Estimated read time: 6 minutes
Introduction
Pricing is one of the things tradespeople find hardest to talk about. Too high and you worry about losing the job. Too low and you end up busy but not profitable. And some customers will always push back, whatever you say.
The good news is that pricing with confidence is a skill — and like any skill, you can get better at it.
This guide covers why tradespeople undercharge, how to figure out what you should actually be charging, and how to present your price in a way that wins more work without a race to the bottom.
Why Tradespeople Undercharge (And Why It Hurts)
Undercharging is extremely common in the trades. And it’s usually driven by fear — fear of losing the job, fear of being seen as expensive, fear that the customer will go elsewhere.
The irony is that undercharging often creates the very problems you’re trying to avoid. When your margins are tight, you have to take on more work to make the same money. You end up rushing jobs, exhausted, with no time to market your business or invest in growth. And customers who only chose you because you were cheapest are often the hardest to deal with.
Charging what you’re worth isn’t about being greedy. It’s about running a business that works — one where you can do great work, look after your customers, and still have a life.
How to Work Out What to Charge
There’s no single right answer, but here’s a practical approach:
Know Your Costs
Before you can price confidently, you need to know your minimum — the day rate or project cost below which you’re not actually making money. Factor in:
- Materials
- Labour (your time and any employees or subbies)
- Travel and fuel
- Tools, equipment, and vehicle costs
- Insurance and professional memberships
- Your own wages — a fair one, not just what’s left over
Many tradespeople don’t do this calculation properly and underestimate what they need to charge just to break even.
Research Local Rates
Find out what other reputable tradespeople in your area charge. Not the cheapest on the directory sites — the good ones, the ones who are consistently busy with positive reviews. Checkatrade, MyBuilder, and Bark often show customer reports that give you a steer on typical rates.
If your prices are significantly lower than reputable local competitors, there’s a good chance you’re leaving money on the table.
Charge for Your Experience and Reputation
If you’ve been trading for ten years, have dozens of five-star reviews, and always turn up when you say you will, you are worth more than a one-man-band who just set up. Your price should reflect that. Customers who care about quality will pay for it. Those who only care about price were probably going to be difficult customers anyway.
How to Present Your Price
How you present a price matters almost as much as the price itself.
Be clear and specific. A detailed quote that breaks down what the job includes — materials, labour, timeline, what’s excluded — builds far more confidence than a single number on a text. It shows professionalism and makes it harder for a customer to compare you directly with a cheaper but vaguer quote.
Don’t apologise for your price. The way you say the number matters. State it plainly and confidently. If you sound uncertain or apologetic, customers sense it and push back. If you sound matter-of-fact about it, most customers accept it in the same way.
Explain the value, not just the cost. “We use [X material] because it lasts longer and means you won’t need this doing again for ten years” is a better conversation than just defending a number.
Give one price, not a range. A range (“somewhere between £800 and £1,200”) creates uncertainty and invites customers to anchor to the lower end. A clear, single figure feels more professional and is easier to say yes to.
When a Customer Says It’s Too Expensive
Some customers will always push back on price. Here’s how to handle it without caving.
First, listen. Sometimes they have a genuine budget constraint and there’s room to adjust the scope of work rather than the margin. Can you use a different material? Do a phased job? Strip out a non-essential part?
But if the work and the price are right, you don’t have to drop it. A simple, calm response works well:
“I understand it’s a significant spend. Our price reflects [X, Y, Z], and we stand behind our work fully. If you’d like to go ahead, we’d love to help — just let me know.”
Then leave it. Don’t chase them down with a lower price unprompted. The customers who come back and say yes are usually the ones worth having.
The Right Customers Pay the Right Price
Not every enquiry is worth taking. Customers who spend the first conversation arguing over price, pushing for a discount before you’ve even started, or comparing you to the cheapest quote they’ve had, are often the most demanding and least profitable to work for.
The best trade businesses attract customers who value quality, reliability, and expertise — and price accordingly. That’s built through great work, strong reviews, a professional online presence, and the confidence to hold your price.
Want Help Attracting Customers Who Value What You Do?
Your marketing plays a big part in the quality of enquiries you attract. A professional website, strong Google reviews, and the right positioning can shift the type of customer who contacts you.
👉 Book a free Marketing Flight Check and we’ll look at how your business comes across online — and whether it’s attracting the right kind of customer.
Published by Brightr | wearebrightr.com | Business Class Websites™ and Growth Engines for the Trades