This can be something that's really scary for new business owners or business owners who are trying to price new products or services.

The bad news is that you're always going to have people telling you you're too expensive — No matter what your price point is you will always hear that. So you really can't let that feedback affect how you think about your prices. The key to pricing appropriately is really market research and mindset.

I know in the online business space, it's very trendy to say “charge what you're worth”. But I actually really take issue with that, because your self worth shouldn't be tied to your business in any way! Your business is a business, your worth as a person, as a business owner is completely separate from what you're charging for your products and services. I also have an issue with that saying because as soon as you get more than one person telling you that your prices are too high, you're going to immediately believe them and think you need to lower your prices because you just pulled a number out of your a**, instead of actually figuring out and thinking about what is the market willing to pay for this price. What is my target customer willing to pay for this product or service? Unless you know that you will never have enough confidence in your pricing.