Let’s be clear up front: talking about pricing isn’t the same as price fixing. According to the Federal Trade Commission, price fixing is an agreement among competitors to control prices or price levels. It’s illegal - and it’s not what we’re doing here. Discussing our rates is about learning from each other and making informed, independent decisions.

To price with purpose, there are four things you need to understand:

1. Your Costs

2. Types of Pricing Strategies

3. Why Paying Yourself Matters

4. How to Build in a Buffer for Growth

Let’s break it down.

Know All of Your Costs

Before you set prices, you have to understand what you’re actually spending, including materials and treatment time, and the many invisible costs that add up fast:

• Direct Costs: the time you spend with clients.

• Indirect Costs: admin, follow-up, documentation.

• Fixed Costs: rent, software, liability insurance.

• Variable Costs: travel, materials, hourly contractors.

One of the most overlooked cost areas? Your time. Answering emails, troubleshooting tech, onboarding new clients.  All of that is time you're not getting paid for unless you build it into your rate.

Pay Yourself

If your rates only cover your expenses, you’re not paying yourself, you’re just breaking even.

Your pricing should support:

• Your salary

• Admin and prep time

• Marketing and business development

• Licenses and taxes

• Continuing education and professional growth

Too many practitioners base their rates on what they think others are charging. But without factoring in your actual costs and goals, you could be unintentionally underpaying yourself.

Build in a Buffer for Growth

Want to attend that training you’ve been eyeing? Take a vacation? Hire help?

Your pricing has to go beyond survival. It needs to make space for sustainability and growth. That buffer isn’t selfish is what allows your business to evolve and your services to stay high-quality.

Choose a Pricing Strategy That Matches Your Work

Not all pricing strategies work for every setting or service. Here are a few to consider:

• Cost-Plus Pricing: Add a profit margin to your costs. (Not always applicable with insurance-based models.)

• Value-Based Pricing: Set rates based on the perceived value to your clients. Especially useful in private pay settings.

• Competitive Pricing: Use local or niche benchmarks (tread carefully if you don’t know others’ cost structures).

• Time-Based Pricing: Charge by the hour or session.

Most of us use a hybrid approach without realizing it. But the more intentional you are, the more confident you’ll feel when discussing rates with clients.

Final Thoughts

Pricing is a numbers game and a reflection of your values. If you want your practice to grow sustainably and support your quality of life, your pricing has to be a part of that plan.

Start by getting clear on your costs. Then choose a strategy, or strategies, that align with your business model, and make sure your rate reflects not just what you do, but everything you bring to the table.

Your work is valuable and your pricing should reflect that.

Resources

Federal Trade Commission

Dreamspring