If you’ve ever sat there wondering why people don’t want to pay your prices, you’re not alone. But here’s the thing: It’s often not about the number you’ve put on the invoice. It’s about how you’re positioning yourself.

When you’re a service provider, the challenge is that people often don’t truly understand the value of what you do until after they’ve worked with you. By then, it’s too late to justify the price. So, what do you do?

Here are three strategies that will completely shift the way people see your value:

1. Show your process.
If your work isn’t naturally “pretty” (hello, fellow Google Doc friends), find creative ways to make the behind-the-scenes interesting. Share the steps, the thinking, the detail that goes into what you do. You’ll be amazed at how much more people appreciate your pricing when they understand the effort involved.

2. Translate features into benefits.
Listing your years of experience or the number of pages in the free downloaded resource your provide is fine, but unless you tell me why that matters to me as your client and how it’s going to make my life better, it won’t connect. Flip every feature into a benefit so I can see the outcome for me.

3. Use social proof creatively.
Testimonials are gold, but they need to be engaging. Move beyond the standard text-on-a-tile approach. Capture client feedback in the moment, on video if possible. Let their words do the selling for you.

Pricing resistance is rarely about the price itself. Remember: People don’t pay you for what you do. They pay you for the value you bring and the impact you make. Learn how to communicate THAT effectively, and your ideal clients will see your price as a no-brainer.

This post was inspired by my conversation with Bec Chappell on her podcast, Marketing Espresso, where we tackled the big question of why people resist paying your prices — and what to do about it. We covered everything from showing your process, to turning features into benefits, to making testimonials actually work for you. If this is something you’ve been wrestling with, you’ll love the full episode. You can listen here.