Pricing Coaching Services with Confidence: Why You’re Worth More Than You Think
Pricing your coaching services isn’t just about crunching numbers. It’s not about copying someone else’s rates or following the vague advice to “charge your worth.”
Pricing is personal. It’s emotional. And right now, in 2025, it’s also more complex than ever before. Between a shaky economy, a trust recession in the coaching industry, and buyers taking longer to commit, many coaches feel pressure to lower their rates just to get clients through the door.
But here’s what I know:
When you anchor your price in clarity, confidence, and alignment — and you can communicate the transformation you deliver — you not only protect your income, you elevate the experience for both you and your clients.
Let’s explore how to do that in today’s market.
The New Pricing Landscape for Coaches in 2025
The Economy — When Clients Hold Tighter to Their Money
Economic uncertainty changes the way people spend. They aren’t necessarily unable to invest, but they are more discerning. Every purchase is weighed against other priorities. People want to feel confident they’re getting lasting value, not just a quick win.
For coaches, this can create a wave of self-doubt: If people are holding back, should I lower my prices so they say yes faster?
Here’s the problem — when you discount just to “fit the market,” you set a precedent that your work is negotiable. You risk creating a race to the bottom where your audience is conditioned to wait for sales or shop purely on price. And once that pattern is set, it’s hard to shift them back into seeing your work as a premium investment.
Instead of reducing your rates, focus on making your value unmistakable. Show potential clients how your work solves problems that matter — problems worth solving even when budgets are tight.
The Trust Recession — When Clients Have Been Burned Before
In the coaching industry, trust is currency. And over the past few years, that currency has taken a hit. Too many people have invested in coaching programs that promised big results but delivered very little.
This has left a lot of buyers cautious. They’ve been burned once, and they’re not eager to risk it again. When they look at your offer, they’re silently asking:
● Can I really trust this person?
● Will they actually deliver what they say?
● Will this be another waste of my time and money?
Your pricing plays into this. When your rates are unusually low for the transformation you’re promising, it can trigger suspicion. People may wonder if you’re inexperienced, cutting corners, or overpromising.
The antidote? Transparency and proof. Show behind-the-scenes glimpses of your process. Share specific client results. Explain the “how” behind your outcomes so clients can see the skill and intention baked into your work. When they understand the depth of your offer, your price makes sense — even feels like a bargain — because they trust what’s behind it.
Longer Decision Cycles — The Patience Factor
Caution in the economy and hesitancy from the trust recession means buyers are taking longer to decide. Instead of joining your program the same week they discover you, they might need weeks or even months of following your content, talking to past clients, or exploring your free resources before they feel ready to commit.
This doesn’t mean your price is too high. It means they’re taking the time to build trust. And in many cases, that’s a good thing. Clients who enter your programs after a thoughtful decision tend to be more committed and engaged because they’ve chosen you intentionally.
One strategy here is to create lower-ticket, lower-commitment offers as trust builders. These might be short workshops, digital toolkits, or a mini coaching package that lets them experience your work without a huge financial leap. When done right, these aren’t “discounted versions” of your main offer — they’re strategic stepping stones that bring people closer to your higher-level work.
The Three Layers of Confident Pricing
Confident pricing isn’t about picking a number that sounds nice and hoping for the best. It’s a layered process — and the order matters. You start with mindset, then you refine your messaging, and finally, you back it up with the math.
1. Mindset — Your Inner Pricing Power
Your price is an energetic agreement between you and your client. It’s the number that says, “Here’s the value of what we’re creating together, and here’s the level of commitment we’re both bringing to the table.”
When you set your price from fear — fear they won’t pay, fear you’re “too new,” fear they’ll walk away — you’re negotiating against yourself before the conversation even starts. You lower your number, hoping it will make the decision easier for them, but it only signals that you’re unsure.
The shift is moving from “What will they pay?” to “What transformation am I delivering, and what is that worth to them?”
I teach my clients to find their full-body yes price point — the number that feels expansive but also grounded. If your price is too low, you’ll feel drained and underappreciated. If it’s so high your nervous system can’t hold it yet, you’ll wobble when you say it out loud. That wobble will translate to your potential client as hesitation, and hesitation erodes trust.
2. Messaging — How You Position Your Price
A price tag doesn’t stand alone — it’s framed by the story you tell about your offer. And vague stories make any price feel expensive.
When you say, “I’ll help you transform your life,” it might sound inspiring to you, but it leaves your client wondering what that actually means for them. The less specific you are, the more your potential client has to work to connect the dots — and the less certain they’ll feel about investing.
Clear, specific outcomes make your price feel logical. Imagine you’re a business coach:
❌ “I help you feel more confident in your business.”
✅ “In 90 days, we’ll restructure your offers so you can book your next three clients without adding more hours to your schedule.”
That second version connects the dots between the price and the outcome. It also shifts the question from “Can I afford this?” to “Can I afford to miss out on this result?”
3. Math — The Grounded Framework
Once your mindset and messaging are in place, the numbers get much easier. This is where you reverse-engineer your price from a place of sustainability.
Start with your income goal — not as a vanity metric, but as the amount you need to cover your living expenses, business costs, and profit margin. Then factor in:
● Delivery time — How many hours are you investing per client, including prep, delivery, and follow-up? This helps you see if your price matches the true amount of time you’re committing.
● Expertise — Your years of experience, specialized training, and unique skill set carry value. Clients aren’t just paying for the hours they spend with you — they’re paying for the depth of mastery you bring.
● Client results — The bigger or more urgent the transformation, the higher the value you can justifiably place on your work.
● Energetic bandwidth — Your energy is a finite resource. Pricing needs to reflect the number of clients you can serve without stretching yourself thin.
● Overhead expenses — This is one many coaches forget. Every offer you sell has a cost to deliver — whether that’s tech tools, software subscriptions, payment processing fees, a VA, or even your own marketing time. Knowing these numbers means your pricing covers not just your personal income but the true cost of running and sustaining your business.
Finally, decide if you’re packaging your services, offering retainers, running intensives, or using a blend. Market rates can inform your decision, but they’re just reference points — not rules. Your goal isn’t to be the cheapest or the most expensive. It’s to set a price that allows you to deliver your best work consistently while keeping your business profitable and sustainable.
The Hidden Costs of Not Charging Your Worth
Underpricing is expensive — and not just financially. It eats away at your energy, your confidence, and even how others perceive your work.
I’ve been there. I’ve poured my best work into projects that weren’t priced to reflect the value I was delivering. I still gave my clients everything I promised, but behind the scenes, there was a quiet resentment. Resentment is a slow leak in your business — you might ignore it for a while, but eventually, it drains your joy.
There’s also a perception cost. I recently someone selling a complete set of custom GPTs for 79 euros. My first thought wasn’t What an amazing bargain. My first thought was, How good could these possibly be? Because I know how much thought, strategy, and refinement go into building GPTs that actually work. The price didn’t communicate value — it communicated “cheap.”
When your price is too low, people will wonder what’s missing. And if your goal is to work with clients who are committed and ready, your pricing has to reflect the seriousness of the transformation you offer.
Holding Your Price in a Tough Market
When money feels tight in the marketplace, the temptation is to lower your prices to “stay competitive.” But discounting as your first move erodes both trust and sustainability.
Instead, focus on adding value: offer a bonus call, an extra resource, or extended access to a group. This lets you keep your price where it belongs while giving clients more reasons to feel confident in their investment.
You can also introduce entry-level options — a short course, a strategy intensive, or a paid workshop — to let potential clients experience your work without a huge initial investment. These are not “discounted” versions of your main offer. They’re stepping stones that build trust and naturally lead to your higher-ticket programs.
And above all, practice patience. In a slow market, people may take longer to say yes, but that doesn’t mean they’re saying no. By holding your price and continuing to nurture the relationship, you position yourself as a trusted, confident leader — and the right clients will meet you there.
The Mindset-Aligned Pricing Framework
When you’re ready to set or raise your prices, follow these steps:
Anchor in your value — Get crystal clear on the transformation you deliver and why it matters.
Articulate it clearly — Use language your ideal clients instantly understand, with tangible outcomes.
Run the math — Make sure your pricing supports both profitability and sustainability.
Practice saying your price — Repeat it until you can say it without flinching or over-explaining.
Hold the boundary — The right clients will respect your price and commit fully to the process.
Signs It’s Time to Raise Your Prices
You’ll know it’s time to raise your rates when:
● You’re fully booked or close to capacity and can’t take on more without sacrificing quality.
● You’ve significantly increased your skills, results, or authority since you last set your rates.
● You’ve added new elements to your offer — more access, better resources, deeper support — without increasing the price.
● You feel drained by the gap between the energy you’re investing and the money you’re receiving.
If any of these resonate, your pricing has fallen out of alignment with the value you’re delivering.
Pricing as a Mirror of Self-Trust
Your price isn’t just a financial decision — it’s a reflection of your clarity, your self-trust, and the results you’re willing to stand behind.
When you set your price from a place of confidence, you invite clients who value the work, commit to the process, and show up ready to create real transformation. And when you hold your price — even in a shaky economy, even in a trust recession — you’re not just protecting your income. You’re protecting your energy, your reputation, and your ability to keep serving at your highest level.
Your Next Step
If pricing still feels like a tug-of-war between your head and your heart, you don’t have to figure it out alone.
The OfferMojo Squad is my new AI-powered team of custom offer strategists, and they’re here to help you structure, price, and position your offers with precision and heart:
● Kate, our offer builder, will help you create packages and pricing that are both profitable and energetically aligned.
● Theo, our messaging wizard, will help you position your offer so its value is obvious — and worth every penny you charge.
● And there are more assistants you’ll want to meet, each designed to help you refine your offers from the inside out.
We’re opening the waitlist now. If you want your offers, pricing, and messaging to feel like a full-body yes — both for you and your clients — join us.
