Welcome to another episode of the podcast that teaches you how to be a ridiculously good virtual assistant.
Today I want to talk about raising your rates – and all of the emotions that go along with that.
Today’s Quote: “If you don’t value your time, neither will others. Stop giving away your time and talents—value what you know and charge for it.” – Kim Garst
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Connect with Tracey D’Aviero, VA Coach and Trainer
Episode Notes:
In this episode we are talking about a topic that brings up a lot of emotions for VAs – raising your rates.
Now before you brace yourself for a wave of anxiety, take a deep breath. We’re going to talk about how to raise your rates without the fear spiral — because this isn’t just a numbers issue. It’s a mindset and a boundaries issue.
The Emotional Side of Raising Rates
Let’s start with the emotional side of raising your rates.
If you’ve ever thought about charging more and immediately felt hesitation, fear, guilt, or doubt, that’s perfectly normal. I’ve been there, and so have most VAs.
Here’s what usually happens:
You start thinking, What if they say no? What if my clients leave? What if no one hires me again?
That’s what we call scarcity thinking It’s your brain trying to protect you from risk. But what it really does is keep you stuck exactly where you are – undercharging, overworking, and undervaluing yourself.
The truth is, raising your rates isn’t a punishment for your clients. It’s a reflection of your growth and the value you bring.
When you improve your skills, your systems, and your service , your pricing should evolve too. That’s not greed. That’s growth.
So, before you even look at the numbers, ask yourself:
- What am I afraid might happen if I raise my rates?
- And what might actually happen if I don’t?
That mindset shift alone helps you take back control from the fear spiral.
What Higher-Level Clients Actually Expect
When you move into higher-level work, your clients expect to pay higher rates.
Clients who value expertise don’t want “cheap.” They want reliable, proactive professionals who bring results.
They’re not comparing you to the VA who charges $20 an hour. They’re looking for someone who can take ownership, communicate clearly, and make their business run better.
If you’ve been working with clients who cringe or push back at a $5/hour increase, it’s likely because you’ve outgrown them, not because you’re doing something wrong.
Higher-level clients look for value, not bargains. And when you start positioning yourself as a confident, professional partner, your pricing becomes part of your credibility.
So, when you raise your rates, you’re actually signaling that you’re ready for the next level of client.
Scripts for Communicating Rate Changes
Now let’s make this practical. How do you communicate a rate increase without apologizing or over-explaining?
Here’s a simple, confident script you can use:
For existing clients: “As part of my regular business review, I’ve adjusted my rates to reflect the level of expertise and service I provide. Your new rate will be [$XX/hour or package price] effective [date]. I truly value our work together and look forward to continuing to support your business.”
For new clients: “My current rate for this type of work is [$XX]. That includes [briefly state what’s included — strategy, project management, proactive communication, etc.].”
That’s it. No apology. No justification. No “I hope this is okay.”
You’re running a business, not a hobby. And communicating your pricing confidently sets the tone for every other boundary you’ll set.
If you stumble when you say your new rate, practice it out loud until it feels natural. Sounds silly but it really does work. Record yourself saying it if you can, that also helps you to hear it without saying it. You’re retraining your brain to see your worth as a fact, not a question.
Boundaries + Mindset Reinforcement
Raising your rates is actually about boundaries. It’s you saying, my time and skills deserve to be respected.
When you believe that, you start attracting clients who believe it too. You have to believe it before your clients will.
Confidence isn’t pretending you’re not scared, it’s doing it anyway, knowing that your future self will thank you for it.
So if you’ve been thinking, “I know I need to raise my rates, but I’m terrified”, this is your sign to do it confidently. Because you’ve earned it.
How to Shift From Fear to Empowerment
So … then what’s next. What happens after you raise your rates?
The fear doesn’t disappear the moment you send that email or update your pricing page. You might still second-guess yourself. You might worry about whether a client will respond negatively. You might even be tempted to backtrack or offer a discount just to make the discomfort go away. That’s totally normal.
But it’s also exactly where your confidence muscle starts to grow.
When you feel that fear and still stand by your new rate, you’re training yourself to lead from empowerment rather than approval-seeking.
It’s hard to train that confidence muscle but I promise you that you can. Honestly it just takes one clients to say ‘great, no problem’ and that helps a ton, but doing the work to initiate those conversations and new rates is where it really happens.
Here’s a simple mindset framework I use with my clients to help them shift from fear to empowerment:
- Name the fear.
Say it out loud. “I’m afraid my clients will leave.” “I’m afraid no one will pay me that much.” Naming it removes the power it has in the shadows. - Look for evidence.
Ask yourself, “What proof do I have that this fear is true?” Usually, there isn’t any. In fact, most VAs find that clients either stay, or they do leave and it makes space for better ones. - Reframe it.
Instead of “What if I lose clients?” try “What if I get better ones who pay what I’m worth?” Reframing is really key because you need to tell yourself what the good outcome will be to making this good decision. - Anchor the new belief.
Create a short, confident affirmation that you repeat before sending rate increase messages. Something like:
“I bring real value to my clients and my rates reflect that.” Figure out whatever it takes for you to believe that your value is what you are focusing on. Whatever makes you believe in you. - Celebrate every act of courage.
Even sending one email, even saying your new rate out loud without flinching, that’s progress. At times like these when you are making a change that feels hard or uncomfortable at first, noting your successes and the courageous things you do can be really helpful.
Building confidence around pricing isn’t a one-time event. It’s a practice. The more you do it, the more natural it feels. Trust me, it gets easier! And you do get to believe in yourself.
“I remember the first time I raised my rates. I sat on that email draft for two full days. I kept thinking, what if my clients drop me? When I finally sent it, every single one of them said yes without hesitation. One even said, ‘It’s about time!’ That moment changed everything for me. I realized the fear was just noise. The only person doubting my value was me.”
Do You Need Help?
If this episode is making you go yep, that’s me – and if you’re ready to grow your income without the fear spiral, I’d love to invite you to connect with me to talk about it.
We can work together to go deeper into pricing strategy, packaging your services, and building the confidence to attract – and keep – higher-level clients who value what you bring to their business.
Find me at YourVAMentor.com/links.
That’s it for today – whew!
Let’s circle back to today’s quote: “If you don’t value your time, neither will others. Stop giving away your time and talents – value what you know and charge for it.” Kim Garst reminds us that we are so valuable. Our services, us.
I’ve told you before what comes easiest to you, you should be charging the most for. And that is so true.
What is easiest for you is your expertise. It’s what you do without even thinking. It’s what you are best at. And that’s our value.
Remember – confidence in your pricing comes from clarity in your value. You’ve earned the right to grow, and it’s time your rates reflected that.
Let’s do it together! I’m here to help. It’s the only reason I’m here at all is to become a ridiculously good virtual assistant.
I’ll see you next week for another mindset episode, this time about boundaries and burnout.
That’s all I’ve got for you this week, thanks so much for tuning in – I’ll see you next time!