Why You’re Undercharging (And 7 Behavioural Fixes That Work)

Psychology-backed strategies to charge what you’re truly worth

Have you ever looked back on a client engagement and thought:

“I delivered huge value... but the fee didn’t reflect it”?

You're not alone.

When I ran my former consulting business, I faced this more than once.

And I hear it regularly from the consultants and coaches I work with now.

The problem isn't always the market.

Or even your pricing model.

Often, it's behavioural.

Your clients aren’t evaluating you on logic alone.

They're responding to subtle psychological cues—most of which they don’t even realise.

So how do you align your fees with your value?

By applying simple behavioural insights that nudge perception, build authority, and reframe pricing from cost to investment.

Here are seven that work consistently in a consulting context:

1. The Decoy Effect

Insight: People are influenced by having a third, less attractive choice.

Apply it:
Present three consulting service options.
Design one to be less appealing, so the middle or higher offer becomes the obvious choice.

2. Fee Anchoring

Insight: The first number sets the reference point.

Apply it:
Start with your highest-fee service.
This “anchors” the client’s perception of value—making your standard offer feel like a smart investment.

3. Value Proposition Clarity

Insight: Clear communication boosts perceived value.

Apply it:
Spell out exactly what outcomes and benefits your client will see.
Frame your fee as a return, not a cost.

4. Authority Bias

Insight: People trust experts more.

Apply it:
Position yourself as a recognised authority through content, case stories, and sharp point-of-view thinking.
Don’t just deliver value—demonstrate it before the sale.

5. Commitment & Consistency

Insight: Small commitments often lead to larger ones.

Apply it:
Replace free proposals with a paid diagnostic.
It gets a financial ‘yes’ early—paving the way for more substantial work.

6. Social Proof

Insight: People are guided by what others have done.

Apply it:
Share success stories and testimonials regularly.
Let your clients sell for you.

7. Loss Aversion

Insight: People are more motivated by what they might lose than what they could gain.

Apply it:
Highlight the risks of inaction.
Show what it costs them not to solve the problem.

In summary

These seven behavioural techniques help you:

• Position your fees more effectively

• Reduce pricing friction

• Attract clients who value your work at the level it deserves

Because you’re not just selling time or deliverables.
You’re selling transformation.

__________

Want help charging what your work is truly worth?
Take the Recognised Authority Scorecard and identify the key gaps in your authority positioning.