Pricing is one of the hardest parts of running a business for many LGBTQ+ small business owners. Money conversations can feel uncomfortable when you’re used to navigating workplaces or industries that haven’t always valued queer labor, emotional intelligence, or cultural insight. But pricing your services fairly is an essential part of building long-term financial stability — and it signals to clients that your expertise has real value. Here’s a general guide to approaching pricing with confidence and clarity.
Start With the Value You Create, Not Your Identity
Many queer professionals begin pricing from a place of doubt: “Do people really pay for this?” or “Maybe I should charge less so they’ll say yes.” Those fears are understandable but not strategic. Pricing should be based on the value your work delivers — not your self-perception or past experiences with undervaluation.
Ask yourself:
- What transformations or outcomes do my clients experience?
- What skills, education, or lived experience do I bring?
- How does my work save people time, energy, or money?
- What would it cost a client to achieve this result without me?
Queer expertise often includes deep cultural fluency, community understanding, and creative perspective — all high-value assets in today’s marketplace.
Research Market Rates to Avoid Guessing
Instead of pulling a number out of thin air, many entrepreneurs study what others in their field charge. This doesn’t mean copying someone else’s prices. Instead, it creates a benchmark to avoid dramatically underpricing yourself. Research can include:
- Browsing public rate sheets
- Observing industry standards
- Talking to peers in your niche
- Reviewing pricing inside professional associations
When you understand the range, you can position your rates appropriately and confidently.
Price Based on Scope, Not Emotion
People often undervalue themselves when pricing is emotional rather than structured. A clearer method is to break down your pricing into components such as:
- Time required
- Skill level involved
- Complexity of the task
- Deliverables
- Revisions or support
- Intellectual property considerations
This approach helps you avoid “people pleasing pricing” and gives clients transparency about what they’re paying for.
Create Tiered Offerings for Different Budgets
Not everyone will be able to afford your premium services — and that’s okay. Many queer entrepreneurs create tiered offerings, such as:
- Entry-level consultations or digital products
- Mid-tier service packages
- High-touch premium offerings
This structure allows you to serve more people without discounting your value. Discounting your prices excessively sends the message that your work is negotiable or replaceable — and it can burn you out quickly.
Communicate Your Pricing with Confidence
When you deliver your rates, do so without apology or over-explanation. Confidence signals professionalism and helps clients feel secure in their decision. You don’t have to justify your prices — you just have to articulate your process, the value, and the outcomes clearly.
Raise Your Prices as You Grow
As you gain experience, sharpen your skills, or increase demand, many entrepreneurs revisit their pricing. Raising rates is not about greed; it’s about alignment with your expertise, capacity, and the evolving market.
Pricing isn’t simply a financial decision — it’s a boundary. A declaration that your time, talent, and perspective have worth. For LGBTQ+ creators and service providers, valuing your work is an act of empowerment. When you price your services with intention, you build a business that sustains you, honors your expertise, and strengthens the economic power of our community.
