In reality, most of the time, deep down, we already know when we’re under charging because we’ve been told time and time again by people who do business with us that we simply don’t charge enough. From my experience, it’s an extraordinarily widespread issue for business owners.
A question I ask whenever I’m speaking at an event on this topic is “How many of you believe that you are charging what you’re truly worth?”. On average less than two percent of the people in the room put up their hands. But when I ask “How many of you want to be charging what you’re worth?”, every hand in the room goes up.
So anecdotally, to me at least, it’s pretty clear that undercharging is an issue. But how can we apply this to our own business to come up with a definitive answer? I think that there are 7 clear telltale signs and the more of them you have, the more likely it is that you are simply not charging enough for what it is you do.
1. You Win Every Job You Quote For
Now, I know that might sound like a humblebrag. But honestly, if you’re winning 100% of your quotes, that’s not a sign you’re amazing, it’s a red flag.
It usually means your pricing is way too low. If no one is pushing back on your fees, you’re not positioning yourself as someone with value. I personally aim to win about 50% of my quotes. That’s the sweet spot, enough yeses to stay profitable, and enough no’s to know I’m not underpricing myself.
You’ve got to let go of that addiction to “winning the quote.” What’s the point of winning all the work if there’s no money in it?
2. You’re Attracting the Wrong Clients
If you constantly find yourself thinking, “This job isn’t really a good fit,” or “This client just doesn’t get what I do,”you’re probably getting the wrong kind of clients, ones who are coming to you for price, not value.
And let’s be honest, clients who come for price are the quickest to complain, the slowest to pay, and the hardest to please. Your best clients will choose you for your quality, your expertise, and your reputation, not because you’re the cheapest on the block.
3. You’re Always Busy, But There’s Never Any Money in the Bank
This is a classic. You’re working hard, the phone is ringing, your calendar is full, but somehow, your bank account never reflects it. You might blame slow payers or overheads, but more often than not, the brutal truth is this: you’re just not charging enough.
There’s not enough margin built into your pricing. You’ve created a hamster wheel of hustle with no real reward.
4. You Avoid Money Conversations
If you hate talking about money with your clients, whether it’s chasing invoices, clarifying scope creep, or asking for a deposit, you’ll end up underpaid, undervalued, and unprofitable.
When we undercharge, we tend to avoid these conversations because we already feel a bit guilty or unsure. But being able to talk about money confidently is part of being a credible, professional business owner.
5. You Discount Too Quickly (Or Before You’re Even Asked)
You’ve barely finished quoting and already you’re throwing in a discount.
I see this constantly, people discounting without being asked, out of fear the client will walk away. The problem is, when you do that, you send a message, “I don’t believe I’m worth what I’m charging.”
That’s not good for your brand or your self-respect. Instead, build the kind of business where people expect to pay full price, and feel good about it.
6. Your Receivables Keep Climbing
Your outstanding invoices are growing and growing. Maybe it used to take 10 days to get paid, now it’s 30, 60, even 90 days.
It’s easy to blame clients, but if you dig a little deeper, you might find the real issue is avoidance. Avoiding difficult conversations. Avoiding proper terms and conditions. Avoiding enforcing boundaries.
Poor pricing and poor payment practices go hand in hand.
7. You Haven’t Put Your Prices Up in Two Years (Or More)
If it’s been more than two years since you last raised your prices, chances are, your profit margins are vanishing without you even realising it.
Costs go up. Overheads go up. Expectations go up. So why do we keep our prices flat for years? Often it’s fear, fear of losing clients, fear of pushback.
But here’s the thing, a 3 to 5% price increase annually is far easier for your clients to absorb than a 50% jump after a decade of standing still.
So… What Now?
If you’re nodding along to more than a couple of these, it’s time to take action.
Learn how to raise your prices without losing your clients. Reframe how you see your value. Start backing yourself. Remember: someone has to be the most expensive, why not make it you?
Because working harder for less is not a badge of honour. It’s a burnout trap. Charge what you’re worth, do the work you love, attract the customers that value and respect you and build a business that serves you not one that enslaves you.
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