Introduction
If you’ve ever struggled with pricing your services, you’re not alone. One of the biggest challenges for entrepreneurs—especially in service-based industries—is figuring out how to charge what they’re truly worth. I get it; I used to sell a fitness program for $47. Not because I believed that’s what it was worth, but because that’s what everyone else was charging. It took me a while to realize that I was underselling myself, and once I understood the value of charging higher prices, my business changed drastically.
In this post, I’m going to share how you can confidently price your services, position your offer, and make sure that your clients understand the value they’re getting.
“The Art of High-Ticket Pricing: Charge What You’re Worth”
Lesson 1: Charge the Price That Gets You to Your Goals
The first mistake people make is pricing based on what others are charging. Stop doing that. Instead, start with the end in mind. What’s your financial goal? Let’s say you want to make $10,000 a month. If your program costs $2,500, you only need four clients to hit your goal. It’s a lot easier to sell a few high-ticket packages than hundreds of low-priced products, and you’ll be able to give each client the attention they deserve.
When I started charging higher prices, it didn’t just boost my revenue—it made selling easier. Clients who pay more are more committed and take the process more seriously.
Lesson 2: Differentiate Yourself from the Competition
It’s not enough to just charge more; you need to justify the price. This comes down to clearly communicating the unique value of what you offer. Many trainers, for example, sell weight loss programs with a generic promise: “I’ll give you a workout plan, a diet, and accountability.” That’s what every trainer says, which means it holds little value.
Instead, you need to show why your approach is different and better. I call this the Three Pillars of differentiation.
- Pillar 1: Offer a Unique Approach
Think about how you can help clients get the results they want in a way that sets you apart. When I was in fitness, I focused on helping clients eat the foods they love while still getting results. Most trainers were telling people to eat chicken and broccoli and do hours of cardio. I promised results without depriving them of their favorite foods, and it worked because it was sustainable. - Pillar 2: Focus on the Results
Clients don’t care about the process as much as they care about the outcome. Highlight the specific results they’ll get from working with you. Whether it’s losing weight without feeling miserable or hitting their fitness goals without living in the gym, you need to show that you can deliver the outcomes they want—better and faster than anyone else. - Pillar 3: Establish Your Credibility
Why should they choose you over someone else? This is where you showcase your expertise. Whether you’ve worked with high-profile clients or you have years of experience, make sure you communicate your qualifications and why you’re the best choice.
Lesson 3: Use the Psychology of Pricing
One of the key strategies I teach in sales is to start with a higher price and work down from there. For example, let’s say you quote $10,000 for your program, and the client says that’s too expensive. Ask them if price is the only thing holding them back. Once they confirm, get a sense of their available budget. If they tell you they have $3,000, now you have a starting point to work with.
You can adjust your offer, and as long as you get a commitment from them to move forward, you’ll still walk away with a deal. The beauty of this approach is that you can always negotiate down, but it’s much harder to increase the price once it’s on the table.
Lesson 4: Price Based on the Sector You’re In
Different sectors have different price expectations. Generally, services fall into three categories:
- Wealth (e.g., financial coaching, business consulting) – These services typically command the highest prices because you’re helping people generate more money.
- Health (e.g., fitness coaching, wellness programs) – People are willing to invest in their well-being, but the pricing is usually lower than in wealth services.
- Relationships (e.g., dating coaching, marriage counseling) – These services can also be high-ticket, but the pricing varies based on the niche and the perceived value.
For wealth-based services, you can often charge $5K, $10K, or even $20K because the return on investment (ROI) is tangible. For health and relationships, you may need to adjust the pricing, but the key is to always focus on the results and the transformation your client will experience.
Conclusion: Set Your Prices High, Then Work Down
Pricing is as much about mindset as it is about strategy. Charge the amount that will get you to your goals, and don’t be afraid to start high. You can always drop the price during negotiations, but clients will value your service more when they see that you believe in its worth.
The higher your price, the more serious your clients will be, and the better results you’ll deliver. Remember, your value is in the transformation you offer—not the hours you put in or the deliverables you provide. Charge what you’re worth, and watch your business grow.
Tanner Chidester
CEO, Elite CEOs
