Why I Couldn’t Raise My Prices (and What Finally Changed Everything)

June 3, 2025 | Read Online
Read time: 4 mins…

Welcome back, folks 👋
This week’s Business Builder Bulletin covers:

💸 The real reason I was undercharging for years
🧠 How your childhood money beliefs sneak into your business
📈 A simple mindset shift that helped me double my prices
👊 The confidence trick I wish I’d learned sooner

Let’s get into it…👇

When I Froze on a Sales Call

Last year, I was on a call with a potential client—someone I knew I could help.

They were struggling with systems, working 60+ hours a week, and totally overwhelmed. I’d worked with people like them before and helped them go from chaos to clarity in just a few weeks.

But when they asked my price, I choked.

I gave them a number that was way too low—half of what I knew I should be charging.

They said yes immediately.

And instead of feeling proud, I felt sick.

That night, I sat down and asked myself:
Why did I do that?
I knew the value. I knew the transformation. So why was I playing small?

And the answer surprised me…

How Your Upbringing Shows Up in Your Pricing

I realised I wasn’t making business decisions—I was making emotional decisions.

Decisions rooted in my upbringing. In how I was taught to think about money, work, and worth.

Growing up, we didn’t talk about money.
If anything, money was something to be cautious of—something other people had.
Phrases like:

…were part of the air I breathed.

So when I started a business and had to put a price on my time?
My nervous system went into panic mode.

The 3 Big Beliefs That Were Holding Me Back

Once I started digging, I found a few key mindset traps:

💀 Guilt Around Wealth
I felt like earning more than my parents or friends made me selfish or disloyal—even though I was working harder than ever.

🧍 Low Self-Worth
If you grow up in an environment where achievements are brushed off, it’s hard to believe what you do is worthsomething. Let alone high-ticket prices.

🛠️ Hard Work = Worthiness
I thought unless I was grinding 12 hours a day, I couldn’t justify charging more. I was ignoring the fact that people pay for results, not effort.

What Finally Helped Me Break Through

Here’s what actually shifted things for me:

🧠 I Identified My Money Beliefs
I started journaling and unpacking the stories I’d been carrying. Most of them weren’t mine—they were inherited. And they were outdated.

💡 I Focused on Outcomes, Not Hours
I stopped selling “time” and started selling transformation. What is it worth to a client to save 10 hours a week or double their revenue? That’s what they’re paying for.

📊 I Studied the Market
I looked at what others in my industry were charging—and realised I was the one being unreasonable, not them.

🧘 I Got Support
I invested in a mindset coach who helped me separate fact from feeling. Best money I’ve ever spent.

Your Action Plan

Here’s your homework this week:

1️⃣ Journal on your earliest memories of money. What were you taught—directly or indirectly?
2️⃣ Rewrite one belief. Example: “Money is bad” becomes “Money gives me more ways to help others.”
3️⃣ Raise your prices—even just slightly. If it feels uncomfortable, you’re probably on the right track.
4️⃣ Talk to someone. A coach, mentor, or peer who’s already done what you want to do.

Final Thoughts

If your pricing feels off, don’t just look at strategy.
Look at your story.
Your upbringing doesn’t have to define your business decisions.
But until you examine it, it probably will.

You’re not greedy for wanting to earn more.
You’re not selfish for wanting to grow.
You’re not charging “too much.” You’re finally charging what it’s worth.

And if you need help shifting your mindset or building a business that truly reflects your value, come say hi at Business Coaching Manchester.
Let’s raise your prices—and your potential. 💥

Until next time,
Graeme 🚀