Pricing your coaching services can feel like one of the most daunting parts of building a coaching business. How much should you charge? How do you know your rate is fair? And sustainable? How do you communicate the value of your coaching so you can sign more clients?
In this edition of Real Talk, coaches share how to price your coaching services, including: how they set their first rates, how their pricing evolved over time, and the practical advice, tools, and systems they use to get paid with ease.
Whether you’re pricing your coaching services for the first time or revisiting your current rates, these real-world insights give you a realistic look at how both new and experienced coaches determine pricing that actually works in practice.
How did you set your very first coaching rate?
My first coaching rate came as a suggestion from the coaching certification school I attended. It stretched me, but I trusted them for a starting point.
— Denita Bremer
I set my first coaching rate by starting with a free offer for three people over a limited period in exchange for honest feedback and permission to use their testimonials. After that pilot, I introduced a minimum fee for a three-month period—20 USD per session, which reflected the market rates in 2003. This gradual approach helped me build confidence, gather social proof, and establish a solid foundation for future pricing.
— Dalida Turkovic
I set my very first coaching rate by choosing a number that felt comfortable enough to say out loud. I researched what other coaches charged, but instead of picking a price that reflected my background and experience, I went with the lowest option because I was afraid of ‘getting it wrong.’ Pricing myself for the first time felt incredibly vulnerable. Now I know that it was not about the money. I didn’t trust myself at that time – how could my work have value, and why would someone say yes and pay? I wish I had known that almost every new coach feels this way. Undercharging didn’t make me more confident; it only made me work harder to justify a rate that didn’t match the support I was giving. The real clarity came later, when I finally chose prices that aligned with the level of transformation I was offering.
— Evgenia Baikova
When I set my very first coaching rate, I leaned on the ballpark figure my training academy suggested. It wasn’t very inspiring, and it definitely reflected my own limiting beliefs that I couldn’t make money as an entrepreneur, even though I’d come from a six-figure salary. So, I basically took their rate, worked out how many sessions I was offering in my first package, and then added a little bit for good luck!
— Mhairi Todd
I researched the average starting pay of life coaches all over the world and asked myself two questions: “What am I worth?” and “How valuable is the transformation I provide?” I was certain of my worth and the life-changing experience my coaching can provide, but it was a challenge to determine the price. So, as a beginner, my first coaching rate started at $40 per hour.
— Valaery Rose Hernandez
How has your pricing evolved?
I very quickly realised that pricing is a lot like climbing Everest. You don’t go straight to the summit, you have to reach the base camps and acclimatise.
For me, I felt ready to increase my rates once I was fully booked at my initial rate. From there, I worked out what would feel like a really lovely return for all the expertise, energy, and heart I was putting into my clients, not the figure I was currently “acclimatised” to, but one I aspired to in the future. I then mapped out how many “base camps” I’d need to reach that number. It turned out to be three. I moved to the first base camp at the end of year one, and then each subsequent year I progressed through the others.
The more experience I gained as a coach, the easier it became to be radically different with my pricing (vs the pricing suggested to me in training), because client feedback gave me confidence I didn’t have in the beginning. Eventually, I reached a point where I could have continued increasing, but doing so would have started to change the type of clients I worked with, and that wasn’t what I wanted.
The most important takeaway for any newer coach is this: the market will tolerate any price. If you want to charge £15,000 for a coaching package, there are absolutely people who will pay it. If you want to charge £50 an hour, people will pay that too. It’s all about knowing who you want to work with, what their price range is, and how you position and market yourself to your ideal client.
— Mhairi Todd
After setting my original prices, I worked toward raising my prices because that seemed to be the shared goal and marker for success amongst the community of coaches I found myself in. Offering primarily private coaching, raising prices just came by saying a new number in a consultation. Over time, I felt uncomfortable with “premium” prices; it just didn’t feel like “me.” A few years ago, I certified and learned more about trauma. I learned that pricing can be a trigger for trauma because trauma and money often go hand in hand. Because of that, I started lowering my prices. It felt more aligned with who I was and my values. The longer I coach, the lower my prices drop. I currently set my prices based on a somatic process. I find the highest and lowest numbers that feel good in my body, and then split the difference.
— Denita Bremer
I never increased my rates for existing or returning clients, but would increase the rate for new clients. Rightly or wrongly, I always set my rates at what I felt comfortable with and could authentically charge and express. Your coaching fee is also about what your coaching niche or demographic can generally afford and what you bring to coaching in the way of extra expertise and background.
Your fees are not set in stone. You can experiment and raise or lower them at any time. Also, avoid comparing yourself with what other coaches are charging. There will always be those who charge more or less than you.
— Wendy Buckkingham
My pricing evolved over the years as I started to do more inner work on mindset and limiting beliefs that were tied to trauma and self-worth. I also started to recognise that my experience was adding value to my clients and how quickly their businesses could change as a result of our coaching. I started to value my experience and knowledge more, and that led me to increase my rates and feel confident to charge that. I think it is about recognising the value our knowledge or skills can add to our clients, whether by saving them time or helping them find solutions they otherwise wouldn’t.
Pricing can be very subjective and personal; the same price tag might be a lot to someone and very little for others. You have to decide who you want to serve and price yourself in a way that will support that client with the transformation they desire. I personally know that a one-hour session with me could help my clients get clear on their niche, pricing, and messaging, which will unlock the next stage of clarity for their business, and that alone could be worth thousands in saved time and guessing, leading them to faster results and outcomes. So instead of making that one session ‘affordable’, I actually price it enough to attract a high-paying client who could potentially become my 1-2-1 client.
— Raimonda Jankunaite
My first coaching rate started at $40 per hour. One year later, I gave myself a raise of $80 per hour after seeing multiple transformations, consistently working with clients, investing in my personal development, and knowing that people were willing to pay me more. The transition from $40 to $80 was as simple as communicating the changes to my current clients and setting the tone for my new clients. But I decided to keep my original clients at their $40 rate as a token of appreciation for believing in me and sticking with me. And to be honest, there have been many times I’ve lowered my rate to meet a client’s financial situation because I never want money to be the reason someone misses out on transforming their life.
— Valaery Rose Hernandez
My pricing has changed many times since I started. In the early years, I experimented until I understood what felt fair, sustainable, and aligned with the financial reality of the clients I served. I learned quickly that pricing is not static—it’s influenced by the market, the type of clients you work with, and even the country you live in.
Over time, as I moved between locations, I realized every place has its own norms and regulations, and it’s important to understand them. With the rise of online coaching, it became easier to align pricing with the market most suited to my niche and the type of work I do.
I also adjust rates depending on whether I’m working with organizations or individuals. Executive coaching for companies is typically 3–5 times higher than the rates I offer private clients. This helps maintain accessibility while ensuring sustainability in my practice.
— Dalida Turkovic
My pricing has changed a lot since I started, and honestly, it took me time to feel comfortable with it. In the beginning, I charged far less than the value I was providing. I was still finding my voice as a coach and didn’t fully see how much my clients were gaining from our work. Raising my prices felt intimidating, but staying at my original rate didn’t feel honest anymore. I knew it was time to make a change when I noticed two things: clients were getting strong results, and I was consistently overdelivering to match a price that no longer fit the level of support I was offering. I didn’t make big jumps. I raised my rates gradually. I’ve never decreased my rates, but I have added more accessible options for women who are earlier in their journey, so they still have a way to start working with me.
If you’re a newer coach, here’s what I’ve learned: pricing evolves as you evolve. It’s ok not to get it perfect at the beginning. Keep your initial price for your first ten clients. After that, raise it to a number that feels slightly uncomfortable but still good.
— Evgenia Baikova
Did you ever offer free or discounted sessions in the beginning? If so, how did you transition to paid?
Yes, at the very start, I offered some free coaching sessions to better understand my client, but soon realised that free sessions do not attract my ideal or paying clients, nor do they convert free clients to paid clients, so I shifted to paid sessions priced appropriately and started to attract clients who were better aligned to my business.
— Raimonda Jankunaite
In the beginning, as part of my diploma, I had to complete a significant number of coaching hours, log them, and do my assessed sessions. So, what I did was put together my first paid package, the one I wanted to eventually sell, and offered it out on Facebook to friends-of-friends, acquaintances, anyone who was interested.
I offered it for free in exchange for it counting toward my recorded hours, possibly being one of my assessed sessions, and providing a video and written testimonial at the end. I probably took on six to ten clients this way, which was an incredible dry run for what my actual coaching clients would be like.
I learned so much from that process—and the feedback was invaluable. That experience gave me the confidence and social proof to officially launch my business and start charging.
— Mhairi Todd
Absolutely, I offered free and discounted sessions at the beginning of my life coaching practice. I did this to gain exposure, experience, and build my life coaching business. For 6 months, I offered free sessions with the requirement of obtaining an honest client review, and up to this day, I offer a free 30-minute clarity and growth call for new clients to see if I’m a good fit for them and vice versa. Transitioning from free services to paid coaching was all about communication and boundaries. I informed my free clients that my roster was growing, my rates had been updated, and that moving forward required their commitment. To support a smooth transition, I offered one final complimentary session so they could determine their next step.
— Valaery Rose Hernandez
No. I never coached for free. I did start with a low rate in the beginning. I don’t believe in coaching for free when you first start, as a well-trained coach is still offering value that has to be appreciated. Do free practice with other new coaches, but charge real clients either in $$ or some other exchange that you feel is acceptable.
— Wendy Buckkingham
I first offered six free sessions to ten people with transparency that I was a new coach and needed experience. At the end of the six sessions, I asked if people wanted to continue coaching and offered a longer package at $100/session. I continue to offer a free session to everyone. Occasionally, I’ll coach longer for free if it just feels right. I confidently transitioned to paid coaching when I realized people don’t want to coach with me for free indefinitely, and my coaching was legitimately helping people. People often don’t feel good about a lopsided exchange.
— Denita Bremer
I have never given free sessions. Commitment comes with money. Those who pay come with an attitude to learn and benefit. Those who do not pay come to have a feel or even to judge. I even discourage clients who want to gift my sessions as a gift to someone else. I do give discounts to clients who come for counselling, but not very often to those who come for coaching. If I can feel their sincerity and if they genuinely have a financial crunch, I do give discounts.
— Shubha Prakash Baldota
Yes, I offered free sessions in the beginning, but I was intentional about it. I reserved them for specific groups – nonprofits, community organizations, or people who genuinely didn’t have access to coaching. And I set a firm limit on how many I offered each year. Having that boundary helped me give generously without burning out or undervaluing my work. Transitioning to paid became much easier once I shifted my attention to the actual results clients were getting. And this is something every coach – in any niche – can reflect on.
Think about what changes for your clients after working with you. Are they communicating more openly with their partner? Making healthier decisions without shame or all-or-nothing thinking? Setting boundaries they could never hold before? Sleeping better? Following through on commitments? Feeling more grounded, more hopeful, more capable? Coaching always creates a mix of tangible and emotional results – and those are worth charging for. In my case, for example, clients often walk away with a clear offer that brings clients, messaging that feels natural to share, or the confidence to talk about their work and attract new clients.
For newer coaches, here’s what I’d say – pay attention to the real changes your clients experience. Let those outcomes – not the number of sessions or the length of your program – guide your transition from free to paid work. When you recognize the transformation you’re helping people create, naming your price becomes a lot easier
— Evgenia Baikova
What advice would you give to a new coach who’s unsure what to charge?
Your pricing will evolve over time as you get more confident with your results – most importantly, do your inner work on self-worth and charge what you feel comfortable charging, and continue to stretch your comfort zone as you grow and get more results for your clients. Remember to target your ideal clients who see the value in what you offer; otherwise, you will most likely experience pushback that will make you doubt your pricing. Truth is, it takes exactly the same amount of effort to sell a £100 product or a £100k product; what is different is the audience you are selling to. In fact, you will find it easier to sell a 100k offer because their decision-making reflex is much faster.
— Raimonda Jankunaite
Charging is a matter of confidence and belief in your worth, as well as what your demographic can afford. And I would also suggest they preview my ebook, which gives practical and realistic advice on “How to set your coaching fees” and elaborates on all the above.
— Wendy Buckkingham
Pricing is completely malleable, so don’t stress too much. There will always be an acclimatisation process; whatever you charge initially will almost certainly increase a few times over your first couple of years. So don’t feel married to your starting rate.
Do some market research. Look at what other coaches are charging within the client base you want to work with. Underpricing can be just as much of a mistake as overpricing. We often worry about charging too much, but charging too little can actually impact credibility, especially in business coaching, where the fee you set often signals your value.
Speak to other coaches, ask for advice, and check out their websites. Find your aspirational Everest-summit price, the amount you ultimately want to be charging, and then set your first base camp to start the journey.
— Mhairi Todd
Ask yourself, “How much does the future version of me want to make?” Let that guide your starting point. Begin with a realistic rate, trust in your value, and increase it step by step. You’ll eventually reach your ideal income while creating meaningful, life-changing impact for others. And remember—if the big coaches can charge thousands of dollars, you can demand your price too. Those who align with you will naturally be drawn to you.
— Valaery Rose Hernandez
After seven years of experimenting, I have come to the conclusion that pricing is almost completely arbitrary. We want to believe that it says something about the value we offer, but I have worked with expensive coaches who (in my opinion) weren’t that great, and I’ve worked with fantastic coaches who don’t charge much. I DO find that in some niches, your pricing signals to potential clients that they can (or can’t) trust you. For example, if you work with doctors but charge $50/session, they may doubt whether coaching is valid or whether you are good at what you do, simply based on your pricing. It’s like how sometimes when someone offers us something free, we don’t want it because we don’t want “junk.”
When it comes down to it, I recommend choosing a price that makes you FEEL confident, or at least doesn’t create doubt in you. I like to feel into a RANGE of prices I feel confident within. On the low end, I ask myself about where I would start to feel resentful and stay above that point. On the high end, I feel into what makes me feel like an imposter, and stay below that number. Once I have those two numbers, I usually split the difference and price right in the middle of the range. This is where I feel most confident. This process takes time, but I do my best to give it the time it needs before moving forward.
— Denita Bremer
Don’t overthink. Start from any amount you “feel” right. You have the freedom to revise. Don’t lose patience and decrease your rates to attract clients. I would advise that you do the affirmation that I do: “My services are valuable. People love to pay me.” Believe in it, say it melodiously, and see the magic happening! Another of my affirmations is, “My focus on learning, brings opportunities for earning.” When we focus on our growth, clients are divinely guided to us.
— Shubha Prakash Baldota
For newer coaches, I recommend staying curious and flexible. Pricing evolves as you evolve. Pay attention to your market, your experience level, and the value you bring — and allow your pricing to grow with you.
— Dalida Turkovic
If you’re unsure what to charge, use a simple structure instead of guessing. Here’s an easy way to start:
- Step 1: Define the outcome you help people achieve. Not your sessions – the change. Write it down in one sentence. (If you can’t name it yet, get clearer on your offer before setting a price.)
- Step 2: Choose the lowest price you can deliver confidently and without resentment. This keeps you out of the trap of undercharging and overdelivering.
- Step 3: Use the ‘10-Client Rule.’ Keep that price for your first 8-10 clients. This gives you enough data to see how your process works, what results people are getting, and how you show up as a coach.
- Step 4: Raise your rate based on evidence, not emotion. If clients are consistently experiencing the outcome you promised, raise your price by a reasonable step, usually 20 – 30%. It doesn’t need to be dramatic. Just aligned.
- Step 5: Reevaluate every time your process improves. If your framework gets stronger, your confidence grows, or your clients’ results get faster or deeper, your rate can grow with that.
This takes the pressure off ‘finding the perfect number.’ You’re simply choosing a starting point, collecting real proof, and adjusting as you become better at what you do. Pricing becomes much easier when you treat it as a PROCESS you refine – not a TEST you have to get right on day one.
— Evgenia Baikova
What helped you feel confident charging (and/or raising prices) for your coaching?
Getting results and feedback from my clients – once you see that what you have to offer is valuable to your clients, you can confidently charge more and raise your prices.
— Raimonda Jankunaite
Feedback and testimonials that showed I was giving value and getting great results.
— Wendy Buckkingham
Recognizing my worth and the life-changing impact of my story, experience, and education truly empowered me to confidently increase my coaching rate.
— Valaery Rose Hernandez
I originally borrowed confidence from my mentors, trusting that coaching was valuable based on my experience as a client, but also other people’s beliefs. I was also seeing my clients get results and want to re-sign with me.
— Denita Bremer
Personal growth and inspiring feedback from clients contributed to my confidence.
— Shubha Prakash Baldota
What helped me feel confident charging—and later raising—my coaching rates was the support I received from my own coach and from the training program I was part of. Becoming a certified coach played a significant role too. The combination of structured learning, supervised practice, and clear professional standards helped me trust the value I was offering. Staying connected to the development of the coaching industry through ongoing certification gave me a sense of grounding and legitimacy. All of this expanded my knowledge, strengthened my presence, and ultimately made it easier to set prices that reflected the quality of my work.
— Dalida Turkovic
What helped me feel confident about charging was paying attention to real evidence. When I saw clients making progress, following through on commitments, or getting clear on an offer they’d been stuck on, it stopped feeling like I was guessing. I could actually see the impact of the work. I also became more confident once my process felt repeatable. When you know you can guide someone through a structure that reliably supports change, the price becomes easier to stand behind. And the biggest shift was making pricing neutral. Instead of asking, ‘Am I worth this?’ I asked, ‘Does this price match the outcome I help people create?’ That question made everything simpler – clarity first, confidence second.
— Evgenia Baikova
How do you meet both your clients’ and your own needs with your pricing?
I always look at opportunity cost – if I am going to spend time serving this client for this long, what am I not doing for my business? That way, I value my time better and recognise that not every client will be worthwhile, even if they are willing to pay the price; sometimes the cost of taking on that client is too steep. I invest a lot into my clients, so I only take on a limited amount of 1-2-1s, and the rest I make myself accessible via our group programs.
— Raimonda Jankunaite
If coaching is to become your main income, you need to work out your living costs and what you need to charge to make it work for you financially. And, of course, you may not be able to charge that in the beginning. I have to admit I had another business with my husband, so I did not need to do this, which allowed me to choose what to charge rather than feel compelled to charge more.
— Wendy Buckkingham
I structure packages that make sense for my clients’ outcomes, but also for my energy and sustainability. That means I have clear boundaries on session length, turnaround times, and communication. My goal is to serve powerfully while running a business that actually supports me personally and financially. I work part-time, pick up my children from school, get paid well, all while serving my clients, doing what I love. It’s a dream!
— Mhairi Todd
Overall, I stand firm in my pricing, but I’m always willing to support those facing financial challenges. I offer options such as payment plans, a discounted rate, a lower-priced self-paced mini course, and free resources like my podcast to help them continue building a life they love while catering to both our needs.
— Valaery Rose Hernandez
I’m in a privileged position where I don’t need to pay bills with the money my business brings in. This creates conditions for me where I can price according to my values with more of an emphasis on the clients’ needs. That being said, I do have a minimum number. If I make less than that, I feel resentful and would rather be doing something else, like spending time with my family.
— Denita Bremer
I believe it’s never about time or money, it is always about priority. I do give discounts to clients who come for counselling, but not very often to those who come for coaching. If I can feel their sincerity and if they genuinely have a financial crunch, I do give discounts.
— Shubha Prakash Baldota
I balance my clients’ needs and my own by keeping my offer suite simple. I have one main coaching program that reflects the depth of support I provide, and then a couple of lighter entry points for people who aren’t ready for the full experience. That way, clients can choose the level of support that fits their season, and I’m not stretching myself thin. Clear boundaries help, too. I’m fully present for the clients who are in my deeper containers, and I don’t discount my work or create custom pricing just to be ‘accessible.’ Instead, I give people options without lowering the quality of the coaching. For newer coaches, I’d say this: you don’t need ten offers to meet people where they are. Give clients different ways to work with you – not different versions of you. That’s how you stay accessible while building a business that supports you
— Evgenia Baikova
Do you price by session, by package, or by transformation/result? Why?
It often is a mix of these depending on the package. I offer 90-minute intensive, half-day VIP, or full-day, but people can not buy single coaching sessions anytime. I also have a package for 90 days and 1 year, but these are often more high-level engagements, and I am selective about who I work with. Everything else is either a group offering or a program that is limited to approximately 12 weeks. All of the above is always based on transformation at its core, because ultimately, people pay for transformation and your expertise, not your time.
— Raimonda Jankunaite
Packages. And no genuine coach should guarantee results.
— Wendy Buckkingham
By package, because that’s the length of time I need to help clients make a true impact on their lives.
— Mhairi Todd
I price my services by session and by package to meet clients where they are. That way, they have the option to explore coaching or fully commit to a deeper journey because transformation looks different for everyone. One client might experience breakthroughs in a single session, while another may need consistent support over several weeks or months.
— Valaery Rose Hernandez
I price by package. I am a transformational coach, and I find it difficult to promise specific results, so instead I focus on time working together. I also don’t price by session because in my personal experience it makes me too myopic, focused on what I get from each individual session. I find coaching creates a compound effect over time, at least that’s true of the kind of coaching I do!
— Denita Bremer
Mostly by session. Sometimes by package.
— Shubha Prakash Baldota
I price by transformation, not by session. Charging per session puts the focus on time, and coaching isn’t about time – it’s about change. Pricing by package also gives clients the structure and accountability they need, but the real reason I price this way is because it aligns the work with the outcome we’re creating together. When clients invest in the full journey, they show up differently. They’re more committed, more honest, and more willing to do the work between sessions. And I’m able to support them fully without feeling like I’m tracking minutes. Choose a structure that reflects the result you help people achieve, not the number of calls on your calendar. It creates a better experience for both you and your clients.
— Evgenia Baikova
How did you decide what to include in your coaching packages?
Based on the results I was offering my clients, and how long it would take me to help them get there. These days, I prefer shorter programs and a faster route to results at a higher price.
— Raimonda Jankunaite
By offering several packages at different lengths and costs, I felt I met both the coaching and budget needs of clients. This was better than having one fixed package.
— Wendy Buckkingham
Experience from the many practice clients I’d had, gut instinct on how long it would take to help any client make concerted progress, and commercial reflections.
— Mhairi Todd
When putting together coaching packages and session descriptions, I thought of what I needed when I was going through my own transformation many years ago, but I didn’t want to overwhelm the client with “too much homework”. So, I decided to add some extras while focusing on making the session itself the most powerful part of our time together. Those extras included necessary worksheets, motivational voice memos or texts from me throughout the week, as well as Mindful Moments with Coach Val.
— Valaery Rose Hernandez
I’m a pretty simple personality, so I stick with what works in my coaching packages. Coaching works, so I focus on the offers that deliver coaching and transformation for my clients. I focus on what my client wants and needs, and choose based on what I believe will help my client get the best results.
— Denita Bremer
I shaped my coaching packages largely by paying attention to my own experience as a client. Working with different coaches showed me what felt supportive, what felt overwhelming, and what created real momentum — and that became the foundation for how I designed my offers.
I also noticed early on that my clients naturally fell into three groups: those who wanted a short-term, goal-focused process; those who preferred a steady, mid-range engagement; and those committed to long-term growth and were willing to invest in a deeper journey. The structure of my packages emerged organically from observing these patterns.
Instead of forcing a model, I let the needs and behaviors of my clients shape the number of sessions, pacing, and any additional elements. Over time, this made my packages both more intuitive and more effective — aligned with how people actually grow, not just how coaching is traditionally sold.
— Dalida Turkovic
I decided what to include in my packages by working backward from the outcome I help clients create. Instead of starting with ‘How many sessions should this be?’ I asked, ‘What kind of support actually helps someone make this change?’
For most clients, that meant a mix of live coaching, simple tools they could use between sessions, and built-in accountability – which turned out to be essential. People don’t just need insight; they need someone to help them follow through, stay on track, and reconnect when they slip. That’s often where the real transformation happens. The number of sessions came from experience. After coaching many clients, I could see how much time and structure they usually need to reach the clarity, confidence, and consistency they’re looking for. I shaped the package around that pattern, not around arbitrary minutes on Zoom.
Design your package around the transformation, and make accountability part of the process. Start simple, pay attention to what your clients genuinely need, and refine as you go.
— Evgenia Baikova
Have you experimented with different pricing models? What have you learned?
I’ve experimented with several pricing models and learned that you can use all, some, or none of them. It really depends on the clients you serve, the programs you offer, and the income you want to create. I’ve also learned that the more you offer, the more accessible your work becomes. For example, I provide my podcast as a free resource, my mini course as an entry-level digital product, single 1:1 coaching sessions, and 1-month and 3-month programs that help clients save while allowing me to increase my income by diversifying my offers. This structure gives people multiple ways to start their transformation, no matter where they are.
— Valaery Rose Hernandez
I’ve tried both monthly pricing and pricing per package. I love the idea of an ongoing offer, but I’ve learned that having an endpoint serves both the coach and the client.
— Denita Bremer
I generally price by session. But, when the client comes with a specific goal which he/she has been struggling with, I quote a price for the programme which is to be paid in advance. This helps in the consistency and commitment of the client.
— Shubha Prakash Baldota
Yes, I tried monthly, per-program, and tiered options, and what I learned is that different structures create very different client experiences. Monthly pricing looked flexible, but it led to stop-and-start momentum because clients could cancel the moment things got uncomfortable. Per-session or monthly models tend to keep the work surface-level. A full program worked much better. When someone commits to a container with a beginning, middle, and end, the coaching goes deeper, and the results are stronger. There’s enough time for insight, practice, accountability, and real change.
I’ve also learned that having a couple of tiers – a deep program and a lighter entry point – gives clients choice without diluting my energy. I encourage you to experiment too, but pay attention to what supports transformation, not just what seems easiest to sell. The right pricing model is the one that helps your clients follow through and helps you deliver your best work.
— Evgenia Baikova
How do you communicate the value of your offer to potential clients?
By showing them potential transformation, using testimonials and case studies, and helping them see the gap between where they are and what they need to get to where they want to be.
— Raimonda Jankunaite
I do a 20 min clarity call for every new potential client. Here they get to experience my vibe, empathy, and skills firsthand, and I can verbally map out how my program could serve their needs.
— Mhairi Todd
I communicate the value of my offer by clearly explaining the transformation clients can expect and how my story, experience, and certified coaching tools support that growth. I highlight the results past clients have achieved and the specific challenges my coaching helps them overcome. I also show them what’s possible when they commit to their healing, clarity, and personal development. Ultimately, I help them understand that investing in coaching is investing in the future version of themselves.
— Valaery Rose Hernandez
I talk a lot about my own personal transformations and those of my clients. Stories of actual results are the best way to communicate value, in my opinion.
— Denita Bremer
I communicate the value of my offer by getting curious about what the client truly wants. Instead of listing features or trying to ‘explain’ the program, I ask questions that help them hear their own clarity – what’s not working, what they’re tired of carrying alone, and what would feel different if they had the right support. From there, I share what usually shifts for clients in this work: feeling less pressure to figure everything out alone, making decisions without spiraling, following through with more consistency, or, in my niche, finally having a clear offer that sells. I keep it simple, honest, and grounded in real outcomes, not promises.
And then I invite them to reflect: Does this kind of support match where you want to go?
When a client can see themselves in the results, I don’t have to ‘sell’ the value — they feel it. Value lands when people feel understood. Be present, ask thoughtful questions, and connect your work to what they already want for themselves. That’s what makes an offer meaningful.
— Evgenia Baikova
What tools or systems do you use to manage payments and contracts?
ThriveCart and UpCoach for client management for my group programs.
— Raimonda Jankunaite
Quickbooks, Gocardless, Stripe, Kartra
— Mhairi Todd
I use Google Workspace to manage contracts and documents as it has many integrations and is cost-effective. As for payments, I use Stripe.
— Valaery Rose Hernandez
I’ve tried lots of different tools and systems, but I keep coming back to what is simple. I use cal.com for payments and scheduling, and I don’t bother with contracts. I do send an email to people with links to the privacy policy, terms of use, and disclosure statements on my website. I let people know that when they work with me, they are held to those standards, but I don’t make them sign anything.
— Denita Bremer
Stripe works well for me.
— Dalida Turkovic
I use a really simple system for payments and contracts, and it’s something I recommend to new coaches because it’s affordable and easy to manage. For payments, I use Stripe – it’s reliable, professional, and clients can pay with whatever method they prefer. For contracts, I use Dropbox Sign and store everything in Dropbox, so all my documents stay organized in one place. A clean contract, a trustworthy payment processor, and a simple storage system are more than enough to support you as you grow
— Evgenia Baikova
What was the biggest pricing mistake you’ve made, and what did you learn from it?
Discounting to those who cried poor. During the coaching, one turned out to be saving for an overseas trip, and the other was doing an expensive renovation. This resulted in me feeling resentful and undervalued – not the best space to coach from.
— Wendy Buckkingham
One of the biggest pricing mistakes I made early on was undervaluing my services and setting rates too low out of fear that clients wouldn’t pay or that I might “lose” them. I learned that this not only impacted my income but also undervalued the transformation I provide. Since then, I’ve realized the importance of confidently setting my rates to reflect my experience, expertise, and the real impact coaching can have. I now focus on offering multiple options for clients at different levels, ensuring my work is accessible while honoring my worth.
— Valaery Rose Hernandez
I think the biggest pricing mistake I’ve made is to raise my prices faster than my nervous system could handle it. I learned that I really have to price based on how I feel.
— Denita Bremer
My biggest pricing mistake was using a high fee as a way to say “no.” I once heard the strategy that if you don’t want to work with someone, you should quote a very high price. I tried it once — and the client accepted. I regretted it almost immediately. The chemistry wasn’t right, and no price could compensate for that mismatch.
That experience taught me an important lesson: clarity is kinder than strategy. Now, if I sense that the fit isn’t right, I simply say so. It’s more honest, more respectful, and ultimately better for both the client and the coach.
— Dalida Turkovic
The biggest pricing mistake I made was staying at my low ‘beginner rate’ for far too long. I kept telling myself I’d raise my prices when I felt more confident – but that moment never arrived on its own. What changed things was realizing that my clients were already getting strong results, and I was still charging as if I was practicing. I learned that confidence doesn’t come first. Clarity does.
—Evgenia Baikova
What’s one piece of advice you’d give a coach who’s ready to raise their rates but feeling nervous about it?
Give it a try; your success is on the other side of fear. We always need to stretch our comfort zone in order to grow. The new pricing will soon become your new normal.
— Raimonda Jankunaite
If you feel you deserve more for your coaching and not because you are influenced by others, Do it! Fear is just a feeling, not a fact. Rates are not set in stone, and you can always put them back down again if it doesn’t work out. Feel the fear and do it anyway – as author Susan Jeffers advises.
— Wendy Buckkingham
Most often, your fear is bigger than the reality. Clients will often value you more than you think. The key is to raise from a place of confidence and clarity, not panic. Also, I would advise against asking for feedback on pricing, people will always want you cheaper!
— Mhairi Todd
My advice is to focus on the value and transformation you provide, not the number on the price tag. The money will come; just focus on your work and impact. Remember that raising your rates doesn’t push clients away. It attracts those who truly align with your work. Start with confidence, communicate your worth clearly, and trust that the right clients will invest in themselves through your coaching.
— Valaery Rose Hernandez
If you’re ready to raise your rates but feel nervous about it, you’re probably exactly on the right track! Do it– you’ll either succeed or learn.
— Denita Bremer
If you genuinely feel that you have grown as a coach, raise your professional charges. People respond to how you feel about yourself.
— Shubha Prakash Baldota
One piece of advice I’d offer is to announce your price increase two to three months in advance. This gives your existing clients time to prepare and reduces pressure on you. You can also offer occasional discounts — for birthdays, holidays, or special moments — if that makes the transition feel more comfortable. Sometimes, finding your balance between giving and receiving makes it easier to step into higher pricing with confidence and integrity.
— Dalida Turkovic
Don’t wait for a magical moment when you suddenly ‘feel ready.’ Raise your prices when your process improves, and your clients are changing because of your work.
— Evgenia Baikova
Final thoughts about pricing
Do not follow what others are doing; be unique in your own space.
— Raimonda Jankunaite
Think about what you would advise a client who wanted to set or raise their fees. How could you apply that to yourself?
— Wendy Buckkingham
I think we place way too much focus on pricing when we should be focusing more on service. In my experience, when we focus on service, the money will follow.
— Denita Bremer
Know that your services are immensely valuable. Your work is an opportunity to change people’s lives constructively. Devote time for personal growth and give your best while coaching.
— Shubha Prakash Baldota
Test, observe, lean on evidence. Adjust the offer, not your worth. Also, having a clear vision of who I wanted to work with made overcharging or undercharging less scary; it’s about the right fit, not pleasing everyone.
— Mhairi Todd
My best advice is this: keep pricing simple, honest, and adjustable. Start with a number you can stand behind, commit to it long enough to gather real data, and raise it when your process and results improve. Don’t price from fear or comparison – price from clarity. And remember that pricing is not a one-time decision. It’s something you refine as you grow, just like your coaching
— Evgenia Baikova
Conclusion
As you can see from these varied perspectives, there’s no universal formula for pricing your coaching services. What works for one coach may not work for another, as pricing is influenced by experience, niche, confidence, capacity, and the current stage of your business. The “right” price is the one that fits your clients, honors your work, and evolves as you do.
If you’re still feeling confused about pricing, start small. Set a rate that feels reasonable for where you are, create a simple system to get paid, and commit to revisiting your pricing as you grow.
Want more real-world guidance to grow your practice? Browse Real Talk articles for additional insights from expert coaches in our community, including tips to overcome decision paralysis and how to move forward when you feel stuck.
Thanks to our contributing coaches!
Learn more about the coaches who shared their experiences and tips for pricing coaching:
- Raimonda Jankunaite — Raimonda is a visibility and speaking coach who helps women build their stand-out personal brand and become unapologetic, sought-after speakers. Website
- Wendy Buckkingham — With 25+ years of coaching experience, Wendy now provides new and aspiring life coaches information and advice through her website. Website
- Mhairi Todd — Mhairi, The Roadblock Coach, is a certified women’s life coach. She helps women heal, reconnect to themselves, and regain the confidence to make the right choices. Website
- Valaery Rose Hernandez — Valaery is a life coach who empowers men and women to build a life they love through mindset, confidence, and aligned action. Linktree
- Denita Bremer — Denita is a trauma coach who helps moms heal. Website
- Shubha Prakash Baldota — Shubha is a Counselling psychologist, soft skills and life skills trainer, and life coach with 16+ years of experience who empowers people to travel from ailing to healing, from withdrawn to willing, and from struggling to thriving! Instagram
- Dalida Turkovic — Dalida guides professionals to lead with presence, compassion, and inner clarity, creating meaningful change in their lives and communities. LinkedIn
- Evgenia Baikova — Evgenia is a Gallup-Certified Strengths Coach, CPCC, and PCC who helps ex-corporate women build confident, profitable service businesses without overwhelm or second-guessing. Website
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