Mastering the Art of Pricing: Unlocking Profitability for Business Owners
In this episode, we dive into one of the most powerful levers for building a financially healthy business—pricing.
I’m Deb, a Profit First Professional, and I want to challenge the way you think about charging for your work. Many business owners stick with outdated pricing models like hourly billing, which often leads to income plateaus, inefficiencies, and financial stress. But there is a better way.
Through a case study featuring Dave, I show how shifting to value-based pricing—charging for outcomes, not time—can dramatically improve your cash flow, increase client satisfaction, and boost your confidence.
You’ll learn a four-step framework for recalibrating your prices in a way that covers your personal financial needs, business costs, taxes, and desired profit. It’s time to stop undervaluing yourself—and start pricing for the life you want.
About the Podcast:
This episode of the Financially Healthy Business Podcast explores the real reason so many business owners struggle financially: they’re undercharging.
I guide you through a smarter approach to pricing—one that reflects your value, supports your goals, and keeps your business sustainable. Whether you’re nervous about raising prices or unsure how to structure your packages, this episode will give you both the tools and the mindset you need to price with purpose.
From outcome-based pricing to calculating your minimum viable price, you’ll walk away with a strategy that protects your profits and empowers your future.
With clear, practical episodes lasting just 15–20 minutes, this podcast offers the structure and support you need to build a business that funds your freedom, not your stress.
Your pricing isn’t just a number—it’s a statement of your worth. Let’s get it right.
Takeaways:
- The essence of effective pricing lies in aligning it with one's financial needs and business goals.
- Business owners must transition from charging hourly rates to value-based pricing models to ensure profitability.
- A strategic approach to pricing includes calculating costs, taxes, and desired profit margins accurately.
- To foster a financially healthy business, owners should confidently set prices that reflect their value and expertise.
Links referenced in this episode:
Companies mentioned in this episode:
- Accounts Ladies
- Accounts Office Academy
- how to Build a Financially Healthy Business
Transcript
Foreign Healthy Business Podcast for business owners who want the confidence on cash flow that supports the life they actually want to live.
Speaker A:I'm Deb Halliday, Profit First Professional founder of award winning accountancy practice the Accounts Ladies and the Accounts Office Academy and author of how to Build a Financially Healthy Business.
Speaker A:Learn how to take control of your finances, reduce stress, and grow sustainably.
Speaker A:Because your business should support your life, not consume it.
Speaker A:Let's get started.
Speaker A:Hi, I'm Deb Halliday and welcome back to the Financially Healthy Business Podcast.
Speaker A:This is episode 7 in our series Walking Through My Book how to Build a Financially Healthy Business.
Speaker A:Stress Less and Pay Yourself More Today's topic is one that affects everything in your business.
Speaker A:Pricing.
Speaker A:If you've ever felt like you're undercharging, constantly second guessing your fees, or afraid to raise your prices in case clients run away, this episode is going to change how you think about pricing forever.
Speaker A:Let's get your prices aligned with profit, not pressure.
Speaker A:The Pricing Problem Most business owners I meet fall into one of these traps.
Speaker A:They charge by the hour, which caps their income and and punishes efficiency.
Speaker A:They copy competitors pricing without knowing if those businesses are even profitable.
Speaker A:They guess instead of calculating and they fear that raising prices will scare people off.
Speaker A:Sound familiar?
Speaker A:Here's the thing.
Speaker A:If your pricing doesn't support your owner's pay tax, profit and expenses, it's not working.
Speaker A:Your prices are not just numbers, they're the foundation of your business's financial health.
Speaker A:Case Study Dave's Pricing Breakthrough Let me tell you about Dave.
Speaker A:He ran a gardening business and he was charging by the hour.
Speaker A:His team were good, but the hourly model created pressure.
Speaker A:They dragged jobs out to fill time.
Speaker A:His revenue was capped and his clients were focused on the clock, not the result.
Speaker A:We shifted Dave from hourly pricing to outcome based packages.
Speaker A:Things like weekly lawn care, seasonal planting, full garden makeovers.
Speaker A:Suddenly, clients were paying for results, not time.
Speaker A:We added simple upsells like seasonal treatments and planting upgrades.
Speaker A:We also introduced subscriptions for regular maintenance.
Speaker A:The result?
Speaker A:Dave earned more per job, his team worked faster and his cash flow became consistent.
Speaker A:All from changing the way he priced.
Speaker A:How to Price for Profit Here's a simple framework to help you get your pricing right.
Speaker A:Step one Start with your personal financial needs.
Speaker A:Use your owner's pay.
Speaker A:Figure what you need to take home each month.
Speaker A:Step two Add business costs.
Speaker A:This includes tools and software, subcontractors or staff, marketing, admin or delivery costs.
Speaker A:Step 3 Factor in tax and profit.
Speaker A:Don't forget to build in tax approximately 15% or more depending on your situation.
Speaker A:Profit?
Speaker A:Yes, it needs to be priced in, not hopefully.
Speaker A:Step 4 Divide by your delivery capacity how many clients, hours or packages can you realistically deliver in a month that gives you a minimum viable price, the absolute lowest you can charge and still be profitable?
Speaker A:Now you've got a pricing baseline.
Speaker A:You're no longer guessing you're being strategic.
Speaker A:Value Based Pricing let's talk about moving from time based to value based pricing.
Speaker A:Here's the mindset shift.
Speaker A:People don't care how long it takes.
Speaker A:They care about the outcome and what they get.
Speaker A:Whether you're a coach, a creative, a service provider or a consultant, clients pay for transformation, peace of mind and outcomes.
Speaker A:So Instead of selling 10 hours of my time, sell a strategic roadmap to launch your course a done for you website that converts a quarterly garden refresh to keep your property pristine.
Speaker A:This positions you as the expert, not the hired hand and it justifies your price without needing to race to the bottom.
Speaker A:Pricing Confidence Stop apologizing.
Speaker A:So many business owners lower their prices out of fear or guilt.
Speaker A:Here's what I want you to remember.
Speaker A:You are not your price.
Speaker A:You're not selling yourself.
Speaker A:You're selling a result.
Speaker A:You have experience, has skill and value that took years to build.
Speaker A:You are allowed to be well paid.
Speaker A:In fact, you must be if your business is going to survive.
Speaker A:Pricing is not personal.
Speaker A:It's strategic and it's one of the most powerful levers in your business.
Speaker A:Here's your challenge this week.
Speaker A:Stop and review your pricing.
Speaker A:Ask yourself honestly, does it fund your owner's pay tax, expenses and a profit?
Speaker A:If not, rework your numbers using the pricing framework in chapter six of the book and take the first step toward switching to outcome based packages.
Speaker A:If that suits your business.
Speaker A:Visit how to Build a financiallyhealthybusiness Co.
Speaker A:Next episode, we're diving into tax how to stop dreading it, how to plan for it, and how to finally get ahead of the bill.
Speaker A:Until then, stay confident, stay intentional, and don't apologize for pricing your services profitably.
Speaker A:You're building a business that supports your life and it starts with knowing your worth.
Speaker A:See you next time.
Speaker A:Thanks for tuning in to the Financially Healthy Business podcast.
Speaker A:If today's episode episode helped you take a step closer to building a business that supports your life, share it with a fellow business owner.
Speaker A:Follow the show or leave a review.
Speaker A:It all helps to get the message to the people that need it.
Speaker A:Head to how to Build a financially healthy business.co.uk and explore the tools, resources and online programs you didn't start your business just to survive.
Speaker A:You started it to thrive.
