There was a project a few years ago where I knew exactly what I wanted to charge.
I had done the math.
The timeline was clear.
The scope was defined.
And then the client asked for my rate, and I said a number that was about 30% lower than the one in my head.
Not because I had reconsidered.
Because in that moment, the real number felt like too much.
Like they would laugh.
Like I would lose it.
So I undercut myself before they had the chance to.
What I didn't understand then is that the client had no idea what the right number was.
They were looking to me to tell them what this kind of work costs.
And I told them it costs less than it does.
That's not humility.
That's misinformation.
The client doesn't know your market.
They don't know your costs.
They don't know how long things actually take.
You do.
When you lower your rate before anyone pushes back, you're not being reasonable.
You're making a decision on their behalf that they never asked you to make.
Say the number.
Let them respond.
Most of the time, they don't push back the way you imagined they would.
– Moritz
Tiny tactical tip:
Before your next client call, write down the real number - the one you actually want to charge. Not a range. One number. Then say that number first, out loud, before the call starts. It sounds small. It changes everything about how you say it when it counts.