How to price your coaching services
Without losing sales or undervaluing your work
As a coach, you’re not just selling a service — you are the product.
Here’s what you need to do in brief and why this works
- Research market rates and decide which pricing model (hourly, package, or value-based) fits your business.
- Calculate your desired income and work backward to find your minimum rate.
- Start with a “beta price” to build confidence, then raise your prices as your results and demand grow.
- Charge for transformation, not time.
and now let’s dive into the details of the steps
Step 1: Understand Your Value and the Market
My first instinct was to price my coaching based on what I thought I was “comfortable” pricing. At that time, I had invested around $14,000 in coaching and mastermind training, but I quickly realized that what I spent didn’t necessarily reflect what my clients gained from working with me.
I didn’t feel aligned with the pricing based on my costs, so I looked at local high-ticket service-based businesses instead.
That’s how I came up with my first price: $650 for 6 sessions, roughly equivalent to the hourly rate of a top Maltese law firm.
And guess what?
Some of my clients told me I was too cheap.
And they were right.
My clients were making way more than that from working with me, and I could feel the disconnect every time I said the price out loud.
So I called it what it was a Beta Price.
And slowly climbed up from there.
Today you also have the advantage of AI. You can use ChatGPTs research mode, Gemini or Claude to understand how much your competitors are charging and get and get an idea of what you should be charging. However be careful to give AI tools the right comparison information you need.
Here’s a sample prompt you could use…
PROMPT
“Role: Act as a market research analyst specializing in the coaching industry.
Context: I am a coach in the [INSERT NICHE – e.g. life coaching, executive coaching, health coaching, ADHD coaching, relationship coaching] space. I want to understand how much my competitors charge based on their level of experience.
Task:
Research and analyze current pricing for coaches in my niche, grouped by experience level:
Beginner coaches (0–2 years experience, newly certified, small audience)
Mid-level coaches (3–6 years experience, established practice, testimonials, some authority)
Senior / expert coaches (7+ years experience, strong brand, books/podcasts/speaking, high demand)
Instructions:
Use publicly available data (websites, sales pages, program descriptions, interviews, directories, and industry benchmarks).
Include 1:1 coaching, group programs, and packages where available.
Distinguish between hourly rates, monthly retainers, and program-based pricing.
Note geographic differences if relevant (US, UK, EU, global/online).
- Identify what non-experience factors most strongly influence higher pricing in my niche
(e.g. niche specificity, outcomes promised, brand authority, delivery format, credentials).Output format:
A pricing range table by experience level
5–10 real examples (coach name, niche, experience level, offer type, price)
Key patterns and trends (e.g. when coaches stop charging hourly, common price jumps, premium positioning signals)
A short pricing positioning recommendation for a coach at my experience level: [INSERT YOUR YEARS OF EXPERIENCE]
Goal:
Help me benchmark my pricing realistically and identify where I can confidently position myself in the market without underpricing or overreaching.
Include some rationale to help me if I had to consider premium/high-ticket pricing.”
Step 2: Calculate Your Coaching Rate (and why “Beta Pricing” Works)
When I chose my beta price, I wasn’t trying to undercharge — I was testing my comfort zone. “Beta” is a word software companies use for a test version of a product. It means: “This is valuable, but it’s still evolving.” That mindset helped me detach emotionally from my price.
How to Calculate Your Rate
- Decide your desired annual income: e.g., $100,000.
- Divide by 12: to get your monthly goal ($8,333).
- Estimate your monthly client capacity: e.g., 5 clients.
- Divide monthly income by clients: your minimum package price ≈ $1,667.
Then, add a little margin for preparation, materials, and admin work — not just live sessions. That’s your true rate.
When I booked my first 10 clients at my beta price, it gave me practice, and cash flow.
This in turn gave me the confidence to double my prices.
Those next 10 clients signed up even faster.
So, I doubled it again — $1,500.
And then again up to $3,997 for 3 months.
People still said, “You’re too cheap.”
That’s when I realized pricing isn’t just math. It’s also about positioning and alignment with your ideal clients.
Also because I was teaching clients how to get leads and build a business, I felt like I needed to hit 6 figures as fast as possible.
But after some experimentation I found that this was my ‘happy place’ – I want to help as many people as possible whilst keeping my earning at 6 figures. Once I found the prices that kept me fully booked most of the time, I decided to stick with them and only increment based on expenses and inflation.
I can make the same money in less time with higher prices, but my higher goal is to help more people. It helps to know yours. If you’re a mom with little time, you may sway towards higher pricing. You pick the best option for you.
Why Beta Pricing Works
- It lets you gain confidence while validating your offer.
- You attract clients who understand it’s an introductory rate.
- You build momentum and testimonials fast.
- You can raise prices naturally without awkwardness.
If you price too low, serious clients assume you’re inexperienced. If you price too high too soon, your confidence will wobble as you hear yourself say the price out loud on the discovery call, and prospects will feel it. They will think and feel something is off.
Finding the sweet spot that is in line with your comfort zone is what will make the pricing work, no matter what the price is.
It’s important it’s a price you can sell at.
Then you can grow your prices as you go along.
The more you sell the more confident you will be of your sales skills and the more coaching results you deliver the more you will be confident it is for the greater good of both. This will help you raise your prices more effortlessly.
Step 3: Adjust Your Pricing as You Grow and add a little gamification for added fun
Once I filled my first 10 spots, I felt ready to double my price.
I had enough cash flow to take the risk and proof that people wanted what I was selling.
After I hit my next goal, I created a longer, more supportive package…
A 3-month coaching package for $3,997, because my clients needed more time and a secondary strategy that would yield leads fast while they grow their organic leads.
To validate my next move, I researched industry averages. Most coaches were charging between $1,500 and $2,500 for a 6-week package, so I priced mine at $1,997.
My prices changed based on the packages and tiers over time, but…
This strategy helped me:
- Hit six figures
- Save for my first group program launch
- Invest in support and systems
And more importantly, I felt grounded about my prices.
Tip: Keep a Pricing Journal
Every time you raise your price, write down:
- What made you feel ready?
- What results did clients get at the previous level?
- What changed in your skill set or demand?
This reflection helps you raise prices from clarity, not comparison.
Bonus: Choosing the Right Pricing Model
| Pricing Model | Description | Best For | Example |
|---|---|---|---|
| Package-Based | Bundle sessions into a program | Coaches focused on outcomes | $1,500–$3,000/6 sessions |
| Value-Based | Price for transformation, not time | Experienced coaches | $3,000–$10,000+ |
| Tiered | Offer multiple levels | Varied client budgets | $1,000 / $3,000 / $5,000 |
Step 4: Focus on Lead Generation Before Perfect Pricing
The biggest mistake I see coaches make? They obsess over pricing before they have consistent leads.
Pricing only works when your sales pipeline works.
You can always revisit your pricing later, but you can’t raise your prices if no one’s booking discovery calls.
Once I focused on creating a reliable system for lead generation, I stopped worrying about whether I was “too cheap” or “too expensive.” The market told me when it was time to raise my rates and I listened.
If you need help setting up a consistent system to bring in new leads, book a free consult with me here.
We’ll map out your visibility strategy so you can grow confidently, and we can work on your pricing and business foundations too.
Frequently Asked Questions
How much should a beginner coach charge?
Start with a beta price that feels aligned, often $500–$1,000 for a short package. Then increase gradually as you gain experience and testimonials.
Should I charge hourly or by package?
Packages work better for transformation-based coaching because clients buy outcomes, not hours. Hourly rates can cap results and income because real change comes from longer-term support and coaching tools, so ideally skip hourly pricing.
How often should I raise my prices?
Every 3–6 months or after 5–10 successful clients, review your results and demand. If you’re consistently booking out, it’s time to raise your rate.
What if I feel uncomfortable asking for higher prices?
That discomfort often means you’re growing. Start with a beta mindset — your price isn’t permanent; it’s a step toward alignment. Don’t raise it so fast that you can’t sell it confidently.
What’s the best pricing model for coaches?
There’s no one-size-fits-all. Package or value-based pricing tends to work best for established coaches, while new coaches can start with hybrid models.
How much should I charge as a life coach?
There’s no single “right” price, but there are clear market ranges:
- 0–2 years: $50–$125 per session or $300–$1,500 for short packages
- 3–6 years: $125–$250 per session or $1,000–$4,000 for multi-month work
- 7+ years: $250–$500+ per session inside programs, with packages commonly $3,000–$12,000+
Is it normal to still charge hourly after several years of coaching?
It’s common, but it’s also one of the fastest ways to cap your income and your clients’ results.
Most coaches move away from hourly pricing once they see repeating patterns, have a clear framework, and want clients committed to transformation. Hourly pricing keeps you busy. Programs create momentum.
When should a coach stop charging hourly?
There’s no magic year, but clear signals include consistent testimonials, repeat clients, ongoing support requests, and the ability to clearly explain what changes over 8–12 weeks. If clients say, “I don’t want this to end,” you’re ready.
How do experienced coaches justify higher prices?
Higher pricing is supported by a clear niche, a repeatable process, strong outcome language, accountability between sessions, and confidence holding clients to higher standards. Prices rise with clarity, not hours.
Why do some life coaches charge $5k–$10k+?
Because they offer depth, not luxury. High-ticket coaches provide multi-month containers, high-touch access or accountability, specific high-value outcomes, and authority signals like experience or visibility. It’s about intensity, focus, and real transformation.
Is it okay to charge premium prices without being famous?
Yes. Most well-paid coaches aren’t famous. Premium pricing comes from niche specificity, audience ability to pay, clear transformation, and confidence in your process. A small right-fit audience outperforms a large vague one.
How much does geography matter in pricing?
Much less than most coaches think. Online coaching has flattened geography, and positioning matters more than location.
How do I know if I’m underpricing?
Common signs include clients saying it’s cheaper than expected, feeling resentment or exhaustion, needing too many clients to feel safe, and avoiding price increases despite steady demand. Underpricing often shows up emotionally first.
What pricing structure supports long-term growth?
Many senior coaches use a price ladder:
- Entry: paid clarity or strategy session
- Core: 8–12 week signature program ($3k–$6k)
- Premium: 6–12 month high-touch container ($7k–$12k+)
Is group coaching worth less than 1:1?
No. Group coaching delivers shared accountability, strong results at scale, and leverage without reducing impact. Pricing typically ranges from $500–$2,500+ per person depending on depth and support.
What’s realistic pricing for a coach with 10+ years of experience?
Market-aligned pricing often includes $250–$500 per session equivalent inside packages, $3,000–$6,000 for a 12-week program, and $7,000–$12,000 for a 6-month container when positioned clearly.
What’s the biggest pricing mistake coaches make?
Pricing based on fear, beginner benchmarks, comfort instead of sustainability, or time instead of transformation. Pricing is a positioning decision — not a reflection of personal value.
Pricing isn’t about the figures; it’s about owning it.
Owning the transformation you offer.
Owning your value.
Owning the way you show up when you say your price out loud.Don’t wait until you feel “ready” to charge what you’re worth; start with a price that feels aligned now, then grow from there. Because your confidence sells more than your price tag ever will.
About the Author
Stephanie Fiteni is a Marketing Coach for coaches and a business mentor for new coaches with over 10 years’ experience working with all kinds of coaches. She helps clients generate more leads and clients through their blogs, websites, and videos by teaching them how to plan content, research keywords, write copy and create content that ranks, engages, and converts. She also helps new coaches succeed at content and business by getting their business foundations right.