A lot is going on here as we gear up for our 500th episode! Today’s episode is a replay of a favorite that deserves more attention. Please listen and enjoy!

What do you tell yourself about what you’re worth? This is a major obstacle for many coaches, and we covered this important topic in one of the most talked-about episodes in recent STaR Coach Show history. Meg Rentschler sat down with John Ray, author of The Generosity Mindset and host of The Price and Value Journey podcast, to tackle this most uncomfortable topic. John uncovers red flags in pricing, the mindsets that hold service providers back, and practical pricing strategies. The conversation wraps up with a vision of what adequate pricing could make possible for you: fewer clients, more revenue, and the freedom to choose how you spend your time. Join us to learn more!

John Ray is a consultant and business coach who advises expert service providers, including consultants, coaches, attorneys, fractional executives, and other service professionals, on two of their biggest challenges: pricing and business development. As an author and podcast host, he is passionate about how shifts in mindset, positioning, and pricing can alter a business and a business owner’s lifestyle choices.

Show Highlights:

• Red flags of inadequate pricing: pricing by the hour, working too hard for too little money, accepting EVERY client, offering only ONE service at ONE price, and letting the market pass you by.
• “You need a certain number of clients who are saying NO because you are too expensive.” –John Ray
• As a service provider, YOU are the product.
• Mindsets that get in the way of success for service providers: impostor syndrome, inadequacy, the helper trap, and the comparison spiral
• Generosity Mindset: Getting in the head of your clients and understanding where they see value in what we deliver.
• An example of the generosity mindset at work in the intangibles
• “The effectiveness of your pricing is constrained by your willingness to have a value conversation.” –John Ray
• Sales vs. serving people (in understanding their needs, wants, hopes, desires, and fears)
• Considerations in offering differentiated options to clients with a “good, better, best pricing model”
• Understanding the stages of the pricing journey
• Advice about creating long-term clients
• Don’t turn yourself into a commodity!
• Pricing adequately will help you achieve the ultimate goal of working less and earning more.
• Abundance vs. scarcity mindset

Resources

Connect with John Ray

Website, Facebook, Email, The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices book, and The Price And Value Journey Podcast

Connect with Meg

Explore our mentor program! Now enrolling for Fall 2026! Click here for more information!

Learn more about the STaR Coach Community. We would love for you to join us!

Explore past episodes and other resources at www.STaRcoachshow.com.

Mentioned in this episode:

Mentor Program

If you're working toward your ACC or PCC credential, or if it's time to recertify your ACC mentor, coaching isn't just a requirement on a checklist. It's one of the most transformative investments you can make in yourself and your coaching. I've taught or mentored over 2000 coaches, and I hear the same thing again and again. I came because I had to, and I am so glad that I did. Coaches tell me they walk away with renewed energy, deeper confidence and a community of peers who genuinely support each other. Here's what you need to know right now. Mentor coaching must span a minimum of three months, so the time to start is not when your credential is just about to expire. And if you complete your hours in 2026, you get ahead of the upcoming ICF changes, which means peace of mind along with skill development. My fall cohort is already filling up. Every group is capped at ten.