How to Price Your Coaching Offers (Without Undercharging or Overpricing)

I got a message last week that made my stomach drop. A potential client downloaded one of my free resources, and when I asked about her coaching business, she replied: “I do have a few clients, but they book here and there and it never seems consistent.”

If you just nodded, we need to talk.

Because inconsistent bookings aren’t a client problem. They’re a coaching pricing strategy problem. And this episode is going to help you fix it so you can fill your roster and actually make money in 2026.

The biggest red flags in coaching pricing

Red Flag #1: Listening to the Wrong Coaches About Pricing

I’m not here to point fingers, but I need to call out something that’s happening. New coaches come to me having worked with other coaches who told them, “You have to charge $5K for your program.”

So I ask: How’d that work for you?

The response is almost always the same. “Well, I’ve never actually sold the offer for $5K.”

You’ve been working to sell an offer for $5K, and you haven’t signed one client? For me, that is a massive red flag. Because I want you to serve people and sell offers.

The price you start at will never be the price you end at. A mentor said something brilliant to me in the early years: There will always be somebody more talented than you, more skilled than you, charging less. And somebody less skilled is charging more.

When we talk about coaching offer pricing and charging, there isn’t a right way. There isn’t an industry standard. That kind of sucks because you have people charging outrageous amounts that maybe aren’t in integrity. And then you have brilliant coaches like you who aren’t charging enough and are just scraping by.

There is a sweet spot that exists. We’re going to find yours.

Red Flag #2: Hourly Charging Is Killing Your Business

If you’re charging by the hour or session, this is your immediate red flag. I would discourage any coach from charging hourly. Here’s why.

Hourly charging gives the perception that there’s not a long-term commitment to an outcome. It’s a therapy model. Even in physical therapy, my son doesn’t get much from a one-off session. This is why PTs give you a six-session package. They understand the work isn’t just in the sessions.

The work is in between the sessions. The work is in the energetic commitment your clients get by paying you. They’re paying for a transformation, a result you’re going to give them and hopefully guarantee them.

The Exact Pricing Formula That Actually Works

So how do you price your coaching packages correctly? I use a three-part formula that balances everything:

Part 1: What Your Client Is Willing to Pay

You need to understand your client’s financial capacity and what they value. If you’re targeting brand new coaches with no income, they probably can’t invest $10K. But if you’re targeting established coaches who are already making $100K, a $5K investment might be totally reasonable.

Part 2: What the Market Currently Supports

Look at what similar coaches with similar experience and results are charging. I’m not saying copy them. But you need awareness of the landscape. If every coach in your niche with your level of experience charges $2K-$4K for similar containers, and you’re charging $10K, you better have exceptional proof to back that up.

Part 3: What Supports Your Business Model

This is where most coaches miss it. You need to run the actual numbers. Do you want higher volume with lower prices? Or low volume with premium prices?

Neither is wrong, but your pricing should support the type of business model you want. If you want to work with 20 clients at a lower price point, that’s one model. If you want to work with 5 clients at a premium price point, that’s another.

Your lifestyle goals matter here. How many clients can you realistically serve? How much time do you want to spend in sessions versus other parts of your business? What profit do you actually need to feel sustainable and excited?

If you’re not clear on these numbers, book a strategy call with me at amanda-walker.com/letschat. We can look at where your opportunities are to make more profit. Often these things I’m talking about don’t require changing anything in your business other than really looking at the pricing.

The 6 Most Common Pricing Mistakes (And How to Fix Them)

Let me quickly roll through the most common coaching fee structure mistakes I see. If I say these and you’re like “shoot, that’s me,” it’s just a little reminder that maybe you’re not in alignment with your pricing.

• Mistake #1: Copying Someone Else’s Pricing

Your last coach told you to charge X, but that number worked for them with their audience, not yours. You need your own pricing based on your experience, your audience, and your business model.

• Mistake #2: Under-Pricing to Be “Accessible”

The truth is, you can’t help people if you’re burnt out because you’re not making a profit. This is why I have a podcast. This is why I do tons of free speaking. That’s my way of being accessible to everyone.

But I’m expecting people who are very serious about their work to invest through a payment option. You can be accessible through free content while still charging premium prices for your coaching packages.

• Mistake #3: Overpricing Before You Have Proof

If you’ve never coached anyone and you’re like, “I’m just charging $10K because I want 10 clients at $10K,” I think your credentials should be exceptional. Otherwise, you’re setting yourself up for frustration.

It takes time to build social proof and actual results. This is more important than ever. People are sniffing this out quickly. Start where you can confidently deliver results, build proof, then raise prices.

• Mistake #4: Never Raising Your Prices

People always ask me: When’s it time to raise prices? This isn’t a cop-out, but you know when you know. It starts to feel like “ugh, I’m not excited about this work.”

I was working with a client last week, doing these amazing audits as her small bite offer. She said, “These don’t feel scalable. I’m feeling kind of exhausted from them.”

I asked: What if the price doubled? How would you feel?

She said: “Really good.”

That’s your answer. That X factor feeling of when it’s time to raise prices. You’ll know when you know.

• Mistake #5: Apologizing for Your Pricing

If you ever say on a sales call, “I’m sorry, is that too much?” Or “I know that’s a lot…”

No, no, no. Your client’s not going to buy in if you do that. Own your pricing. State it confidently. If you don’t believe in the value, neither will they.

• Mistake #6: Not Having a Clear Container

“We’ll work together and see how it goes” is not a coaching program pricing model. There needs to be clear boundaries. You are the expert. You decide the structure, the timeline, and the deliverables.

Vague containers create vague results. Clear containers create clear transformations.

What You Need to Know Moving Into 2026

As you move into 2026, ask yourself these critical questions about your coaching pricing strategy:

• What do I need to feel sustainable and consistent?
• How many clients can I realistically serve?
• What price can I sell with confidence that’s going to give value to my audience?

I encourage you to follow that formula and actually run the math. Figure out what that is for you. Don’t guess. Don’t hope. Know your numbers.

Join Me for a Free Pricing Workshop

I’m diving even deeper into this entire conversation. I’m super excited to be hosting a free workshop all about pricing your coaching offers.

You’re going to come with me live. We’re actually going to be on Zoom together. I’m going to see your face, you’re going to see my face. I’m going to be talking about how to price your coaching offers to make more money.

I’m going deeper than today’s episode. I’m also going to talk about, once you know your pricing, how do I make more money with that pricing from here in 2026?

The workshop is on February 11th at 10 am Arizona time.

Here’s something I’ve never really done: If you would like an invite, I would love for you to send me a message on Instagram at @awalkmyway. Just say: “Hey Amanda, I heard the podcast. Can you add me to the workshop?”

Or you can email us at support@amanda-walker.com and say: “Heard the podcast. I would like for you to add me to this workshop.”

Why am I doing this? Because I want serious coaches. I know if you’re listening and this is meaningful to you, you’ll reach out to me in one of these places. I will gladly add you to the invite.

You can’t even get into the workshop with an opt-in page. We just want to know that we can support you and have great conversations together.

RESOURCES

• Free Pricing Workshop: February 11th at 10am Arizona time (DM @awalkmyway or email support@amanda-walker.com for invite)
• Strategy Call with Amanda
• “How To Get Clients” Limited Series Podcast
• Instagram: @awalkmyway