How to Price Your Services as a Dietitian Without Undervaluing Your Work
Let’s be real…how to price your services as a dietitian isn’t something they teach in school. You likely mastered biochem, food service systems, and medical nutrition therapy… but when it came time to actually charge for your expertise? Cue the confusion, guilt, and imposter syndrome.
As a dietitian, you probably entered this field because you’re passionate about helping others, maybe even inspired by your own health journey. That deep care for people is your superpower. But it’s also why so many RDs struggle to price their services with confidence. You’re not “in it for the money,” so selling and setting rates can feel uncomfortable or even selfish.
Here’s the truth: undercharging doesn’t serve anyone. It leads to burnout, low motivation, and clients who don’t follow through. (Spoiler: people tend to show up more when they’ve invested in themselves.)
If you’ve ever felt unsure about what to charge or worried you're asking for too much, this blog is for you. Let’s walk through how to price your services in a way that feels aligned, ethical, and worthy of the transformation you offer.
The Psychology of Pricing
Let’s talk about why charging more can feel so uncomfortable, especially for dietitians.
Most RDs are women, and the truth is, we’ve been conditioned to undervalue our work. From being underpaid in clinical jobs to seeing other health professionals charge double (or triple) for similar expertise, it’s no wonder pricing feels like a struggle. Add in the fact that most of us never got a single business or marketing class in our training—and now we’re somehow supposed to know how to run a private practice and price our services? It’s a lot!!!
But here’s what’s even more important to understand: pricing too low can actually backfire. When your services are priced far below industry standards, it can signal to potential clients that you're less experienced or less effective, even if that couldn’t be further from the truth.
People associate price with value. If you’re offering a deeply transformative service and charging pennies, it can unintentionally raise red flags. Clients might wonder: Is this really worth my time? Can this person really help me?
Raising your rates isn’t just about making more money (although yes, that’s part of it!). It’s about reflecting the true value of your work, encouraging client commitment, and building a sustainable business that actually supports your energy and impact.
How to Set Your Rates With Confidence
Now that you understand the psychology behind pricing, let’s talk about how to actually choose your rates in a way that feels aligned and sustainable.
First things first: there’s no one-size-fits-all pricing model. What works for one dietitian may not feel right for you, and that’s okay. The key is to choose a structure that supports your energy, your goals, and the type of transformation you want to offer.
Here are a few common pricing models:
Hourly Rates
This is the traditional private practice route—charging per session. While it's familiar, I typically don’t recommend this long-term. It often leads to burnout, a lack of client commitment, and a revolving door of sessions. Clients come and go without making lasting progress, and you’re stuck trading time for money.
Packages
A more effective option is bundling your services into packages. This could include an initial session, multiple follow-ups, and messaging support or resources. Packages encourage deeper commitment from your clients and allow you to create a clearer path toward transformation. These typically range from 3–6 months, depending on the outcomes you're helping your clients achieve.
High-Ticket Programs
Think: premium coaching containers that might include a mix of 1:1 calls, group support (like a mastermind), food journal reviews, and pre-recorded education. These are ideal for dietitians ready to scale, serve fewer clients more deeply, and build more recurring revenue.
Please remember, you don’t need all the bells and whistles to begin! Start with a simple package that feels doable for you, even if that’s just a few months of 1:1 support. You are the value. Your presence, knowledge, and compassion already hold so much weight. As your confidence and systems grow, you can always add more.
Pricing with confidence is less about perfection and more about clarity. Set a rate that reflects your value, feels fair for the outcome you provide, and supports the business you’re building, not just the one you have right now.
How to Adjust Your Pricing Over Time
One of the biggest mistakes I see dietitians make? Keeping their prices the same for years, even as their skills, client results, and demand grow. Let’s be clear: evolving your pricing isn’t greedy or pushy. It’s professional.
Knowing When & How to Raise Your Rates
Start by doing a baseline assessment: What are other dietitians with similar specialties, experience levels, and offers charging? This isn’t about copying, but it helps you understand the market and identify where you may be undervaluing yourself. (Inside The Foundation® and The Rise®, I help my clients walk through this step with clarity and strategy.)
Signs Your Prices Are Too Low:
You’re fully booked with a waitlist.
Nearly everyone says “yes” immediately.
You feel resentful, drained, or like you’re doing too much for too little.
You're seeing strong client results but still struggling to hit income goals.
Believe it or not, getting a few "no's" is actually a good thing, it means you’re getting closer to charging your true value.
How to Raise Your Rates With Integrity
If you’re working with long-term or repeat clients, it’s absolutely okay to raise your rates and honor those relationships at the same time. Here are a few strategies:
Give advance notice (at least 30 days) before rates go up.
Offer legacy clients a chance to extend or renew at the current rate before the change.
Create a middle-tier option if you want to ease the transition, for example, a modified package at a price that feels fair for both sides.
Explain the value: Don’t just say “my rates are going up.” Share the why…you’ve expanded your expertise, improved your program, or are investing in better systems to support their care.
This is also a great opportunity to share testimonials or transformations that showcase the real-life impact your work is having. Help potential clients understand they’re not just paying for sessions, they’re investing in life-changing outcomes!
Raising your prices isn’t just about revenue, it’s about respect: for your time, your energy, and the transformation you help your clients create.
Overcoming Pricing Objections
Let’s face it, "I can’t afford it" is one of the most common things you’ll hear when you start charging what your services are worth. But objections like this don’t mean you’ve done something wrong. It just means the conversation isn’t over yet. Instead of shrinking or immediately discounting your rates, try to get curious. Use your skills in motivational interviewing to gently explore their hesitations.
For example, you might ask:
• Can I ask what’s coming up for you when you say that?
• What would it mean for you if nothing changed in your current situation?
Often, money isn’t the real issue. It might be fear, uncertainty, or overwhelm. Your role isn’t to convince or pressure. It’s to clarify the value, highlight the transformation, and hold space for your potential client to decide what’s best for them Offering payment plans can make your services more accessible while still honoring your time and energy. When done thoughtfully, this creates a win-win for both you and the client.
Create Tiered Offers, Not Discounts
You don’t need to lower your prices to meet every budget. Instead, consider offering different levels of support that meet your audience where they are. You might have high-touch one-on-one coaching for those ready to invest deeply, and group programs or self-paced courses for clients who need a more flexible option. This way, you continue to honor your value while expanding your reach.
Why Discounting Your Services Can Backfire
Discounting your services may feel generous in the moment, but over time, it can hurt your mindset and the sustainability of your business. You likely wouldn’t expect your doctor or dentist to negotiate their rates, so why should your work be treated any differently?
When you lower your prices just to make a sale, it sends a subtle message that your expertise isn’t worth full value. That energy often carries into your client work and can lead to burnout or resentment. Instead, lead with confidence and clarity. Your work creates real, lasting transformation, and your pricing should reflect that.
How Much Should You Charge as a Private Practice Dietitian?
There’s no one-size-fits-all number when it comes to pricing your services as a dietitian, but there are a few key things to keep in mind as you find your range. Start by researching what other RDs in your niche are charging, especially those on Instagram or in similar markets. This will give you a helpful benchmark. But remember, don’t just think in terms of an hourly rate, factor in everything you do behind the scenes. If the standard in your area is $250 per session, that should also reflect your time spent prepping, messaging, reviewing labs, and supporting your client between sessions.
If you’re new to private practice, choose a pricing range that feels good to say out loud on a discovery call. Confidence matters just as much as the number itself. You can always adjust as you gain more experience and clarity. And if pricing still feels overwhelming, don’t worry, that’s something I can help you customize.
Here’s how you can start working with me:
My starter program, The Foundation®, is a self-paced, proven roadmap for dietitians who are just getting started. It helps you launch your private practice with confidence, including setting your rates, creating packages, and understanding your ideal client.
If you’re already in business and looking to scale, The Rise® is for you. Inside The Rise®, we go deeper into pricing strategy, program design, systems, and building a business that aligns with your life and values.
Not sure which path is right for you? Take The JMN Quiz and find out exactly where to begin. Let’s build your nutrition business, starting with pricing that reflects your worth!