The Pricing Panic

Welcome back to Case by Case - our blog series where we explore hypothetical, but realistic, business dilemmas faced by service providers. Each post lays the scenario and a guided path forward, based on DNFC Consulting's strategic solutions. Today’s installment speaks to a familiar situation for many passionate creatives: The Pricing Panic Spiral.

The Scenario

A talented creative service provider - let’s call her Bree - launches a new package with excitement… and then immediately second-guesses herself. To seem “accessible,” she offers discounts no one asked for, adds bonus services for free, and nervously undercuts her own pricing with a soft “But we can work something out... “

Now she’s booked solid - but also burnt out and resentful. She’s doing great work, yet it doesn’t feel valued. What happened?

DNFC Consulting's Take: Define Value

Our creative entrepreneur - Bree - isn’t just battling her spreadsheets; she’s navigating something deeper: an internal tug-of-war around self-worth and visibility. And while we’d never counsel a client on their personal identity or esteem (that’s for the qualified professionals), we gently encourage readers who see themselves in Bree to explore those questions with a trained therapist.

Now to the part we can help with: strategy.

Bree’s current pricing approach is emotionally driven and unsustainable. Her desire to be “accessible” has led her to shave down rates, toss in bonuses unasked, and walk into every pricing conversation armed with apology and wiggle room. It’s no wonder she feels drained.

But this kind of recalibration requires time - both for Bree and her customers. A thoughtful 4–6 month rollout can ease the transition and allow everyone to adjust. Here’s what that looks like:

1. Redefine the Value

We start by auditing Bree’s services: the hard costs (materials, shipping, overhead), the invisible costs (sweat equity, creative labor), and competitor pricing. From there, we determine what her right price is—not just what “the market” dictates.

2. Create a Bridge Strategy

Rather than make a jarring leap, we plan a phased path from current rates to ideal ones. A small bump now, another in 2–3 months, and full implementation by month six. Throughout, Bree can still honor longtime supporters by offering a loyal customer discount with clear terms and an expiration window.

3. Communicate Without Alarm Bells

We don’t hit inboxes with price hike warnings. Instead, Bree updates her website and socials, and talks openly with existing clients during their next booking. No drama, just clarity. For new clients, the new prices become standard as of a set date.

4. Introduce a Purpose-Driven Discount

Because Bree likes giving back, we build it in - but with intention. She’ll run one annual campaign that blends impact and visibility: during Breast Cancer Awareness Month in October, she offers 5% off branding services tied to awareness initiatives, and donates another 5% to a related cause. Her clients feel seen, she fulfills her generosity instinct, and her brand benefits from meaningful visibility. That’s strategic compassion.

Final Thoughts

Bree isn’t just changing prices—she’s changing posture, from uncertainty to intentionality, from over giving to honouring. That shift doesn’t just protect her time, it preserves her peace. Instead of backpedaling, she pauses. She revisits her why, rebuilds her offerings with structure, and introduces a new pricing guide—one rooted in purpose, not panic. Clients aren’t turned off, they’re reassured. For the first time, she’s booked AND balanced.

The Key Takeaway?

Discounts aren’t evil—but they need to be purposeful. When they’re reactionary or overused, they erode profitability and professionalism. When they’re thoughtful and value-aligned, they reinforce your brand’s heart and clarity.

Curious how to shift from pricing anxiety to confidently claiming your value? Let’s talk about how your brand can support healthy boundaries, smart tiers, and pricing strategies that protect your energy without compromising your impact.

About the Series

🗂️ Case by Case is a scenario series offering grounded solutions to challenges real businesses might face. Want to work through one of your own? Let’s connect. Schedule a free consultation here.

Disclaimer: The scenarios presented in this series are fictional and intended for illustrative purposes only. Any resemblance to actual businesses, organizations, or individuals—living or dead—is purely coincidental.