Underpricing

"Charging a fair price is what allows you to create long-term value. Here are four things to keep in mind to become more comfortable charging what you’re worth.
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Underpricing sends a bad signal. We all know the danger of overpricing: You lose the deal. But underpricing can be just as perilous.
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Price is often a proxy for quality, and when you put yourself at the low end, it signals that you’re unsure of your value — or the value just isn’t there. Either can be alarming for prospective clients.
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Develop a network of trusted peers. Those who make purchasing decisions usually aren’t keen to reveal their standard rates, because they possess an informational advantage.
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Setting your rates is one of the most stressful decisions professionals face. It directly affects your ability to attract clients and create a meaningful quality of life for yourself. Plus, it hits at core insecurities we might harbor: What’s so different about my product or service? Am I actually worth that amount?
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Those doubts might prompt us to lower our rates and ask for less. But, if you have a good sense of market norms and you’re not requesting something outlandish, that’s a mistake." 

Trechos retirados de "Why You Should Charge Clients More Than You Think You’re Worth"