The BizChix Podcast: Female Entrepreneurs | Women Small Business | Biz Chix · Natalie Eckdahl, MBA

617: The Mindset of Raising Prices

·20 min·1 clip

Pricing is treated as a business decision, not a neat trick. Natalie says the easy part is choosing a number, while the real work is deciding whether that number still covers the work, the costs, and the level of service now being delivered. That is the core tension. Elizabeth brings a familiar dilemma to the table: she has added a new certification and a higher level of work, and she does not want to undercharge for the upgraded offer while also avoiding a sudden jolt to long-time clients. Natalie does not brush that off. She explains why raising prices across an entire base at once can unsettle a business, especially when the work itself is changing, and she recommends separating new-client pricing from the legacy arrangements already in place. New clients start fresh. They pay the new price and enter the new model immediately, which keeps the business aligned with the current offer instead of carrying the old structure forward out of habit. Current clients get room. Natalie argues for giving them notice so they can decide whether they want to move into the new level, and she says three months is a good amount of time for most people to adjust, even if it is not a hard rule. That notice matters. It protects trust, avoids surprise, and gives both sides a clear point to reassess what the relationship is worth and what the service now includes. The conversation also turns inward. Natalie and Elizabeth talk about how pricing is often tangled up with worthiness, and how better decisions can come from focusing less on the service provider's self-image and more on the transformation the client receives. That shift helps. It moves the frame away from hours, effort, and personal discomfort, and toward outcomes, client results, and the added skill set that now changes the offer. They also talk about proof. Natalie recommends circling back with clients at the end of a project to ask what they liked, what results they got, and then using those stories and testimonials in future pricing conversations. The tone stays practical throughout. By the end, the episode becomes a clear service-business conversation about pricing, boundaries, and how to grow without pretending the old model still fits.

As heard by us

A practical guide to raising prices without blowing up the client base.

Natalie Ekdahl and Elizabeth treat pricing as a business call, not a formula. After a new certification and a higher level of service, they argue for bringing new clients into the updated model while giving existing clients notice and time to decide whether to stay.

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Why you'd press play

If you need to raise prices without destabilizing current clients, this gives you the script.

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