Common Questions About Pricing Coaching
How should I think about pricing my coaching?
Pricing your coaching isn’t just about picking a number—it’s about understanding the value of the outcome you help clients achieve. Your work IS valuable.
A strong price reflects the results you help create, the time and energy you invest, and what you need to sustainably run your business. If your pricing doesn’t support you, it will be hard to maintain over time. So don’t wildly underprice yourself, as you’ll come to regret it and maybe, in the worst case, even resent your clients. It’s okay to start at a lower price and then raise it, but make sure that it’s still something that can support you.
Go deeper:
📝 Blog: How to Price Your Coaching
What should I consider when setting my coaching rates?
There are several things to think about when setting your rates: the outcome you help clients achieve, email support, contracts and onboarding, prep work before and after sessions, homework review, and all of the experience you bring to the table inside and outside of your coaching background. Therefore your price must reflect that it’s not just an hour of coaching that people are paying for – they are paying for everything that comes with it.
Pricing is part of your overall business model. The goal is to choose a rate that allows you to do your best work without overextending yourself.
Go deeper:
🎧 Podcast: How To Set The Right Price
How is pricing different for group coaching?
Group coaching is priced differently because you are working with multiple people at once. This allows you to charge each participant less while increasing your overall revenue per hour.
Because of this, group coaching can be both more accessible for clients and more efficient for you, as long as the structure supports a good experience. Pricing for group coaching varies wildly, but *in general* the more live support that a group coaching program includes, the more it costs. A good rule of thumb is that a live group coaching seat is 25-40% of the cost of a private package. So, if your private package is $2000 per client, a group coaching seat might be $500 per client on the lower end, and closer to $800 or more if it includes extra support.
Go deeper:
🎧 Podcast: How to Price Group Coaching
How should I price an online coaching program?
Online programs can vary widely in price, from lower-cost self-paced options to higher-priced programs with more support.
When pricing, think about the value of the result, how the program is delivered, the effort required to create it, and your overall approach to pricing. There isn’t one right number—it truly depends on what you’re offering. However, if the program is truly a DIY program, price it in the hundreds, and not the thousands.
Go deeper:
📝 Blog: How to Price Your Online Program
Should I put my coaching prices on my website?
It depends on where you are in your business. If you’re newer, it can be helpful not to post your prices so you can practice having sales conversations and learn how to communicate your value. You’ll need the practice, and this is a good way to get it.
If you’re more experienced and getting consistent inquiries, sharing pricing (or starting ranges) can help filter potential clients and save you time.
Go deeper:
📝 Blog: Should You Share Your Coaching Prices?
How do I avoid underpricing or discounting my coaching?
If you can’t support yourself as a coach at your current rate with a full client load, then you are underpricing your coaching. A good rule of thumb is to pick a price that scares you a little bit, or makes you a tiny bit uncomfortable. That usually means it’s something more sustainable for your business and you are not underpricing. And if you do underprice, raise your prices with the next client! There’s nothing stopping you from charging a new client a higher rate.
Instead of discounting, try offering bonuses or incentives to entice clients to take action. Anything from an extra session with you to access to additional training or even a special gift could all work as incentives.
Go deeper:
📝 Blog: How to Avoid Discounting Your Coaching