How much should you charge for coaching?

If you've ever asked yourself this question, you're not alone. Pricing is one of the biggest challenges for coachee. Whether you're just starting out or looking to refine your business model.

In this episode, we break down the different approaches to pricing your coaching services. We explore why charging "by the hour" isn't always the best model, how to package your coaching effectively, and why your money mindset plays a crucial role in pricing decisions.

We also tackle common pricing strategies, including value-based pricing, where fees reflect the transformation clients experience, rather than just the time spent in sessions. We share real-life examples of our own pricing evolution—from charging £150 per session to aligning our personal coaching rates with corporate pricing.

If you're unsure how to confidently set your rates, communicate your value, and attract clients willing to invest, this episode will help you move forward with clarity and confidence.

Key Pricing Strategies Discussed

1. Time-for-Money Pricing
   • Calculating an hourly rate based on income goals and workload.
   • Accounting for business expenses, admin time, and preparation.
2. Value-Based Pricing
   • Pricing based on the transformation clients experience, not just the time spent.
   • Considering the financial impact of coaching on clients (e.g., career growth, leadership success).
3. Productising Your Coaching
   • Creating packages instead of selling individual sessions (e.g., six-session packages at £1,000).
   • Making coaching tangible by focusing on outcomes rather than "selling time."
4. Mindset and Confidence in Pricing
   • Addressing money blocks and self-worth issues that influence pricing decisions.
   • Recognising the difference between what you think clients will pay and what they actually will.
5. Corporate vs. Individual Pricing
   • Understanding why companies often have higher budgets for coaching than individuals.
   • Setting rates that align with your ideal client's ability to pay.
6. Creative Pricing Models
   • Membership models where clients pay a monthly fee for access to group coaching.
   • Sliding scale pricing or "pay what you can" approaches for values-based businesses.
7. Handling Pricing Conversations
   • Displaying rates transparently on your website to avoid awkward money discussions.
   • Ensuring payment is taken upfront to create a smooth coaching experience.

Key Lessons Learned

1. Pricing is subjective—there's no single "right" amount to charge.
2. Time-for-money pricing is a starting point, but long-term growth comes from value-based pricing.
3. Mindset is crucial—your beliefs about money directly impact what you charge.
4. Packaging coaching makes it more tangible, helping clients understand what they're investing in.
5. Corporate and individual clients require different pricing strategies.
6. Confidence in your pricing comes from clarity on the results you deliver.
7. Coaching is an investment, not just an expense—clients will pay if they see the value.

Key Takeaways

• You can charge what feels right for you, but make sure it aligns with your goals and market.
• Value-based pricing focuses on the transformation, not just the time spent in sessions.
• Mindset matters—if you're uncomfortable discussing money, it will impact your pricing confidence.
• Be transparent with pricing on your website to avoid uncomfortable sales conversations.
• Corporate clients often have bigger budgets, but individuals will also pay premium prices if they see value.
• Experiment and evolve—your pricing can change as your experience and confidence grow.

Timestamps

• 00:13 – 00:46: Introduction—why pricing is a key question for coaches
• 00:46 – 01:44: How pricing mindset is shaped by employment history
• 01:44 – 03:08: Breaking down costs—business expenses, VAT, and income goals
• 04:04 – 05:30: The problem with charging per hour and why packaging is better
• 06:00 – 06:57: Value-based pricing—charging for transformation, not time
• 07:20 – 09:13: Corporate vs. individual pricing strategies
• 10:38 – 11:08: Handling money conversations with confidence
• 12:00 – 13:52: How pricing evolves as you gain experience
• 14:20 – 15:46: Creative pricing models—memberships and sliding scales
• 17:38 – 18:58: Why mindset and confidence are essential for charging what you're worth
• 19:23 – 20:14: Closing thoughts—charge what feels good and aligns with your values

Keywords:

How to price coaching sessions, Coaching business pricing strategies, Time-for-money vs. value-based pricing, How much should I charge for coaching, Mindset and confidence in coaching prices, Corporate coaching vs. personal coaching rates, How to package coaching services, Setting coaching prices for new coaches, Membership model for coaching, Coaching fee structures,

Links:

Coaching Business Lounge (Pricing Strategy Resources): www.igcompany.co.uk/businesslounge

Take the Coaching Course Quiz: www.mycoachingcourse.com

Emotions Coaching Practitioner Training: www.igcompany.co.uk/emotionscoaching

COACHING TRAINING LEVEL 5 https://www.igcompany.co.uk/l5-diploma

COACHING TRAINING LEVEL 7 https://www.igcompany.co.uk/l7-diploma

Purchase our bestselling book "Deciding to Coach": https://amzn.to/3UvUe9r

Neurodivergent inclusive coaching programme: http://www.igcompany.co.uk/nd

Resources:

Take our FREE Quiz 'Which Coaching Course is Right for Me?' https://www.mycoachingcourse.com/

Join The Coaching Crowd Community on Facebook https://www.facebook.com/groups/TheCoachingCrowd/

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Check out our YouTube Channel https://bit.ly/378rY9a

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Work with Jo Wheatley as your Emotions Coach https://www.jowheatley.com

Connect with Jo Wheatley on Instagram https://www.instagram.com/jo_wheatley_coaching/

Connect with Jo Wheatley on LinkedIn https://uk.linkedin.com/in/joannewheatley

Work with Zoe Hawkins as your Courageous Leadership Coach https://www.zoe-hawkins.com

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Connect with Zoe Hawkins on LinkedIn https://uk.linkedin.com/in/zoehawkinscoach

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