[Daniel]

This is a good point.
To take this one step further.
When you know your “value” this is not the same as the going rate.
These do not equate.
Your “value” to the client is based not just on your skill but also on your ability to deliver quality consistently, on time, and with outcomes that increase their ROI.
When you know you can and will do this, you can measure this.
When you measure this you will find that if you can project your “value” your rate effectively goes up and clients are happy to pay it because it is in their best interest.