There’s something many Nigerian entrepreneurs struggle with, but few will admit out loud: charging what they’re truly worth.
Maybe you’ve been there. You quote a fair price, and the client says, “Ah ah, isn’t that too much?” Suddenly, you’re second-guessing everything—you start adjusting the figure, offering a discount, or saying “pay what you can.” By the end of it, you’re drained, underpaid, and wondering why you feel resentful.
The problem isn’t just the client. It’s the belief that charging well somehow makes you greedy, that you’re supposed to suffer for your hustle to be valid. But hear this: you’re not running a charity. If your business can’t pay you, sustain itself, and grow, then it’s not a business—it’s an expensive favour.
The Mindset Shift
Price is more than a number. It’s a signal. It tells people what to expect from you—your level of professionalism, quality, attention, and even confidence. When you undercharge, you don’t look “affordable.” You look unsure of your own value.
There’s a big difference between being affordable and being undervalued. One is strategic. The other is self-sabotage.
Emotion Has No Place in Your Pricing
Many entrepreneurs price with emotion: “Let me pity them,” or “They don’t look like they can pay,” or “I don’t want them to think I’m too expensive.” But your pricing shouldn’t depend on how someone else might feel. It should reflect the time, effort, and skill you put into your work—and the cost of keeping your business alive.
Let’s be real: if it costs you ₦5,000 to deliver a product or service, and you charge ₦6,000, what’s really left? After data, delivery, stress, follow-ups? You’re barely surviving, and definitely not growing.
Business isn’t just about being nice. It’s about being fair—to the customer and to yourself.
Learn to Articulate, Not Apologise
When someone says, “That’s too expensive,” it doesn’t mean your price is wrong. It could mean they don’t understand what they’re paying for. That’s your cue—not to shrink—but to explain the value clearly.
People are more likely to respect a price when they understand what goes into it. But if you’re shaky or defensive, they’ll feel it—and push harder.
Confidence is key. You don’t need to justify every naira, but you do need to stand firm in what your offering is worth.
Give Options, Not Discounts
If you find yourself constantly adjusting prices to fit different budgets, it might be time to restructure. Offering different levels or packages helps customers choose based on their needs, without forcing you to compromise your value.
It’s the difference between saying “How much do you have?” and “Here’s what I can offer at different levels.” One makes you look desperate. The other makes you look in control.
You’re not here to fight over pennies. You’re here to build something sustainable.
Some People Will Walk Away—Let Them
This might be the hardest part. You will lose some people when you raise your prices. But you’ll also gain the right ones—those who value your time, trust your skill, and respect your boundaries.
Not every customer is your customer. And that’s okay. It’s better to lose one person who wants everything cheap than to lose your peace of mind trying to please everyone.
The more you own your worth, the more you attract people who will meet you at that level.
Final Word
Running a business in Nigeria is already hard enough. Don’t make it harder by short-changing yourself. You’re doing real work, solving real problems, and putting in real effort.
You deserve to be paid accordingly.
So, the next time someone says, “That’s too expensive,” remind yourself: this is not a charity. You’re not just working—you’re building. And if that makes you bold, so be it.
Better bold and paid than silent and struggling.
