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S2 EP73: The Real Cost of Undercharging (It's Not Just the Money)
Episode 73 • 5th June 2026 • From Overlooked to Fully Booked ® • Niki Hutchison
00:00:00 00:07:31

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When did you last actually put your prices up? I don't mean think about it, or tell yourself you probably should. I mean do it.

For a lot of the owners I start to work with, the honest answer is a long time ago, or never. The reasons we give ourselves sound perfectly fair, and yet underneath them there's usually something quieter and more expensive going on: undercharging has started to feel safer than raising prices. In this short, direct episode, I explain why it isn't.

I discuss the price-led clients your low pricing attracts and why they are a major sap on your energy, what undercharging quietly does to your sales conversations. And the mental energy it drains from the most valuable resource in your business, which is you.

📚 Resources Mentioned

Be part of The Hidden Revenue Challenge, starting on Monday 8th June: www.nikihutchison.com/revenue

Connect with Niki

• Website: nikihutchison.com

• Instagram: @nikihutchison

• LinkedIn: Niki Hutchison

👩‍💼 About the Host

Niki Hutchison is a marketing strategist with 25+ years of experience helping service-based businesses go from overlooked to fully booked. With a degree in business, a Postgraduate diploma in advertising strategy, and years of agency experience as a brand strategist, Niki combines deep marketing expertise with practical, implementable strategies. She's a 'Digital Creator of the Year' and a runner up 'Agency Owner of the Year' at the Digital Women® Awards, a three-time shortlisted Great British Entrepreneur of the Year (Global Entrepreneur), and runs The Marketing Insiders Club, Fully Booked Bootcamp and The Charge.

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This one's for you if you're sitting there thinking, "Yes, I'm undercharging, but I don't know where to start fixing it." That's exactly what we work through together inside the free Hidden Revenue Challenge which starts this Monday 8th June.

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