Episode 99 : Money, Self-Worth, and the Quiet Cost of Undercharging
Money, Self-Worth, and the Quiet Cost of Undercharging
Money conversations in an online business are rarely just about numbers. They are often about safety, confidence, and how much we trust ourselves.
In this solo episode, Tiffany reflects on real conversations from Brave Coffee Connections and her own journey as a coach and service provider. The focus is on how self-worth quietly influences pricing decisions, undercharging, and overworking, especially when building a coaching business alongside real life.
If you have ever lowered your rates to feel safer, worked harder than necessary to justify your price, or hesitated to raise prices even when demand was there, this conversation will feel familiar.
How money decisions show up in an online business
In an online business, pricing is rarely a purely strategic decision. It is deeply connected to how safe you feel holding your value.
Many coaches and service providers start by charging less than they want to. Not because they lack skill or experience, but because undercharging can feel protective. A lower price feels easier to defend. It feels less risky to offer. It can feel like a shortcut to signing the client.
This is where money and self-worth intersect. Pricing becomes a way to manage fear, not a reflection of value.
When income feels uncertain, or when confidence is still building, it is common to choose the option that feels emotionally safer, even if it costs more time and energy in the long run.
The link between self-worth and pricing decisions
Self-worth often shows up in subtle ways inside a coaching business. It is not always loud or dramatic.
Sometimes it looks like discounting before a client even asks. Sometimes it looks like adding extra calls, extra support, or extra delivery to compensate for discomfort around your price.
Tiffany shares openly about moments where lowering rates felt easier than trusting her value. Those choices were not wrong. They were information.
They showed where confidence was still catching up to capability.
When pricing is driven by proving, it often leads to overworking. And overworking can quietly erode trust in yourself and your business.
Practical reflections for coaches growing an online business
Growth does not require sudden, dramatic pricing changes. It often starts with noticing.
Here are a few gentle reflections shared in this episode that coaches and service providers can apply right away:
Notice when pricing decisions come from fear rather than alignment
Pay attention to where you add extra work to justify your rate
Reflect on whether your systems and confidence are ready for a price increase
Remember that not all income is equal if it costs you burnout
These are not rules. They are invitations to build awareness and self-trust over time.
Small, brave shifts still count, especially when money decisions feel heavy.
Why undercharging feels safer than holding your price
Holding your price asks for internal stability. Discounting often offers immediate relief.
For many coaches, undercharging is not about strategy. It is about nervous system regulation. A lower price can feel like less exposure and less risk of rejection.
But there is a quiet cost. Undercharging often requires more clients, more hours, and more emotional labor to reach the same income.
Over time, this can create resentment, exhaustion, and doubt, even when the business looks successful from the outside.
Why this matters for coaches and service providers
A sustainable coaching business is built on trust. Not just client trust, but self-trust.
When pricing decisions align with your value and capacity, your business becomes easier to maintain. You show up more present. Boundaries feel clearer. Growth feels steadier.
This episode is a reminder that you are not behind if money still feels complicated. You are allowed to learn as you go.
Building an online business alongside bills, responsibilities, and real life takes courage. Awareness is a powerful starting point, and small, brave steps toward alignment matter more than perfection.
Inspired to do something brave?
Share it with me and the Business Bravery community on Instagram @tiffanygstudios or use #businessbraverypodcast so we can cheer you on.
๐ง Listen to the full episode here: Business Bravery Podcast
Community Connections for Coaches & Service Providers
โ If youโd love to connect with like-minded coaches and service providers in a more personal way, join me at Brave Coffee Connections โ a free monthly Zoom gathering designed to spark real conversations, collaborations, and opportunities for your business.
Reserve your spot here: tiffanygstudios.com/connections
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