing yourself equals business burnout. You’re working harder and longer for less, leaving you exhausted and resentful.
✅ Low prices keep you stuck. If you’re not making a six-figure profit and paying yourself a proper salary, you’re running a glorified hobby, not a sustainable business.
✅ Apologising for your prices sends the wrong message. You’re signaling that your work isn’t worth what you’re charging - and that’s a hard sell to clients.
When we relaunched our tourism business after COVID, people told me, “Your prices are so expensive!” And they weren’t wrong - we had to raise prices by 40% to cover increased costs and wages. But you know what? I wasn’t willing to restart the business just to keep losing money.
So why are you? 🤔
If you’re pricing based on what the competition is doing, you’re making a huge mistake. Their numbers are not your numbers. You don’t know their fixed costs, their profit margins, or how much they’re paying themselves (if they’re even paying themselves at all).
1. Start with the End in Mind
- How much profit do you want to make this year? (Hint: Aim for six figures.)
- How much salary do you want to pay yourself? (A market rate for your role.)
2. Add Your Fixed Costs
- These are the costs that keep the doors open - whether you sell one product or 100.
- Think rent, software, insurance, etc.
3. Factor in Direct Costs
- These are the costs directly tied to delivering your product or service - materials, wages, or subcontractors.
4. Set a Profit Goal
- Profit isn’t a nice-to-have-it’s a non-negotiable. Add your desired profit to your pricing.
I see it all the time. You’re the CEO, the marketer, the admin, and the customer service rep - yet you’re paying yourself less than your lowest-paid employee. Sound familiar?
If you’re not paying yourself a market salary, you’re building a business that can’t survive without you. And let me tell you, that’s a recipe for burnout.
✅ Paying yourself properly makes your business sustainable - so if life throws a curveball (like it did with Jonny’s health), your business doesn’t collapse.
✅ It ensures you’re pricing to replace yourself if needed - because at some point, you’ll want to step back or scale.
How to Confidently Raise Your Prices
(Without Apology)
If you haven’t raised your prices in 12 months or more, here’s your action step for today: Raise them by at least 10%.
And if it’s been a few years? Add 10% for every year you haven’t increased.
I know it feels scary. But trust me - the right clients will say yes, and the wrong ones will self-select out. And that’s a good thing. You don’t want to work with people who don’t value your work.
👉 Pro Tip: Stop overexplaining your prices. State them with confidence and zip it. You’d be surprised how many people say yes when you stop talking.
You Deserve a Business That Supports Your Life, Not the Other Way Around
Seven years ago, Scarlett (my wise-beyond-her-years daughter) told me, “Mama, you need to be home on Christmas Day.” That moment changed everything. I built a business that supports my life - not the other way around.
Now, I get to experience magic with her under a full moon in Thailand and watch her grow into a vibrant, expressive young woman. But that didn’t happen by accident. It happened because we got deliberate.
And you can too.
Ready to Stop Undervaluing Yourself? Let’s Talk.
If this episode hit a nerve and you’re ready to take your business from stuck to sustainable, let’s have a real conversation about what’s holding you back.
A Moxie Breakthrough Call is your first step toward:
✅ Charging what you’re worth (without feeling guilty)
✅ Building a business that pays you a market salary AND a six-figure profit
✅ Creating a life that gives you the freedom and flexibility you deserve
👉 Book your Moxie Breakthrough Call now. Your future self will thank you.
Stop Pricing Like Walmart: How to Charge What You’re Worth and Scale Your Profit
If you’re still charging the same rates you did 2-3 years ago, congratulations! 🎉
You’ve just given yourself a pay cut. Yep, I said it.
And if you’re apologising for your prices? We need to have a serious chat.
In Episode 59 of The Moxie Movement podcast, I get into the uncomfortable truth that’s holding so many women in business back: You’re undervaluing yourself and it’s costing you big time.
Why You’re Probably Undercharging
(And What It’s Really Costing You)
✅ Undervaluing yourself equals business burnout. You’re working harder and longer for less, leaving you exhausted and resentful.
✅ Low prices keep you stuck. If you’re not making a six-figure profit and paying yourself a proper salary, you’re running a glorified hobby, not a sustainable business.
✅ Apologising for your prices sends the wrong message. You’re signaling that your work isn’t worth what you’re charging - and that’s a hard sell to clients.
The Pricing Myth That’s Keeping You Broke
When we relaunched our tourism business after COVID, people told me, “Your prices are so expensive!” And they weren’t wrong - we had to raise prices by 40% to cover increased costs and wages. But you know what? I wasn’t willing to restart the business just to keep losing money.
So why are you? 🤔
If you’re pricing based on what the competition is doing, you’re making a huge mistake. Their numbers are not your numbers. You don’t know their fixed costs, their profit margins, or how much they’re paying themselves (if they’re even paying themselves at all).
The Formula for Pricing Like a Pro
1. Start with the End in Mind
- How much profit do you want to make this year? (Hint: Aim for six figures.)
- How much salary do you want to pay yourself? (A market rate for your role.)
2. Add Your Fixed Costs
- These are the costs that keep the doors open - whether you sell one product or 100.
- Think rent, software, insurance, etc.
3. Factor in Direct Costs
- These are the costs directly tied to delivering your product or service - materials, wages, or subcontractors.
4. Set a Profit Goal
- Profit isn’t a nice-to-have-it’s a non-negotiable. Add your desired profit to your pricing.
Why Paying Yourself a Market Salary Changes Everything
I see it all the time. You’re the CEO, the marketer, the admin, and the customer service rep - yet you’re paying yourself less than your lowest-paid employee. Sound familiar?
If you’re not paying yourself a market salary, you’re building a business that can’t survive without you. And let me tell you, that’s a recipe for burnout.
✅ Paying yourself properly makes your business sustainable - so if life throws a curveball (like it did with Jonny’s health), your business doesn’t collapse.
✅ It ensures you’re pricing to replace yourself if needed - because at some point, you’ll want to step back or scale.
How to Confidently Raise Your Prices
(Without Apology)
And if it’s been a few years? Add 10% for every year you haven’t increased.
I know it feels scary. But trust me - the right clients will say yes, and the wrong ones will self-select out. And that’s a good thing. You don’t want to work with people who don’t value your work.
👉 Pro Tip: Stop overexplaining your prices. State them with confidence and zip it. You’d be surprised how many people say yes when you stop talking.
You Deserve a Business That Supports Your Life, Not the Other Way Around
Now, I get to experience magic with her under a full moon in Thailand and watch her grow into a vibrant, expressive young woman. But that didn’t happen by accident. It happened because we got deliberate.
And you can too.
Ready to Stop Undervaluing Yourself? Let’s Talk.
A Moxie Breakthrough Call is your first step toward:
✅ Building a business that pays you a market salary AND a six-figure profit
✅ Creating a life that gives you the freedom and flexibility you deserve
👉 Book your Moxie Breakthrough Call now. Your future self will thank you.
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Get to know your host...
SARAH
is a business owner who has gone from overwhelmed and overbooked to successfully running a business AND being a great mum and wife.
Through years of trial and error and PLENTY of mistakes, she’s learned how to create powerful frameworks that help businesses run sustainably, giving back time and energy to their owners.
Now, she brings her knowledge to other female and mum entrepreneurs so they too can have a business that works perfectly with their life!
