Why Positioning Yourself as the Authority Lets You Charge More
Written on the 30 September 2025 by Rachel Quilty, Personal Brand Strategist, Author and Speaker
Why Positioning Yourself as the Authority Lets You Charge More and Work Less
Summary
In today’s saturated markets, expertise alone isn’t enough. Clients don’t always choose “the best” — they choose the brand they perceive as the most authoritative and trustworthy. Authority positioning empowers you to set your prices without apology, attract premium clients, and reduce the endless cycle of negotiating and discounting.
The Authority-Pricing Connection
Price is never about numbers — it’s about perception. When positioned correctly, your brand signals certainty. And certainty is what people pay for.
“People don’t pay for time. They pay for trust.” — Rachel Quilty
Without authority: you compete on price.
With authority: you compete on value.
Defining Authority Positioning in Pricing
Authority positioning for pricing power is the process of shaping client perception so that your expertise is seen as non-negotiable — the safest investment they can make.
Example: Seth Godin
Godin doesn’t “sell consulting.” He sells perspectives. Because he is positioned as the marketing philosopher, he can command speaking fees and royalties that far exceed traditional service providers.
Why It Matters
Premium pricing attracts premium clients.
Price sensitivity decreases when trust increases.
Authorities create markets rather than chasing them.
Case Studies
Apple: Consumers happily pay a 30–40% premium for Apple products because Apple has positioned itself as the authority in innovation and design.
McKinsey & Co.: Their fees dwarf smaller firms because they are seen as the authority in strategic consulting.
Consequences of Neglect
Endless price haggling.
Losing deals to cheaper, less experienced competitors.
Burnout from over-delivering at under-market rates.
How to Command Pricing Power
Develop a Signature Framework. Package your expertise into intellectual property.
Showcase Case Studies. Demonstrate ROI, not activity.
2. Join our Free 90 min Training Workshop and learn how to "Position Your Personal Brand as the Authority”; 'Position Your Brand For Profit' Live Friday mornings 10am or the Replay here
3. Must Do: Join Jump the Q's live Tips, Tactics & Training on Zoom & Facebook Webinars ‘Accelerate Your Brand as The Authority’ Series Live Tuesday mornings 10am or the Replay here. or Fast Track with Jump the Q's Build Your Brand in 30 days
Because the world doesn’t need another “good” professional.
It needs you — positioned as the authority.
Rachel Quilty
Australia’s Authority on ‘Positioning your Personal Brand as The Authority’
 "Why Positioning Yourself as the Authority Lets You Charge More")
