Are You Undercharging Yourself? How to Ask for (and Get) the Money You Deserve
- Davina Jackson
- Mar 9
- 13 min read
Updated: Mar 16
Welcome to The Woman CFO – a space crafted just for you, where we help you take control of your money, heal your financial past, and create a financial future you love.
You know the feeling: you’re pouring your time, energy, and expertise into your work, but your bank account doesn’t reflect it.
Maybe you’re running a business and keeping your prices low to attract clients. Or maybe you’re crushing it at your job but hesitating to ask for that raise. Either way, the numbers aren’t adding up, and deep down, you know you should be earning more.
Undercharging isn’t just about money. It’s about confidence, sustainability, and financial security. When you underprice your work, you’re not just selling yourself short; you’re reinforcing the idea that your skills, knowledge, and time aren’t valuable enough to be properly compensated.
Truth is: if you don’t believe in your worth, it’s hard to expect anyone else to.
Women, in particular, are often conditioned to play small when it comes to money. We’re taught to be grateful instead of assertive, to avoid seeming “difficult” or “greedy,” and to accept whatever pay is offered without pushing back.
But charging your worth isn’t about greed. It’s about fairness, financial stability, and creating a future where you can thrive instead of just getting by.
In this week’s blog post, we’re going to break down the signs that you’re undercharging, why so many women struggle to ask for more, and - most importantly - how to confidently claim the income you’ve earned.
If you’ve ever wondered whether you’re charging too little or settling for less than you deserve, this guide is for you. Because the truth is, getting paid what you're worth isn’t just a nice idea.
Are you ready to stop playing small and start earning what you deserve?
Key Points
Undercharging has long-term consequences. It affects your financial security, confidence, and career/business growth.
You may be undercharging if no one pushes back on your rates, you feel overworked and underpaid, or industry peers earn more.
Women often hesitate to ask for more due to fear of rejection, social conditioning, and imposter syndrome.
Low-paying jobs or clients can hold you back from financial success. Knowing when to walk away is powerful.
Understanding competitive rates helps you set fair, profitable prices or negotiate higher pay.
Upselling and add-ons increase profitability by monetizing existing relationships.
Earning what you’re worth isn’t greedy. It’s necessary for financial freedom and sustainability.
Instant Gratification Zone: Skip to the Good Stuff
Why Women Struggle to Charge (or Ask) for More
If charging your worth were easy, every woman would be doing it and thriving financially because of it.
The reality is too many women hesitate to raise their rates, negotiate their salaries, or confidently ask for more. It’s not because they aren’t talented or hardworking. It’s because they’ve been conditioned to accept less.
That’s because from a young age, we’re taught to be grateful for opportunities, to avoid being “too aggressive,” and to put others' comfort above their own needs.
And when it comes to money, that conditioning shows up in hesitation, self-doubt, and fear of rocking the boat.
Of the many reasons why women struggle with charging their worth, here are most common:
The Fear of Rejection or Losing Opportunities
Have you ever worried that raising your prices will scare off clients? Or that asking for a raise might make your boss rethink your value?
That’s fear - and although it’s real and valid - it’s keeping you underpaid.
Truth is the right clients expect to pay for quality, and the right employer respects an employee who knows their worth. If someone walks away because you charge fairly, they were never the right fit to begin with.
The Pressure to Be “Nice” or “Grateful”
Women are often taught that talking about money is impolite. Asking for more? How dare you! That’s so greedy.
The pressure to be nice or grateful is a mindset that only benefits the people underpaying you. Being grateful for opportunities is great but gratitude doesn’t pay the bills.
You can be thankful and demand fair pay at the same time.
Lack of Transparency Around Pay and Pricing
Many women don’t even realize they’re undercharging or underpaid because there’s so little open conversation about money. Salaries are kept secret. Freelancers hesitate to share their rates.
The result? Women unknowingly accept less while others charge double (or more) for the same work.
Feeling “Not Expert Enough” to Charge More
Imposter syndrome is real. Maybe you think, I’m not an expert yet, so I can’t charge premium prices. Or I need more experience before I ask for a raise.
But let me tell you: men with half your qualifications are out there confidently negotiating higher salaries and charging premium rates because they believe they can.
Experience matters, but so does confidence. If you deliver results, you deserve to be paid accordingly.
The “Just Happy to Be Here” Mindset
Many women accept low pay because they feel lucky just to have the opportunity. But think about it: would your landlord, your grocery store, or your bills accept gratitude instead of payment? No. So why should you?
Opportunities are great, but they should come with fair compensation.
Rewrite the Narrative
Charging your worth isn’t about being greedy. It’s about valuing your time, skills, and expertise. If you don’t set the standard for your worth, someone else will and (I promise you) it won’t be in your favor.
Signs You’re Undercharging (or Underpaid) and Why It’s a Problem
If you've ever felt overworked and underpaid, there's a good chance you are. But how do you know for sure?
Many women assume they just need to “work harder” or “get more clients” to fix their money struggles, when in reality, the issue isn’t effort - it’s pricing.
Charging your worth isn’t just about setting a number; it’s about making sure that number reflects your skills, experience, and the value you bring.
So how do you know if you're undercharging or underpaid? Watch for these red flags:
You’re constantly busy but still not making enough. More work should mean more money. If your income isn't keeping up with your effort, your rates (or salary) might be too low.
Nobody ever pushes back on your prices. If every client, customer, or employer immediately accepts your rate or salary offer, it could be a sign that you're undervaluing yourself. People should think twice about the cost of working with you because quality isn’t cheap.
You feel resentful or undervalued. If you’ve ever finished a project or payday and thought, That was way too much work for what I got paid, it’s a clear signal something needs to change.
Others in your industry (with less experience) are earning more. If you see peers charging higher rates, negotiating better salaries, or securing bigger contracts with the same (or less) experience, it’s time to reevaluate your pricing and negotiation strategy.
Undercharging isn’t just a short-term issue. It has long-term consequences, conditions you to believe that what you’re doing isn’t worth more, and keeps you in a cycle of financial stress - making it harder to build wealth.
Simply put: The longer you accept less than you deserve, the harder it becomes to break out of that pattern.
But here’s the good news: this doesn't have to be permanent. You can shift your mindset, adjust your rates, and start earning what you deserve. Starting today.
How to Confidently Set (and Own) Your Value
If you’re waiting for someone to tell you what you’re worth, you’re already undercharging. No one is going to hand you a higher rate or a bigger salary just because you deserve it. You have to claim it.
Charging your worth starts with confidence, strategy, and a pricing structure that reflects your value, not just what’s convenient for others.
So how do you set a price that feels good, aligns with your expertise, and gets people to say yes?
#1: Know the Market but Don’t Let It Define You
Start by researching what others in your industry are charging. Look at job postings, industry reports, and freelancer rate calculators. Ask peers you trust about their rates.
This will give you a benchmark, but remember: market rates are a starting point, not a limit. If you’re delivering more value, you should be charging more.
#2: Value-Based Pricing: Charge for Impact, Not Just Time
Too many women set prices based on effort instead of results. But clients and employers don’t pay for how hard you work. They pay for the transformation you provide.
If your service helps someone save hours of work, generate thousands in revenue, or gain skills that increase their earning potential, your pricing should reflect that impact.
Ask yourself:
How does my work improve my client’s or employer’s life/business?
What is the ROI (return on investment) of what I offer?
Am I charging based on the real value I provide?
#3: The Confidence Formula: Results + Experience + Demand
Your rates should reflect a mix of:
The results you deliver (past wins, testimonials, measurable success)
Your experience and expertise (years in the industry, certifications, niche skills)
Market demand (if people need what you do, scarcity drives value)
When these three factors align, you’ll feel solid in your pricing and that confidence will show.
#4: Shift Your Money Mindset: Charging More Isn’t Greedy. It’s Sustainable
Underpricing yourself leads to burnout, resentment, and financial struggle. When you raise your rates or negotiate a higher salary, understand that it isn't just about you. It’s about creating a career or business that lasts.
When you charge your worth, you get to:
Show up fully for your clients and work
Avoid overworking to make ends meet
Build wealth and long-term stability
You deserve to make money without stress. The first step in doing that is setting rates that support the life(style) you want.
Own Your Worth: Pricing yourself correctly is a skill. The more you practice, the easier it gets.
Mastering the Art of Negotiation (Without the Guilt)
Let’s do a quick pulse check:
✔ You’ve done the work
✔ You know your value
✔ You’ve set your rates or salary expectations
Now comes the part that makes a lot of women uncomfortable: asking for it.
Negotiation isn’t about proving your worth. It’s about stating it with confidence and standing firm. Yet too many women hesitate, fearing rejection, being seen as difficult, or losing the opportunity altogether.
In reality, the most successful people negotiate everything because they know that charging your worth isn’t optional. It’s essential.
Whether you’re an entrepreneur setting rates or a career woman asking for a raise, here’s how to negotiate with confidence (and without the guilt):
For Entrepreneurs & Freelancers: Own Your Rates
Negotiation Tip #1: State Your Price then Stop Talking
When you quote your price, resist the urge to justify it. No nervous explanations. No discounts before they even ask.
Say your rate and let silence do the heavy lifting. More often than not, they’ll accept it without question.
Negotiation Tip #2: Handle the ‘That’s Too Expensive’ Response
If a client pushes back, don’t lower your price immediately. Instead, reframe the conversation:“I understand budget is important. Let’s talk about the value this provides and what adjustments we can make to fit your needs.”
If they still can’t afford it, they may not be the right client for you and that’s totally okay.
Negotiation Tip #3:Negotiate on Terms, Not Price
If a potential client really wants to work with you but is struggling with cost, offer flexible payment options instead of discounts.
Keep your rates intact while making it easier for them to say yes.
For Career Women: How to Ask for a Raise or Better Offer
Negotiation Tip #1: Come Prepared with Data
Before walking into a salary negotiation, know your numbers.
Research industry salary benchmarks.
Track your contributions: how you’ve saved the company money, increased revenue, or streamlined processes
Get specific: “Based on industry standards and my impact, I believe a salary of [$xx] reflects my value.”
Negotiation Tip #2: Use the ‘Confidence Close’
When negotiating a job offer or raise, avoid phrases like “I was hoping for” or “Would it be possible?”
Instead, say:“I’m excited about this opportunity, and based on my experience and contributions, I’m looking for [$xx]. Let’s discuss how we can make this work.”
Negotiation Tip #3: Don’t Be Afraid to Walk Away
If the offer doesn’t align with your worth and there’s no room for movement, be willing to explore other options.
Standing firm sets the tone for how you expect to be valued now and in the future.
Negotiation is a skill and you can master it. The more you negotiate, the easier it gets. Start small, if needed, and practice often.
Remember: charging your worth isn’t just about money. It’s about respect, sustainability, and creating the financial future you deserve.
4 Smart Ways to Boost Your Income Starting Now
Raising your rates or negotiating a higher salary is just one piece of the puzzle. If you truly want to break free from undercharging, you need a strategy to consistently increase your income without burning out.
Remember, charging your worth isn’t just about setting a number. It’s about structuring your income in a way that supports your goals, reflects your expertise, and keeps your financial future secure.
Here’s how you can start earning more today:
Income Boost #1: The 20% Rule: Raise Your Rates Strategically
If it’s been over a year since you last raised your rates, you’re overdue. A simple way to start is to increase your prices by 20%.
For entrepreneurs & freelancers: Next time you onboard a new client, quote them at least 20% higher than your last client. Try it. You might be surprised by how easily people say yes.
For career professionals: If you’re job hunting, ask for at least 20% more than your last salary. If you’re negotiating a raise, come armed with market data and your contributions to justify the increase.
If the thought of raising your prices makes you nervous, remember this: high-value clients and employers expect to pay for quality. Undercharging signals inexperience, while confidence in your pricing signals expertise.
Income Boost #2: Create Tiered Offers to Maximize Income
Your time is valuable, so why charge the same rate for everything? Instead of offering just one standard service or salary level, create pricing tiers based on complexity, results, and exclusivity.
Entrepreneurs & freelancers: Offer different packages like basic, premium, and VIP, so clients can choose based on their needs (and budget).
Career professionals: If you’re offered a salary that’s lower than expected, negotiate non-monetary perks like stock options, bonuses, extra vacation days, or professional development stipends. These perks add long-term value without leaving money on the table.
Income Boost # 3: Upsell & Add-On Services for Extra Revenue
If someone already values your work, they’re likely willing to pay for more of it. Offer add-ons that complement what you’re already providing so you don’t leave money on the table.
Entrepreneurs & freelancers: Add a follow-up service, an extended package, or a VIP upgrade for clients who need more support.
Career professionals: If a raise isn’t on the table right now, propose a performance-based bonus or an early salary review based on hitting specific goals.
More often than not, the answer will be yes because when people already trust your value, they’re happy to invest in more of it.
Income Boost #4: Know When to Walk Away from Low-Paying Clients or Jobs
Some clients, projects, or jobs will never pay what you’re worth. The key to leveling up your income is knowing when to walk away.
If a client constantly asks for discounts or complains about price, they are not your ideal client.
If your job refuses to acknowledge your worth despite proven results, it may be time to explore new opportunities.
Letting go of low-paying work creates space for better opportunities - the kind that respect your value and pay accordingly.
Charging Your Worth is an Ongoing Process. Your skills, experience, and expertise grow over time. So should your income.
Shift Your Money Mindset because You Deserve to Earn More
Charging your worth isn’t just about the numbers. It’s about how you see yourself.
If deep down, you hesitate to ask for more or feel guilty about making more money, no pricing strategy in the world will stick.You can have the best skills, the best experience, and the best work ethic, but if you’re still thinking small, you’ll keep earning small.
We don’t do that over here.
To level up financially, you have to believe - without hesitation - that you deserve it. So, let’s shift that mindset right now.
Asking for More Isn’t Selfish. It’s Smart
A lot of women have been conditioned to think that asking for more makes them greedy or difficult.
Let’s flip that narrative.
Undercharging doesn’t just hurt your bank account - it impacts your future, your financial security, and even your ability to show up fully in your work.
Think about it:
When you charge your worth, you can save, invest, and build the life(style) you actually want.
When you earn what you deserve, you set a standard for other women to do the same.
When you confidently state your value, you attract opportunities that align with it.
The people who truly respect and value your work expect to pay you accordingly. The only person who needs convincing? You.
Overcoming Guilt Around Making (and Keeping) More Money
Now let’s talk about the guilt that sometimes sneaks in when women start making more money.
Maybe you feel bad charging higher prices because you love what you do. Maybe you hesitate to ask for a raise because you think, I should just be grateful I have a job. Or maybe you’ve been told that wanting more makes you materialistic.
You have to understand that financial success isn’t about greed. It’s about freedom. It’s about being in control of your life instead of constantly feeling like you’re catching up.
Know that earning more means:
Having emergency savings so unexpected expenses don’t derail you.
Investing in your future so you can retire on your terms.
Creating options so you can say yes to what you want—and no to what you don’t.
Remember: money is a tool, not a measure of your worth. The more you have, the more choices you create for yourself and the people you care about.
Financial Freedom Starts with Charging Your Worth
At the end of the day, you can’t build wealth if you’re constantly undercharging, undervaluing, or underestimating yourself.
Charging your worth isn’t just about today, it’s about securing your entire financial future.
The sooner you stop underpricing yourself, the sooner you can:
Save and invest without guilt
Take control of your financial future instead of relying on “what’s left”
Enjoy your hard-earned money without questioning if you deserve it
This isn’t just about numbers, it’s about ownership.
Of your value.
Of your financial future.
Of your ability to thrive.
So... what’s the first move you’re making today?