Setting your pricing can feel like the biggest hurdle when you first start teaching languages online. And the more you read about it, the more confusing it becomes. Let’s get you to a point where you are ready to set your prices confidently. Here’s confident pricing for online language teachers. Oh, and what to do when someone says you’re too expensive.

You can also listen to this blog article on the Teach Languages Online podcast right here:

First of all, let’s break some bad language habits. You teach languages, you know this – the language we use impacts us.

And the language we use around the topic of money? Phew. No wonder confident pricing is hard work.

Charge What You’re Worth Charge What You Need

You’re priceless. You can’t charge what you’re worth because your worth has no price. Are you really going to let a price tag be the determining factor in your brain of your “worth”? Nope. You’re worth more than that – that’s the whole point!

Instead, your starting point here is to charge what you need.

And sure, I’m talking about what you need in the literal sense – to cover bills, pay your weekly food shop, maybe have a little extra to save and spend.

But also think beyond that kind of need – what do you need to feel good about your pricing? To feel like you’re valuing yourself appropriately? To feel like you’re duly compensated for your work?

Because that is the real price you need.

The Best Things In Life Are Free The Best Things In Life Are Things We Commit To

Do you have a folder squirrelled away on your Google Drive, your Dropbox and your harddrive of free language learning PDFs, MP3s, and other stuff you’ve gathered over the years for “one day”?

Be honest.

Yeah, me too.

When things are free, we value them less than when we commit in some way. The easiest way to commit that’s kinda the opposite of free? Money.

Sure, you can have some things available for free (this blog article you’re reading right now is a good example!) but your best work will naturally be the work people pay you for.

Because they’re paying you! Because you’re getting fairly compensated! Because why wouldn’t it be?

Oh, yes, possibly because you’ve been told this…

Be nice. Help people in need. Not everyone can afford to pay. I can’t believe you’re charging for something that should be free.

In a world where Duolingo – a free app – has become the go-to language reference point of choice, there’s always going to be people raising an eyebrow the minute you put a price (and therefore value) on your work when teaching languages online.

Plus, we’re taught to be nice and to help people – even (or especially) when they have less financial flexibility than you.

Putting a price on your work does not stop you from being nice and helping people. In fact (and here’s the really good bit) it makes you better at it.

I can’t spend time writing blog articles like this for free if no-one is paying me for my other work.

It’s very simple. Money in good hands makes good things happen.

So rather than scorn the wealthy and rage tweet about inequality, you can devote time (and/or money!) to helping people in need, perhaps people who can’t afford to pay for your products and services.

That could be more free content available from your business (which doubles up as promotion, win win!)

It could be regular donations to good causes you believe in.

Perhaps it’s time volunteering.

Whatever it looks like for you, it’s more possible when you’re taking care of yourself first. And taking care of yourself first includes taking care of yourself financially.

Related: How to Start Teaching Online in a Post-2020 World Full of Zoom Fatigue

But what if people say I’m too expensive?

Ok so there’s two paths we go down here. Either someone is saying you’re too expensive or they can’t afford it. Or both!

Firstly, if someone says you’re too expensive, my first thoughts (after pricing confidently and knowing that what I’m offering is fairly priced) are:

I know that the value of what I offer runs deep beyond a price tag.
It’s been proven again and again that when women earn more money, it benefits society at large.
Who gave you the authority to tell me what I’m “not” worth?

And whether you identify as a woman or not, I’m sure that if you’re here, you’re a good egg, and therefore the same runs true. Like we said – when good people earn good money, good things happen.

That normally clears any doubts on the “too expensive” front for me.

Secondly, when it’s more of a ‘can’t afford it’ situation, I guarantee you, whatever price you settle on, there’ll be someone who’ll say they can’t afford it. And there’s two things this could mean:

1. They legitimately can’t afford it.

Because the world is unfair. But your work isn’t to fix the injustices of the world (that’s the stuff you can work towards helping with once you’re being fairly compensated for your work if you choose to!)

If this happens, acknowledge it. Be kind, don’t be cruel or pushy. Share how else you can help by asking if they would like to see other things you have available, both free and lower priced.

2. They could afford it, but the price is being held up as a barrier hiding something else.

I know this because I’ve done it. Even when buying silly things like food!

(Ever bought a dessert in a restaurant without a second thought on the price, but then told yourself a full-sized cake in the supermarket for the same price is too much? Ha, same.)

If you sense this is the case, ask honestly if something else is holding them back. In my experience, people appreciate an open and friendly approach and recognise you’re here to help make sure they’re making the right choice – be that learning with you or not.

Ok. I’m feeling confident with pricing! So…how much should it be?

I can’t tell you that. You know. You feel it in your gut what you should charge.

A few words of wisdom as you figure it out…

1. Cover your expenses.

There’s nothing worse than settling on a price, getting it up on your website, having those first students come in and then realising that you’re not making a profit because you didn’t account for your expenses.

By expenses, I’m not just thinking about your financial running costs (Zoom subscription, website etc), but also the time it takes you to create and prepare for each lesson, product or service.

2. Prices can change, but don’t be hasty.

In the beginning, you might feel all the imposter syndrome feelings about pricing, especially once it’s set.

First of all, you’re not an imposter. You have the right to be here. To be doing this. To be financially compensated for your work.

Second of all, know this – although things can move both ways, your prices will probably go up more than down.

You’ll probably find as time goes on that your products and services develop and improve. This is good! And your prices will change to reflect this.

So when you set a price and don’t get people rushing through the door, avoid all temptation to knock a figure off the end of that price and hold steady.

Consider your marketing, your messaging, your audience. Does everything align with your offer? Adjust this stuff first before drastically dropping your prices in an attempt to feel good about getting a student.

Because you won’t feel good. You’ll just feel a grudge that you have to do all this work for less. And that’s not fun for you or that student.

3. You already know what you want and need to charge.

As you’ve been reading this, you’ve probably had a figure in mind. Bubbling around on simmer in your belly. Getting clearer. Then hazy. Then clear again.

Trust that instinct.

Write it down. Say it aloud.

How does that feel?

If it feels too easy, your price is probably too low. If you can’t say it, it might be too high. But more likely than “too high” is that your confidence needs another round. In which case, scroll back up and read this article again.

I trust you to price right. So you can trust yourself too. You’re ready.

How confident are you with your pricing?

How do you feel about pricing your online teaching? Still some gremlins floating around? Share with me in a DM on Instagram and let’s work together to move forward confidently!