How to Design Executive Coaching Packages That Sell (and Scale)

If you’re just finishing your coaching qualification, still doing your free coaching hours, or you’ve been executive coaching for a while but you’re ready to build something more scalable, this article is for you.

Designing your executive coaching packages is one of the most important things you’ll do in your business. Get it right and clsoing discovery calls become much easier. Get it wrong and you’ll keep second-guessing your pricing, confusing potential clients, and wondering why it’s not converting.

In short… A well-designed executive coaching package starts with your ideal client, not with you and what you can offer. You build your biggest possible signature program first, then break it down into two or three logical packages. Most executive coaches who redesign their programs this way increase their rates by 50 to 300%… not by charging more for the same thing, but because the structure itself starts to reflect the value they were already delivering.

Here’s how to do that, step by step.

Who Is This Executive Coaching Package Actually For?

Defining Your Ideal Client for Your Executive Coaching Package

You’ve probably heard this a million times. You’re going to hear it from me too, because it genuinely is the foundation of everything.

Before you can design your executive coaching package, you need to know who it is for. Not vaguely, but specifically. If you’re an executive coach, you already know broadly that you’re working with executives, managers, or ambitious leaders. That’s a start. But try to narrow it down to a phase of their career or a particular set of struggles they’re dealing with.

The sweet spot is when that focus also aligns with your own strengths and life experience. When it does, you have something that’s easier to sell and easier to deliver because you’re drawing on what you genuinely know.

If you’re still stuck on niching and haven’t built a customer journey before, that’s a separate conversation, one worth having before you go any further. Book a Clarity Call here at stephaniefiteni.com/call

Why Your Executive Coaching Package Has to Start With Their Struggles

Once you know who you’re working with, the first thing to do is list the struggles your ideal client is dealing with.

This is where a lot of coaches trip up. You’re excited about your process. You have an innovative approach and you’re proud of it, but before someone starts working with you, they don’t know what they need. They know what they’re feeling. They know what’s keeping them up at night. They don’t yet know what the real solution is and certainly don’t understand your methodology.

So when you define the struggles and the outcomes for your executive coaching package, you have to stay in their shoes. Write it in their language, not yours. This can be hard, but you can speak to prospective or past clients, maybe even people you’re coaching for free, to understand their perspective before actually picking a coach. If you use coaching jargon or describe the problem the way a coach would see it or speak coaching language, you’ll struggle to connect with people in your marketing too. And you’ll struggle to sell on discovery calls.

One of the best ways to do this properly is to actually spend time with the people you want to work with. If you’re aiming to work with founders or first-time CEOs, make sure your free coaching or early paid work is with people in that world, not just fellow coaches. It can be tempting to coach other coaches when you’re starting out, and that’s fine for practice, but it won’t give you the insight you need into your actual target audience.

If you’re not there yet, run a short survey or ask for 15 minutes of someone’s time to interview them. Offer something useful in return. Getting inside the head of your ideal client at this stage is worth more than any course or template.

Start With Outcomes When the Struggles Feel Hard to Define

Some people find it easier to start from outcomes rather than struggles. That works just as well.

List out the dreams and goals of your ideal client. What do they actually want? Then flip it: the struggles are simply all the obstacles that are stopping them from getting there, either way works. What matters is that you end up with a clear picture of both, written in the client’s language.

How to Design Your Executive Coaching Packages: The Signature Programme Method

Step 1: Build Your Signature Executive Coaching Package First (Forget Limitations)

Here is the process I use with all of my clients, and it starts in a way that might feel counterintuitive.

Before you worry about what’s too long, too expensive, or too time-intensive for your clients. Forget all of that. Sit down and design the ideal program. The one where, if you could help someone with every struggle they have and take them through every stage of the journey, what would that look like?

Write it out. What are the timescales? Six months? Twelve months? What happens in the onboarding? What does month one look like versus month three? What kind of support do you include? Emergency calls, tools, check-ins? What are the stages/phases hey go through?

This becomes your signature program. It is the complete journey you could take your ideal client through if time and budget were no object.

Think of it this way: if you’re working with founders facing burnout, some of them will come to you at the early-symptom stage. Others will have already hit the wall. The person who has hit the wall needs the full program. The person who is feeling early warning signs might just need the first part of it. When you design the full thing first, you’ll see naturally where those entry points are.

My client Sarah from San Francisco was a previous medical doctor turned life coach turned executive coach. She wanted to match her previous income as a doctor and wanted to create executive coaching packages that gave her the possibility to achieve her financial goals while making an impact on other people’s lives. Her group programs were not very well-matched to the executive coaching industry. Her ideal clients were CEOs and top-level managers. This meant that they were used to a high-end lifestyle where customization and 1:1 attention are natural. She moved away from her ‘price conscious’ group coaching packages and created a high-end signature program that catered to every need of her ideal customer’s journey. The duration of the program and the structure we defined together helped her create an offer that, although it cost a lot more than she was used to, delivered so much value that it was a no-brainer for her prospects. She went from charging $600 a month to selling $8,000 packages almost overnight to the same prospects more easily. It isn’t hard to sell executive coaching – companies know the ROI executive coaching brings to organizations.

Step 2: Break Your Executive Coaching Package Into Smaller Programmes

Once your signature program exists on paper, you’ll usually find that it has two or three natural sections inside it. Those become your packages.

They can be sequential, where someone starts with package one and progresses to package two, or they can be standalone, each addressing a different version of the same problem.

For example, you might have a burnout recovery package and a work-life balance package. On the surface they look different, but they might share a lot of the same framework underneath. You could also wrap the same core program in different contexts. A burnout prevention package for founders who are heading toward burnout and don’t yet know it, or a performance and focus package for leaders who need to show up at their best for a funding round. The packaging core value of what you offer stays consistent, but the name and struggle it is based on change.

This approach also makes discovery calls much simpler. You spend time genuinely discovering where someone is on their journey, and then you can immediately see which package fits them, and make a confident recommendation.

How Many Executive Coaching Packages Should You Offer?

No more than two, ideally three at an absolute maximum.

I know it’s tempting to keep creating packages. But too much choice overwhelms people. When someone is already dealing with a lack of clarity (and that is often why they’re seeking a coach), presenting them with five options is not helpful, it causes overwhelm.

When you get on a discovery call, your job is to go in with one clear recommendation. “This is the package for you, and here’s why.” If they’re not sure, or they want to start smaller, then you can talk through alternatives. But always lead with your best recommendation first, because as a coach, you’re the one guiding, even during the sales conversation.

What Should an Executive Coaching Package Include?

A well-structured executive coaching package covers:

• A defined outcome – what the client will have achieved or be able to do by the end
• A clear timeframe – typically three, six, or twelve months for 1:1 executive coaching
• Session frequency and format – how many sessions per month, how long, how they are delivered (video, in person, hybrid)
• Between-session support – email access, voice notes, emergency calls, or a defined response window
• Tools and resources – frameworks, assessments, worksheets, or reading relevant to the programme
• Onboarding process – how the client gets started and what you need from them before session one
• Milestones or check-in points – key moments in the programme where progress is reviewed

One thing worth knowing: your program structure affects how premium and how accessible your package feels, even before the price is mentioned. The same number of coaching hours packaged over six months with clear milestones reads very differently to a block of sessions with no structure. How you break down sessions, support, and stages is part of what signals value.

Here are some clear samples of executive coaching packages, starting with an indication of market prices for executive coaching in the US:

1. Executive Leadership Breakthrough ($9,500)
2. Strategic Leadership Transformation ($18,000)
3. Executive Mastery Partnership ($30,000)
4. Next-Level Leader Program ($4,500 per participant)
5. Culture Transformation Partnership ($30,000-$50,000)

Executive Coaching Packages Examples

Review the coaching package examples below to get ideas for your own. These are real packages from real clients, so do not copy to the letter.

Emerging Leaders

Team & Culture Transformation

How to Price Your Executive Coaching Packages

Pricing is where a lot of coaches get stuck. Most of the time, it is not that they do not know what they should be charging. It is that they do not yet have the confidence or the portfolio to charge it.

Something I see consistently with my clients: most executive coaches who go through the process of properly redesigning their packages end up increasing their rates by 50 to 300%. Not because they added anything new, but because the structure they were using before was underselling what they were already delivering. When the package looks and feels like a premium offer – clear stages, defined support, meaningful outcomes – the price of the coaching package follows naturally.

Your program structure can feel more premium or more accessible depending on your session breakdown, duration, and fee structure. A six-month program invoiced monthly feels very different to the same program sold as one upfront payment, even if the total is identical. Think carefully about how the structure itself communicates value.

Here is a practical way to approach pricing when you are starting out or moving up:

Start at an entry price you can confidently defend. Set yourself a target. Start by selling your first five packages at this price. Once you close 10 clients, you move up. Then set a new target and move up again.

This does two things. It validates your pricing in the real market (if five people say yes without hesitation, you are probably undercharging). And it builds your confidence step by step so that by the time you are charging premium rates, you can do it without hesitation.

Confidence in your pricing is not a mindset trick. It comes from having done the work, helped real people, and seen the results. The pricing ladder gives you a structured way to build that as you go.

My pricing journey: I started off at $100 an hour, which I thought was high because back then (in 2014) this was what a local law firm would charge in my country. I soon started getting conflicting messages from clients. Some were happy I was cheap and lapped it up. Others told me I needed to put my prices up. But I knew I also needed to up my perceived value if I were going to sell at higher prices.

So I worked hard on learning sales psychology and positioning strategy and created a ‘game’ that helped me comfortably and confidently increase my prices. I gave myself a scoreboard. Level 1: 10 clients at $100/hr Level 2: 10 clients at $165/hr Level 3: 10 Clients at $200/hr Level 4: 8 clients at $250/hr Level 5: 6 clients at $300/hr Level 6: $350/hr Selling it in tiers and game levels helped because at every stage I had enough cash flow to take the risk with the next pricing tier. And it became a challenge. Each step felt like a sprint, which is very motivating.

It also forced me to think at every step – how do I convey and give more value, and how do I make the fee structure more doable for my audience…

How to Present Your Executive Coaching Package on a Discovery Call

On a discovery call, your job is to discover, not to pitch. Spend the majority of the conversation understanding where this person is on their journey.

Once you understand that, make one recommendation. Not three options. One. “Based on what you’ve told me, I think this package is the right fit for you, and here’s why.”

If they are not ready for that, or they want to start smaller, then you can introduce an alternative. But go in with your best recommendation first. People who are seeking coaching are often dealing with a lack of clarity and overwhelm. Adding more options does not help them. Making a clear, confident recommendation does.

Summary

Designing executive coaching packages that sell is a process, not a guessing game. Start with your ideal client and the customer journey they go through. Build out your signature program. The full version, without limitations, and then break it down into two or three logical packages. Price in stages as your confidence and portfolio grow. And remember: the structure of your package signals value before the client even looks at the price.

If you want to build your first executive coaching packages or redesign the ones you have, book a discovery call and we can map out what makes sense for your business and your clients. https://www.stephaniefiteni.com/call

Frequently Asked Questions About Executive Coaching Packages

About the Author:

Hi, I’m Stephanie, a Marketing Coach and Online Business Mentor for Coaches  I’m the creator of the Profitable Content Marketing Method™ and help coaches generate more leads and clients through organic and paid marketing whilst helping them build a business that makes good money with ease. My clients get fully booked with just a handful of enjoyable marketing hours per week!

I have over 15 years of experience building businesses, growing website traffic, writing blogs, creating social media campaigns, and generating leads for my clients. I also managed my own full-service marketing agency (with 15+ employees) for over 12 years.

More recently I have built my own global online coaching business from scratch and have now been running it for 10+ years, coaching coaches online.

I can teach you how to create content and get consistent leads that will convert into discovery call bookings every time. Say goodbye to the feast and famine cycle for good.

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