Nobody Knows What to Charge… Should I? [S.1-E.52/34]

One of the most common questions coaches wrestle with is, “How much should I charge per hour?” It’s a deceptively simple question, but behind it lies a tangle of doubts, insecurities, and uncertainties.

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Am I charging too much? Will clients think I’m overpriced? Am I undervaluing my services? What if no one pays?

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These doubts can hold even the most seasoned coaches back from claiming their worth. But here’s the truth: your pricing is not just about numbers—it’s about confidence, value, and alignment.

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1.?????? Why Pricing Can Feel So Personal

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Many coaches hesitate to set a price because it feels deeply personal. Pricing can bring up fears of rejection, self-worth issues, or comparisons with others in the industry.

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But here’s the thing: your pricing is not about fitting in—it’s about standing out. When you look to market rates or “what others are charging,” you risk conforming instead of honoring the unique light you bring to the world.

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Your pricing is a reflection of your individuality, your journey, and the transformation you create for your clients.

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2.?????? Shifting the Mindset: It’s Not About Time, It’s About Transformation

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Coaching isn’t about charging for time spent—it’s about the results and transformations you help clients achieve.

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Think about it:

• If a client gains clarity, direction, or life-changing insights in one session, what is that worth to them?
• How much would they pay for the confidence to make a career change, the tools to improve their relationships, or the courage to pursue their dreams?

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Your price should reflect the value you bring, not the minutes on the clock.

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3.?????? Forget Market Rates—Focus on Your Unique Light

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Many suggest checking the “market rate” to decide how much to charge, but let’s rethink that entirely. Your pricing should not be about what others are doing—it should be about the unique value you bring.

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Ask yourself:

• What’s in your toolbox? What expertise, experiences, and insights do you bring to your clients?
• What transformation do you create? What shifts, breakthroughs, or results do your clients achieve through working with you?
• What feels aligned with your worth? Pricing is an energetic exchange; it needs to feel right for you as well as your clients.

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No matter what you charge, there will always be clients willing to pay for the value and transformation you provide. Your job is to own your worth and trust that the right clients will find you.

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4.?????? Overcoming the Fear of Charging “Too Much”

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It’s natural to worry that higher prices will scare clients away. But here’s the paradox: clients often perceive higher-priced services as higher-value.

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By charging what you’re worth, you’re not just valuing your expertise—you’re also attracting clients who are deeply invested in their transformation. These clients are more likely to show up fully committed, ensuring better outcomes for both of you.

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If you’re concerned about accessibility, consider offering a mix of pricing options, such as group coaching, online courses, or sliding-scale spots, alongside your premium services.

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5.?????? What Happens When You Undervalue Yourself

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When you charge less than your worth, the impact extends beyond your bank account:

• You risk burnout: Undervaluing your services often leads to overworking to make up the difference.
• You attract less committed clients: Lower prices can attract clients who aren’t fully invested in the coaching process.
• You undermine your credibility: Pricing sends a signal about the value of your service. Undervaluing yourself can lead others to do the same.

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6. Pricing Is Part of Your Legacy

Your pricing isn’t just about your income—it’s about the energy, time, and expertise you bring to the coaching relationship. When you set a price that aligns with your value, you’re creating a sustainable foundation for your business and your impact.

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Remember, charging what you’re worth isn’t selfish—it’s responsible. It ensures that you have the resources to keep growing, learning, and serving your clients at the highest level.

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Conclusion: Claim Your Value

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The next time you find yourself asking, “How much should I charge?” pause and reflect on this: Your price isn’t just a number; it’s a declaration of the value you bring to the world.

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Forget the market rate. Instead, look inward—your journey, your expertise, your unique gifts—and set a price that reflects your worth.

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Clients don’t just pay for your time—they pay for your wisdom, your guidance, and the results they achieve because of you.

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So, what’s your worth? The answer lies in the impact you create.

"When you undervalue what you do, the world will undervalue who you are." – Oprah Winfrey