Pricing is where many coaches get stuck. Fear of rejection pushes them to set prices too low.
Pricing is easier to stand behind when you can point to the full client experience and how you run the business, not a single number with no context.
→ How to earn more as an online coach (systems, not more panic hours)
→ A plain-language guide to the online coaching business
In this article we go through how to calculate a real price and how to talk about it without fear.
Why low pricing does not attract clients
A low price sends the wrong signal. A client paying 50 euros engages less than one paying 200.
A higher price attracts serious clients who want results. Less churn, less explaining.
How to calculate your minimum price
- Hours per week you want to spend on coaching
- Subtract 30 to 40 percent for paperwork and marketing
- Multiply the rest by your target hourly rate
- Divide by the number of clients you can manage
- That is your minimum price per client
Use more than one package
One package means everyone pays the same. Two or three packages let clients choose their level.
Example: Basic 99 euros, Pro 199 euros, VIP 399 euros. VIP clients hold revenue, Basic attracts new ones.
How to communicate your price
Price without context sounds expensive. Tie it to a concrete service and a concrete result.
Instead of “199 euros a month”, write “a program that helped 40 clients get stronger, 199 euros a month”.
Raising prices for existing clients
Once a year, with 30 days notice, raise prices by 10 to 20 percent. Most loyal clients accept it without issue.