Money, Pricing, and Why Women Undervalue Themselves: Why fear, comparison, and self-doubt can keep women charging less than they are worth
Why This Conversation Matters
Many women do not struggle because they lack talent. They struggle because they do not believe people will pay them what their talent is truly worth. They look at what everybody else is charging, lower their own prices, and quietly hope that being cheaper will make customers choose them.
In this episode of Mama Vega’s Kitchen Table, we talk about the fear behind pricing. What if the customer says no? What if they walk away? What if somebody else charges less? Those fears can make a woman discount herself before the customer even asks.
But here is the part we often forget: not every customer is your customer. Someone walking away does not automatically mean your price is wrong. Sometimes it simply means the person wasn't the right fit. Another customer may come along who understands your value, respects your work, and is willing to pay the price that keeps your business alive and growing.
3 Quick Takeaways
1. Your competitor's price does not determine your value.
Their costs, experience, quality, expenses, and business goals may differ significantly from yours.
2. A customer saying “no” does not mean you are overpriced.
Sometimes the answer is simply no. Every business will have people who choose not to buy.
3. Underpricing often begins with self-doubt.
If you do not believe your work is worth the price, you may keep lowering it until there is very little profit left for you.
Your Challenge
Choose one product or service you currently sell.
Write down:
- your true cost to provide it
- the time required
- your overhead
- the experience and knowledge you bring
- the profit you need the business to make
- the price you are currently charging
Then ask yourself:
“Did I choose this price because it makes business sense—or because I was afraid someone would say no?”
If fear made the decision, recalculate the price.
This time, let the numbers speak louder than the fear.
And before lowering your price, practice saying:
“This is my price because this is what it takes for me to provide this product or service well.”
Reflection
Take out your notebook and answer these questions:
1. When I set my prices, whose opinion am I most afraid of?
2. Do I believe a customer leaving means I have failed?
3. How often do I compare my prices with businesses that may not have the same costs, quality, or experience I have?
4. Where have I confused being affordable with undervaluing myself?
5. What would I charge if I truly believed the right customer would value what I provide?
And finally:
There will always be someone who charges less.
There will always be someone who says your price is too high.
And there will also be customers who are looking for quality, experience, trust, and value.
You do not have to chase every customer.
You need to build a business that can afford to stay in business.
Because the goal is not simply to make a sale.
The goal is to make a sale that makes sense.
Your price should not be built on fear.
It should be built on numbers, value, sustainability, and the confidence to understand that the right customer does not need you to become smaller before they can see your worth.
— Charmène “Mama Vega®” Vega
What am I teaching people about the value of my work through the price I am willing to accept?