Money conversations can bring up some of the most uncomfortable moments in a coaching practice, especially when a potential client says, “I can’t afford it.” Do you lower your rate? Offer a payment plan? Stand firm? Walk away?
In this edition of Real Talk, coaches share how they navigate affordability objections, payment plans, scholarships, refunds, and cancellations with both empathy and professionalism. From maintaining firm boundaries to exploring creative options, their responses reveal the mindset, policies, and values that shape how they handle the financial side of coaching. If you’ve ever struggled with money conversations in coaching, read on for some helpful tips to create win-win agreements for yourself and your clients.
How do you respond when someone says they can’t afford it?
I am usually empathetic to their situation because I know what it’s like, and I’d never want anyone to buy into programs they can’t afford.
— Raimonda Jankunaite
Sometimes, it’s not an excuse, and they genuinely can’t afford it, and that’s why I have differently priced packages and occasionally offer a single session option. A client paying under financial stress is not an ideal client. Also, I learned the hard way with discounting that it is also a matter of priorities for the client.
— Wendy Buckkingham
With respect. For both them and myself. I won’t be the right coach for every client and vice versa. My prices don’t change per person; they are on my website for transparency. I do offer payment plans for my packages.
— Mhairi Todd
At that early point in our relationship, I trust the potential client to know what is best for them. If they say they can’t afford it, I trust their assessment and let them move on.
— Denita Bremer
I politely try to explain to them that it is never about time and money, it is always about priority. If they understand how this coaching is going to help them rise above their problems and also reach the mental state of ‘I can afford’, they opt for it.
— Shubha Prakash Baldota
When money comes up in a conversation, the first thing I do is check in with myself: Is this someone I genuinely want to work with, even if the fee ends up being lower? That clarity matters. If the coaching connection doesn’t feel right, the issue is rarely just financial — it’s usually a sign that the fit isn’t there, and I honor that.
If the connection is strong, then I explore what’s possible. Together, we look at which package or structure feels most supportive and realistic for them. Sometimes that means choosing a shorter program, spacing sessions differently, or focusing on a very specific goal. My aim is always to maintain integrity — both theirs and mine — while finding a way to work that feels sustainable for both of us.
— Dalida Turkovic
I handle money conversations by first understanding what kind of ‘can’t afford it’ I’m hearing. Most concerns fall into three categories:
1. They don’t fully understand the outcome. I slow down and revisit what they want and how the coaching supports that. Often it’s not about price – it’s about understanding.
2. They don’t trust the process yet. I share examples, ask what they’ve tried before, and explore what they actually need. This helps them see the difference between support and more information.
3. They don’t trust themselves to follow through. This is the most common. I shift the conversation gently to, “What do you think would be different for you with support?”
We explore the real fear behind the money. I never push. My job is to help them understand their options and make a grounded decision. Sometimes they’re ready; sometimes they’re not. Either way, the conversation stays supportive and honest.
— Evgenia Baikova
What’s your perspective on offering payment plans or scholarships?
I think they are useful and needed. I offer payment plans that usually work very well. Scholarships are not so much, as they tend to attract the wrong clients who are either not ready or not committed, and never complete the program or get results.
— Raimonda Jankunaite
I think payment plans are great for clients and for client retention. It does, however, make cash flow more tricky to keep on top of for the business owner.
— Mhairi Todd
I’m open to payment plans and have used them before, but I try to limit them because they don’t always provide certainty and can sometimes lead to financial or logistical challenges. I prefer clients to choose the option that supports both of us in feeling aligned and committed. As for scholarships, I haven’t offered them yet, but I remain open to exploring them in the future if it aligns with my business model and capacity.
— Valaery Rose Hernandez
I love offering payment plans! Instead of scholarships, I always price as low as I can comfortably go. That’s how I would like other coaches to treat me, so that’s what I do.
— Denita Bremer
Very occasionally I felt comfortable with a payment plan, but again, I would offer a smaller package with the option to renew. I also did a lot of pro bono or scholarship coaching for not-for-profits and recovering addicts.
— Wendy Buckkingham
I’m a big fan of offering payment plans or occasional scholarships because they make coaching more accessible without lowering the quality of the work. The key is to have the right system in place, so you’re not manually chasing payments or managing everything by hand. If a coach chooses to offer payment plans, I always suggest setting them up through a system like Stripe or another automated processor. Automation protects the relationship – clients aren’t receiving awkward reminders from you, and you’re not stressing about late payments. Everything runs quietly in the background. For scholarships, I keep them limited and intentional so I can support those clients fully without stretching myself thin – it’s all about setting boundaries, which can keep you resourceful for your clients.
— Evgenia Baikova
How do you handle refunds or cancellations, if at all?
Many of our programs have no refund policy, but we tend to assess each case individually and make a decision.
— Raimonda Jankunaite
I had a firm refund policy. But sometimes it is better to refund, even if you are in the right, rather than have bad will out in the coaching space. On my website, I give my refund policy.
— Wendy Buckkingham
In 5 years, I’ve had this maybe twice. My T’s and C’s [Terms and Conditions] state no refunds; however, I use my discretion. If the coaching relationship isn’t working for both parties and there is a payment plan in place, then I’m more than happy to part ways and be paid pro rata up to that point.
— Mhairi Todd
I do not offer refunds for sessions, packages, or digital products, and this is clearly stated in both my contract and on the sales page. However, cancellations are handled with more flexibility. Clients have 24 hours to notify me if they need to cancel, and they’re able to reschedule their session for another day and time. If cancellations become frequent, a cancellation fee will apply, and we’ll have a conversation to address the pattern and understand what’s causing the repeated rescheduling.
— Valaery Rose Hernandez
I’ve never had to deal with a refund! As far as cancellations go, I let people cancel, and I add the session to the end of the package or reschedule for later in the week. My top value in business is generosity, and this is one way I live it.
— Denita Bremer
So far, I haven’t had to refund. I give enough time to clients to decide. Also, I willingly answer their doubts and queries. I prefer enrolling the client willingly into coaching instead of convincing them.
— Shubha Prakash Baldota
I handle refunds and cancellations based on the situation, but I follow one simple, ethical guideline: be clear, fair, and compassionate, without abandoning the structure of the agreement. This approach respects the client’s reality while maintaining the integrity of the coaching relationship – which is exactly what an ICF-aligned coach strives for: clarity, consistency, and compassion, all held within healthy boundaries.
— Evgenia Baikova
Conclusion
Like it or not, money conversations are a big part of building a coaching business. There’s no single “right” way to handle price objections, payment plans, or refund policies. What matters most is having clear boundaries, aligned policies, and the confidence to communicate them with integrity.
Take a few minutes to review your own pricing, payment systems, and cancellation terms. Do they reflect the business you want to run? When your policies are clear, these conversations become far less stressful.
Want more honest insights from coaches navigating the real-world side of coaching? Explore additional Real Talk articles, or check out our Behind the Scenes coach interviews to learn how others are handling the decisions that shape a successful coaching practice.
Thanks to our contributing coaches!
Learn more about the coaches who shared their experiences and advice on 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
What are your thoughts on offering refunds or payment plans? Join the conversation on Instagram for more real talk + tools for life coaches. Or, subscribe to the Editor’s Desk for opportunities to contribute to future articles.
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