How to Price Your Work Without Underselling Yourself

"So… how much do you charge?"

If that question makes your stomach drop, you're not alone. Most new business owners, whether they plan weddings, design floral installations or style homes, either guess, copy what someone else charges, or quote low out of fear.

Here's the truth: if you sound unsure about your price, clients will be unsure too. The fix isn't finding a magic number. It's knowing how you got to your number, so you can say it with confidence.

Your price should reflect more than your time. It also depends on your experience, the demand for your work, how much the project is worth to the client, and how complex it is. Let's build it step by step.

Step 1: Find your baseline hourly rate

Even if you never bill by the hour, you need to know what an hour of your time is worth. It's the foundation for every quote.

1. Set your yearly income goal. How much do you want to earn from your business this year?
2. Estimate your billable hours. These are hours spent directly on client work. Answering emails, posting on Instagram, doing your books and driving to the flower market don't count. If you work 45 hours a week, maybe only 30 are billable.
3. Plan for time off. You're not a machine. Subtract about two weeks for vacation and two for sick days and emergencies. That leaves roughly 48 working weeks.
4. Do the math. Divide your income goal by your yearly billable hours.

Example: You want to earn $70,000. You bill 30 hours a week for 48 weeks, which is 1,440 hours. $70,000 ÷ 1,440 = about $49 an hour.

That's your baseline, not your final rate. Adjust it up for your skill, experience and demand. And remember, it assumes you're booked every available hour, which won't always be true in slower seasons.

Step 2: Choose flat rate or hourly

Use a flat rate (or package price) when you know exactly what's included. A full-service wedding planning package, a bridal bouquet and centerpieces for 12 tables, or a two-room design consultation with a mood board. Clients love knowing the total up front, and if you work efficiently, you still earn the full amount. The risk is "scope creep," when the client keeps adding requests. So spell out exactly what's included, and what costs extra, in your contract.

Use hourly when the scope is unclear or keeps changing. Ongoing consulting, day-of coordination add-ons, or open-ended styling projects. You're paid for every hour, but clients can be surprised by the final bill. Prevent that with a ballpark estimate up front, regular updates and invoices at set milestones.

Many businesses use both. For example, a design package covers two rounds of revisions, and anything beyond that is billed at your hourly rate.

Tip: Track your hours even on flat-rate projects. It's the only way to know whether your packages are actually profitable.

What goes into a flat-rate quote

Start with the hours you expect to spend, multiplied by your hourly rate. Then adjust for:

• Management time. Calls, emails, vendor coordination, site visits and revisions can easily take as much time as the creative work. Price it in.
• The client's size and the project's value. A luxury venue's signature event is worth more than a backyard birthday, even if the hours are similar.
• How the work will be used. A one-time event is different from a design a client will use across many locations or years.
• Demand. If your calendar is full, your time is scarce, and your price should reflect that.
• Timeline. Rush jobs, weekends and last-minute changes deserve a rush fee.
• A buffer. Something always comes up. Leave a little room for it.

Step 3: Pitch the value, not just the price

A quote is a number. A pitch explains why that number makes sense.

Ask good questions first

Before you quote, schedule a short call and ask:

• What would a successful result look like for you?
• Who is this for? Who are your guests, customers or audience?
• Who else is involved in decisions, and who has final say?
• What's your timeline?
• What budget have you set aside?

The budget question can feel awkward, but it's essential. Serious clients expect it. If someone gets defensive or won't share any details at all, take note. That's often a preview of how the project will go.

Build up to the price

Don't open with the number. In your proposal, lead with what you heard: their goals and vision. Then show how you'll get them there, with examples of similar work and a clear outline of what's included. The price comes last, once they understand what they're getting.

A few more tips:

• Put it in their terms. A $3,000 brand refresh may sound like a lot to a florist. But if it helps her book just two more weddings, it pays for itself.
• Add an expiration date. "This quote is valid for 30 days" encourages a decision and protects you if your rates go up.
• Create a proposal template. Most of your proposal stays the same from client to client. Build it once, then customize the details. It saves hours and looks polished.
• You don't have to quote everyone. If a project isn't a fit, it's okay to decline or refer them to someone who is.

Step 4: Raise your rates as you grow

Your starting prices probably won't be where you want them. That's normal, but don't stay there too long. Raise your rates in reasonable steps, regularly. It's time when:

• You're booked solid and working nights and weekends to keep up.
• Bigger clients are calling, like a high-end venue or a well-known brand.
• People ask for your signature style specifically.

You may lose a few clients when you raise your prices. That's okay. It makes room for clients who value what you do. Never let fear set your prices.

And if most of your quotes are getting turned down? Either your price is too high for your market, or you haven't shown clients why you're worth it yet.

Your brand helps justify your price

That last point is where branding comes in. Clients judge your value before they ever see a quote, based on your website, your Instagram and how professional you look. A polished, consistent brand makes premium pricing feel natural. A DIY look makes clients expect DIY prices.

Ready to charge what you're worth? Book a free discovery call and let's build a brand that backs up your prices.

Next in the series: Branding your business when you're just getting started.