Pricing your services is one of the hardest parts of building a myofunctional therapy business. I get it. When I first started, I wasted so much time Googling what other therapists charged, hoping there was some magic “going rate” out there. Spoiler alert: there isn’t. All I did was borrow other people’s money fears and carry them as my own.
The truth is, pricing in a service-based business isn’t like marking up a pair of jeans at wholesale. You’re not selling a product—you’re selling transformation. And when you underestimate what that transformation is worth, you end up building a business on resentment, burnout, and bills you can’t pay.
That’s why I teach what I call the Profitable Pricing Formula.
Myofunctional Therapy Businesses: The Biggest Pricing Mistakes I See
Before we get to the formula, let’s clear out the mistakes:
Crowdsourcing prices.
There’s no mayor of Myo Town handing out the right number. Stop outsourcing your confidence.
Charging by the hour.
That “$250 an hour” isn’t real once you add in all the unpaid work—emails, prep, kits, provider letters.
One-off sessions.
Results require consistency, not random drop-ins.
Racing to the bottom. Undercutting others just drags you into a red ocean fight you’ll never win. You are not Walmart.
The Profitable Pricing Formula For Your Myofunctional Therapy Business
Here’s how I flipped the script on pricing in my own business:
Calculate your costs.
Add up your direct, indirect, and personal expenses. Know your number.
Decide your offer.
Stop being everything to everyone. Simplify into one core package.
Find your happy price.
That’s the sweet spot above your resentment level and below your vomit level.
Do the profit math.
How much do you need to live? How many clients do you realistically want? Build your pricing from there.
Myofunctional Therapy Clients Don’t Buy Hours
One of the biggest lessons I’ve learned is this: clients don’t buy hours, they buy outcomes.
I’ll never forget the first time I charged $5,000 for a package. I thought the client would laugh me out of the room. Instead, she said yes instantly. She showed up, did the work, and had the best results of any client that year. That’s when I realized the transformation begins with the transaction.
Practical Pricing Strategies For Your Myofunctional Therapy Business
A few things that have made my business sustainable:
- Sell packages, not one-offs.
- Offer payment plans instead of discounts.
- Craft a Unique Myofunctional Experience (UME) that shows what makes working with you different.
- Use a Welcome Guide or One Sheet so you’re not awkwardly blurting out numbers.
- And when demand rises? Raise your rates. Same offer, same process—just more belief.
Here’s the truth: your clients are not buying minutes on a clock. They’re buying transformation, freedom, and results they can’t get anywhere else. Your price is simply the invitation for them to step into that transformation.
If you’re still spinning on pricing or struggling to package your services in a way that feels simple and profitable, that’s exactly what I help you with inside the Myo Business Accelerator™.
Stop crowdsourcing your confidence. Stop charging like you’re still in hygiene. Decide your offer, find your happy price, and build a business that actually pays your bills.
I’m rooting for you!
Carmen
