You’re Overcharging- Know Your NUMBERS in Business
💥 Why “Overcharging” Isn’t Really Overcharging
The Truth Every Business Owner Needs to Hear
One of the hardest parts of running a business isn’t finding clients, building systems, or creating great work—it’s pricing.
The moment you put a number on your product or service, you open yourself up to criticism. Someone will say:
“That’s too expensive.”
“You’re overcharging.”
“I can get it cheaper somewhere else.”
And just like that, doubt creeps in. You start second-guessing your worth, your value, and your numbers.
But here’s the truth:
Charging what your business needs to survive and thrive is not overcharging—it’s responsible business.
💡 Why Pricing Matters More Than You Think
Pricing isn’t just about covering today’s bills.
It’s about building a business that lasts — one that supports your family, serves your clients with excellence, and stands the test of time.
When you undervalue yourself because you fear being “too expensive,” you’re not just hurting your profit margin — you’re limiting your ability to serve people well and build something that will last 10, 20, even 30 years.
Your pricing should be built on facts, not feelings.
Not on what someone else charges.
Not on what a client wishes it cost.
But on your real numbers.
🧮 The Four Pillars of Pricing
Every sustainable business — no matter how big or small — rests on four foundational numbers.
Ignore them, and your business will wobble.
Understand them, and your business will stand strong for decades.
1️⃣ Overhead — The Cost of Staying Open
Overhead is everything it takes to keep your doors open, even before a single sale is made and before anyone walks in the door.
It’s your rent, utilities, software, insurance, marketing, phone lines, and maintenance.
These costs never go away, and they don’t care if you had a slow week or an off-season.
If you don’t account for overhead in your pricing, you’ll always feel like you’re chasing your tail.
Knowing your overhead gives you a foundation of stability.
It keeps your business anchored — especially during slow months — and ensures your doors stay open year after year.
2️⃣ Cost of Sales (COS) — The Cost to Create or Deliver
This is the direct cost of providing your product or service.
For a print shop, that means ink, paper, and equipment wear.
For a photographer, it’s prints, albums, and editing time. anything that makes that item deliverable
For a café, it’s ingredients and packaging.
COS ensures every product or service is priced in a way that doesn’t just look good on paper — but actually covers what it takes to make it.
If you don’t know your COS, you could be losing money on every “sale” and not even realize it.
When you understand it, you can confidently set prices that protect your profit while still delivering real value.
3️⃣ Expenses — The Everyday Fuel
These are your ongoing operational costs — the things that keep the business running smoothly but aren’t tied to a specific job.
Think of things like subscriptions, fuel, internet, education, continuing training, and business licenses.
These are the hidden heroes of your success. They keep you sharp, connected, and ready to deliver quality every single time.
Ignoring your expenses leads to underpricing.
Factoring them in creates room to grow, improve, and continue serving clients with excellence for years to come.
4️⃣ Profit — The Lifeline of Longevity
Profit isn’t optional. It’s not “extra.” It’s essential.
It’s what allows you to reinvest in your business, upgrade your tools, pay your team, and provide for your family.
Without profit, you can’t build a legacy.
Without profit, you can’t weather economic shifts.
Without profit, your business simply can’t last.
Profit doesn’t make you greedy — it makes your business healthy.
It’s the heartbeat that keeps your company strong for 30 years and beyond.
⚖️ Why Some People Think You’re “Overcharging”
When someone says, “You’re too expensive,” what they really mean is:
“It doesn’t fit my budget.”
“I don’t understand the value.”
That’s not your problem — it’s their perspective.
They don’t see your rent, insurance, education, taxes, or the late nights spent making sure every detail is right.
They only see a number.
👉 Overcharging is taking advantage — charging more than what’s fair or delivering less than promised.
👉 Charging based on your real numbers is responsible — it’s what allows you to serve your clients better and longer.
When you price according to your numbers, you’re not pushing people away. You’re ensuring that you’ll still be here to serve them next year — and the next — just like you have for 30 years.
🚫 The Danger of Undervaluing
When you undercharge because you’re afraid of being called “too expensive,” here’s what really happens:
You can’t pay yourself or your team fairly.
You struggle to reinvest in tools, training, or upgrades.
You work harder for less, leading to burnout.
You shorten the lifespan of your business.
A struggling, underpriced business can’t serve clients well for long.
You deserve to run a business that’s not just surviving — but thriving.
💬 The Real Bottom Line
Your pricing isn’t about opinions — it’s about accuracy and honesty.
Overcharging is only real if you’re taking advantage of people.
Charging based on your true numbers isn’t a disservice — it’s the only way to build a sustainable business that serves your clients well for years to come.
Because when your business is healthy, everyone wins — you, your team, and your clients who get to enjoy consistent, quality service from a business built to last.
Let your numbers, not emotions, guide your pricing decisions.
When you understand your overhead, costs, expenses, and profit goals, you gain confidence, clarity, and control.
And when someone says, “That’s too much,” you can stand tall, knowing:
✅ You’re not overcharging.
✅ You’re being responsible.
✅ You’re building something sustainable.
Because the real disservice isn’t charging too much —
It’s charging too little and not being around tomorrow to serve your clients again.
So go ahead — know your numbers, charge your worth, and build boldly.
Your business, your clients, and your future will thank you for it.
NEED HELP!
💼 1. Business-Focused & Confident
Ready to build a business that lasts?
Stop guessing your prices and start knowing your numbers. When you understand your true costs, you can serve your clients confidently, profitably, and sustainably for years to come.
📩 Let’s connect — I’d love to help you create a business built to last.
hello@heathshelton
Text 405-645-7753
Call 405.282.5750
📈 2. Educational & Empowering (For readers who need encouragement or guidance)
Don’t let fear or comparison dictate your pricing.
Take control. Know your numbers. Build something that stands strong for decades.
If you’re serious about growing a sustainable, legacy-worthy business — let’s talk strategy and success.
💬 Reach out today → hello@heathshelton.com
💬 3. Conversational & Relatable
Your numbers tell a story — and it’s time you listened.
Stop apologizing for charging what you’re worth. Start building a business that lasts.
🔥 Want to talk about pricing, sustainability, or longevity in business?
Message me 405.645.7753 or visit www.heathshelton.com — let’s make sure your business is here for the long haul.