I’ll never forget the feeling the first time someone made a comment about my pricing - it was like a punch to the gut. We’ve all heard we shouldn’t take things in business personally, but let's be honest.. it’s hard not to.

• “That’s too much money.”
• “I’d like to get my horses worked on, but I don’t have the money for that.”
• "I can get {service} for $x.xx amount less."

Do you find yourself shutting down or getting angry over comments like these? Do you think to yourself, “Don’t these clients know the time, effort and money I’ve invested to start this business?!”

The truth is, as much as it can hurt, comments about pricing are not a personal attack. They’re feedback that the person doesn’t yet understand the value you provide.

And horse people aren’t cheap (not to be confused with frugal). If they were cheap, they wouldn't have horses.

So as a professional, how can you respond confidently to these comments?

1. Communicate Value

Realize they aren’t making a comment about your prices. They don’t understand the value of your service(s) yet.

Your marketing’s focus should be on communicating the value and benefits of your services.

• Showcase your expertise with clearly marked before and after pictures

• Display your experience on horses with videos

• Show the solutions you offer with testimonials

• Provide education on FAQs people have

Your job is to educate your clients and future clients in what you offer and why it’s valuable to them. When they understand the value you provide, they will pay your price with no questions asked.

Afterall, how can you put a price on someone being able to ride their ‘unrideable’ horse again?

2. Educate on Pricing

Those that are still a little skeptical may need further education on pricing. This doesn’t mean you need to get defensive or justify your prices. Instead, come from a place of serving and helping them to understand.

From the outside, they may think your business looks quite simple.

Educate them on the methods you use and the time and education that went into learning it. Explain the complexities and resources that go into being an equine service provider. This can help them to better understand and appreciate the value of your work.

3. Offer Options

You may consider tiered services that fit different budgets. Your client can then choose the level of service that aligns with their budget. Plus, you don’t have to adjust/lower your pricing. (Be sure to be clear about what each level/package entails and the differences.)

If your prices are still too high for their budget, refer them to other local providers.

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Your job isn't to find a price that fits every budget. Your pricing will never be a perfect fit for everyone anyway - even if it were only $10.

So set your prices at what you need to sustainably run your business, have confidence in the value you provide and take these comments with a grain of salt.