Ep #124: The Era of Women Underpricing Is Over

Hey coach, what if the next level of income in your business didn't come from more, but came from pricing differently? I'm Kendall, and in this episode of The Money Coach School Podcast, we're talking about how the age of women undercharging, it's officially over. I'm so glad. And why pricing is the foundation that makes growth feel supported, spacious, and sustainable.

You're going to hear why pricing has far more influence than most women realize, how it shapes the way income flows through your business, and why upgrading your pricing structure can unlock more freedom, choice, and support for you without adding more to your plate. This episode will help you see pricing as a strategic advantage and a foundation your business can actually grow from. It's all here for you in this episode of The Money Coach School Podcast. Let's dive in.

Welcome to The Money Coach School Podcast. To really excel at coaching women, you have to be skilled, confident, and even fearless at money coaching. If you're passionate about women holding genuine money power and love supporting women entrepreneurs, then this is the show for you. Now, here's your host, money feminist Kendall SummerHawk.

Hello, beautiful coach. There is a shift happening in women-led businesses, and it's an exciting one. For a long time, for forever, income growth was tied to expansion, meaning more offers, more content, more effort, more output. And for a while, that worked, but that model, it is losing its grip. Thank God. We are now stepping into a new era where growth does not require more doing; it requires better structure. And pricing sits right at the center of that shift.

The age of women undercharging is officially over, and I could not be happier about that. Pricing isn't something you wait to look at later when you have more clients or when your business is bigger. It's the foundation that determines how income flows, how decisions are made, and how much your business actually gives back to you. And I want you to really take that in for a moment. How much your business actually gives back to you. And that's what we're talking about here today.

You're going to hear why pricing has far more influence than most women realize, how it shapes the way income flows through your business, and why upgrading your pricing structure can unlock more freedom, choice, and support without adding more to your plate.

Before we dive in, do me a favor. Go ahead and click that follow button. I am your money coach, and every episode here is designed to increase your cash flow and strengthen your relationship with money. So you don't want to miss an episode. Click that follow button.

All right. Number one, let's dive in here. Number one. Underpricing was never a confidence issue. Underpricing has been misunderstood for a very long time. It's often framed as hesitation or self-doubt, something women need to work through internally. And I know it looks like that on the outside, and there is an element of truth to that, but really, underpricing has never truly been a confidence issue. It has been a rules issue. And here's why.

Women were taught a specific set of rules about money: earn after effort, explain before receiving, prove value before charging for it. And then, of course, their pricing follows those rules. So rates are adjusted to avoid pushback, increases wait for external validation, pricing staying emotionally responsive instead of strategically set.

So, your work and ability to deliver incredible results has expanded, absolutely. But your rates have stayed close to where they started. And that's a problem we need to solve. Increases happen slowly, cautiously, and often much later than they needed to. And that's how pricing stopped being a strategic decision and became something to justify, soften, or emotionally manage. And actually, I want to correct that. It never stopped being a strategic decision. It never was a strategic decision in the first place. It's always been something for women to justify, soften, or emotionally manage.

We're going to change that, obviously, for you here today, but here's the anchor that really matters. Underpricing, it isn't a mindset flaw. Let yourself off the hook for that. It's actually a structural inheritance. Guess what? Handed down from the patriarchy. And the solution, it isn't fixing yourself. You're not broken. You don't need to be fixed. The solution is changing the rules you're operating within.

All right, number two. Why doing more has become the default and why pricing is actually the way out. Most women try to grow income by adding more offers, more launches, more content, more effort. And at first, that absolutely works until it doesn't. Because what increases faster than income is complexity. Delivery expands, decisions multiply, you're juggling, and the emotional labor becomes part of every sale. Emotional labor that you just can't carry.

And this is why income often plateaus, even when your effort keeps increasing. I have a good example of this just recently. One of my clients inside Sacred Energy of Money was coaching with me, and we revamped her offer suite, dramatically simplified it, and she just had the best January, as the time of this recording, the best January she's ever had in her 15-year career as a coach. And she's been very, very successful in the past. Best January ever from simpler offers.

But here's the turning point that I want to give you. Pricing is the only growth strategy that increases income without increasing operational weight. So, in other words, operational heaviness is what I mean. So, no new funnels, no reinvention, no expansion required. Pricing changes how income flows without adding more to manage. And that's why it becomes the solution. Not because it's easier; you do still have to break through your pricing blocks, absolutely, but because it's more strategic and ultimately freeing.

All right, number three. The real issue is low or unstrategic pricing. So to put it bluntly, your pricing is either too low for the level of work you're delivering or it's not structured strategically to support income growth. When pricing sits below the value of the results your clients experience long-term from working with you, or it's not aligned with a broader strategy, it creates friction. And what that friction looks like is every proposal or every quote you deliver carries hesitation. Follow-ups stretch longer than they should. In other words, you don't follow up as quickly as you could.

Pricing isn't doing enough work. And so income depends on your persuasion, which we women don't like to do that, meaning you have to explain more, you justify more, you manage more emotion around every sale. And yeah, revenue still comes in, but it asks for more effort from you than it needs to.

When pricing sits too low or isn't strategic, the business compensates elsewhere. For example, boundaries get tested. Every client carries more weight, like oh my gosh, I have to have this client. Every decision feels higher stakes. The business works, but it leans harder on you than it needs to. And the good news is that strategic pricing, it changes all that.

Number four. Why pricing is the foundation for your income and your freedom. So here's a piece most pricing conversations miss. Pricing doesn't just determine what you earn. Of course, it does that, but it determines what your business can support. Your pricing funds the time you have, it funds the support you can access, the space you can create, the choices available to you, the freedom you get to enjoy.

Most women absolutely know their revenue numbers, but very few have looked at what their pricing is actually funding. They haven't explored what higher pricing would unlock or how staying where they are limits what's possible. But once you see that, you can't unsee it. Pricing stops being abstract. It stops being this thing you push aside and say, I'll look at that later because you have some discomfort around it. And instead, it becomes intentional. And that's the shift we're making now.

So to wrap up here, my coaching question for you is this: what part of your pricing do you find most challenging? Is it how to choose the actual number? Is it how to step into it with authority? Is it how to raise your pricing with new clients or how to raise it with existing clients? Is it how to communicate it calmly?

Whatever part of pricing that you find most challenging, I'm here to help you with all of it. Pricing is my jam. And this is exactly why I'm teaching in my new free class, Your Pricing Breakthroughs. It's exactly what I'm teaching there. Because pricing is not like this side decision. It's the decision that shapes how your business grows from here on forward. And this free class, Your Pricing Breakthrough, will show you how to transition your pricing so that income growth no longer depends on more effort, more complexity, or more output.

If you want your business to create more income and more space, in other words, more freedom, without adding another offer or another hour of your time, then this free class matters. I'm going to put the link below in the show notes that gives you the exact date and time of the class. And a replay will be available for a short time. And if you're listening to this, months after recording this, I'm recording this at the tail end of January here. If you're listening to this months later, click on the link anyway because it'll either take you to that class or another one on pricing. Okay? So no matter what, I've got you covered.

So the thought I want to leave you with is this: pricing is more than just a number. It is the foundation that determines how your business grows and determines how much freedom it creates for you. And that foundation, it gets to support you.

All right, my beautiful soul. Remember, you are here for more, and that means more money peace, more money power, more unapologetic wealth on your terms. This is your Money Empowerment Era. I am so here for it. I am so here for you. All right, thank you for listening, and I will see you next week. And definitely click on that link, and I'll see you in Your Pricing Breakthrough, the free class.

Thank you so much for tuning into this week's episode of The Money Coach School Podcast. If you enjoyed this podcast, make sure you follow so you never miss an episode. Also, I would so love and appreciate if you would leave a 5-star review. Your review supports women just like you in discovering all of the juicy tips and insights I’m sharing here on how to coach women on money.

And if you want to learn how to excel at coaching women on money, definitely go to KendallSummerHawk.com and check out the wealth of money coach trainings that we have for you. Thanks so much for being part of this money coaching movement and for tuning into the show every week.