How to Price Your Coaching Program Without Underselling Yourself: The 5-Minute Framework
You’re staring at your laptop screen again, aren’t you? Cursor blinking in that pricing field, while your brain spirals through the same exhausting questions: “What if I charge too much and no one signs up? What if I charge too little and can’t pay my bills? What if that coach down the street with half my experience is charging more?”
Stop right there.
You’re not broken. You’re not bad at business. You’re just using the wrong framework: and it’s costing you thousands every month.
Most coaches price their programs like they’re selling widgets at Walmart, focusing on what everyone else charges or what feels “fair.” But here’s what no one tells you: Your pricing isn’t about fairness. It’s about value, transformation, and the confidence to own your worth.
The 5-minute framework I’m about to share will end your pricing paralysis forever. No more second-guessing, no more leaving money on the table, and definitely no more charging less than coaches who deliver half your results.
The Fatal Flaw in Traditional Pricing Advice
Every pricing guide you’ve read tells you to “research your competition” and “price competitively.” This is exactly why you’re stuck.
When you price based on what others charge, you’re already losing. You’re positioning yourself as interchangeable, forgettable, and: here’s the kicker: you’re probably undercharging by 40-60%.
The coaches making six figures? They stopped caring about competitive pricing years ago. They price based on outcomes, transformation, and the specific value they deliver. They’re not selling coaching hours: they’re selling results.
The 5-Minute Pricing Framework: Stop Guessing, Start Earning
Set a timer. Seriously. Five minutes is all you need to transform your pricing strategy from wishy-washy to confident and profitable.
Minute 1: The Reality Check Question
Ask yourself: “What measurable outcome do my clients achieve, and what is that worth to them?”
If your career coaching helps someone land a $10,000 salary increase, your program is easily worth $2,000-3,000. If your business coaching helps an entrepreneur generate an extra $50,000 in revenue, charging $5,000-8,000 is conservative.
Write down the specific dollar amount or life change your clients typically experience. This becomes your value anchor: the foundation everything else builds on.
Minute 2: Cost Floor Calculation
Here’s your non-negotiable minimum: Calculate what it actually costs you to deliver results.
Time investment: How many hours do you spend per client (including sessions, prep, follow-up, and admin)? Multiply by your desired hourly rate.
Additional costs: Tools, platforms, materials, and any subcontracted work.
Profit margin: Add 40-60% minimum. You’re running a business, not a charity.
This number is your absolute floor. Anything below this means you’re paying clients to work with you.
Minute 3: Experience Level Reality Check
Your pricing should reflect where you actually are, not where you wish you were:
New coaches (0-10 clients): $1,500-3,000 for 3-month programs
Established coaches (10+ clients, proven results): $3,000-8,000+ per program
Expert coaches (50+ clients, measurable outcomes): $8,000-15,000+ per program
Stop apologizing for being new, and stop undercharging if you’re experienced. Your clients care about results, not how long you’ve had your certification.
Minute 4: Package Structure Decision
Forget hourly pricing. Package pricing is where real money lives.
Choose your primary structure:
- Transformation Package (8-12 weeks): Perfect for specific outcomes
- Intensive Sprint (4-6 weeks): High-touch, rapid results
- Ongoing Partnership (6+ months): Deep, sustainable change
Each structure serves different client needs and different price points. Pick one as your signature offer and price it confidently.
Minute 5: The Confidence Commitment
Write this down: “I will charge [X amount] for my [specific program] because my clients receive [specific outcome] worth far more than my investment.”
That’s it. No more research. No more comparing. No more second-guessing.
Real Numbers: What Coaches Actually Charge (And Why You Should Too)
Let’s get specific about coaching business pricing strategy, because vague ranges aren’t helpful when you’re trying to pay your bills.
Life/Personal Development Coaching:
- Single sessions: $150-400
- 3-month packages: $2,500-6,000
- 6-month programs: $5,000-12,000
Business/Executive Coaching:
- Monthly retainers: $2,000-8,000
- Quarterly packages: $8,000-25,000
- Annual partnerships: $25,000-75,000+
Career/Leadership Coaching:
- Job search intensive: $1,500-4,000
- Leadership development: $3,000-10,000
- Executive positioning: $8,000-20,000
Specialized Coaching (health, relationships, etc.):
- Short-term programs: $1,200-3,500
- Transformation packages: $3,000-8,000
- Luxury programs: $8,000-20,000+
Notice what these numbers have in common? They’re all package-based, outcome-focused, and priced for profit.
The “But What If” Objection Destroyer
“But what if no one pays that much?”
Wrong question. The right question is: “Who needs these results badly enough to invest properly?” Your ideal clients exist: you just haven’t found them yet.
“But what if I’m not worth that much?”
Your worth isn’t determined by your insecurity. It’s determined by your results. If you’re delivering transformation, you’re worth the investment.
“But what if they can get coaching cheaper elsewhere?”
Perfect. Let price shoppers go to cheaper coaches. You want clients who value results over bargains.
“But what if I price myself out of the market?”
You can’t price yourself out of the right market. You can only price yourself into better clients who actually implement and get results.
The Implementation Reality: From Framework to Bank Account
Here’s how to price your coaching program without underselling yourself, starting today:
Step 1: Use the 5-minute framework above to set your new pricing.
Step 2: Update your discovery calls to focus on outcomes and transformation, not features and processes.
Step 3: Practice saying your new prices out loud until they feel normal.
Step 4: Test your pricing with three potential clients this week.
Don’t wait for perfect confidence. Confidence comes from taking action, not from endless preparation.
Advanced Pricing Strategies That Separate Six-Figure Coaches
Once you’ve mastered the basics, here’s how to price coaching programs like the professionals:
Value-based pricing tiers:
- Good: Solves the immediate problem
- Better: Includes implementation support
- Best: Adds ongoing accountability and advanced strategies
Payment structure psychology:
- Annual payments: 15-20% discount for cash flow
- Monthly payments: Higher total investment, easier commitment
- Quarterly payments: Balance of commitment and cash flow
Scarcity and exclusivity:
- Limited spots per quarter
- Application-only programs
- Waitlist for popular programs
These aren’t tricks: they’re professional business practices that honor both your expertise and your clients’ need for clear investment options.
Your Next Move: From Undercharging to Overdelivering
You have everything you need to price your coaching programs confidently. The framework is clear, the numbers are real, and the only thing standing between you and profitable pricing is action.
Stop researching. Stop comparing. Stop apologizing.
Your clients need what you offer, and they’re willing to invest properly when you present it with confidence. The question isn’t whether you’re worth it: the question is whether you’re ready to own your worth.
Ready to transform your pricing strategy from scattered to systematic? Operation 6-Figured® has helped hundreds of coaches break through their pricing barriers and build sustainable, profitable businesses. Because when you price with confidence, everything else in your business gets easier.
Your transformation starts with confident pricing. And confident pricing starts now.
Ready to Take the Shortcut to Sustainable Systems?
If you’re done with trial and error and ready to build with proven frameworks and strategic guidance, here’s what’s next:
Book a Clarity Call with Lisa Benson. Let’s map out your next 90 days with tactical strategy, not theory. We’ll look at where you are, where you want to go, and exactly what needs to happen to get there.
Start with the 9-Line Business Roadmap. Get the framework that helps women service providers scale to consistent $5K-$15K months without burning out or sacrificing boundaries.
Learn About Operation Six-Figure. Our signature coaching system installs repeatable systems for growth—so you can lead like a CEO instead of a scrappy solopreneur barely keeping up.
