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!