If No One's Pushed Back On Your Price, You're Probably Too Cheap - Profit Tip #23 of 99

If no one's pushed back on your price lately, you're probably too cheap.

Some resistance is healthy. It means you're at the edge of market rate, not sitting below it.

A $1.5m business charging 10% below what the market would pay is leaving $150k a year on the table. Not revenue it can't get. Revenue it's choosing not to take.

Most owners I talk to haven't reviewed their prices in over a year. Costs up. Capability up.
Rates: same as always. Because the conversation felt risky.

Here's what actually happens when you put them up.

Most clients don't flinch. A few ask. One or two leave.

The ones who leave are almost always your lowest-margin, highest-maintenance work. Right?

You already know if you're undercharging. Pick one service. Calculate what 10% more looks like annually. Then decide if that number is worth a conversation.

When did you last test what the market would actually pay?