When A Personal Friend Wants To Work With You

I have struggled with this for a while. When you’re taking it from personal acquaintance to client.. I always feel like people don’t know that I’m much more expensive than others and when they find out then they politely back out. That’s what has happened in the past, so I struggle to find a way to answer and welcome them without making it awkward. Here’s my model: C: personal acquaintance wants to work with me
T: they have no idea how much I charge. If they did they probably wouldn’t ask me in the first place. I don’t want to make them feel awkward and have them say no.
F: shy and uncomfortable
A: underselling, making it seem like I don’t really want to work with them?!
R: not working with them