Learning how to price yourself into your market is one of the most important business skills you’ll ever develop.
Charge too little and you undervalue your expertise.
Charge too much without communicating your value – and clients may look elsewhere
After more than 40 years as a chef, consultant and business owner, I’ve discovered that people rarely buy on price alone. They buy confidence, expertise, trust and outcomes.
Yet I still see talented chefs, nutritionists and food entrepreneurs undercharging because they’re afraid someone will say no.
Ironically, the opposite is often true.
When you price yourself too cheaply, clients begin to question your value.
Pricing isn’t about charging the most.
It’s about positioning yourself where your ideal client expects to find you.
In particular, health practitioners, in particular, are a shy mob when it comes to billing and they find it challenging to charge their true worth.
The Biggest Pricing Mistake
Many business owners start by asking: – “What should everyone else be charging?”
The better question is: – What value do I create, and who is willing to pay for it?
| The Hourly Rater | The Entrepreneur |
|---|---|
| Charges the going hourly rate | Prices based on value and outcomes |
| Spends 90% of time delivering services | Spends 30% of time developing the business |
| Handles most administrative tasks | Delegates up to 80% of administrative tasks |
| Has no clear long-term direction | Has a clear 5-year vision |
| Focuses on day-to-day tasks | Focuses on high-impact activities |
| Reacts to constant interruptions | Works thoughtfully and with purpose |
| Lives in ‘panic mode’ | Stays calm and strategic |
| Avoids business planning | Regularly works on the business |
| Covers for staff when needed | Leads and empowers the team |
| Has a collegial relationship with staff | Acts as a confident business leader |
| Rarely develops new products or services | Creates premium products and services with clear value |
| Rarely takes holidays | Takes regular breaks to recharge and plan |
| Has no exit strategy | Has a plan to expand, franchise or sell the business |
Price Reflects Positioning
Think about the brands you naturally trust.
You don’t expect a luxury retreat to charge backpacker prices.
Nor would you expect an experienced surgeon to compete with the cheapest clinic.
The same applies whether you’re a chef, consultant, nutritionist, speaker or product developer.
Your pricing sends a message long before your first conversation.
Ask yourself:
- Am I a commodity?
- Or am I providing specialist expertise?
- What transformation am I delivering?
People invest in outcomes—not hours.
Don’t Charge for Time. Charge for Experience.
A client may see a two-hour cooking demonstration.
What they don’t see is:
- Decades of professional experience
- Recipe testing
- Menu development
- Food safety knowledge
- Nutrition expertise
- Supplier relationships
- Presentation skills
- Years of learning from mistakes.
They’re not paying for two hours.
They’re paying for the years that made those two hours possible.
Know Your Numbers
Pricing should never be guesswork.
Before setting your fees, calculate:
- business overheads
- insurance
- equipment
- administration
- travel
- tax obligations
- marketing
- continuing education
- preparation time
- follow-up support.
Know Your Best Clients: The ABC Method
Not every client contributes equally to your business. The ABC Method helps you identify your most valuable clients so you can spend your time where it matters most.
| Client | Annual Value | How to Engage |
|---|---|---|
| ⭐ A Clients | $100,000+ | Weekly contact and personalised service |
| ⭐⭐ B Clients | $20,000–$100,000 | Monthly meetings with regular phone check-ins |
| ⭐⭐⭐ C Clients | $1,000–$20,000 | Six-monthly reviews with occasional follow-up |
Stop Discounting Your Expertise
Discounting can sometimes make sense for:
- long-term contracts
- strategic partnerships
- introductory offers
- charitable work.
But constant discounting trains people to wait for the next special.
Premium clients generally don’t choose the cheapest option.
They choose the person they trust most.
Value Creates Loyalty
One of the biggest surprises in business?
Some of my highest-paying clients have also been the easiest to work with.
They value expertise.
They respect your time.
They understand that quality comes at a price.
Meanwhile, clients who negotiate every dollar often demand the most.
Price doesn’t determine client quality—but positioning certainly influences it.
Build a Pricing Ladder
Instead of offering one service, create several ways people can work with you.
For example:
| Offer | Ideal Client |
|---|---|
| Recipes & blog | New audience |
| Online courses | Self-paced learners |
| Nutrition consultations | Individual support |
| Group mentoring | Professionals growing their careers |
| Corporate workshops | Teams and organisations |
| Consulting & product development | Premium clients |
This allows clients to enter your world at different investment levels while naturally progressing to higher-value services over time.
Confidence Is Part of Your Price
People don’t just buy your service—they buy your confidence.
If you apologise for your prices, clients will question your value. When you clearly communicate the results you deliver, the right clients see your fee as an investment, not a cost.
Final Thoughts
Success isn’t about being the cheapest—it’s about being the obvious choice.
Know your worth. Understand your costs. Communicate your value with confidence.
Remember, clients aren’t buying your time; they’re investing in your expertise.
Ready to Build a Profitable Food or Wellness Business?
Whether you’re a chef, nutritionist or food entrepreneur, I can help you price with confidence, position your expertise and build a sustainable, profitable business.
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