How to Price Your Coaching (and Raise Rates Without Losing Clients)
A framework for setting coaching prices based on outcomes, not hours — plus the exact script to raise rates without losing clients.
Most coaches undercharge because they price by the hour. But clients don’t buy hours — they buy outcomes. The plumber isn’t paying for the wrench.
Price the Outcome, Not the Time
Take your client’s target outcome (a promotion, a relationship, 20 lbs lost) and estimate the financial or emotional value of that result. Price at a fraction of that value — typically 5–15%.
| Model | What you charge | Best for |
|---|---|---|
| Hourly | $100/hr | Nobody. Ever. |
| Package | $1,500 for a 6-week result | Most coaches starting out |
| Outcome | 10% of the value created | Established, proven results |
The Raise Script
When you’re ready to raise rates, don’t apologize. Announce it to existing clients with a grandfather clause:
“My rates go to $X on [date]. You’re locked at your current rate for as long as you stay. New clients pay the new rate.”
Existing clients stay. New clients pay more. Nobody leaves.
What Not to Do
- Don’t discount to “close the sale” — it trains clients to negotiate forever.
- Don’t bundle unlimited access you’ll resent.
- Don’t raise rates silently and hope nobody notices — transparency builds trust.
The 3-Minute Action
Write down your current rate. Write the outcome you deliver. Multiply that outcome’s value by 0.10. That’s your floor. Publish it.
The raise is a sentence. Payment plumbing is how you collect it.