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To list — or not to list — your coaching prices
The debate whether or not to list your prices on your coaching website is a heated one! Some say yes, definitely list your prices. Others say no, don’t list them.
So how do you know if you should list your coaching prices or not?
I firmly believe that you should list your pricing and that doing so is beneficial to you and to your prospective clients. Here’s why.
The one time it might be right not to show your prices
While sharing about this topic on social media, I’ve had some conversations with coaches in other areas of the world. They’ve expressed that it is simply not the cultural norm where they live to share pricing. If that’s the situation you are in, then you know best. What I would recommend to you is developing a professional packages & pricing sheet that you can send to potential clients after your consultation call.
3 reasons to list your pricing on your coaching website
As you consider whether or not to list your prices on your coaching website, consider the following information.
1) Pricing is something clients want to see on a website.
Part of your responsibility as a coach is to provide prospective clients with the information they need, at the time they need it, to support them in making the best decision for them.
When website visitors were asked what site information matters most to them, what scored the highest? You guessed it: Price.
It’s the goal of your website to make the path to working with you as simple and clear as possible. When you share your price, you’re making it easier by giving prospective clients enough information to take the next step, which is to sign up for a consultation call.
2) You can pre-qualify your clients by listing your pricing.
To pre-qualify your client means to ensure that you are attracting the right clients and repelling the wrong ones. Prequalifying saves both you and your prospective client time and energy.
When you list your prices on your website, you weed out those that aren’t a good fit for you and make room for those who are. This is a much better business strategy than spending your time on a bunch of consult calls with non-right fit clients or price shoppers.
So when a prospective client arrives for a discovery call, they’re more than likely already familiar with your pricing. This means you can spend less time on the money discussion and more time focusing on whether it’s the right fit for both of you.
3) Sharing your pricing is part of communicating your value.
You’re a transformational coach or healer. You know you provide value to your clients. And in exchange for that value, your clients pay you.
That’s what business — and what coaching — is: an exchange of value for money.
Sharing your prices is about knowing and communicating the value of your work. Listing your prices shows that you are confident in your results and you stand behind your work.
Also, gut check time: What do you prefer when you are looking for a service provider? Do you prefer a websites with prices or no prices?
Reasons why coaches don’t list their prices
In my past 7 years of experience in working with coaches, these are the most common reasons I hear from coaches who don’t want to list their prices on their website.
1) Coaches withhold the price until they can explain (in person) the value they provide.
Some coaches think that prospective clients won’t understand their pricing or will undervalue them, so they don’t want to share their price until they have a conversation.
The truth is, you should be communicating your value all the time, in your copy, in your marketing, and especially on your website.
Prospective clients should not have to wait for a discovery call to know and understand the value of your work. Ideally, they should have some knowledge of this from your website, social media, and any marketing you’ve done. So the discovery call can be more about assessing fit than proving value.
2) Coaches think they need to keep their price a secret in order to attract their ideal clients.
Sometimes coaches hide their pricing because they think that sharing their pricing will drive away their prospective clients. (In fact, not sharing pricing drives many people away in frustration!)
The more transparent you can be about the coaching relationship and what’s included, the better. You take the guesswork out of it for your prospective client and also establish trust by sharing up front what’s included.
Sharing your pricing may cut down the “sticker shock” a prospective client can experience on a consultation. But the truth is, even when you list your prices, you will get some people who haven’t looked at your prices, so you still want to be prepared for the investment conversation.
3) Coaches assume that prospective clients will think their price is too high.
When coaches assume that a prospective client will run from a perceived high price, it is just that: an assumption. (The real truth is, pricing too low can hurt your business even more so than pricing too high!)
Your goal as a business owner is to set your prices alignment with the value you provide to your ideal clients. (If you’re not sure about that, it may be time to go back to the drawing board and do some market research.)
When you choose a price that’s aligned with your work, the right price will feel good to you and to your ideal clients because they know how much value they will gain from working with you.
(And P.S. this doesn’t mean you can never offer custom packages, payment plans, or even scholarships — in fact, those are great things to offer to those ideal clients who may not be ready for the full investment.)
4) Coaches don’t have an established price or package yet.
New coaches may not have specific packages to sell and may be coaching clients on a one-off basis.
While this approach may be OK early on in your business when you’re still learning who you want to serve, creating custom packages and doing one-off sessions takes a lot of time and energy.
Once you niche down in your business, you benefit from creating specific packages to address the specific needs of your ideal clients. This will help you specialize and serve your clients in a deeper way ~ making it a win-win for everyone.
Why hide your pricing on your coaching website?
Often when coaches aren’t comfortable sharing their pricing, it’s actually not about pricing at all. It’s about how confident they are about being able to deliver results and provide value to their clients.
If you’re uncomfortable about listing your prices, you are most likely also uncomfortable with pricing conversations, something that is key to being able to onboard clients and grow your business.
To know if this is an issue for you, consider the following:
- Do you feel like you’re overcharging or undercharging? In other words, how confident are you that you’ve priced your services right? If you’re not confident in your pricing, it’s going to show up when it’s time to share your pricing.
- Is a self-worth issue at play? Do you believe that you are worthy of what you’re asking ? If not, this is more of a self-worth issue than a pricing issue. (This type of self-doubt is common and can also be addressed through coaching.)
- How confident are you in communicating the value of your work? People don’t sign up for coaching based on price alone. They sign up for coaching based on the transformation you provide as a coach. This is why it’s so important to communicate this with clear, effective messaging.
Listing your pricing is only one piece of the puzzle
It is ultimately your decision whether or not to list your coaching prices on your website. No matter what you choose, for best results, you want to ensure you have:
- Clear messaging. You must be able to communicate the value of working with you on your website, in your marketing, and on social media. This does the heavy lifting for you, so you can spend less time conveying this on a consult call.
- A niche you know. In order to attract your ideal clients, you need to know and understand who they are, where they’re at, and what they’re looking for.
- A result they want. There is no substitute for a coaching package that completely addresses something that your ideal clients want and need.
This is exactly what I help my 1:1 clients do.
Working together, you’ll identify your niche, create your packages, define your messaging, and build a plan to market your coaching business in a way that feels aligned with who you are. (And yes, we’ll address your pricing as well.)
To learn more, sign up for a free consultation.
