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Do you remember what you charged for your first career coaching session? Most of us do. And we probably underpriced ourselves. 

Pricing is one of the trickiest parts of running a career coaching business. It’s emotional. It’s murky. And more often than not, it’s based on fear rather than fact. 

We don’t talk about it enough, which means many coaches are left second-guessing their numbers or winging it entirely. 

In this two-part series, I want to take the mystery (and the emotion) out of pricing—and show you what it’s really costing your business. 

Next week, I’ll share some tips for pricing and packaging. 

But first, let’s talk about where so many coaches go off track. 

If you're newer to the field, chances are your rate was a number that “felt right.” 

Not because you had data. Not because it reflected your impact. But because you didn’t want to scare anyone off. 

How many of these beliefs can you relate to? 

● You didn’t want to be “too expensive.”

● You wanted to seem accessible. 

● You were afraid someone might say no. 

So, you picked a number that felt safe. 

And that “safe” number quietly became your brand. 

The problem with the safe number is perception. 

Once you're seen as the budget-friendly coach, it’s hard to shift that perception. Which means you’re making less money than you’d like, and your pricing is now out of sync with your value. 

That gap only grows over time. 

Clients who pay less don’t expect less. 

They still want your best work and all the support that comes with that. 

But when the energy you're giving isn’t matched by the energy you’re receiving, something starts to unravel. 

You may notice you’re: 

● Saying yes to too much 

● Dreading your calendar 

● Frustrated with your clients (even the lovely ones) 

● Wondering if you’re actually cut out for this 

That’s not about the work itself. That’s the misalignment talking. 

And over time, it can erode your love for career coaching. 

You became a coach because you wanted to make a difference.

But when you consistently charge less than what your work is worth, the message you’re sending (to yourself) is: 

“I’m not sure I deserve more than this.” 

Even if you're not saying it out loud, your subconscious is listening. 

Underpricing affects how you show up in discovery calls. 

And if you don’t believe your services are worth it, why would anyone else? Pricing is never just about money. 

It’s about the story you’re telling, about your work, your worth, and what you believe is possible. 

When your fees are too low, you need more clients to meet your income goals. Which means more outreach, more calls, more follow-up, more admin... more everything. 

Before you know it, you're operating like a factory, when what you really wanted was a business built on depth and being present with your clients. 

You didn’t become a coach to manage a client treadmill. 

But low pricing forces your business into one. 

Part of why pricing feels so confusing is that we rarely talk numbers. 

When I started coaching nearly two decades ago, I interviewed 18 different coaches just to understand the landscape. 

And what stood out the most wasn’t the rates, but the regret. 

Almost every coach I spoke to said the same thing: 

“I charged too little when I started.” 

Not one of them regretted raising their prices. 

But nearly all of them regretted how long they waited. 

● You can’t invest in better systems, training, or support 

● You can’t outsource, so you do everything yourself 

● You can’t reduce your client load, even if you’re exhausted 

● You stay stuck in the day-to-day instead of stepping into bigger opportunities 

It’s like quicksand. 

You’re working harder, but sinking deeper. 

Don’t worry, it’s not all doom and gloom. 

If this all feels a little too familiar, take a breath. 

You’re not doing it “wrong.” You’ve just never been shown a better way. In next week’s newsletter, I’ll walk you through how to: 

● Create a pricing structure that reflects your true value 

● Raise your rates in a way that feels ethical and aligned 

● Set boundaries around your time that protect your energy and your income 

You don’t have to settle for less. 

It is possible to build a business that supports you as much as you support your clients. 

See you next week, 

Heather 

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