One of the toughest dynamics that aspiring experts grapple with is the psychology of pricing. I can still remember the day that a kind, experienced speaker friend of mine took me aside and said, “You’re too cheap. I want you to dramatically increase your fee.” 

“I can’t! No one will book me! The sky will fall and mutant pterodactyls will rampage across the scorched barrens of the earth - blah, blah, whimper, etc.” Fortunately my friend knew better and I obeyed. And hark, the bookings continued to come in. If anything, they increased slightly. Moreover, I shed the low-end, high-maintenance clients, who typically haggle over price and then give constant grief. All in all, the shift upward improved my quality of life. 

Perceptions of quality are very closely allied to pricing. For the coming year, raise the quality of your offering, and raise your fees concurrently. Just as no Mercedes is ever cheap, so no top industry name is ever the budget alternative. The question is only: are they worth it?

Price yourself correctly, and you could be one step closer to owning your industry. 


Douglas Kruger is a professional speaker and business author. He speaks and presents on expert-positioning and disruptive innovation. See him in action, or sign up for his free motivational newsletter, at