How to Price Coaching Packages Without Undervaluing Your Work or Scaring Off Clients

You became a coach to help people transform their lives—not to spend hours second-guessing your prices.

And yet, here you are.

You’ve finished your training, you’ve built your skillset, and maybe even helped a few clients already. But when it comes to actually setting your rates, the inner conflict begins:

• “Am I charging too much?”
  
  

• “What if no one pays for this?”
  
  

• “What if I’m undercharging and burning out?”
  
  

• “Should I list my prices or wait until a discovery call?”

You’re not alone. One of the most common blocks certified coaches face is how to price coaching packages in a way that feels fair, sustainable, and attractive to clients.

In this blog post, we’re going to unpack:

• Why pricing is such a sticking point for new and seasoned coaches alike
  
  

• The real cost of underpricing your services
  
  

• A simple, value-based framework for pricing with confidence
  
  

• How to test and tweak your prices without losing integrity
  
  

• And how Love2Coach can help you attract clients while keeping 100% of what you earn

Let’s remove the guesswork so you can start getting paid what you’re worth.

Why Pricing Feels So Hard for Coaches

Let’s face it: most coaches didn’t get into this work because they love spreadsheets, market research, or sales psychology.

You became a coach because you care about people.

But that compassion can backfire when it comes to setting prices. Many coaches—especially those who are new—fall into one of the following traps:

• The "Who am I to charge that?" trap
  You downplay your value because you're still building confidence.
  
  

• The “Let me keep it affordable” trap
  You try to serve everyone and end up exhausting yourself.
  
  

• The “I’ll figure it out later” trap
  You avoid the pricing conversation and let potential clients drift away.

The result? You attract the wrong clients, give away too much for free, or work for rates that barely cover your time—let alone build a business.

It’s time to stop guessing and start pricing strategically.

The Hidden Cost of Underpricing Your Coaching Services

When you underprice, it doesn’t just hurt your income. It sends a message—consciously or not—that your services aren’t valuable.

And here’s what happens:

• Prospective clients hesitate, wondering “Why is this so cheap?”
  
  

• You attract more price-sensitive clients and fewer committed ones
  
  

• You work harder for less, risking burnout and resentment
  
  

• You hold back from promoting your services because deep down, you know your pricing doesn’t reflect your worth

Your time, energy, and expertise are valuable. If you don’t price accordingly, no one else will.

How to Price Coaching Packages: A Practical, Value-Based Framework

Let’s break down a sustainable way to price your packages that aligns with your worth, attracts the right clients, and feels good to promote.

Step 1: Start With the Transformation, Not the Time

People don’t buy coaching—they buy results.

Instead of thinking, “I’m charging for 60 minutes of my time,” ask yourself:

• What is the problem I’m solving?
  
  

• What is the transformation I’m guiding people through?
  
  

• What is it worth to someone to overcome this challenge?

For example, if you’re a mindset coach helping women overcome self-doubt and finally go after their goals, what is that worth to your ideal client? Increased income, confidence, better relationships?

When you base your pricing on outcomes, not hours, your rates become easier to justify—and easier to receive.

Step 2: Structure Clear, Outcome-Focused Packages

Instead of offering open-ended hourly sessions, create clear packages that reflect the journey you help clients go on.

Example packages:

• Clarity Starter Package: 3 sessions to get unstuck and define your next chapter
  
  

• Confidence Accelerator: 6-week program to build self-trust and create an action plan
  
  

• Deep Dive VIP Coaching: 3-month transformation with weekly calls and ongoing support

Each package should include:

• Duration (weeks or months)
  
  

• Number of sessions
  
  

• Access or support between sessions (if any)
  
  

• Specific outcomes or goals

This not only helps your client understand the value—they’re also more likely to commit and follow through.

Step 3: Choose a Pricing Tier That Aligns With Your Stage

You don’t have to charge £3,000 for your first offer. But you also don’t need to stay at £40 per session forever.

Here’s a realistic tiered approach:

• Starter Coaches (0–6 months): £300–£800 per package
  
  

• Growing Coaches (6–18 months): £800–£1,500 per package
  
  

• Established Coaches (18+ months with testimonials): £1,500–£3,000+ per package

Use these numbers as guides, not rules. Your pricing should reflect:

• Your niche (career coaching may differ from relationship coaching)
  
  

• Your results
  
  

• Your level of access (do they get you via WhatsApp? Email check-ins?)
  
  

• Your client’s perceived value of the outcome

And remember: it’s okay to start lower and grow. You’re not locked in.

Step 4: Make the Offer Easy to Understand and Easy to Buy

Once you’ve set your pricing