How Past Clients Hold the Key to Raising Your Rates
Raising your rates is one of the most universally dreaded moves for freelancers and consultants. The fear? That clients—especially past ones—will push back, resist, or simply walk away.
So, most freelancers take one of two approaches:
They randomly pick a higher price and hope it sticks.
They stall, avoid raising rates, and continue charging less than they should.
But there’s a better approach—one rooted in real data rather than guesswork. Instead of relying on “what feels right,” you can use your past clients to gather insights that eliminate hesitation and make raising rates feel obvious.
This isn’t about justifying your pricing to them—it’s about using their own words and experiences to validate what your work is actually worth.
Let’s break it down.
Why Your Past Clients Are Your Best Pricing Data
The market doesn’t determine your rate—you do. But if you’ve been underselling yourself, the best way to figure out the right pricing isn’t looking at what others charge—it’s looking at what your best clients already value about your work.
The problem is, most freelancers assume pricing is about the service itself—the deliverable, the hours, the scope. But in reality, pricing should be based on the outcome of your work.
A Real Example: Two Websites, Two Different Values
Imagine two companies each hire a web designer for a website project.
Company A: A small personal blog that just needs a simple site.
Company B: A business that generates $500K/year in sales through their website.
Both projects might take the same amount of work. But the value of that work is drastically different.
The web designer who understands this difference won’t price based on “market rates.” They’ll price based on the impact their work has on the business.
Your past clients can tell you exactly where your work has had impact—you just need to ask.
Step 1: Use Past Clients to Pinpoint Your Real Value
If you’ve been undercharging, your past clients already know. Not because they were taking advantage of your low rates, but because they saw results that were worth far more than what they paid.
The Key Questions to Ask:
What’s been the biggest benefit of working together?
How has my work impacted your business since we last worked together?
If you were to describe what I do to someone else, what would you highlight?
What You’re Looking For:
If they mention time saved → You’re in a premium category.
If they mention revenue growth → Your work had measurable impact.
If they mention clarity and strategy → You’re doing more than just execution.
🚨 Why This Matters:
Most freelancers think they sell a service. Clients think they’re buying a solution.
Your goal is to align your pricing with their perception of your value—not yours.
Step 2: Find Out If You Were Undercharging
Most freelancers assume past clients thought they were expensive.
But when you ask, you’ll often find out:
Clients thought they got a great deal.
Clients expected your rates to go up.
Clients have paid more for similar work elsewhere.
The Key Questions to Ask:
When we first worked together, how did you feel about my pricing?
Did you feel the investment was worth it?
If you compared my pricing to others you’ve worked with, how does it measure up?
What You’re Looking For:
If clients say "I was surprised at how affordable you were" → 🚨 You’re underpriced.
If they say "It felt like an investment, but worth it" → ✅ You’re in the right range.
If they say "I wasn’t sure at first, but it paid off" → You need to communicate ROI better upfront.
🚨 Why This Matters:
If multiple past clients say “You were a great deal” → Your rates can (and should) go up immediately.
Step 3: Identify What Clients Would Pay More For
Most pricing advice says: Charge more.
But a better approach is: Charge more for the right things.
Clients aren’t opposed to paying more—they just want to feel like they’re getting increased value.
The Key Questions to Ask:
If I were to offer [XYZ new service], what would you expect that to cost?
What would make a higher investment feel like a no-brainer for you?
What’s something you wish I had included in our project?
What You’re Looking For:
If they say “More strategy, not just execution” → Raise rates & position yourself as a consultant.
If they say “Faster turnaround” → Add a premium rush fee.
If they say “More ongoing support” → Offer retainers at a higher rate.
🚨 Why This Matters:
Raising rates isn’t just about charging more for the same thing. It’s about charging more for the highest-value parts of your work.
Step 4: Use This Data to Confidently Set Higher Rates
Once you’ve gathered responses, you now have:
✅ Clear evidence of what past clients valued most.
✅ Proof that clients saw your old rates as fair (or too low).
✅ Insight into what they’d happily pay more for.
Now, when setting new rates, you’re no longer guessing.
How to Frame the Rate Increase to New Clients:
“Based on feedback from past clients, I’ve refined my services to focus on the most valuable aspects. My new rates reflect the impact and outcomes I deliver.”
“Over the past year, I’ve improved my processes, invested in new skills, and streamlined execution to create higher-value results.”
🚨 Why This Matters:
You’re not just increasing price—you’re improving the offer.
You have proof from past clients to back up your pricing.
If you can clearly articulate ROI, price resistance drops.
Final Thoughts: Your Past Clients Hold the Key to Your Future Pricing
Most freelancers try to raise rates by guessing.
A smarter way is to use past clients to guide you.
By asking the right questions, you can:
✅ Clarify what makes you valuable.
✅ See if you were undercharging.
✅ Discover what clients would pay more for.
✅ Test how much they’d expect to pay today.
✅ Position pricing as an investment, not a cost.
Your Move:
What’s one insight you’ve learned from past clients that helped you adjust your pricing? Drop it in the comments. 👇
