(Without Overthinking the Heck Out of It)
Pricing your coaching packages shouldn't feel like playing a game of ping-pong where you're constantly bouncing between “Is this too high?” and “Am I undervaluing myself?” You start with a number that sounds right, then immediately wonder if it’s too high, too low, or if anyone will actually pay it.
Then comes the existential crisis about whether you even deserve to charge that much. (Spoiler alert: You do!)
And yet from what I've seen with a lot of coaches, that's exactly what happens.
So let’s fix that.
By the time you’re done reading this, you’ll know exactly how to price your coaching offers in a way that makes sense for your business, supports your financial goals, and ensures clients see the value in working with you.
Step 1: Stop Charging for Time—Start Charging for Outcomes
Here’s where most coaches go wrong: they think about their pricing in terms of how many calls they offer or how many hours they’re putting in.
But if you take nothing else away from this, let it be this: you are not selling your time. You're selling a transformation.
Think about it.
Someone doesn't hire a business coach because they want 6 Zoom calls; they want to grow their business.
A life coach client isn't paying for 12 weeks of group coaching. They're paying to stop feeling stuck and start moving toward what it is they really want.
Your clients don’t care if you spend one hour or twenty hours helping them (in fact, your services are likely MORE valuable the LESS time is spent because they get results faster).
What they really care about is the result—whether that’s quitting drinking, hitting $10K months, improving relationships, or finally launching their business, that is what you’re charging for.
With this is mind, instead of thinking “I charge $150 per session,” start with the result—what is the value of the transformation you help them with? If you're a business coach, maybe you help entrepreneurs land their first high-ticket client, which could easily be a 4- or 5-figure outcome. See the difference? One makes you a glorified hourly worker, and the other highlights your value and positions you as the expert you are.
Step 2: Choose a Pricing Model That Works for Your Business
There are a few different ways to structure your coaching pricing. Here are a few different models and how to think through them.
Option 1: Package Pricing
This is often the best choice for most coaches because instead of charging per session (which makes clients focus on time instead of results), you bundle your coaching into a clear, structured package to deliver a clear outcome.
Example coaching packages:
6-Week Clarity Coaching Package – Includes weekly calls, custom action plans, and in-between support
90-Day Business Accelerator – Includes bi-weekly coaching, email/Telegram support, and templates to streamline growth
VIP Day or Week – A full day or week of deep-dive coaching to tackle a major goal
Things to consider:
What level of support does your client need to get the best results?
How hands-on are you in the process?
Do you need to include additional resources, tools, or templates to make the transformation easier?
Best for: Coaches who work with clients on a specific outcome and want to make it easy to communicate the value of their work.
Option 2: Monthly Retainers or Ongoing Support
Instead of selling a set package, you might charge a monthly fee for ongoing support. This works well if your clients need long-term accountability, implementation help after an initial coaching package has been completed, or flexibility in how they work with you.
Examples on monthly retainers or subscriptions:
A monthly coaching membership where clients can join for ongoing support and guidance
A high-touch coaching retainer that includes regular calls, unlimited messaging support, and personalized strategy
A hybrid approach where clients start with an intensive package, then transition to a monthly support plan
Things to consider:
Will you set a minimum commitment (e.g., 3 or 6 months) to create stability in your revenue?
What’s included in the retainer, and how will you set boundaries around your availability?
Do your clients need more flexibility, or do they thrive with a clear framework?
Best for: Coaches whose clients need long-term guidance and a more flexible approach to support.
Option 3: Tiered Pricing
If you work with clients at different levels of business or personal growth, offering tiered pricing can help them choose the level of support that fits them best.
Examples of tiered pricing:
A self-study course for clients who want to DIY their transformation
A group coaching program for clients who want guidance but don’t need 1:1 support
A premium private coaching package for clients who want direct, personalized help
Things to consider:
How much hands-on support are you offering at each level?
What differentiates each tier, and how do you clearly communicate that value?
Does your lowest-tier offer still provide enough value to move clients forward?
Best for: Coaches who want to serve multiple client types without diluting their high-touch offers.
Step 3: Make Sure Your Pricing Supports Your Business Goals
It’s easy to set a price based on what feels good, but it also needs to make financial sense.
Here are some things to think about:
Your revenue goals. Your pricing should align with how much you want to make annually—not leave you scrambling to book 100 clients just to stay afloat.
Your capacity. How many clients can you realistically serve without burning out? If you want to work with no more than 10 clients at a time, your pricing needs to reflect that.
Your expenses. Coaching isn’t just showing up to calls. You have tools, resources, and time spent supporting clients between sessions—all of which should be factored in.
Step 4: Position Your Pricing So Clients See the Value
Ever had someone say, “I’d love to work with you, but I can’t afford it?” That’s usually a sign that your pricing positioning needs work—not necessarily that your price is too high.
Here’s how to make sure clients understand the value before they see the price:
Frame the transformation. Don’t just list what they get—explain what they achieve.
'12 coaching calls' isn’t compelling, but 'a step-by-step roadmap to get fully booked in 3 months' is.
Stack the value. If your package includes coaching, support, templates, and a private community, don’t just say “90-day program”—spell out everything they’re getting.
Break it down. A higher-ticket package might sound overwhelming at first glance, but when positioned as “less than what you’d spend on a daily coffee” or “an investment that will pay for itself with just one new client,” it becomes easier to justify.
Step 5: Stand Firm in Your Pricing
The second you start second-guessing your prices, so will your potential clients.
If someone says, “That’s too expensive,” it doesn’t mean your price is wrong. It usually means:
They don’t yet see the full value of what you’re offering.
They’re not at a place where they’re ready to invest.
They might not be the right client for you—and that’s okay.
Now, if you constantly hear objections about price, it might mean you need to tweak your messaging or build more trust before making an offer. But it doesn’t mean you should automatically start lowering your rates.
Pricing Your Coaching Packages with Confidence
There’s no magic number when it comes to pricing your coaching packages. But when you price based on value, choose a model that works for you, and communicate your offer clearly, it becomes a heck of a lot easier to sell.
So, here’s what to do next:
Get clear on the transformation you provide.
Choose a pricing structure that fits your business and clients.
Make sure your pricing supports your financial and time goals.
Position your offer in a way that makes the value obvious.
Own your price—because the right clients will pay for the results you deliver.
Now, go price your coaching packages like the powerhouse you are!