"I Can't Charge That Much": The Real Reason You're Underpricing (And How to Fix It)
You've done the math. To work 30 hours a week and make £10k/month, you need to charge £X for your services. You know your work is valuable. Your clients get results. Other people in your industry charge even more. But when you sit down to send that proposal... your fingers freeze. You hear yourself saying: "I can't charge that much." And then you lower it. Maybe just a little. Maybe a lot. Enough to feel "safe."
But here's what's really happening: Your pricing problem isn't about numbers. It's about nervous system safety.
What Your Nervous System Believes About Money
Your conscious mind knows you should charge more. But your subconscious is running old programs: "If I ask for too much, I'll be rejected." "I'll lose clients if I raise my prices." "What if they think I'm greedy?" "What if I'm not actually worth that much?" These aren't rational thoughts. They're survival responses. Your nervous system learned, probably in childhood, that asking for too much = danger.
Maybe your parents struggled with money. Maybe you watched your mother sacrifice. Maybe asking for things led to rejection or shame. So now, as an adult, when you try to charge premium prices... your nervous system screams: DANGER. And you lower the price to feel safe again.
The Three Hidden Blocks
After working with tens of women entrepreneurs, I've found three core blocks that keep women underpricing:
1. Family Loyalty Block
You unconsciously believe: "If I earn more than my parents, I'm betraying them." This sounds irrational, but the subconscious doesn't care about logic. If you grew up watching your parents struggle with money, part of you feels guilty about surpassing them.
2. Visibility Fear Block
Higher prices = more visibility = more judgment. When you charge premium prices, you're claiming: "I'm an expert." That makes you visible. And if you've been taught that visibility is dangerous (women should be modest, don't show off, stay small), your system resists.
3. Safety Scarcity Block
Your nervous system believes: "If I charge too much, clients will leave and I'll have nothing." This is survival fear. Even if logically you know you'd be better off with fewer clients at higher prices, your subconscious prioritises immediate safety over long-term abundance.
How to Heal Your Pricing Blocks
Healing these blocks isn't about "just believing in yourself" or repeating affirmations. It requires working at the subconscious level. Here's where to start:
Step 1: Identify Your Money Story
Ask yourself: "What did my parents believe about money? How did they talk about it? What did I learn from watching them?" Write it down. You'll likely see the pattern you're unconsciously repeating.
Step 2: Release Family Loyalties
If you notice guilt around outearning your parents, try this: Say (out loud or in writing): "Mom/Dad, I honor your struggles. And I choose to have a different relationship with money. My success doesn't diminish your worth."
Step 3: Anchor New Safety
Your nervous system needs proof that higher prices = safe. Start small: Raise prices for ONE new client. Notice that you didn't die. Notice the client said yes (or if they said no, that you survived).
Repeat.
Build evidence.
Your nervous system will slowly learn: "Higher prices = safe."
Underpricing isn't a character flaw. It's a nervous system response. And once you understand that, you can heal it.
If you're ready to break free from underpricing and step into premium pricing with confidence, let's work together. Book a Clarity Call
