How to Price Your Coaching Offer (without undercharging or losing clients)

When it comes to pricing your coaching offer, it’s not just about finding a number that can get to your desired income, or coming up with one through endless market research.

Pricing is about landing an aligned number that you can say out loud (so you actually offer your services and make a sale).

After helping hundreds of coaches figure out what to charge, and seeing firsthand what actually helps them sell out their services, I’ve found that pricing comes down to three core principles.

So if you’re trying to figure out how to price your coaching services, here are the 3 things I recommend anchoring your pricing around:

• Start with yourself, not the market.

• Price based on the transformation, not your time.

• Find your pricing range (between your resentment and excitement number)

I’ll walk you through each one so you know exactly what I mean - and how to use it to choose a coaching price that feels good & makes sense business wise too.

1. Start With Your Inner Self, Not the Market

Most pricing advice tells you to research what other coaches charge or try to figure out the average price for your market. The reason I don’t recommend this is because it doesn’t matter how much research or comparison you do if you're not on board with the number yourself.

You can find a coach charging $5K or $10K for a program and decide that you should charge that too. But if you think that number is too high for you or you need to bend over backwards to prove you’re deserving of that number, then you’ll have a hard time confidently selling your offer.

That’s why I’m much less curious about what other people charge, than I’m about what number feels aligned FOR YOU.

Because pricing isn’t just a number. 

It includes your conditioned stories about money, especially what you’re allowed to charge, whether it’s “ethical” to even charge as a good person, how comfortable you are with the number based on your past income, etc.

Pricing is psychological at its heart, which is why I want you to first figure out what you actually believe and feel available for. (And especially before borrowing someone else’s pricing or stories about money).

Once you have that internal anchor, then you can use market data as additional info to use or not.

2. Price the Transformation, Not the Time

Once you look inward instead of outward, the next step is to shift what you’re actually pricing.

Most people, when they're first starting out or feeling unsure about their number, default to charging by the hour.

But that's employee mindset, ie. getting paid for your time. As an entrepreneur, it’s not about how many hours you give your clients. It’s about the impact they experience.

You need to reframe pricing as value-based where you focus on “What’s this transformation worth to them?”.

This is also where you can dive into: 

What does their life actually look like on the other side of working with you? What’s the impact of the changes they make in their life, especially the time they get back, the money they stop losing, the energy they finally get for the things that matter to them?

The more clearly you can see and articulate the transformation you create, the more you’ll stop underpricing your expertise, and make this higher price easier for both you and your client to say yes to.

3. Find Your Pricing Range: Between Your Resentment and Excitement Number

By this point, you’ve looked inward and thought about the transformation you’re creating. But you might still find yourself stuck on the question: “Okay, but what number should I actually charge?”

When your mind goes into overthinking mode, this is where I like to rely on the body instead - because your nervous system already knows the answer.

Here’s what I recommend to find the range of your pricing:

• Your lower limit is your resentment price, aka the lowest number you could charge before you start feeling resentful, burnt out, or like your boundaries are being pushed. Make sure you don't go below that.

• Your upper limit is your excitement price, aka the number that feels exciting enough to stretch you, without sending you into panic mode. If your heart is pounding too hard, it's too high - at least for now.

Somewhere between that upper and lower limit is your pricing number.

And your price doesn't need to feel 100% comfortable, just enough that you can say it out loud with some practice, so you can make sales.

And remember: pricing isn't static. You can test it, raise it and adjust as you go. 

Examples of finding your aligned pricing for your coaching offer: 

You might've noticed I'm not giving you a "for X duration of program, charge Y", because your aligned pricing is personal.

Like I mentioned before, so much of pricing is intertwined with your past experiences, beliefs about money, and what you’ve already practiced selling.

For example, I’ve seen clients coming from corporate start with a higher price more easily because they’re already accustomed to earning a higher salary. While some of my first-generation clients or those who started their businesses earlier in their career feel more comfortable starting lower.

The good news is that: it doesn’t matter as much where you start as that the number is aligned enough for you to actually sell it.

I still remember two clients from early in my journey who were both just starting out: One was charging less than 1K, while the other client charged more than double that amount at 2K.

You might assume the $2K client would reach their revenue goals faster, but it actually took them longer because the number was too out of range at the time, compared to the other client who hit $5K quickly and replaced her old salary sooner too.

The most important thing is that you pick a number that is aligned to YOU.

For me, I remember charging $50 a month for coaching when I first started out. Over the years, I’ve built a multi-6 figure business because I kept on selling, learning and and adjusting my pricing along the way.

So don’t put pressure on yourself to find the “perfect” price right now.

Whether you’re launching a brand new offer or revamping one you haven’t sold in a while, choose the number that feels aligned enough for you to confidently put it out there and start selling.

You can always adjust from there.

FAQs about pricing your coaching offer:

✦ Can I charge what I want, even if I don't have a big audience?

Yes because your pricing has nothing to do with audience size, it’s a reflection of the transformation you provide. A smaller audience of highly aligned potential clients can be more valuable than a large audience that isn’t a fit. Focus less on how many people are watching you and more on articulating & delivering a life changing experience.

✦ What if I fear that my price will turn clients away?

The most important thing is to stay out of your client’s wallet. Don’t change your price based on assumptions - you don’t actually know what someone can afford, what they’re willing to invest, or how they prioritize the transformation you provide. Your job isn’t to decide if they have the finances, but to communicate the value of your offer. And they will decide if the investment makes sense to them.

✦ I feel guilty about charging this amount, can I charge these prices even if I have imposter syndrome?

Yes, because you already know you are a good coach. And discomfort doesn’t negate that - it means you’re growing & expanding. Let yourself sell, deliver, create results and build evidence that strengthens the value of your work alongside it. The more action you take, the more confident you’ll be.

A More Holistic Approach to Pricing Your Coaching Offer

The pricing that will help you sell out your programs doesn’t come from outside market research, it starts with you.

And the way you do that is getting honest about the number that feels aligned to you, anchor deeper into the transformation you help your clients create, and start from the pricing range where your body can stand behind.

When you price your coaching offer this way, you’re not just picking a number - you’re building the conviction to say it out loud and sell it without hiding, apologizing, or second-guessing yourself.

This is how you share your price and/or raise your price without losing clients.

And remember: your price isn’t permanent. You can test it, learn and adjust as you & your biz grows.

So now that you have your pricing down, if you’re ready to invite people into your offer and sell it without feeling salesy, check out this next post here (coming soon).

And if you want more of this - the strategies, reframes, and permission slips that help your income finally catch up to your impact, make sure you sign up for the newsletter below.