You're Not Charging Too Much. You're Charging the Wrong People

It’s easy to assume that cashflow pressure means you need more clients.
But what if the real issue isn’t volume, it’s value?

If you are working harder, billing more hours, and still not seeing it in the bank, your customer and pricing strategy might need a reset.

Here’s a hard truth:
If you are constantly negotiating on price, chasing invoices, or discounting to win work, you are attracting the wrong clients.

Not all customers are good customers.
And not all pricing is profitable, even if it “covers costs.”

A smart customer and pricing strategy does three things:

1.      Filters out low-value clients
Use clear minimums, niches, or service packages to avoid tyre-kickers.

2.      Aligns price with value, not time
Pricing should reflect outcomes, not inputs. Hourly billing limits your earning potential.

3.      Builds cash-positive terms into the sale
Think deposits, retainers, or milestone billing instead of invoicing on completion.

Other practical tactics:

• Bundle or tier your services to anchor value and offer choice

• Fire slow payers or those who drain your energy

• Review your pricing every year. If you haven’t increased fees in over two years, you are falling behind

Start here:

1.   Identify your bottom 10 percent of clients by margin or energy drain

2.  Review your pricing. Are your best clients paying more, or just easier to work with?

3.  Set a minimum fee or onboarding filter to attract better-fit clients

Bonus tip: A modest price increase across your client base can lift revenue by 5 to 10 percent without needing a single new customer.

Worried about losing clients if you raise prices or tighten who you work with?
The truth is, good clients respect clarity and confidence.
Losing the ones who were holding you back is not a risk. It is a reset.

Better clients. Smarter pricing. Cleaner cashflow.

This is not just about making more. It is about making it easier, more predictable, and better aligned with the value you deliver.

We help businesses define who they truly want to work with and how to price accordingly.  If you are ready to stop being the cheapest and start becoming the most valuable, let’s talk.