One of the most common conversations I have with my clients, friends, and Collective members revolves around questions like these: How much should I charge? Am I charging enough? Too much? These are questions loaded with emotions, social conditioning, and deep-seated fears.
The research shows that women traditionally charge less. WHY? Is it a fear of rejection? A belief that asking for more will push clients away? Or is it the desire to serve as many people as possible, with money feeling like an obstacle rather than a tool for success?
Many brilliant, powerful women find themselves at odds with charging what they are truly worth. They love what they do so much that they would do it for free - if they could. But here’s the reality: underpricing devalues the work and the expertise, time, and energy that go into it.
Studies cited in Women Don’t Ask by Linda Babcock and Sara Laschever reveal that:
Men initiate salary negotiations four times as often as women.
When women do negotiate, they typically ask for 30% less than men do for the same roles.
Women who do negotiate are more likely to face social penalties, being perceived as aggressive or difficult.
This ingrained hesitancy isn’t because women lack confidence or skill - it’s because society has conditioned them to avoid seeming too demanding.
How Do We Overcome This?
To shift the narrative around pricing and worth, we need to ask ourselves:
What is the true value of my expertise, experience, and impact?
Am I undercharging out of fear, or because I’ve done real market research?
How can I reframe pricing as an act of self-respect and sustainability, rather than greed?
One key shift is recognizing that pricing should reflect both impact and sustainability. Charging appropriately allows you to continue serving others without burnout.
How Do We Determine Our Worth?
Instead of basing prices on feelings, let's use concrete strategies:
Market Research – Look at industry standards and competitor pricing.
Value-Based Pricing – Charge based on the transformation or results you provide, not just the time spent.
Confidence in Your Ask – Set a price and stand by it. If you don’t believe in your worth, clients won’t either.
Resources & Coaching – Books like Women Don’t Ask, Rich AF by Vivian Tu, Financial Feminist by Tori Dunlap, or We Should All Be Millionaires by Rachel Rodgers can help shift money mindsets.
A Call To Those Hiring, Paying, and Investing in Women
It’s time to do better. Paying women fairly isn’t an act of charity - it’s an act of justice. Stop offering what you think you can get away with and start paying women what they are actually worth. When you invest in women at their true value, you aren’t just supporting an individual - you’re uplifting families, communities, and industries. Encourage the women on your teams to go for that raise, to ask for more, and to own their worth. Corporate greed thrives when we stay silent - changing the system starts with us.
Beloved Sister, you deserve to be paid well for your brilliance, expertise, and the impact you create. Pricing isn’t ONLY about money... It’s about power, sustainability, and honoring the value you bring to the world. The more you earn, the greater your ability to uplift others, expand your influence, and create lasting change. And to those hiring, buying, and investing in women - stop paying based on what you can get away with and start paying women what they are truly worth. This isn’t just about fair pricing; it’s about rewriting the rules.
The next time you ask, "How much should I charge?" let your answer be bold, unapologetic, and worthy of the empire you're building.
We are hosting a couple of conversations this month on owning your worth. If you are a Collective Member, we look forward to seeing you on Thursdays at 9am PT. Check the event calendar for details, and watch your inbox for the zoom links!
Not a member yet? Join us for our open table conversation on Thursday, March 13th at 9am PT. I will be interviewing our resident Seven-Figure Strategist, Rebekah Radice! Details here: http://redthreadscollective.com/3-13-ThreadTalk
Resources:
The Cost of Doing Femininity: Gendered Disparities in Pricing of Personal Care Products and Services
Comments