So many brilliant women I meet — from corporate leaders to entrepreneurs — have one thing in common: they’re undercharging for their work.

Have you ever hesitated before saying your price out loud? Maybe you’ve felt the urge to justify it, to add “but I can offer a discount,” or to quietly lower it before the client even reacts. If so, you’re not alone.

I’ve seen this pattern countless times in my work with women in business — and, truthfully, I’ve experienced it myself. Brilliant, capable women undercharge for their work far more often than they should. And the cost of this isn’t just financial; it impacts confidence, sustainability, and the broader conversation about women’s value in the business world.

It’s time to talk honestly about why this happens — and how we can stop it!

Why Women Undervalue Themselves

There isn’t one single reason; it’s a mix of culture, conditioning, and confidence.

Cultural expectations. Many of us were raised to be agreeable, collaborative, and “nice.” Asking for more — whether it’s money, recognition, or influence — can feel like we’re stepping outside the box we were placed in.

Visibility gaps. If we don’t see enough women at the top charging premium rates, it’s harder to know what “normal” even looks like. Without transparency, too many of us guess — and guess low.

Imposter syndrome. Even the most accomplished women can feel they’re not “ready” or “qualified enough” to charge what they’re truly worth. We second-guess ourselves, discounting not only our prices but also our achievements.

Business norms built without us. Traditional business structures — from funding to consulting fees — were often shaped in male-dominated spaces. Women entering later are sometimes expected to “play smaller" or simply confused on how they fall within the pricing scheme.

The Real Cost of Undervaluing Ourselves and Our Work

Undervaluing yourself is expensive — and not only in the obvious way.

Financial instability. When your rates don’t reflect your expertise, your business struggles to scale. Instead of investing in growth, you’re stuck in survival mode.

Attracting the wrong clients. The truth is, people who want the cheapest option rarely make the best clients. When you charge too little, you often invite the very relationships that drain your time and energy.

Fueling the gender pay gap. Every time we undersell ourselves, we reinforce the perception that women’s work is worth less. Individually, it might feel small. Collectively, it’s powerful.

The emotional toll. Working too hard for too little eventually leads to burnout, resentment, and frustration. And when you don’t feel valued, it becomes harder to show up with confidence.

How to Price Yourself with Confidence

The good news is confidence in pricing is a skill, not a personality trait. It can be learned, practiced, and strengthened.

Here are six strategies I recommend:

1. Know your market, but set your own standards. Yes, research competitors, but remember- your business doesn’t have to look like theirs. Decide where you want to position yourself and price accordingly.
   

2. Calculate your true costs. It’s not just about hours worked. Factor in your expertise, preparation, admin time, and the energy it takes to deliver at a high level.
   

3. Define your value in outcomes, not effort. Clients aren’t buying your hours; they’re buying results. Ask: What changes for them because of my work? That’s where the real value lies.

   
   

4. Practice saying your price. Confidence grows with repetition. Try rehearsing with a friend or even in the mirror until it feels natural.
   

5. Build in growth. Your prices should evolve as your skills, experience, and demand grow. Review them regularly — at least once a year.

   
   

6. Separate worth from pricing. You are not your price tag. This is strategy, not self-worth. Keeping this perspective helps take the emotion out of the equation.

   
   

Practical Tips You Can Use Right Away

Write a pricing script. When someone asks about your rates, you don’t want to scramble. Having a clear, confident script avoids backpedaling or over-explaining.

Set review checkpoints. Add a calendar reminder every 6–12 months to evaluate your prices. This small act signals that your value isn’t static.

Lean on community. Talking openly about rates with trusted peers is powerful. Networks like LUX WMN exist for exactly this reason — to share, support, and normalize fair pricing.

Test premium pricing. If raising all your rates feels overwhelming, start small. Try offering one higher-priced service or package and see how it lands.

Reframing the Conversation

The next time you hesitate before sharing your rate, pause and remind yourself:

• You are not charging for the one hour in front of your client — you are charging for the years of learning, failing, and growing it took to get here.

  
  

• You are not asking for charity — you are offering transformation, expertise, and results.

  
  

• You are not being “difficult” — you are being fair, sustainable, and professional.

  
  

Confidence in pricing doesn’t come from waiting until you feel ready. It comes from taking action, again and again, until it becomes natural.

Undervaluing ourselves isn’t just a personal habit — it’s a systemic issue. But the good news is, change starts small. Every time one of us charges fairly, it chips away at outdated norms and creates space for more women to rise.

So here’s my challenge to you: this week, take one step toward valuing yourself properly. Whether it’s rewriting your pricing script, raising your rate by 10%, or simply practicing your number out loud, do something that affirms your worth.

Because when women stop undervaluing themselves, everyone benefits.