There’s a moment in almost every client conversation that triggers a little alarm in my head.
It’s when someone says:
“That seems expensive.”
Now, they don’t say it with aggression. Often, it’s a genuine question—maybe even curiosity. But here’s the thing:
When a client asks why something costs what it does, it doesn’t necessarily mean your price is high.
It means they don’t fully understand what they’re paying for.
And more importantly, it means you haven’t helped them see it yet.
The value gap
Over the years, I’ve noticed something else—something even more common, especially among early-stage founders and entrepreneurs:
They often don’t know how much their own product or service should cost.
They’re unsure whether they’re charging too much or too little.
They haven’t tested real price elasticity.
They haven’t spoken to enough people who’ve paid—actually paid—for what they’re offering.
Most importantly, they underestimate what they’re creating.
They focus on features, deliverables, timelines. But buyers? Buyers don’t care about inputs. They care about outcomes.
Here’s a story
A few years ago, I was advising a founder who built a brilliant compliance tool for regulated startups. When I asked how much he was charging, he said:
“$49 a month.”
This was a product that could save companies tens of thousands in fines and audits.
It reduced legal risks.
It automated documentation.
It literally kept people out of trouble.
And yet—he priced it like a nice lunch.
Why?
Because he calculated effort, not impact.
Because no one had ever asked him, “What’s the cost of not using your product?”
He didn’t see the value. So, of course, his customers didn’t either.
Clarity ≠ confidence
Startups love to talk about clarity—clarity of messaging, positioning, product-market fit.
But price clarity is a different beast.
It requires you to believe in what you’re building.
It forces you to put a number next to your value—and live with that number.
That’s hard. But it’s necessary.
Because if you don’t know the value of what you’re offering,
your customer certainly won’t either.
So what do you do?
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Test value, not comfort.
Price discomfort is good. It’s a sign you’re pushing into real conversations about value.
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Anchor to outcomes.
Don’t ask, “Is this worth $X?”
Ask, “What would it cost the client not to solve this problem?”
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Listen for hesitations.
When someone questions your pricing, don’t get defensive. Ask what they expected. Their answer will tell you where the gap is—in your framing, in their understanding, or both.
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Stop discounting your genius.
If your work changes outcomes, reduces risk, accelerates growth—price like it does. You’re not selling hours. You’re selling progress.
So...
When someone says “That’s expensive,”
they’re not always pushing back on your price.
Sometimes, they’re just waiting for you to help them see what it’s really worth.
Don’t lower the number.
Raise the clarity.