Have you ever hesitated when creating, quoting your coaching fee- wondering if you’re charging too much just for talking and listening to people? Maybe you’ve thought, ‘How can I ask for premium prices when all I do is have conversations?’ If that’s you, you’re not alone in it. Many coaches undervalue their work, believing that their time is the only thing they’re selling. But here’s the truth: You’re not charging for your time- you’re charging for the transformation you offer and value you create. You aren’t someone’s priest, you are their coach, and you are there to help them figure out how to win in life, how to make the changes that will move the needle for them, and how to create results they want in their relationships, career, finances, community, and their own sweet soul.
I would love to help you understand how valuable coaching is, that it’s seriously not just talking and listening. There’s a lot of skill in it, and when you are all in your head about it, you can’t be the best coach you can be. To be a great coach you need to coach yourself out of your head so that when a client is in front of you you can be in their head instead. It’s about them. If it needs to be about you first so you can make it all about them then you need to check the show notes and use the links to book sessions with me so I can be the coach that helps you do it. If you are coaching people but all the while thinking about yourself, you’re really missing out, and it might be why you feel like you’re just talking and listening, because you’re not truly helping them get their transformation because you need your own first.
The Struggle is Real
Many coaches struggle to price their services confidently because they think, ‘I’m just talking to people. How can I justify charging more money?’ They keep their prices low, hoping to attract more clients, only to find themselves overworked, underpaid, and burned out. The reality? Coaching isn’t just about talking or listening- it’s about transformation and results.
And seriously, if you think what you’re doing is just talking at a client, or listening without offering them any value, then I would say, yes, you need to reevaluate because I don’t think anyone wants to pay someone to listen like a best friend would. Or like a husband would. They want a coach who will draw out the best in them, listen proactively, get curious, ask great questions, and help them determine the best path forward with the next, right action steps.
However, I do want to tell you that it’s so lovely to have a coach who will listen, and sometimes I’d pay simply for that. Like, are you serious? You’ll just listen to me for an hour? Let me talk without interrupting, judging, controlling, shaming, or trying to get something out of our time together for yourself? OK, here’s my money. I don’t get that anywhere else in my life, even though I do it for so many people, so I’m glad to pay someone else to do it for me. Here’s a thousand dollars; I just wanna get this off my chest and out of my mind!
The Undercharging Coach
Take 'Sarah', for example. She’s a very talented coach who really cares about her clients. She started her business charging $50 per session, thinking that was fair. But over time, she found herself exhausted, working long hours to make ends meet, and even questioning if coaching was sustainable. Her clients got great results, but she was running on empty. She didn’t realize that she was charging based on time, not value.
The True Value of Coaching
Let’s reframe this. Think about a client who comes to you overwhelmed, stuck in self-doubt, unsure of their next steps. Through your coaching, they gain clarity, confidence, and an actionable plan. They break through limiting beliefs, make bold moves, and start seeing real progress in their lives or businesses. That’s priceless. Coaching isn’t just a conversation- it’s a catalyst for life-changing results. And that’s worth charging for.
Coaching clients aren’t paying for time spent with them. They are willing to pay for the results they want to see in their lives. I don’t get paid for an hour of listening to my client tell me all the reasons she can’t get going as a coach. Or all the excuses she knows are sabotaging her and keeping her from telling people she’s a coach. She pays me because she knows I’ll tell her she can do this. And I’m not just going to encourage her. I help her figure out HOW she can do this. We make a plan.
And because of my experience in coaching and in business, I can offer her ideas her husband, best friend, and pastor cannot. I have the ability inside a coaching relationship to offer things that work for her that a free lead magnet resource will never help her do. I can tell her why I believe in her, in her coaching, and in the value she creates. I can show her a map of multiple ways she can get there. I can ask her questions that force her brain to solve problems that an hour ago she thought were hopeless. I can remind her that all the work she’s been doing up to this point is worth something. Plus, I can help her remember who God has called her to be, how starting simple and small right now will lead her to bigger things while she’s walking in faithfulness in these small things.
It’s taken me more than a decade of dreaming, journaling, experimenting, trying, failing, trying again, and keepin’ on to get to where I’m at. And I have not yet arrived at the top of my mountain. I have more value to create, more to give away, more to pour out, and more to learn.
The Solution – Shifting Your Mindset & Pricing Strategy
So how do you start charging what you’re truly worth? First, shift your mindset from ‘charging for time’ to ‘charging for results.’ Second, get clear on the transformation you provide and communicate that confidently. And third, price your services accordingly—whether you’re a beginner or a seasoned coach.
For beginners, start by charging a rate that reflects the true value of your expertise, even if it feels uncomfortable at first.
For experienced coaches, consider restructuring your pricing to match the depth of transformation you offer. Packages, high-value programs, or retainer models can all help increase your income without increasing your workload.
Actionable Takeaway – Value-Based Pricing Script
When discussing your prices with potential clients, focus on results, not time. Here’s an example script you can use:
‘My coaching program isn’t just about our conversations and sessions together- it’s about the transformation you’ll experience and results you'll create. Clients who work with me [start their coaching business and begin making money] within [two months]. The investment for this level of support is [$1000] because I’m committed to helping you get real, lasting results.’
Remember, you’re not selling hours- you’re offering a pathway to change and hope for their future. When you embrace that, you’ll confidently charge prices that reflect your true worth.
So, the next time you hesitate to charge what you’re worth, remind yourself: You’re not just talking to people- you’re guiding them to breakthroughs that can change their lives. Own your value, price accordingly, and watch your business thrive.
Reader Challenge:
Take a moment to assess your current pricing. Does it truly reflect the value you provide? If not, rewrite your pricing based on transformation, not time. Then, practice using this value-based pricing script when discussing your fees with potential clients:
"My coaching program isn’t just about our sessions together- it’s about the transformation you’ll experience. Clients who work with me [achieve specific result] within [timeframe]. The investment for this level of support is [$X], because I’m committed to helping you get real, lasting results.”
Say it out loud, practice with a friend, or even record yourself saying it. Then, share your biggest insight from today’s episode on social media and tag me!
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