Is Your Pricing Actually Keeping Pace With Your *Client's* Growth?
Last week I posed the question, “Is your pricing out of sync with your growth?” I raised it because I believe it’s crucial to ensure your prices keep pace with your evolution — your personal growth, along with the investments you’ve made to uplevel your skills and expertise.
But you’re not the only one shaping your business’ evolution — your clients are evolving, too.
They’re experiencing changes that expand their capacity, create new progress, and open more possibilities. A combination that may shift their needs, values, and expectations.
Sometimes the timing and depth of their growth is in harmony with yours — and the connection stays strong, maybe even gets stronger.
At other times, though, it creates friction. A gap emerges — one where you may no longer be able to serve them as they need or want.
So, what happens when someone who was your ideal client no longer is, because they’ve evolved?
This is an aspect of pricing that often goes unnoticed: when your pricing doesn’t keep pace with your client’s growth.
What might that look like in your business?
First, Let’s Ground This
While you noodle on that question, let’s talk about three ways in which your client’s growth can surface:
1) Financial capacity shifts.
A client who once had limited resources may now be able (and willing) to invest at a higher level. If your pricing doesn’t reflect that shift, they may begin to outgrow what you offer.
Or, outgrow the perception they previously held of themselves in terms of who they could work with.
I am comfortable enough in my own skin to admit that while I know I’m excellent at what I do, I’m not a celebrity coach. Yet, it was still quite sobering to learn that a couple of clients — who didn’t renew their coaching engagement — started working with a celebrity coach.
While I do believe entrepreneurs and business owners need to be able to articulate the value of their offer, ultimately, “value” is in the eye of the beholder. And there just happens to be a term for this: perception score.
That’s why a change in a client's “perception score” of your products or services can affect you and your bottom line.
2) Changed values and priorities.
Life transitions, new goals, or evolving circumstances may reshape what your clients most care about — and, by extension, what they’re willing to pay for.
On the flip side of former clients who’ve moved on to work with a celebrity coach, there’s this reality:
Life happens and throws a curve-ball, causing a client to significantly scale back their business or return to traditional “9-t0-5” employment. Because navigating family demands while navigating the inherent challenges of entrepreneurship has become way too overwhelming.
Your price could be $1 — and it would still be too much.
(Especially from this example, I hope you get that your pricing keeping pace with your client’s growth is not necessarily predicated on the actual dollar amount.)
3) Raised expectations.
For the longest, regardless of your speciality, if you worked in the coaching or consultant space, the goal was to build a six-figure business. Interestingly, around 2020, the goal-post became seven-figures.
So if your client, who was once focused on building a 6-figure business, is now focused on growing it to 7-figures or beyond, they want to be in the literal and figurative “room” with like-focused folks.
Growth often raises the bar.
As a result, your clients may expect a different kind of service experience, access, or outcome — and your pricing needs to signal your ability to deliver that.
Each of these examples of how your client’s growth can surface can impact whether your pricing still resonates with them, or whether it creates a subtle disconnect.
And, yes, your prospects go through the same deliberative process, but the truth is you have more insight about your clients’ growth than you do that of your prospects.
It’s Never Just About You
Look, the reality is this: as you grow, so do your clients.
Sometimes you’ll continue walking the path together, with your pricing evolving in step with their capacity, priorities, and expectations. Other times, their growth will lead them in a different direction — and your pricing may need to reflect that shift.
Neither outcome is “good” or “bad.” It’s simply the natural rhythm of business.
The key is being intentional: noticing when your client’s growth is creating stronger alignment…and when it’s creating gaps in the connection.
Next week, we’ll zoom in on a deceptively simple question: “What are you really paying for?”
Because whether you’re the seller or the buyer, the transaction isn’t just about dollars exchanged. It’s about values, priorities, and trade-offs — sometimes obvious (like money), sometimes hidden (like energy).
Clarity here can completely shift the way you approach pricing, spending, and even decision-making altogether.
Stay tuned.
In the meantime, here’s my reflection question for you this week:
How is your current pricing reflecting not just your growth, but the growth of your best-fit clients?
About Jacquette
I love to ask questions and spark aha moments. I love to talk about why success with money is about more than just the numbers, and how the cultural impact on the intersection of money, business, and life matters–A LOT! And, I really hope I help people feel seen, heard, and not judged—especially since money is emotional and personal.
