Pricing & Value

The practitioner in this story is a composite illustration — a character drawn from common patterns experienced by practitioners who raise rates. She is not a real individual.

The practitioner in this story is a composite illustration — a character drawn from common patterns experienced by practitioners who raise rates. She is not a real individual.

The practitioner in this story is a composite illustration — a character drawn from common patterns experienced by practitioners who raise rates. He is not a real individual.

The practitioner in this story is a composite illustration — a character drawn from common patterns experienced by practitioners who raise rates. She is not a real individual.

Rate sensitivity is the degree to which a client population responds to price changes. A highly rate-sensitive client population experiences significant attrition when rates increase — more clients…

Financial sustainability for a practice means the practice generates enough income, consistently enough, to support the practitioner’s life and work — without requiring an unsustainable client load, chronic…

The last mile of a rate increase is the period immediately after the announcement, during which the practitioner must hold the new rate through the first client responses.…

A pricing strategy is the external framework a practitioner uses to set and communicate their rates — whether to use hourly or package pricing, how and when to…

The investment level of a client is the financial amount they pay for the practitioner’s work. It is not the same as the practitioner’s rate — it is…

Undercharging is the persistent gap between what a practitioner charges and what the value of their work actually warrants. It is not a single moment of pricing too…