How to Talk About Your Prices Without Feeling Awkward

Pricing Doesn’t Have to Be the Awkward Bit

You’re great at what you do. But when someone asks, “How much do you charge?”, it’s easy to freeze.

What if they think it’s too expensive?What if you haven’t worked it out yet? What if they ask for a discount?

If you’ve ever felt weird talking about price, you’re not alone. Many small business owners struggle with it, especially if you’re doing the work and managing enquiries. But here’s the thing: clear, confident pricing builds trust. And it makes life easier for both you and your customer.

This post shows how to talk about it without cringing.

1. Be Clear About What’s Included (and What Isn’t)

One of the biggest sources of pricing anxiety? Ambiguity.

If your pricing is vague, people make assumptions, and that’s when misunderstandings, ghosting, or haggling start.

Instead, aim to show:

• What’s included in the price

• Any common extras or options

• What the process looks like

• What’s not included (and why)

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Example:

“Our wedding stationery bundles start at £95, including personalised design, envelopes, and digital proofing. Optional extras like wax seals or address printing are available too.”

The clearer you are, the more confident your customer feels about reaching out.

2. You Don’t Have to Put Prices on Your Website — But You Probably Should

Some business owners worry about scaring people off. But not showing pricing can also put people off, especially if they assume “no prices” means “very expensive.”

Here’s a compromise that works:

• Show a “starting from” price

• Offer package ranges

• Include examples of what different price points cover

• Invite people to get in touch for a quote, with a clear process

3. Don’t Apologise for Your Prices

You’re not charging for your time, you’re charging for your skill, reliability, experience, and the value you provide. If you apologise, hesitate, or say “I know it’s a bit expensive, but…”, you plant doubt in the customer’s mind.

Try this instead:

“Our prices reflect the time and detail involved, and the peace of mind that it’s done properly.”

If you’re fair, consistent, and clear, you don’t need to justify. Your ideal clients will get it.

4. Answer the “Why Does It Cost That?” Question Up Front

If someone’s never bought your service before, they won’t always know what goes into it. A quick breakdown builds trust.

Example for branding work:

“Our logo design process includes a discovery call, multiple concept options, revision rounds, and final file delivery in multiple formats. It’s more than just a logo — it’s the foundation of your brand.”

Whether it’s creative work, hands-on labour, or consulting, helping people understand what’s behind the price can reduce friction and increase respect.

5. If You Don’t Want to Talk About Price Every Time, Systemise It

If repeating yourself is part of the problem, create a:

• Pricing PDF or one-pager

• “How it works” section on your site

• FAQ page with your most common pricing questions

• Pre-written email template or WhatsApp quick reply

This keeps you consistent, and saves you from writing the same thing over and over.

6. Show That You’re Worth It

You don’t need to go full hard-sell, but a few trust-building touches can help reinforce your pricing:

• Testimonials from happy clients

• Before/after examples

• Breakdown of value

• Guarantees or “what to expect” copy

Let the proof do the talking.

Final Thought: Clear Pricing = Less Stress, Better Leads

When you explain your prices clearly, you:

• Attract the right customers

• Reduce time-wasting messages

• Build trust

• Start the conversation from a place of confidence

Price isn’t the problem. Confusion is. So lead with clarity, and trust that the right people will respect it.