Setting Your Rates: How To Price Your Change Management Services
Your change management skills are valuable - but are you charging what they’re worth? Learn how to set your rates with confidence, from hourly pricing to value-based consulting.
Pricing your services isn’t just about math - it’s about mindset, positioning, and how you communicate your value. Whether you're a part-time freelancer or building a full-time change management practice, knowing how to set your rates is one of the most critical business skills you can develop.
And yet, it’s one of the most uncomfortable.
Most practitioners second-guess their value. They compare themselves to corporate salaries, worry about what the client will say, or undercharge because they want to land the work. This article is here to help you step into your value - with clarity.
Why Your Rate Matters
Your rate isn’t just a number - it’s a signal, shaped by your mindset and grounded in how you position your value. It communicates how you see yourself, how you expect to be treated, and how seriously others should take your work. It reflects your value, your confidence, and your ability to sustain your practice over time.
Set it with intention - grounded in strategic planning, awareness of your market, and clarity on the value you bring.
The 4 Mindsets You Must Shift First
Before we talk numbers, we need to talk mindset. These are the four beliefs you need to challenge:
- You are not your hourly rate. You’re solving business problems, not selling time.
- You are not a commodity. If a client thinks they can get the same service cheaper, your positioning needs work.
- You are allowed to make good money. Pricing sustainably is not greedy - it’s professional.
- You are not for everyone. If a client says you’re too expensive, they’re probably not your client.
Pricing is as much about identity as it is about market conditions.
Common Pricing Models for Change Work
There’s no one-size-fits-all approach to pricing, but here are the most common models:
- Hourly Rate
Best for short-term work, coaching, or exploratory consulting.
Pros: Simple and familiar.
Cons: Limits your income to available hours and may undervalue your expertise. - Project-Based Pricing
Best for well-defined deliverables like change plans, training programs, or communication strategies.
Pros: Predictable income and outcome-based alignment.
Cons: Requires clear scope and strong boundary-setting. - Retainer Agreements
Best for long-term clients who need steady support.
Pros: Consistent income and partnership-building.
Cons: Requires careful time tracking and communication. - Value-Based Pricing
Best for high-trust engagements where you can tie your impact to measurable outcomes.
Pros: High earning potential and deep alignment with client goals.
Cons: Requires confidence, trust, and proven impact.
How to Calculate a Starting Rate
Here’s a simple way to calculate a baseline hourly rate:
- Set Your Income Goal
Example: $120,000/year - Estimate Your Billable Hours
Remove time for vacations, admin, and business development (e.g., 1,500 hours) - Do the Math
$120,000 ÷ 1,500 = $80/hour
This is just a floor - you should raise it based on:
- Your level of experience
- Client size and budget
- Scope complexity
- What the market will bear
You can (and should) adjust your rate for different types of work. Executive coaching, strategic facilitation, and high-stakes change leadership often command higher rates than tactical support or documentation work.
Talk About Money Early
Don’t wait until the proposal is done to talk about pricing. Bring it up after you’ve demonstrated value - for example, through a discovery call, initial insight, or early assessment - but before you invest time in scoping or writing. You’re not being pushy - you’re being professional.
If someone says, “We don’t have budget for that,” you now have clarity. And you’ve saved yourself time.
Should You Charge Different Rates for Different Services?
Absolutely. Not all work is created equal. Consider setting higher rates for:
- Strategic Consulting: High-value advisory work.
- Executive Coaching: Specialized skills that impact leadership performance.
- Training and Facilitation: Group sessions where you lead change.
Communicating Your Rates with Confidence
- Be Direct: When asked, clearly state your rates without hesitation.
- Frame Your Value: “I charge $150 per hour because I help organizations achieve faster adoption and minimize resistance.”
- Handle Pushback with Grace: “I understand budget constraints. Would you like me to suggest a package that aligns with your budget?”
Adjusting Your Rates Over Time
- Review Annually: As you gain experience, increase your rates.
- Introduce New Services: Charge premium rates for advanced skills.
- Test Value-Based Pricing: For high-impact projects, tie your rate to the value you deliver.
Red Flags: When to Walk Away
- Clients who question your rates without understanding your value.
- Projects that require more work than you can realistically deliver at your rate.
- Clients who ask for “discounts” without offering anything in return.
Real Talk: Pricing Isn’t About Ego - It’s About Clarity
When I first started freelancing, I priced myself like I was still inside a company - low, predictable, and safe. But I quickly realized that clients weren’t hiring me for hours. They were hiring me for outcomes.
That shift changed everything.
I’ve coached dozens of practitioners who were charging half of what the market would bear - not because their work wasn’t excellent, but because they didn’t have a framework for pricing or the confidence to hold the line. When I finally raised my rates, I didn’t lose business - I gained better clients. Higher rates signal confidence, competence, and clarity.
Set your rate like someone who knows the difference they make.
Final Thought: You Set the Tone
Setting your rates is one of the clearest signals you send about who you are as a practitioner. It's not just about money — it’s about alignment, confidence, and sustainability. Know your floor, aim for your anchor, and revisit your value as you grow - with clarity and confidence leading the way.
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Dan Olson
Dan Olson
Dan Olson
Your expertise has value—price it with confidence.
We help change practitioners clarify their value, structure their services, and set rates that reflect their experience and impact. Whether you're freelancing part-time or building a full-time practice, we’ll help you charge what you're worth.
Book a discovery call to get clear on your pricing strategy.