Absurd coach pricing advice

Warning: Today's blog post is a bit of a rant.

By now, you may have seen a ton of ads about finding high-paying clients. In itself, there's nothing wrong with that.

But I've seen my competitors talk about how even if you're a new coach, you should be charging $1k / month or more.

I've seen that and have wondered... 

Have these people ever worked with new and struggling coaches? Ever?"

I find it absolutely ridiculous.

In my experience, coaches who have not yet had a paying client are so excited to actually get a paying client that the thought of charging $1k / mo for coaching is so far out of their realm of possibilities that it causes a complete disconnect.

And, unfortunately, it does a complete disservice to new and struggling coaches because it doesn't actually answer the question of...

"How much should I charge for my coaching?"

Which is a question I get a lot.

My belief is that pricing is based on several factors...

  • Experience of the coach
  • Target market
  • The transformation being provided
  • The confidence of the coach

Here's what I suggest if you're struggling with this question...

If you've never had a paying client, charge whatever feels comfortable for you for the first three clients.

You're going to be so excited to have paying clients (and probably a bit freaked out) that charging what's comfortable will allow you to focus on the client and not worry that you're not giving tremendous value.

One caveat: Don't do what I did and charge something too low. (and NEVER coach for free)

I charged $50 per month (4 one-hour sessions) to my first client. Let's just say that she didn't value the coaching and I began to feel resentful.

Now, after those 3 clients when you've had a chance to get some coaching legs under you, then it's time to charge something slightly less comfortable.

Go just outside your comfy zone. You should feel slightly uncomfortable when stating the investment for your coaching to your prospective client.

Not so far outside your comfort zone that you stutter and stumble and feel crazy for asking that price.

Slightly uncomfortable.

And then... this is key... rinse and repeat.

Create a system where you are increasing your pricing on a regular basis. My recommendation is every 4th client but do whatever works for you.

The important thing is to make it a system so you don't really have to think about it anymore.

Why do I recommend this?

Because you are going to get better and better the longer you coach.

And raising your prices makes you raise your game.

Charging something that is slightly uncomfortable takes you out of your comfy zone, which will automatically step up your game as a coach. 

To sum up:

  • If you've never had paying clients before, price your coaching at what's comfortable for you for the first three clients or so. 
  • After those first three, go slightly outside your comfort zone for the next one. 
  • Rinse and repeat

With love & joy,


P.S. Is there someone in your life who could benefit from reading this post? Why not share this with them?

Whenever you're ready, there are 3 ways I can help you:

  1. 1
    The Coaching Genius Course. Join 2,000+ students inside of the Coaching Genius course. This foundational course will teach you how to build your business around your unique Coaching Genius, so you can stop trying to do all the things and start doing the things that make the most sense for you. Your personality. Your strengths. YOUR GENIUS. 
  2. 2
    The Coach Action Plan. In this 90-minute call, you'll get my personal guidance to uncover what your best next steps are in your business. You'll come away with an action plan to guide you towards your business goals, guaranteed. 
  3. 3
    Coaching with Me Personally. I offer one-to-one coaching, as well as group coaching in The Coaching Business Accelerator (CBA). Both are designed to help you get your business up and running as quickly as possible. You'll get fantastic support from me personally and access to all the training you need to grow a thriving coaching business. Sign up for a discovery call so we can see which one is the best fit for you.  

You might also enjoy...

Sometimes when I talk to coaches, they tell me they’re trying to grow their coaching business.But then when we dig into what they’re doing on a weekly basis…It becomes clear that what they’re really doing is creating an expensive hobby for themselves.It usually looks something like this… (based on my first few years in “business”

Do you want a hobby or a business?

Several years ago, I signed up for a course on selling from a coach who promised we could increase our conversion rates by 50%. That would be amazing if it were true. But it wasn’t.At least for me. About every 10 minutes in the course, I thought, “There’s NO WAY I’m doing that.”Her approach was hard selling at

How do you want to sell?

Recently I set the record straight that growing a business can be simple, but not always easy. And like many things that are difficult, it’s worth it. Because on the other side of this challenge is a more confident and more capable you. And a life where you make good money doing meaningful work that you love. Now to get there,

Tired of selling yourself as a coach?

Yesterday a gal on Instagram sent me a DM after she’d read one of my posts… “What the heck is a coaching framework?” Great question! If you’ve been around for awhile, you’ve probably heard me mention how important it is to have your own proprietary, unique to you coaching framework. But… what exactly is it? Simply put, a Coaching Framework

What the heck is a coaching framework?

A few days ago, I was talking with a friend who’s been struggling to find new clients. She’s a very smart and accomplished woman. She’d led a very successful career working her way up the ladder in a well-known Fortune 500 company. And then she left her corporate career to go off on her own and start

Setting the record straight
Coaching Genius System

Take the Coaching Genius Type Quiz...

... and get your personalized Genius Finder Blueprint to learn how you can leverage YOUR coaching genius to shortcut your path to becoming a successful coach!