What Your Clients Are Really Paying You For
Spring has finally arrived, and we’re officially in Q2 of 2025. As coaches, it’s the perfect time to recalibrate and remember what truly matters in our coaching businesses.
The Value Misconception in Coaching
If you’ve ever found yourself thinking, “Does my coaching offer enough value?” or “Should I be including more modules, Voxer access, or bonus sessions?” you’re not alone. I hear this concern from coaches constantly.
One of my students recently shared something that struck me deeply. She said, “The most bizarre thing happened. I was on a sales call, had my prices listed, and when it came to actually saying them, I sliced them in half. I don’t even know why it came out of my mouth. I just feel like I don’t offer enough value.”
Sound familiar?
Today, I want to offer a complete reframe on what clients are actually paying you for and hopefully provide a recalibration to remind you of the value you already bring to the table.
The Shift Away from Course-Only Models
About six years ago, we hit the peak of the course creation world. While there are still plenty of successful course creators out there, I believe there’s now some collective disappointment around coursework experiences.
Many people (maybe even you) buy courses, get the logins, hop in for five seconds, but never complete them. There’s no real implementation, no accountability, and often not enough support.
This “course commitment fatigue” is fading as people recognize they need real-time support. They’re not interested in buying another course—they want genuine help with implementation.
What Clients Are Really Paying You For
After years of working with coaches and clients, I’ve identified three key components that clients are paying for when they hire you:
1. Proximity
Clients want a direct line to success. They desire a place where they can ask immediate, burning questions when they try to implement changes or create new behaviors.
Just being in the energy of someone who’s further ahead, who has mastered what they want to achieve, is expansive. This proximity creates unconscious growth and learning that’s often undervalued.
When clients invest with you, they’re betting that you’ll help them solve their problems faster because time is their most valuable resource.
2. Accountability
Let’s be honest—clients could find most of the information you provide through a Google search or even ChatGPT. What they can’t easily find is accountability.
Your clients want someone who will:
- Set clear goals with timelines
- Give them specific frameworks and homework
- Check in on their progress
- Help them understand why they did or didn’t complete their tasks
- Use that information to move forward strategically
You don’t even need to be a master coach to provide this accountability, but don’t undervalue it. Whether in one-on-one or group settings, accountability is a powerful driver of results.
3. Implementation
This is the most critical component and where the magic happens. Information is not transformation. The single greatest struggle all our clients face is implementing changes into their actual lives.
Changing behaviors is hard. It’s much easier to stay safe and not do the work. Clients are paying you to help them find ways to implement what you’re teaching and navigate around obstacles when they hit roadblocks.
This is where coaching differs from consulting. A consultant tells someone what to do with no accountability for implementation. As coaches, we help clients figure out what they need to work on, then get our “scientist sleuth hat” on to determine why they are or aren’t doing it.
The Differentiation in Your Offers
These three components—proximity, accountability, and implementation—are what differentiate your service levels.
In a one-on-one setting, clients pay a higher price point because they get:
- Closer proximity
- More intentional accountability
- More direct implementation support
The difference isn’t about adding more “stuff” to your offering—it’s about providing these three elements in a more personalized, focused way.
Focus on Quality Over Quantity
Don’t think you need to add layer upon layer to your coaching to make it more valuable. I’d much rather see you focus on doing these three things—proximity, accountability, and implementation—better.
When you excel at these three components, your clients get better results. And ultimately, that’s what creates raving fans who tell the world about you.
Remember, who you are right now is enough to change lives. You don’t need more modules, more bonuses, or more complexity. You just need to show up fully in these three areas.
If this resonates with you, I’d love to hear which of these components stands out most. Connect with me on social media—I’ve been loving Threads lately because there’s less pressure; it’s just conversation.
Want to level up your coaching skills? I’ve put together a simple resource of 10 powerful questions every coach should know. Grab yours at Amanda-walker.com/questions.
