Morton, we’ve looked over your proposal. It really addresses what’s going on for us. But it’s too expensive.”
That’s what the client said about Option 2.
What they didn’t say, but were thinking, was far more interesting.
Years later, that same client told me the truth: “When I saw your original pricing, I actually wondered if you could really deliver. It seemed too low for what we needed.
Think about that.
My attempt to be “reasonable” didn’t make them comfortable.
It made them nervous.
Here’s what really happens in a client’s mind when you undercharge:
When a consultant immediately offers a discount, we don’t think “What a deal!”
We think: “What’s wrong with it?”
When someone apologises for their pricing, we hear: “I don’t believe in the difference my service can make.”
When the fee is suspiciously low, we wonder: “Are they desperate? Inexperienced? Not that good?”
I’ve been on both sides of this table now.
As a buyer, I’ve passed on providers who were too cheap. Not because I wanted to spend more, but because their low pricing made me question their expertise.
If someone charges £1000 for work that should cost £5,000, my risk radar goes off.
It’s a no for me, and that is why, when I see so many coaches and consultants (due to their fear of AI) offering their services at ridiculously low prices, I cringe and see it as a first sign of a lack of confidence.
Will they deliver?
Do they understand the complexity?
Are they going to disappear mid-project?
Can they really solve my problem?
The consultant who charged me Option 3 – the highest price?
I respected them more. Not less.
They knew their value. They stood behind it. And that confidence made ME confident in their ability to deliver.
Here’s the psychology: We use price as a proxy for quality.
It’s why a £10 bottle of wine tastes different from a £100 bottle – even when it’s the same wine in a different bottle.
Your pricing isn’t just about money. It’s a signal.
High prices signal expertise, confidence, and results.
Low prices signal inexperience, desperation, and risk.
When you undercharge, you’re not doing clients a favour.
You’re making us nervous.
You’re training us to question your expertise.
You’re attracting low-trust clients, high-maintenance clients.
The best provider I ever hired was also the most expensive.
They didn’t discount.
They didn’t apologise.
They said: “This is what it costs to solve your problem properly.”
And you know what? They were worth every penny.
Because when someone truly believes in their value, it shows in their work.
Stop trying to win on price. You’re not a commodity.
Start building confidence in the results you know you can deliver. That’s what clients really buy.
Your pricing is your first deliverable.
Make sure it delivers the right message.
Until we meet
Morton
PS
I’m taking six companies through our 2025 Ready: Strategic Growth Map in January. 2 days. Complete Growth Map. 90-day implementation roadmap. 3 months of accountability. Email: value@mortonpatterson.com
Reply to this email with “AUDIT”, and I’ll send you our complete 2025 Year in Review Audit framework (free, no strings).
