Rick is a recent client of mine.
He does a great job for his clients.
But he undercharges.
He understands how this has happened, but he is missing a crucial part of the solution.
For instance, he has been charging Rachel & Nic E. $6,250/year for services similar to those he charges Sue & Jeff A. $10,500.
Rachel and Nic have been clients for five years, while Sue and Jeff have been clients for two years.
Similar complexity.
Similar services.
Similar value.
While he could potentially justify a 20% increase for Rachel & Nic, he can’t figure out how to justify a 70% increase without losing them.
Similar complexity.
Similar services.
Similar value.
Here’s what I told him:
“You don’t justify it. They do.”
Rick already had proof that his service was worth $10,500 – he had multiple clients who were happily paying it.
He didn’t need to create new value.
He needed to trust that Rachel & Nic would see the same value Sue & Jeff did.
One conversation later, Rachel & Nic proceeded with the higher fee.
No drama.
No justification required.
The key?
Rick stopped trying to justify his worth and started trusting his existing clients to confirm it.
If you have clients like Rachel & Nic E., who are getting great service but paying old rates, you’re sitting on at least 10%+ more revenue that’s already earned, just not collected.
Want to finish 2025 with a proven uplift plan for 10% more revenue from existing clients in 2026?
Click here and reply with “uplift”.
Jim
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