You’ve started your business. You’ve got the skills. Now you need clients. But then comes the hardest question of all:
“How much should I charge?”
So you look at what others charge. You guess. You go low to get your foot in the door. Before you know it, you’re overworked, underpaid, and wondering if running a business is worth it.
If that sounds familiar, you’re not alone.
Many Kenyan freelancers and small business owners fall into the trap of underselling. They don’t lack talent; they lack a strategy.
In this post, you’ll learn how to price your services without underselling yourself. This way, you can earn a sustainable income, serve confidently, and build something lasting.
Know Your Numbers
Before you price anything, ask yourself:
- What are your monthly business costs? (tools, airtime, Wi-Fi, subscriptions, transport, etc.)
- What is your ideal monthly income?
- How many clients or projects can you realistically handle each month?
Simple pricing formula:
(Target Income + Business Costs) ÷ Projects Per Month = Base Price Per Project
Example:
You want to earn KES 60,000 per month. Your monthly costs are KES 10,000. You can take on 6 projects each month:
(60,000 + 10,000) ÷ 6 = KES 11,667
That’s your minimum sustainable rate, not a dream price; it’s just what keeps you afloat.
2. Stop Copying — Start Positioning
It’s easy to charge what others charge, especially on Twitter, Facebook groups, or freelancer forums.
But here’s the problem:
You don’t know their goals, costs, quality, or business model.
Instead of copying, position yourself:
- What problem do you solve?
- What makes your approach unique?
- What are the risks of going cheap and getting it wrong?
Your price should reflect your value, not the lowest number the client expects.
3. Offer Tiered Pricing Options
Not every client will have the same budget, and that’s okay.
Instead of discounting, offer tiers:
| Package | What’s Included | Price |
|---|---|---|
| Starter | Basic service, 1 revision | KES 5,000 |
| Pro | Full service + support | KES 10,000 |
| Premium | Pro package + strategy consult + priority delivery | KES 15,000 |
Tiered pricing gives clients choice and clarity while protecting your boundaries and income.
4. Practice Saying Your Price Without Flinching
If your voice shakes when you say your price, the client will notice. Confidence sells.
Say it like this:
This project is KES 15,000 and includes two strategy calls, a landing page, and one week of post-launch support.
Then pause. Let them absorb the value.
Don’t apologize. Don’t rush to discount. Let your work speak.
5.Review and Adjust Regularly
Pricing isn’t a one-time task; it’s part of your business growth.
Every 3 to 6 months, ask yourself:
- Are clients consistently saying yes too easily?
- Have your skills or turnaround times improved?
- Are you delivering better results for clients?
If the answer is yes, raise your prices. Even a 10% to 15% increase can make a difference.
Pro tip: Keep your old price for long-time clients; raise prices for new ones first.
6. Anchor Price to Outcome
When you say “KES 20,000,” it may sound high unless the client sees what they get.
Instead of just giving the number:
This includes a complete 5-page website, optimized for SEO and mobile, plus 30 days of email support.
That’s what justifies the cost.
7. Remember: You’re Building a Business, Not Doing Favors
If your pricing can’t support your rent, Wi-Fi, food, and mental health, it’s not a business; it’s a grind.
Say this to yourself:
“I didn’t quit my job or start this business to work for exposure or favors. I’m here to build something real.”
Conclusion
You don’t need to be the cheapest to succeed; you need to be clear, confident, and consistent.
To recap:
- Know your numbers
- Position your value
- Offer pricing options
- Own your rate confidently
- Review and raise over time
Clients don’t pay for your hours; they pay for your impact.