Are You Undercharging? How to Price Your Wellness Offers for Maximum Profit & Impact
In the wellness industry, it’s all too common to find passionate entrepreneurs overdelivering and undercharging. You love helping people, you want to make a difference, and sometimes that leads to giving away more of your time and expertise than you’re being compensated for. But this pattern isn’t sustainable—financially, energetically, or emotionally.
Undercharging not only impacts your revenue but also affects your energy, fulfillment, and ability to create a lasting impact. When you undervalue your services, you may find yourself overworking, burning out, or struggling to make ends meet despite having a full roster of clients. It’s time to break free from the cycle of undercharging and learn how to price your offers for maximum profit and impact.
In this deep dive, we'll explore the mindset shifts needed to confidently charge what you’re worth, practical strategies to set prices that reflect the value of your work, and how to align your pricing with your business goals and the transformation you provide to your clients.
Recognizing the Signs of Undercharging
Undercharging can be sneaky—it often creeps in when you're busy serving clients, building your brand, and trying to make an impact. You may not even realize it's happening until you hit burnout or start resenting your work. I can tell you from experience, it’s happened to me way more times than I want to admit. My heart wants to help a client, my commitment to excellence drives me to overdeliver, and the next thing you know, I’m questioning whether or not I priced my offer fairly. Let’s talk about some of the signs you might be undercharging:
Burnout and Resentment: If you constantly feel exhausted or annoyed with your workload, it might be because you're giving too much for too little return. Undercharging can lead to overworking, as you try to compensate for low revenue by taking on more clients or offering more services.
Struggling to Meet Revenue Goals: You’re fully booked but still not hitting your financial targets. This is a red flag that your pricing may not align with your income goals.
Avoiding Pricing Conversations: If discussing money with potential clients makes you uncomfortable, it could be a sign that you lack confidence in your pricing.
Frequent Discounting: Do you find yourself reducing prices to close deals or offering services for free as a way to 'prove your value'? This is a classic sign of undervaluing your work.
Recognizing these signs is the first step to creating a healthier relationship with your pricing and your business. Remember, a client relationship is a two-way street. There needs to be an exchange of energy that is mutually beneficial. The more you value yourself, the more the client will value you. And the more the client will receive from the exchange.
The Mindset Behind Undercharging
Mindset plays a huge role in how you price your services. If you don’t believe in the value of what you offer, it will show in your pricing strategy. Common mindset blocks that lead to undercharging include:
Imposter Syndrome: Sometimes when you’re newer in business, you might feel that you aren’t 'expert enough' to charge higher rates. You convince yourself that you need more experience or more certifications. This often leads to setting prices based on what you think clients will pay rather than what your service is worth.
Fear of Rejection: Maybe you’ve had clients before that tell you that your prices are too high, or they can’t afford your services. This leads to worrying that higher prices will drive away clients. You compensate for this by setting prices that feel 'safe' but are ultimately too low.
Discomfort with Money: Many wellness entrepreneurs struggle with the idea that charging for their services might seem greedy or selfish, which makes it difficult to ask for what they truly deserve. I once worked with a client who had an incredible passion for serving others but felt so uncomfortable with money that she openly admitted, “I just don’t feel right charging for my services.” Despite my efforts to support her in shifting her money mindset, she remained stuck in this belief, and ultimately, we had to part ways.
To shift these limiting beliefs, reframe your perspective on pricing. Higher pricing is not about taking from your clients but about allowing them to invest in their own transformation. When clients invest more, they often commit more deeply, leading to better results for them and a more fulfilling experience for you.
Pricing and Buyer Psychology
Pricing isn’t just about numbers—it’s a powerful psychological tool that influences how potential clients perceive your brand. Understanding pricing psychology can help you set rates that not only reflect the value of your work but also make clients feel confident in their investment. Here are some things to keep in mind when deciding what to charge.
Perceived Value: The price of your services often sets the tone for how they are perceived. Higher prices can create a perception of higher quality, exclusivity, and premium value. And lower prices can make buyers question whether or not an offer is good or not. Have you ever found yourself asking, “Why is this so cheap?” Or maybe even the opposite, “Why is this so expensive?”
Brand Positioning: Your pricing directly affects your brand positioning. Low prices can attract bargain hunters, while value-based pricing can draw in clients who see your services as a worthy investment. One of the main reasons I turned a lot of my high-quality freebies into low ticket offers is because I was attracting a lot of freebie seekers that never invested in their business growth.
Pricing Techniques: Leveraging strategies like price anchoring (showing a higher-priced option first) or offering tiered pricing packages can help guide purchasing decisions and increase conversion rates. Have you ever noticed a lot of offers end in 7 ($97 or $997)? This is a pricing technique that uses pricing psychology.
Understanding these principles allows you to strategically set prices that align with your brand and appeal to your ideal clients.
Value-Based Pricing vs. Time-Based Pricing
The biggest shift that wellness entrepreneurs need to make is moving from time-based to value-based pricing. Let’s break down why this shift is so critical to your business growth.
Time-Based Pricing: When you charge by the hour or session, you limit your earning potential. This method often undervalues the depth of your expertise and the long-lasting impact of your services. Clients may start viewing your work as a commodity, comparing you to others based solely on hourly rates. Besides, when was the last time you charged for a 60 minute session, only to spend 75 or 90 minutes because the client really needed help.
Value-Based Pricing: Instead of focusing on the hours worked, value-based pricing emphasizes the transformation and results you provide. It allows you to charge based on the impact your work has on a client's health, wellness, or quality of life. Value based pricing can actually be easier to sell because the upfront cost is already known, and neither of you need to be worried about tracking hours.
For example, instead of charging $100 per hour for coaching sessions, you could offer a $2,000 program that delivers a complete transformation over eight weeks. This not only increases your earning potential but also positions your services as a valuable investment in your client's well-being.
Setting Profitable and Aligned Prices
To ensure your offers are both profitable and aligned with your goals, start by calculating a baseline for your minimum hourly rate. However, remember—this is a guidepost rather than a pricing method. We use this calculation to ensure you're not underpricing but not to limit your pricing to an hourly rate.
Here’s How to Calculate Your Minimum Hourly Rate
The Formula is…
(Desired Income ÷ Available Hours) + Expenses = Minimum Hourly Rate
Let’s talk through an example:
Imagine you want to earn $100,000 per year and realistically have 20 billable hours per week, accounting for time spent on admin tasks, marketing, and non-billable activities.
Calculate Your Annual Billable Hours:
20 hours/week × 50 weeks/year = 1,000 billable hoursCalculate Your Base Hourly Rate:
$100,000 (desired income) ÷ 1,000 (billable hours) = $100/hourFactor in Business Expenses:
Let's say your monthly expenses (e.g., software, marketing, professional development) average $1,000, totaling $12,000 annually.
$12,000 ÷ 1,000 (billable hours) = $12/hour for expensesDetermine Your Minimum Hourly Rate:
$100 (base rate) + $12 (expenses) = $112/hour
Moving from Hourly to Value-Based Pricing
With this baseline in mind, you now have a minimum hourly rate of $112 to ensure profitability. However, instead of charging hourly, use this as a foundation to price your offers based on the value of the transformation you provide.
For example, if your wellness program includes 8 sessions over 8 weeks, you might be tempted to price it at 8 sessions × $112 = $896. Instead, consider the bigger picture:
What is the transformation worth to your client?
How will it improve their health, mindset, or quality of life?
What results are they likely to achieve through your program?
If the value of your program can transform someone's well-being, reduce stress, or lead to significant lifestyle changes, a value-based price of $2,000 or more might be more aligned with the impact of your work.
This approach ensures you cover your costs and align your pricing with the true value of your services—not just the time spent delivering them.
Guidelines for Pricing Different Types of Wellness Offers
When pricing your wellness offers, it can be helpful to understand the typical ranges for different types of offers. These are not hard rules but rather starting points to guide you as you align your pricing with the value you provide.
1. Low-Ticket Offers (e.g., workshops, mini-courses, digital products)
Typical Range: $27 - $197
Purpose: Attract new leads, provide a quick win, and offer an accessible entry point to your brand.
Keep it affordable but ensure the price reflects the value and outcome of the offer.
2. Core Offers (e.g., signature programs, 1:1 and group coaching packages)
1:1 Coaching Programs: $1,500 - $10,000+ (depending on length and depth)
Group Programs: $500 - $3,000 per participant
Purpose: Deliver your primary transformation through structured support and accountability.
Price based on the transformation you provide, factoring in the time and energy invested and the outcomes your clients can expect.
3. High-Ticket Offers (e.g., VIP days, retreats, masterminds)
Typical Range: $2,000 - $20,000+
Purpose: Provide an immersive, high-touch experience with deep, personalized support.
Highlight the exclusivity, tailored attention, and unique outcomes that justify a higher price point. Consider factors like travel, accommodations, and premium experiences if applicable.
4. Continuity Offers (e.g., memberships, subscriptions, ongoing programs)
Typical Range: $50 - $500 per month
Purpose: Build consistent revenue streams and nurture long-term relationships with clients.
Ensure the ongoing value is clear, with fresh content, consistent support, or new resources regularly delivered to members.
Overcoming Pricing Objections
Now that you’ve confidently set your prices based on the true value of your work, the next challenge is presenting those prices to potential clients. This is often where you will encounter pricing objections—comments like “I can’t afford it” or “That’s too expensive.”
Here are some common pricing objections and how to handle them.
“I can’t afford it.”
Response: “I understand. Many of my clients felt the same way at first, but they found that investing in their health and wellness actually saved them time, money, and stress in the long run.”
Strategy: Highlight the return on investment (ROI) and help the client see the long-term benefits of committing to your offer. Underneath I can’t afford it is often a lack of belief in themselves, that they will actually follow through and receive their return on investment.
“That’s too expensive.”
Response: “I get it—making an investment like this is a big decision. What’s most important to you in achieving your wellness goals? Let’s explore how this program can support you.”
Strategy: Reframe the conversation to focus on the value and transformation rather than just the cost. Talk to them about the cost of not receiving the transformation they desire.
“I need to think about it.”
Response: “Absolutely! Taking time to make a decision is important. Would it help if I answered any questions or walked you through what life could look like after completing this program?”
Strategy: Gently guide them back to the results and address any hidden concerns they might not be voicing. Ask questions to get to the real root of their indecision.
“Can you offer a discount?”
Response: “Instead of offering discounts, I provide flexible payment plans to make my services more accessible while still honoring the value of the work.”
Strategy: Avoid discounting as it can devalue your offer; instead, provide options that maintain the integrity of your pricing. Or if you are able, offer less with the deliverables to reduce the price. Tell them what you can offer for what they can afford.
By preparing for these objections in advance, you can respond with confidence and reinforce the value of your services, helping potential clients move past their hesitations and into action. If sales is a weakness for you (as it is for many entrepreneurs), consider investing in some sales coaching or training.
In Summary
Undercharging can hold your wellness business back from reaching its full potential. By setting prices based on value—not just time—you’ll not only increase your profit but also enhance the impact you make with your clients.
It’s time to evaluate your current pricing, align it with the transformation you offer, and step confidently into a new era of profitability and purpose. Your work is valuable—make sure your pricing reflects it!
If you’re struggling with pricing your offers fairly and profitably, consider a strategy session with me. Together, we can confidently price your offers so you feel good about what you’re charging.
