Sis, are you struggling with charging what you’re worth? Let’s be real—you’re not in business if you’re giving away your products or services for free. You’re only in business when you’re selling, and selling profitably. If your goal isn’t to generate profit, then maybe it’s time to consider starting a nonprofit, becoming a philanthropist, or setting up a structured donation program within your revenue-generating business. But if you’re here to thrive as a Black woman entrepreneur, these tips will help you approach sales calls and price negotiations with confidence and clarity. Pair this guide with Master the Art of Pricing: A 5-Step Formula for Black Women Entrepreneurs to take your pricing strategy to the next level.
For Black women founders, pricing and structuring our offers comes with its own set of challenges, often shaped by cultural and historical experiences. Too many of us find ourselves caught in the pattern of over-delivering—packing our offers with an abundance of features, benefits, and extras, all while charging prices that don’t match the energy and resources we’re pouring in. Sound familiar? This tendency often stems from a deeply ingrained mindset where overworking and being the “backbone” of labor has been normalized. But sis, more isn’t always better, especially if it leaves you exhausted and cutting into your profits.
It’s time to shift that narrative. Designing offers that are both sustainable and reflective of their true value is key. And pricing? That’s where the struggle often deepens. Many of us undercharge or stick to hourly rates when we could be pricing based on the value we deliver. Value-based pricing isn’t just for big corporations or fancy consultants—it’s a model that can elevate your business too.
It’s time to unbundle your expertise, strategically price your services, and build offers that serve both your clients and your growth. When you structure your pricing and offerings intentionally, you create a business that works for you, allowing you to move from daily hustle to a model where your hands-on involvement is a choice, not a necessity. Let’s break free from the overwhelm and step into pricing that honors your worth. Here are a few tips for doing just that.
1. Get Comfortable Walking Away
Not every prospect is the right fit for your business, and that’s okay. Some people aren’t ready to buy, don’t align with your services, or can’t afford what you offer. Be clear about what problems you solve and who you’re best equipped to serve. If a lead doesn’t fit, wish them well and move on.
Don’t confuse this with avoiding follow-up—nurture leads who need time to decide. But for those who clearly aren’t a match, let them go. Your time is precious, and every moment spent chasing the wrong customer is time you could spend finding your “Cinderella fit”—someone who needs, values, and is excited to pay for your solution.
And sis, no homie hookups for those who balk at your price. You can offer structured cross-sells or downsells, but plan them with intention and never discount yourself out of pressure.
2. Know Your Terms
Before you step into any sales call, sis, have your pricing structure and deal terms mapped out. Preparation is key to staying confident, consistent, and in control during negotiations. Here’s what to define and how to get ahead of the game:
- Your Product or Service Ladder: This is your roadmap of offerings. Outline your main products or services and their corresponding prices, along with options for discounts, downsells (lower-priced alternatives), cross-sells (complimentary items), and upsells (premium upgrades). This structure helps you offer flexible solutions without winging it or underselling yourself.
- Detailed Inventory and Pre-Planned Markdowns: If you sell physical products, know your inventory inside and out. Decide in advance how and when you’ll apply discounts or run promotions. For example, you might plan seasonal sales or discounts for older inventory. This ensures you’re strategic, not reactive, when pricing.
- Service Proposals with Clear Terms: For service-based businesses, create proposal templates that clearly outline:
- The scope of work (what’s included in your service).
- Deliverables and timelines.
- Client responsibilities (what you need from them to succeed).
- Payment terms, including deposit requirements, installment plans, or late fees.
- Terms and conditions, like cancellation policies or limits on revisions.
- Non-Monetary Deal Elements: Pricing is only part of the equation. Consider other aspects of the deal that might matter to your client or to you, like:
- Delivery timelines: Can you offer expedited options for an additional fee?
- Customization: Will you provide personalized solutions, and what’s the added cost?
- Additional support: Can they pay extra for extended customer support, training, or warranties?
- Value-Driven Add-Ons: Prepare a list of bonuses or extras that align with your offerings, like guides, templates, or complimentary consultations. These add-ons sweeten the deal without drastically reducing your profit margin.
By laying all this out in advance, you’ll be ready to tweak offers on the spot while remaining consistent and professional. You’ll also avoid common pitfalls like overpromising or scrambling for answers during the conversation. Knowing your terms lets you lead the sales call with confidence and ensures every deal reflects your value.
3. Define Your High Value Customer
Understanding your ideal, high-value customer is a game-changer, sis. These are the clients who value what you bring to the table, are willing to pay what you’re worth, and align perfectly with your business goals. To find them, take time to analyze patterns and conduct market research. Ask yourself: Who are they? What do they value most? What challenges keep them up at night? Write down their demographics, psychographics, buying habits, and the specific problems they need solved.
Need support? As a Sistahbiz member, you’ve got access to the Customer Avatar Kit and the Customer and Market Workgroup in the Sistahbiz member platform. These tools will help you pinpoint your high-value audience and craft offers that resonate. When you truly understand your customer, you can design products and services that attract the right people, keep them coming back, and grow your business with ease.
4. Build a Solid Pipeline
Sis, leads are the lifeblood of your business. A strong and steady pipeline keeps you moving forward, even when deals don’t close right away. But here’s the tea: building a pipeline isn’t just about filling it up once—it’s about consistently nurturing and maintaining it, because today’s pipeline could become next quarter’s clients. Depending on your industry or offer, some prospects take time to make decisions. That’s why patience, consistency, and a solid follow-up system are essential.
Here’s how to build and maintain a healthy pipeline that works for you:
- Start with a Lead Generation Strategy: Focus on activities that consistently bring in leads.
- Networking: Attend industry events, community gatherings, and meetups to connect with potential clients.
- Online Presence: Use social media platforms and targeted ads to draw in leads who align with your ideal customer profile.
- Lead Magnets: Offer free resources, like e-books or checklists, to attract prospects and collect their contact information.
- Organize Your Pipeline: Use a CRM (Customer Relationship Management) tool to track your leads. Tools like HubSpot, Zoho, or even a simple spreadsheet can help you stay on top of where each lead is in the sales process. Categorize them as new leads, nurtured leads, or ready-to-close prospects.
- Be Consistent with Follow-Up: A pipeline is only as good as your follow-up. Many leads require multiple touchpoints before they’re ready to convert.
- Send regular check-ins, newsletters, or updates that keep you top of mind.
- Share valuable content that addresses their pain points.
- Personalize your communication to show you understand their needs.
- Stay Patient and Think Long-Term: Not every lead will convert immediately, and that’s okay. Depending on your industry or offer, the decision-making cycle might take weeks or even months. This is why you have to think ahead—what you do today with your pipeline will pay off down the line. Keep nurturing those leads so they’ll remember you when they’re ready to buy.
- Measure and Refine: Regularly review your pipeline to see what’s working and what’s not. Which strategies are bringing in the best leads? Are there stages in your pipeline where prospects drop off? Use this data to tweak your approach and make improvements.
A full, well-maintained pipeline gives you freedom and peace of mind. It means you’re not relying on one or two leads to make or break your business. It also gives you consistent opportunities to refine your pitch, communicate your value, and confidently charge what you’re worth. With a strong pipeline, you’ll always have the next opportunity waiting in line.
5. Articulate Your Value
Focus on Benefits, Not Just Features
When it comes to your sales pitch, sis, it’s not enough to list the features of your product or service—you need to connect those features to the benefits they deliver. Features are the “what,” while benefits are the “why” that speaks directly to your client’s goals, pain points, and desired outcomes. Features get attention, but benefits close deals.
For example, instead of saying, “I create websites,” say, “I design websites that convert visitors into paying customers, boosting your sales and business growth.” See the difference? Features describe what your product does; benefits show the value your product delivers.
The Formula for Articulating Value
To craft a winning pitch that highlights benefits, use this formula to articulate your value:
- Deliver Dream Outcomes: Clearly explain how your product or service helps your client achieve their ultimate goal. For example, “We streamline your bookkeeping so you can focus on growing your business and reclaim your weekends.”
- Increase Perceived Likelihood of Success: Show why your client can trust your solution to deliver results. This could include testimonials, case studies, or explaining your proven methods. For instance, “We’ve helped over 50 small businesses improve their cash flow with this process.”
- Reduce Time Delay: Emphasize how quickly your solution provides results. For example, “Our system gets your online store up and running in just seven days.”
- Reduce Effort and Sacrifice: Highlight how you make things easier for the client. For example, “We handle everything from design to maintenance, so you don’t have to lift a finger.”
- Introduce Scarcity and Urgency: Create a sense of urgency to motivate action. For instance, “This offer is only available to the first 10 businesses that sign up this month.”
- Clarify Return on Investment (ROI): Particularly for B2B clients, explain the financial or strategic return they can expect. For example, “Our service typically saves clients $10,000 annually in overhead costs.”
6. Know the Market
Stay informed about what others in your industry are charging. What makes their offers different? How easy is it for customers to find alternatives? Use this knowledge to position yourself strategically.
But here’s the tea: Don’t aim to be the cheapest. Instead, focus on value. Offer bonuses, add-ons, or unique features that make your offer stand out. Pricing strategically—and unapologetically—will get you paid.
7. Believe in Yourself
Sis, let’s get to the heart of it: you have to believe you’re worth it. Too many Black women entrepreneurs feel guilty about charging fair (or even premium) rates. That has to stop. Customers are going to spend their money somewhere—why not with you?
Stand in your power. Believe in your value. Inspire people with your passion, expertise, and drive. Then let them pay you what you’re worth.
Charging what you’re worth isn’t just about pricing—it’s about knowing your value, targeting the right customers, and articulating your worth with confidence. For more tips, check out Master the Art of Pricing: A 5-Step Formula for Black Women Entrepreneurs to refine your strategy even further.
Ready to level up? A Sistahbiz coach can help you perfect your sales game, pricing structure, and more. Book a coaching session today and start turning your confidence into cash flow.