If You Can’t Show Your Value Tangibly, You’re Likely Mispricing Your Services — Here’s Why

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I could hear the frustration in her voice.

She wasn't annoyed with me — even though at the moment, it felt like she was. She was annoyed with herself.

Defensive. Because deep down, she knew I was right.

I was speaking with a business owner who had been running their marketing consulting business for over 3 years. Her name was Cara. She was excellent at her craft — clients clearly loved her work, super creative, and referrals kept coming in.

But despite all of that, Cara was stuck.

• Trapped under an income ceiling — unable to grow without adding more hours.

• Taking on more work, constantly expanding scope without charging more — letting small requests pile up and eat into their time and profit.

• Fearful of raising their rates — worried that increasing prices will drive clients away.

I asked her one question: "What’s the real value of what you do?"

Cara started listing deliverables. "I create marketing strategies. I optimize ad spend. I help brands position themselves."

So I pushed back. "No, what’s the actual tangible impact of that?"

Silence. A long pause. Then, finally: "I guess I’ve never really thought about it like that."

I let her sit with the realization for a moment, watching as the weight of it settled in. Then, I leaned in and said, "If you can’t define your own value, do you think you might also be mispricing what you offer?"

Your pricing problem starts with a value problem

Most of us sell things that don’t have a clear dollar amount attached to them.

Strategy. Clarity. Attention.

We call these intangible things, our "value."

But buyers don’t make decisions based on intangible promises. They make decisions based on a tangible comparison: value vs. price.

If you can’t make that comparison crystal clear, you’re forcing the potential client to take a leap of faith. And unless they deeply trust you (and I mean really trust you), they’re not leaping.

But this goes deeper than just a sales or marketing problem.

If you can’t communicate your value in tangible terms, you’re probably guessing at your prices too.

Think about it:

• If you can’t explain what makes your service worth $3,000, why is it priced at $3,000?

• If you struggle to quantify the impact of your work, how are you setting rates that reflect that impact?

• If you don’t anchor your value to price, you’re leaving clients to define it for you.

Winning a sale at the wrong price isn’t a win — it’s a slow, quiet loss that compounds over time.

Imagine closing a $5,000 client that should have been a $10,000 client. You think you won, but you actually lost $5,000 the moment you signed the contract.

Even when you win, you lose.

The most effective move is to make the intangible more tangible (or as close as you possibly can)

Here’s how to structure your value so it stands up next to price:

1. Tie Value to Their Business Model

• If you generate leads, determine what each lead is worth to them and frame your value in that context.

• If you save time, calculate their estimated hourly rate and quantify that savings.

• If you optimize costs, articulate the savings impact on their bottom line.

2. Make It a Direct Value-to-Price Comparison

• If your service costs $5,000, show how it generates or saves $10,000.

• If you save them 10 hours a month, show how that’s worth $3,000 per quarter.

• If you improve retention, tie that impact to customer lifetime value.

Once you start framing your value in tangible terms, pricing confidence shifts almost instantly. That’s exactly what happened with Cara.

We mapped out Cara’s real impact:

She wasn’t just creating marketing strategies — she was helping businesses scale revenue by at least 20% because her positioning work led to higher conversion rates and faster client acquisition. And working with a small businesses doing $200,000 in revenue meant $40,000 in tangible revenue value. That’s something you can point to.

She wasn’t stuck because she lacked clients. She needed to see the tangible value, which created stronger messaging and better pricing.

And if you’re stuck, maybe it’s the same for you.

— Peter

P.S. I used to hesitate to pitch, but not doing so would be a disservice.

If you’ve overlooked your pricing model, it’s time to get your pricing right.

In my pricing workshops, we deconstruct your pricing model, rebuild it in line with your business, and make sure you’re charging with your tangible value. By the end, you’ll have a pricing strategy that reflects your impact and your goals — so attract high-value clients while making selling effortless.

Want to see how pricing changes impact your business? Let’s talk.

I won’t just show you with vague terms, I’ll show you using your actual business model — learn more here or let’s just talk live.