A square podcast cover graphic with a teal background. Bold white text reads: “EP#42 HOW TO TRANSITION FROM LOWER TO HIGHER PRICES.” On the bottom right, a smiling woman in a floral dress stands against the plain background. — **From the fear of losing existing clients to the challenge of attracting premium ones, Fi shares clear strategies for navigating the “messy middle”.**

That transition period between what your old clients are paying and what your new ideal clients will happily invest. In this episode of *Money Secrets*, Fi tackles one of the trickiest parts of growing a business: **how to increase your prices while managing legacy-priced clients.** If you’ve ever wondered how to successfully stop undercharging, this episode is your roadmap.

Listen to Episode 42

What You’ll Learn in This Episode

Why ideal clients aren’t just about budget. They’re about valuing your transformation and outcomes.
The marketing shift you need to make when charging premium prices (hint: it’s about clarity and communication).
Why legacy clients are harder to move up more than 10–20% a year, and what to do instead.
Strategies for managing the transition: small steady increases, bold price rises with notice, or saving three months of expenses as a buffer.
How to back yourself through the fear of losing clients, and why letting go of some can actually strengthen your business.
Why premium clients will pay more, as long as you can clearly explain and deliver the value.
How this transition is less about maths and more about mindset, and the mental gymnastics that business owners need to practice.

Transcript: EP#42 How to Transition from Lower to Higher Prices

Money Secrets Podcast – Episode 42

Introduction

We've made a lot of progress as a society in many areas, but one thing that hasn’t changed enough is our relationship with money. If we want to tip the scales in favour of marginalised people, we need to understand the secrets to making money in small business.

The more we talk about money — especially the secrets that usually stay behind closed doors or on the golf course — the more empowered we become. My mission is to get more money into the hands of good people, specifically business owners like you.

Because I believe small business can change the world. And to do that, we need to be making more money.

Acknowledgement of Country

This episode was recorded on the lands of the Wurundjeri People of the Kulin Nation. I’d like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on.

I pay my respects to Elders past and present, and recognise that sovereignty has never been ceded. This always was, and always will be, Aboriginal and Torres Strait Islander land.

Making the Leap to Premium Pricing

Raising your prices sounds simple, but when you’ve got existing clients used to paying a certain rate, the transition can feel messy and scary.

In this episode of Money Secrets, I (Fi Johnston) share how to navigate the messy middle — the period between your old clients and the new premium clients you want to attract — without burning bridges or sabotaging your growth.

Why Premium Clients Change Everything

If you’ve decided to charge more, you’ve probably also realised you need to work with a different type of client — the kind who:

Values what you do and understands its impact
Has the budget to invest
Is actively seeking the transformation you offer

Premium clients don’t just appear, though. They come when your marketing, messaging, and delivery all speak directly to them. That means shifting how you position your value, and being crystal clear about the outcomes and benefits of working with you.

The Challenge: Legacy Clients

Legacy clients (long-term or early clients paying older, lower prices) are where many business owners get stuck.

It’s incredibly hard to move these clients from one price bracket to another quickly. Realistically, most will only tolerate a 10–20% increase per year — anything more risks pushback or drop-off.

But new clients? You can set your premium price from the start — as long as you can clearly explain and confidently deliver the value behind it

Three Strategies to Transition Smoothly

There’s no one right way to do this, but here are three practical strategies:

① Gradual Price Increases

Raise prices for legacy clients by 10–20% per year
Simultaneously focus your marketing on attracting new, premium clients
Over time, let legacy clients naturally roll off as your roster fills with higher-paying work

② Bold Price Rise With Notice

Communicate a significant price rise to current clients
Give them 1–3 months' notice so they can choose to stay or leave
Use this window to secure premium clients to replace anyone who steps away

③ Savings Buffer + Reset

Build up 3 months of operating expenses and wages
Let go of legacy clients
Spend that buffer period laser-focused on upgrading your marketing, branding, communications and offers to attract premium clients

The Mindset Shift That Makes It Work

The hardest part of this transition isn’t the strategy — it’s the mental gymnastics.

Raising your prices can feel scary, especially when loyal clients are involved. But replacing a handful of lower-paying clients with fewer, higher-paying ones can grow your income, free up your time, and reduce burnout.

You don’t have to drop everyone at once. But you do have to choose to back yourself and your value.

Good Money Club

Are you a female or LGBTQIA+ business owner who wants to make more money and create meaningful change? My 6-month program, Good Money Club, is designed to help you do exactly that.

We work on your pricing, positioning, business model, and mindset — so you can build your bank account and your impact. Read more about Good Money Club.

Your Next Step

Ask yourself:

“If I were starting fresh today, what would I charge for this service?”

Start moving your business toward that number. Slowly, confidently, and with a strategy that honours the clients who’ve supported you — while making space for the ones who will take your business to the next level

Outro

Thank you for listening to Money Secrets. If you loved this episode, please subscribe, share it with a friend, or leave a review. Your support helps us get these conversations into the hands of more good people who deserve to thrive in business.

We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business.

In this podcast, Money Secrets, host Fiona (Fi) Johnston—Chartered Accountant, small business advocate, and impact enthusiast—dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open.

Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make—and manage—more money.

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Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.business

If you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here.

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