Let’s talk about raising your rates. Does the thought of that make you a little uncomfortable? You’re not alone. Money—it’s such a tricky subject, isn’t it? And asking clients to pay more? That can bring up all kinds of feelings.

But here’s the thing: raising your rates isn’t just about numbers. It’s about acknowledging your worth, valuing the years of experience you’ve built, and respecting the energy you pour into your work every single day.

Think about it. How many times have you worked long hours, handled those last-minute client calls, or solved a major issue, only to realize your rates don’t reflect what you’re really bringing to the table? That’s frustrating, right?

And let’s be real—thoughts like, “What if clients push back?” or “Am I going to come off as greedy?” have probably crossed your mind. That’s totally normal. But here’s the truth: raising your rates is just part of running a sustainable business. Other professionals do it all the time as they grow and gain experience—why not you?

The key to doing this with confidence isn’t just about deciding on a new number; it’s about knowing your value and being able to communicate it in a way that feels honest and fair. When you’re clear on why this matters and you believe in what you do, raising your rates doesn’t feel as scary—it feels empowering.

If this sounds like something you’re ready to tackle, but you’re still feeling a bit hesitant, don’t worry. You’re in the right place. Let’s walk through this together, so this tax season, you can step into your worth with confidence.

Why Raising Your Rates is Essential This Tax Season

So, let me ask you—why not raise your rates? I know, it’s not an easy decision, and it’s definitely not something most of us jump into lightly. But here’s the thing: there are some really good reasons why now might be the perfect time to make that change.

First, let’s clear something up—this isn’t about being greedy. It’s about running a business that makes sense and reflects the value of your time and expertise. Think about it: inflation is hitting everyone, including you. The cost of everything—software, office supplies, you name it—is going up. Your rates need to keep up too, or you’re the one footing the bill.

And let’s not forget client expectations. People want more these days—faster responses, more personalized service, and extra support. If you’re delivering all that (and I’m sure you are), it’s only fair for your rates to reflect the level of service you’re providing.

Then there’s the self-worth piece. I know, it’s a heavy topic, but it matters. When you keep your rates low just to avoid rocking the boat, you’re sending a message—to yourself and to others—that your time and expertise aren’t as valuable as they really are. That’s not the message you want to put out there, is it?

Think about this: if a friend of yours—a contractor, consultant, or anyone else—told you they haven’t raised their rates in five years, despite all the experience and growth they’ve gained, what would you say? You’d probably tell them it’s time to update their prices. So, why shouldn’t the same apply to you?

Here’s another big reason: work-life balance. If you’re juggling too many clients at lower rates, burnout is just around the corner. Raising your rates allows you to work with fewer clients while still earning the same—or even more. That means you can provide better service to your clients and take better care of yourself. Win-win, right?

At the end of the day, raising your rates is about stepping up. It’s about recognizing your growth, the value you bring, and creating a business that works for you, not just everyone else.

But let’s be real—the hardest part isn’t crunching the numbers; it’s dealing with the mindset shifts that come with it. So, let’s dive into that next.

The Mindset Shift Needed to Raise Rates

Raising your rates isn’t just about updating an invoice—it’s about truly believing you’re worth what you’re charging and confidently standing behind that number. Let’s be honest: for most of us, that’s the hardest part.

If you’re like a lot of accountants, you care deeply about your clients. You want them to feel valued, and the thought of raising your rates might make you feel a little guilty. Maybe you’ve had thoughts like, “What if they think I’m being unreasonable?” or “Will they question my loyalty?” If that’s you, take a deep breath—you’re not alone. These feelings are so common in a profession built on relationships and helping others.

But here’s the truth: charging a fair rate doesn’t mean you’re letting your clients down. In fact, it’s the opposite. When you set rates that match the value of your work, you’re respecting not only yourself but also your clients. You’re showing them that you’re serious about delivering high-quality service and that you believe in what you bring to the table. And here’s the best part—clients can sense that confidence. It builds trust and strengthens the relationship.

Think about it this way: if someone walks into a Mercedes Benz dealership and says, “I can’t afford this,” the dealership doesn’t drop the price to match a Toyota Camry. Why? Because they know their value. They’re confident in the quality of their cars and the experience they provide. They trust that the right buyers will see that value.

The same idea applies to your services. Your work isn’t meant to fit every budget—and that’s okay. There are options out there for every price point, and you don’t need to be the “Camry” when you’re delivering Mercedes-level service.

Here’s the mindset shift that makes all the difference: instead of asking yourself, “Am I worth this much?” try asking, “Look at everything I’m offering—how could I not be?” Your experience, the problems you solve, the peace of mind you bring to your clients—it all has real value. When you focus on what you’re offering, it becomes so much easier to believe in your rates.

Now, I get it—another big fear is losing clients. Nobody wants that, especially when you’ve worked so hard to build those relationships. But here’s the thing: clients who truly value your work and trust your expertise are usually happy to pay a fair rate. And for those who aren’t? Sometimes letting go opens up space for clients who are a better fit for where your business is headed.

Raising your rates with confidence isn’t just about money. It’s about recognizing your worth, honoring your experience, and stepping into a place where you feel proud of the value you provide. Sure, it might take some time to get there. But as you shift your mindset and embrace your value, communicating your rates gets easier, and your confidence grows.

And here’s the best part—it’s not just you who benefits. Your clients do, too. When you feel good about what you’re charging, it shows in your work, your energy, and the service you provide.

Now that we’ve tackled the mindset shift, let’s take a look at how your brain plays into making changes like this—especially when it comes to money and self-worth.

The Brain Science Behind Rate Increases and Confidence

If the idea of raising your rates feels scary or uncomfortable, there’s a reason for it—it’s just how your brain works. But here’s the good news: understanding why this happens can help you take control and approach it with more confidence.

Your brain is wired to love familiarity. It craves routine and predictability because, from a survival perspective, that’s what keeps us safe. So, when you decide to raise your rates—a big change—it can feel like a threat to the status quo. Even though you know it’s a smart business decision, your brain might interpret it as risky, and suddenly, sending out that first invoice with your new rates feels downright nerve-wracking.

Then there’s the fear of rejection. This one runs deep. When you raise your rates, there’s always a chance that a client might push back or even walk away. And your brain? It doesn’t like rejection one bit. On a primal level, being rejected used to mean being cast out from a group, which could have serious consequences. Even though that’s not what’s happening here, your brain reacts the same way, making the idea of a client leaving feel much bigger than it really is.

But here’s the thing—once you recognize these automatic responses, you can start to manage them. It all begins with reframing your thoughts. Instead of thinking, “What if this doesn’t go well?” try, “This rate reflects the quality and value of the service I provide.” That simple shift sends a message to your brain that this isn’t a threat—it’s an empowering move forward.

And here’s where practice comes in. Each time you confidently share your new rates, you’re building a habit. Over time, your brain starts to adapt, and what once felt uncomfortable begins to feel natural—even exciting.

It’s important to remember that feeling a little discomfort doesn’t mean you’re doing something wrong. It’s simply your brain adjusting to growth. And each time you push through that hesitation, you’re training your brain to support your decisions and reinforcing your belief in your value.

So, if you’re feeling unsure or hesitant, know that it’s part of the process. You’re stretching, growing, and building the confidence to stand behind your worth. And trust me—this gets easier with time.

Next, let’s tackle how to handle client pushback and why it’s totally normal.

Understanding Client Pushback and Why It’s Normal

Let’s be real—one of the biggest fears about raising your rates is, “What will my clients think?” It’s completely normal to feel that way, especially when you’ve worked hard to build strong relationships. No one wants to risk upsetting their clients or jeopardizing those connections.

But here’s the thing: client pushback doesn’t mean you’re making a mistake. In fact, it’s actually pretty common—and it can even be a great opportunity to reinforce the value you bring.

When you inform a client about a rate increase, you might hear things like, “Why the change?” or “Can we stick to the old rate?” And yeah, those questions can feel a little uncomfortable in the moment. But most of the time, they’re not rejections. They’re just your clients trying to understand your decision. It’s a conversation, not a confrontation.

Here’s a fresh perspective: when clients ask about a rate increase, they’re giving you the perfect opening to highlight the value of your work. It’s your chance to remind them why they chose you in the first place. You can explain the dedication, expertise, and results you bring to the table. Often, that extra clarity is all they need to see the rate increase as fair and reasonable.

Pushback can actually build trust. When you respond with confidence and transparency, it shows your clients that you’ve thought this through and that your rates are about fairness—not just numbers. They’ll see your professionalism and your commitment to providing top-notch service.

Now, let’s be honest—there’s always a chance that a client may resist or even decide to move on. And while that can feel tough, it’s not a failure. Sometimes, letting go of a client who isn’t aligned with your new rates makes room for one who is—a client who truly values your work and is excited to invest in your services.

So, if you’re feeling nervous about pushback, remember that it’s totally normal. More importantly, it’s an opportunity. With a clear and confident approach, these conversations can actually strengthen your relationships and reinforce the worth of what you provide.

The right clients will recognize your value and understand that raising your rates allows you to continue delivering exceptional service. And who knows? These discussions might even deepen your client relationships in ways you didn’t expect.

Next, let’s set some meaningful goals for this rate increase.

Setting Goals for Your Rate Increase

You might be wondering, “Do I really need goals just to raise my rates?” The short answer? Absolutely. Setting clear goals isn’t just helpful—it can make all the difference in how confidently you approach this change.

Raising your rates isn’t just about updating a number. It’s about deciding what kind of business you want to build, the clients you want to work with, and even the life you want for yourself. Goals give you that clarity and sense of purpose, so you can make this decision with intention instead of hesitation.

Start by asking yourself: What do I want to achieve by raising my rates? This isn’t about justifying the decision to anyone else. It’s about having a clear, personal reason for making the change. Maybe you want to reduce your workload, working with fewer clients at higher rates, so you can focus on providing exceptional service. Or maybe you’ve been wanting to invest in better tools, training, or resources to elevate your client experience. Whatever your reasons are, putting them into words can keep you focused, especially if self-doubt starts to creep in.

Another goal worth considering is how this change could improve your work-life balance. Are your current rates forcing you to stretch yourself too thin, juggling too many clients just to make ends meet? Imagine having a more manageable client load while still earning what you need—or even more. A rate increase isn’t just about earning more money; it’s about creating a workload that’s sustainable for you and beneficial for your clients.

And don’t forget to think long-term. Where do you see your business a year from now? Five years from now? Maybe you want to grow steadily, building a client base that truly values your expertise. Or perhaps you’re looking to specialize in a niche area, where your higher rates reflect the advanced skills and results you provide. Connecting your rate increase to your bigger picture can help you stay motivated and see the “why” behind it all.

Setting these goals isn’t just practical—it’s empowering. When you know exactly why you’re raising your rates, it’s so much easier to communicate your decision and stand behind it without hesitation. Your goals serve as a reminder that this isn’t a random or spur-of-the-moment decision. It’s a thoughtful, intentional step toward building the kind of business—and life—you really want.

Take a few minutes to write it down: What does this rate increase mean for my business, my clients, and my overall quality of life? When you’re clear on what you’re working toward, you’ll feel so much more confident about the process. And later, when you look back, you’ll be able to say, “That was one of the best decisions I’ve ever made.”

Now, let me share a story about a client who went through this process and learned how to raise her rates with confidence.

Becoming a Smarter Accountant: Raising Her Rates With Confidence

I’ve worked with so many accounting entrepreneurs who’ve struggled with raising their rates. Let me share the story of one CPA client—it’s a great example of what’s possible when you approach this with the right mindset.

When we first started working together, she was feeling stuck. She’d been running her practice for years, had incredibly loyal clients, and had built strong relationships. But despite all her experience and hard work, she hadn’t adjusted her rates in years.

Every time the thought crossed her mind, doubts would flood in: “What if they think I’m being unreasonable? What if they leave?” She worried that raising her rates might make her clients question her loyalty.

Because of this, she found herself juggling way too many clients, working long hours, and feeling burned out. Her workload was overwhelming, and she was sacrificing her personal life to keep up. Deep down, she knew something had to change, but she didn’t know where to start.

The first thing we worked on was shifting her mindset around her value. We spent time digging into the impact her work had on her clients. She started to see how her expertise and dedication gave them peace of mind—something they couldn’t put a price on. This realization was a game-changer. She finally understood that her rates needed to reflect the quality and value she was providing.

Next, we tackled her client conversations. We practiced responses that felt natural, respectful, and confident. She was nervous at first, but when she started having those conversations, something surprising happened. Most of her clients were supportive. They valued her work enough to invest in her services.

A few clients decided to move on, and while that wasn’t easy, it opened the door for new clients—clients who respected her expertise and were happy to pay her higher rates.

It didn’t take long for the changes to kick in. With a lighter workload and clients who truly valued her, she felt more energized, more focused, and, most importantly, more balanced in her life. She even told me, “This has changed everything.”

I hope her story inspires you. Raising your rates isn’t just about numbers. It’s about honoring your worth, valuing the incredible service you provide, and building a business that works for you as much as it does for your clients.

When you’re clear on your value and confident in communicating it, you’ll start making decisions that bring more balance, energy, and fulfillment into your work.

Now, let’s wrap this up with today’s key takeaway and an action item for the week ahead.

Key Takeaway and Action Item

Here’s the big takeaway from today: Raising your rates is more than just a financial decision—it’s a way to honor your expertise, reflect the quality of the service you provide, and build a sustainable business that supports you and your clients. When you shift your mindset about your value and prepare for those client conversations, setting rates that align with your worth becomes a confident, empowering move.

So here’s your action item for the week: Take a moment to ask yourself, What value do I consistently bring to my clients that should be reflected in my rates?

Think about it—what results do you help your clients achieve? How does your work give them peace of mind? What expertise do you bring to solve challenges they can’t handle on their own? When you focus on the real value you deliver every day, it becomes clear that your rates should reflect that level of service.

This small shift in perspective can be a game-changer. It not only boosts your confidence but also sets you up to communicate your rates with clarity and professionalism.

Take the time to reflect on this—you might be surprised by what you discover. And remember, this is about more than just numbers. It’s about recognizing and owning your worth. 

Well, that’s what I have for you today. Thank you for joining me as I discussed raising your rates with confidence this tax season. I hope you’re walking away with a fresh perspective on what it means to honor your expertise and the value you bring to your clients.

As I always say, you’ve worked hard to become an accountant; it’s time to make it easier to be one.

If you’d like to discuss anything you’re struggling with, you can schedule a free 30-minute call with me at  https://thesmarteraccountant.com/calendar/. 

Also, if you haven’t already, make sure to take The Smarter Accountant Quiz at www.thesmarteraccountant.com to see if you’ve been underutilizing your accountant brain. It’s a great starting point to see where you are and how you can improve.

Lastly, if you’ve found today’s episode helpful, I’d really appreciate it if you could spread the word to other accountants. The more we get this message out, the more we can change the narrative in the accounting profession and help accountants everywhere.

The truth is that you’re already smart, but this podcast will show you how to be smarter.