Karen Laos Shows Consultants and Coaches How to Confidently Charge Their Worth

Pricing isn’t just about setting a number. For consultants and coaches, it’s about confidence, clarity, and communicating the true value of your work. Too often, we discount, undercharge, or tie our worth to the number of hours we put in. The truth is: clients aren’t investing in your time, they’re investing in the transformation you help them achieve.

Why Pricing Feels So Hard

Most of us were never taught how to talk about money. Our “money stories”—the beliefs we inherited from family, culture, or early experiences and they shape the way we think about value and worth. Maybe you grew up hearing “never pay full price” or believing that women shouldn’t have a strong voice when it comes to money. These experiences can quietly undermine confidence when it comes time to state your fees.

Moving from Time-Based Fees to Value-Based Pricing

One of the biggest mistakes consultants and coaches make is charging by the hour. This keeps you stuck in an employee mindset instead of a business-owner mindset. Clients don’t pay for hours, they pay for results. As communication expert Karen Laos shares, “If I can solve a problem in five minutes because of my expertise, that’s worth more than paying someone less experienced for five hours”.

Shifting to value-based pricing means aligning your fees with the transformation and ROI your clients receive. That requires:

• Understanding the true outcomes of your work

• Linking your services to client goals

• Confidently articulating your value in conversations and proposals

How to Overcome Pricing Fear

When you hesitate on your pricing, clients sense it. Confidence comes from preparation and practice. A few strategies to strengthen your confidence include:

• Know your numbers: Understand the ROI your work delivers.

• Practice aloud: Record yourself stating your fees until it feels natural.

• Reframe objections: A “too expensive” response often reflects client fear, not your worth.

• Scale scope, not price: If budget is an issue, adjust deliverables rather than discounting.

Communicating Your Value with Confidence

Strong communication skills are just as important as mindset. Instead of rushing to answer “What do you charge?” redirect the conversation to client goals. Build trust and collaboration first. When it’s time to share your fee, stand firm and clear. Try responses such as:

• “Here’s what I charge based on the outcomes you’re aiming for.”

• “How does that land for you?”

• “If budget is a concern, we can look at scaling the scope while maintaining value.”

This positions you as a strategic partner, not just a service provider.

Reflection Questions to Strengthen Your Pricing Confidence

• Where are you undervaluing yourself right now?

• Are you clearly communicating the transformation your clients receive?

• Does your pricing reflect your value or your fear?

• What money story might be influencing how you price?

The Bottom Line: The First Sale Is to Yourself

Confident pricing begins with you. When you believe in your value and connect the dots between your services and client outcomes, you stop selling hours and start delivering transformation. Your clients will feel that confidence and pay accordingly.

Next Steps:

• Reflect on this:
  • Where are you undervaluing yourself?
  • Are you clearly communicating the transformation you deliver?
  • Does your pricing reflect fear—or the true value you bring?
• If you’re ready to move from transactional service provider to transformational partner, the Impact and Income Accelerator is where we make it happen. This 8-week group coaching program will help you nail your value, position yourself strategically, and 10x your fees and impact, starting with your very next client. We kick off October 14, and spots are almost gone. Book a call with me today to see if it’s the right fit: www.betsyjordyn.com/accelerator .

Other blog posts you may enjoy:

• How Your Discovery Meetings Propel Your Income and Influence
• Why ROI is Your Competitive Edge as a Consultant
• Listening is the Ultimate Consulting and Coaching Skill
• Why Some Consultants Land Bigger, Better Engagements

About the guest: Karen Laos is a Communication Expert and Confidence Cultivator helping women overcome self-doubt and ask for what they want. With 25 years as a C-Suite advisor and speaker for Google, Starbucks, and NASA, she shares proven strategies that lead to more clients, promotions, and negotiation wins. She is the author of Trust Your Own Voice and host of the Ignite Your Confidence podcast.

About me: Betsy Jordyn is a brand messaging strategist and business mentor for purpose-driven consultants and coaches. With a background in organizational development—including a consulting career with Disney—she helps experts clarify their unique value, position themselves strategically, and build businesses that deliver impact, income, and personal fulfillment. Connect with Betsy Jordyn to clarify your message, elevate your brand, and attract the clients you're meant to serve. Start here → https://www.betsyjordyn.com/services