If you've ever typed a number into an invoice and then quietly lowered it before you hit send, this episode is for you. Learning how to price your services isn't really a math problem. It's a mindset problem, and for a lot of Christian women in business, it's tangled up with guilt about charging for something that feels like ministry. In this episode, Jan sits down with three women from her mastermind group, Lindsey Fletcher, Andi Hart, and Gabe Cox, for an unfiltered roundtable on why pricing is so hard and what to actually do about it.
What You'll Learn
- Why fear and imposter syndrome quietly talk you into charging less than you're worth
- How to separate a client's "no" from a personal rejection
- The mindset shift that lets you see charging well as an act of stewardship, not greed
- A practical, research-based process for pricing a new offer or service
- How to raise your prices on existing clients without burning the relationship
Episode Highlights
Timestamps are estimates. Verify against the final edited audio before publishing.
[00:00] Meet the mastermind — Jan introduces the format (equal parts The View and business roundtable) and the four voices in this episode: Jan (brand and website strategy), Lindsey Fletcher (sales conversations), Andi Hart (product-based businesses and wholesale), and Gabe Cox (goal planning and business strategy).
[03:30] Why pricing feels so personal — The group unpacks the layers under pricing fear: imposter syndrome, the fear of actually having to deliver, and the way a "no" to your offer can feel like a "no" to you, especially when you built the thing yourself.
[08:00] The "helpful or paid" trap — Lindsey names the belief a lot of Christian women carry: if you're helpful, you can't charge, and if you charge, you're not helpful. The group reframes pricing as a way of letting a client actually invest in their own result, not a barrier to serving them.
[14:00] What happens when women get paid — Gabe references a community development study where giving income directly to women, rather than men, was what actually moved a community forward, and connects it to the idea that underpricing limits the impact a business owner can have.
[18:00] Pricing on feelings vs. pricing on data — Andi breaks down the consumer psychology of pricing (why a $1,000 washing machine reads as "better" than a $300 one) and why decisions made from feeling instead of research are the most common way business owners undercharge.
[22:30] Start at the top, not the bottom — Gabe shares how she used to launch everything cheap, and how flipping that (starting with a signature, higher-priced offer and working backward) changed both her income and her client experience.
[27:00] How to actually raise your prices — The group walks through real approaches: giving current clients a heads-up and a last chance at the old price, grandfathering loyal clients until they lapse, and raising prices at capacity rather than on a schedule.
[33:00] Final wisdom — Each guest leaves one closing thought: take imperfect action instead of waiting to feel ready, let God lead the decision, and remember that undercharging, not overcharging, is the mistake that actually costs you.
Key Takeaway"The most expensive mistake you can make is undercharging."Resources Mentioned
- Proverbs 31:18, referenced in the conversation about stewarding what God has given you
- A community development study on income and women (referenced from memory during the episode; exact source and figures were not confirmed on air)
- Alex Hormozi, referenced for his advice to start with a signature, higher-priced offer
CONNECT with the ladies on their podcasts:
Gabe Cox - Pursuing Goals God's Way
Lindsey Fletcher - The Leaders Table
Andee Hart - She Sells Differently
CONNECT WITH JAN:
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ABOUT THE HOST:
Jan Touchberry is a brand strategist, marketing consultant, and founder of The Brand Collaborative. She helps women entrepreneurs build profitable businesses with clear messaging, strategic funnels, and aligned visibility.
What's Next
If this episode had you doing math in your head about your own prices, start with the Brand Audit Scorecard to see where your pricing and positioning actually stand right now. Ready for a deeper, personalized look? The $27 Brand Clarity Audit breaks down your site, your messaging, and your search presence in one report.
