In the world of business, pricing is not just about numbers — it’s about value, confidence, and communication. For many women entrepreneurs, especially in Africa, navigating how to price your services and when (or whether) to offer discounts can be tricky.
Recently, during a conversation with another businesswoman, I mentioned that when I give a quote and a client can’t afford it, I expect them to ask for a discount. She responded, “Sometimes you need to give hints that you’re open to negotiation.”
That sparked this article — because it highlights a real issue many of us face.
The Expectation: “If You Can’t Afford It, Just Ask”
As a service provider or product seller, many of us price our offerings based on:
- Our time
- Our skill
- Our investment
- Market value
If someone can’t afford the price, it feels only fair they should say, “I love your work, but it’s a bit out of my budget — can you offer a discount?”
Real Example 1: Beauty Business Owner in Lagos
A makeup artist in Lagos shared how a bride ghosted her after getting a quote. Months later, the bride admitted she had really wanted to book but felt awkward asking for a lower price.
“If she had just asked, I would have offered a simpler package within her budget. But I can’t read minds,” the MUA said.
The Reality: “Not Everyone Feels Comfortable Asking”
In contrast, some clients might:
- Be shy
- Feel embarrassed
- Worry they’ll look ‘cheap’ if they ask
- Think your price is fixed with no room for flexibility
This is especially common in African cultures where direct confrontation or negotiation can be uncomfortable, particularly between women.
Real Example 2: Catering Business in Accra
A caterer in Accra said she started losing small clients until she began adding this line at the end of her quotes:
“If this quote is above your budget, let me know — I may be able to suggest some adjustments.”
She noticed more clients responded, and it led to more bookings — even if the order was slightly smaller.
The Middle Ground: Be Clear, But Kind
As women entrepreneurs, we don’t need to undersell ourselves. But we also don’t need to build walls around our pricing.
Here’s how you can find the balance:
When Quoting:
Use phrases like:
- “This is my standard rate. If you’re working within a specific budget, I’m happy to see what’s possible.”
- “Let me know if you’d like a more flexible package.”
- “Prices are based on the full scope, but we can always simplify if needed.”
If You’re the Client:
Don’t be afraid to say:
- “This is a bit above my budget — are there any options within X amount?”
- “I love your work, but I was hoping for something more affordable. Is that possible?”
Most businesswomen will appreciate your honesty and try to meet you halfway.
Final Thoughts
Discounts are not a sign of weakness, and asking for one isn’t begging. It’s part of doing business — respectfully and transparently.
As women, especially in Africa’s fast-growing business scene, we can create a culture where value is respected, but so is open communication.
So next time someone gives you a quote that’s a stretch — ask. And if you’re the one quoting, don’t be afraid to leave a little door open.
What’s your take?
Do you prefer clients to ask for a discount, or do you offer one upfront when you sense they need help? Share your experience in the comments — let’s help each other grow.
