I heard from an attorney who says he gets tongue tied speaking with prospective clients about fees and tends to lean towards charging less. Even then, he’s afraid they will think he charges too much.
I told him to write out what he would say to them if he was confident about his fees–why he charges what he does, the benefits he offers, why he’s worth more than other lawyers, and so on.
Write it, read it, contemplate it. And then post it, or a version thereof, on your website so that prospective clients will be able to read it before they ever speak to you. They will understand that you charge a bit more but you’re worth it.
You might want to try this, too. Write down all that you do for your clients, from soup to nuts. Write down all the little things you do to make their experience with you as comfortable as possible. Write down all of the things you do to help them achieve a successful outcome.
You don’t have to post all of this on your site but you do need to see the value in what you do. You need to understand why you are worth more.
But what if you don’t believe you are worth more?
Then you have work to do. Because if you want to charge higher fees than you currently charge, if you want to charge more than other lawyers charge, you have to believe that you are worth more.
If you believe it, you won’t have any trouble talking about fees. You will do it confidently. It is a selling point for you. You want clients to know that when they hire you they get incredible value for what they pay.
Charging clients more comes down to believing you are worth more.
But keep in mind that when it comes to something as abstract as fees for professional services, value is relative and perception is everything. You’re worth what clients are willing to pay and you’re willing to accept.
No more and no less.