Let’s start with a confession. Most small business owners I know have underpriced themselves at some point. 

Usually early on. Sometimes for years. Often while muttering things like, “Once I get more customers, I’ll put my prices up”.

Spoiler alert: that day rarely comes.

Keeping prices low can feel generous. Sensible. Competitive. More often than not, it’s quietly draining the life out of your business. Stealing your profits, your energy, and your confidence. And no one warns you about that part.

So, let’s talk honestly about the real cost of being the cheap option.

Cheap feels safe… until it isn’t

Low prices feel comforting, especially when money’s tight and customers are cautious. You tell yourself people are price-sensitive, and if you just shave a bit off here and there, you’ll stay busy.

However the uncomfortable truth is being busy doesn’t make you profitable.

There’s solid research showing businesses that compete primarily on price tend to have thinner margins and lower long-term performance than those that price on value. One large study found low-price businesses often sit below 10 per cent margins, while higher-value businesses are far more likely to reinvest, innovate and grow.

Translation: you can be flat-out exhausted and still broke.

If your pricing barely covers your costs, every extra customer just adds more work, more stress and more pressure, without much reward.

Welcome to the race to the bottom

Dropping prices usually doesn’t happen once. It happens slowly. A competitor runs a special. You match it. Then they go lower. So do you.

Suddenly you’re in a price war you never signed up for. Price wars are great for customers in the short term, but they’re brutal for small businesses. Big companies can afford to play the long game. You probably can’t. You don’t have shareholders or deep pockets cushioning the blow.

What’s worse, price wars rarely build loyalty. Research consistently shows customers gained through discounts are more likely to leave for the next cheaper option. You’re not building relationships. You’re training bargain hunters.

That’s not a business model. That’s survival mode.

What your pricing says about you

Pricing isn’t just maths. It’s psychology.

Customers use price as a shortcut to judge quality. If something is too cheap, people don’t always think “What a deal!”. Instead, they often think, “What’s wrong with it?”

Behavioural research backs this up. Low prices can lower perceived value, particularly for services, expertise-based businesses and anything where trust matters. Coaching, consulting, trades, creative services, all of these rely heavily on perceived competence.

If your pricing screams “cheap”, it can quietly undermine your credibility. That’s a hard one to claw back from.

Discounting trains customers to wait you out

Once customers get used to low prices or frequent discounts, they start expecting them. They delay buying. They ask for “mates’ rates”. They disappear when you charge full price.

Research into pricing behaviour shows repeated discounting creates what’s known as reference pricing. Customers mentally lock in what they think something should cost. And once that happens, raising prices feels painful for them (and for you).

You end up stuck, thinking you can’t put prices up without losing everyone, even though your costs keep climbing.

Low prices cost money and confidence

This is the bit we don’t talk about enough. Underpricing slowly messes with your head.

When you’re not earning enough for the effort you’re putting in, resentment creeps in. You rush jobs. You say yes when you should say no. You stop enjoying the work that made you start the business in the first place.

Worse, you start doubting your value.

That’s not good for you, and it’s not good for your customers, either. Confident business owners deliver better service, make better decisions and build stronger relationships.

So what actually works instead?

No, this isn’t a rallying cry to double your prices overnight and hope for the best. But it is a nudge to stop using price as your main weapon. Good pricing is strategic. Panic pricing is expensive.

So here’s a few smarter moves:

• Know your real costs. Not just materials and wages, but super, insurance, downtime, admin and the hours you don’t invoice.
• Price for value, not fear. Customers will pay more when they understand what makes you different.
• Explain your pricing. People are far more accepting when they understand what goes into it.
• Offer options, not discounts. Packages, tiers or add-ons protect your base price while giving customers choice.

Keeping prices low might win you work today, but it often steals your future. It erodes profit, weakens your brand and locks you into a cycle that’s hard to escape.

You didn’t start your business to be the cheapest. You started it to build something rewarding and worth your time. So, why not charge like it?

Want more? Get our newsletter delivered straight to your inbox! Follow Business Builders on Facebook, Twitter, Instagram, and LinkedIn.