Should I lower my prices? It’s one of the trickiest questions service-based business owners face, and it usually comes at the worst time: after pushback, a dry spell in sales, or seeing a competitor slash rates.

In this episode of The Pricing Lady podcast, we’re flipping the script. Instead of reacting, I’ll show you how to pause, assess, and respond with more clarity. I share with you how to navigate the emotional triggers that whisper “lower the price,” and what to do instead.

We’ll cover:

• Why pricing discomfort is normal and what it’s trying to tell you
• 4 common “triggers” that make you question your price (and how to spot them)
• The real risks of lowering your prices without a plan, and smarter ways to respond

If you’ve ever dropped your price just to ease the anxiety, this episode is your reset. Tune in now to learn how to make confident, value-based decisions instead of knee-jerk reactions.

Listen to Episode 165: My Gut Says I Should Lower My Prices — What Should I Do?

Favorite quotes from this episode

Episode Summary

When Self-Doubt Creeps In

Every business owner hears it. That inner voice whispering, “Maybe I should lower my prices.” Whether it’s triggered by slow sales, client pushback, or seeing competitors charge less, the discomfort is real. But before you make a move, there’s something you need to know: reacting to that discomfort can do more harm than good.

In this solo episode of The Pricing Lady podcast, I unpack what’s really going on when you feel tempted to lower your prices—and what to do instead. It’s not just about price points. It’s about value, confidence, and clarity.

The Real Triggers Behind the Urge to Drop Prices

We kick off by identifying four common situations that spark the “should I lower my prices” dilemma. A long-time client says their budget is tight. Proposals aren’t converting like they used to. Competitors are charging less. A new offer flops at launch.

Each of these situations creates emotional noise. That discomfort often tricks you into thinking that a lower price is the only solution. But it’s not. These are signals, not directives. And they deserve a strategic response.

The Hidden Risks of Reacting Without a Plan

Lowering your prices may feel like the path of least resistance. But it carries serious risks. First, you may train your clients to expect discounts, undermining your boundaries and eroding trust over time. You also run the risk of erasing your profit faster than you can gain volume, especially if you’re not a high-volume business to begin with.

The most dangerous risk? Damaging your own perception of value. If you lower your prices every time business gets tough, you chip away at your confidence and clarity. That shows up in how you talk about your offer. Clients can sense it. And once your messaging gets fuzzy, your pricing power drops fast.

Should I Lower My Prices? Start with this.

Instead of reacting, use that gut reaction as a cue to pause. This episode walks you through a simple framework where you start by acknowledging that discomfort (instead of ignoring it), assessing what’s really changed and is what you’re considering doing warranted and doing the math. And that’s just to begin with.

These steps help you shift from emotional reactivity to information decision-making. Plus in the episode I talk about some additional step that will help you take this even further.

Confidence Doesn’t Come From Discounts

This episode emphasizes one core truth: confidence in pricing comes from structure, not guesswork. When you answer the question “should I lower my prices” from a place of analysis and alignment with value, you make better decisions.

Sometimes, after a full assessment, a price change is warranted. But more often, the issue isn’t the price—it’s the positioning, the message, or the client fit. And sometimes, the market just needs a little more time to respond.

Final Thoughts

Pricing discomfort isn’t a problem to eliminate. It’s a cue to go deeper. In this episode, you’ll learn how to respond to the “should I lower my prices” question with strategy instead of stress. You’ll leave with practical tools to strengthen your pricing decisions and protect your value—so you don’t end up solving a short-term problem by creating a long-term one.

So if your gut’s been telling you to lower your prices lately, don’t act just yet. Hit play on this episode first.