Most coaches undercharge. They price based on what feels comfortable rather than what their services are worth. The result? They work too hard, attract price-sensitive clients, and burn out wondering why coaching doesn't pay better.

Pricing isn't just about money—it's about positioning, commitment, and sustainability. Here's how to get it right.

Why Coaches Undercharge

Before fixing your pricing, understand why you might be undercharging:

  • Imposter syndrome - "Who am I to charge that much?"
  • Comparison to therapy - Therapy rates anchor expectations lower
  • Fear of rejection - Lower prices feel safer
  • Hourly thinking - Pricing per hour ignores the value of transformation
  • Lack of confidence - Not fully owning your expertise

The Problem with Low Prices

Counterintuitively, lower prices often hurt your practice:

  • Lower commitment - Clients who pay less invest less effort
  • Wrong clients - Price shoppers rarely become your best clients
  • Burnout - You need more clients to earn the same income
  • Perception - Low prices signal low value
  • Resentment - Underearning leads to frustration

Value-Based Pricing Framework

Stop thinking about what an hour of your time is worth. Start thinking about what the transformation is worth to your client.

Calculate the Value

Ask yourself: What's the outcome my client achieves worth to them?

  • Executive gets promoted → $50,000+ salary increase
  • Entrepreneur grows revenue → $100,000+ additional profit
  • Marriage saved → Priceless (but divorce costs $30,000+)
  • Health transformation → Years of life, reduced medical costs

Your coaching that helps someone earn an extra $50,000/year is easily worth $5,000-$10,000 as a one-time investment.

The 10x Rule

A good benchmark: your coaching should cost about 10% of the value it creates. If you help someone achieve a $50,000 outcome, $5,000 is a fair price. They get 10x return on investment.

Pricing Structures That Work

Package Pricing (Recommended)

Sell outcomes, not hours. A 3-month leadership development package that includes:

  • 12 coaching sessions
  • Comprehensive assessments
  • Unlimited email support
  • Resource library access

Price: $5,000-$10,000

This structure focuses on results, creates commitment, and provides predictable revenue.

Tiered Packages

Offer 2-3 options at different price points:

  • Foundation ($2,500) - 6 sessions, basic assessments
  • Transformation ($5,000) - 12 sessions, full assessments, unlimited support
  • Elite ($10,000) - 24 sessions, VIP access, intensive support

Most clients choose the middle option. The premium option makes the middle feel reasonable.

Retainer Model

For ongoing coaching relationships:

  • Monthly retainer ($500-$2,000/month)
  • Includes set number of sessions
  • Between-session support
  • Predictable income for you

How to Raise Your Prices

If you're currently undercharging, here's how to increase rates:

For New Clients

Simply quote your new rate. You don't need to justify or explain. State your price confidently and wait for a response.

For Existing Clients

Give 30-60 days notice. Frame it positively:

"I'm updating my rates to [new price] starting [date]. This reflects the continued investment I'm making in my training and the results we're achieving together. I wanted to give you advance notice so you can plan accordingly."

Grandfather Selectively

You may choose to keep existing clients at current rates temporarily. But don't feel obligated—your time is worth the same regardless of when someone started.

Communicating Your Prices

Don't Apologize

State your price and stop talking. Silence is powerful. Let the client respond.

Focus on Value

If asked to justify, redirect to outcomes: "My clients typically achieve [result]. What would that be worth to you?"

Offer Payment Plans

If price is a barrier for good-fit clients, payment plans make higher prices accessible without discounting.

Using Stronghold for Professional Pricing

Stronghold helps you present pricing professionally:

  • Proposals - Send beautiful, branded proposals that outline packages and pricing
  • Payment processing - Accept credit cards and set up payment plans
  • Package tracking - Monitor session usage and package status
  • Invoicing - Professional invoices for clients who need them

Your Next Step

Audit your current pricing against the value you provide. If you're charging $150/hour for coaching that creates $50,000 outcomes, you're leaving money on the table—and probably attracting less committed clients.

Raise your prices. Attract better clients. Do better work. Build a sustainable practice.