Learning how to price coaching packages is one of the most essential skills every coach must master. Whether you’re just starting or scaling your coaching business, your pricing impacts how clients perceive your value—and how much income you generate each month.
This guide breaks down how to price coaching packages based on your level of experience (and how well you’re known). You’ll learn how beginner, intermediate, and advanced coaches structure their offers and raise rates over time. You’ll also see how publishing a book, being featured in media, and showcasing your credibility can help you charge what you’re truly worth.
In the examples below, I’ll provide suggestions on how to price coaching packages based on what’s working for other top coaches & consultants. Particular niches & industries justify higher or lower pricing. Pricing your packages too low can make you appear inexperienced, but you need to be able to provide more value than you charge for.
Why Pricing Matters
Most coaches undercharge because they’re unsure how to confidently price their coaching packages. But pricing isn’t just about numbers—it’s about value, positioning, and clarity. Clients judge your expertise by how you package and price your coaching services. And the wrong price sends the wrong message.
How to Price Coaching Packages as a Beginner
If you’re just getting started, your goal is to deliver real results, gather testimonials, and build proof. At this stage, focus on simplicity, clarity, and value. Here’s how to price your coaching packages when you’re a new coach:
- Start with one core offer: a 3-month coaching package focused on a single clear outcome.
- Price range: $500–$1,500 depending on niche, target client, and session count.
- Keep your delivery efficient: weekly 60-minute calls, email support, and clear goals.
As you start delivering results, ask for written or video testimonials and begin tracking your client outcomes. This social proof will make it easier to increase your prices later.
Use the News Wire Magazine Endorsements & Testimonials form as an example!
How to Price Coaching Packages at the Intermediate Level
Once you’ve helped several clients get results, you can confidently charge more. At this stage, you know what works, and you’ve refined your coaching process. Here’s how to price coaching packages once you’ve reached that intermediate level:
- Introduce tiered packages: offer three options (entry-level, standard, premium).
- Typical pricing: $2,000 to $10,000 – depending on length, support level, and client ROI.
- Offer bonuses: downloadable tools, a workbook, or group Q&A calls to enhance value.
Use your results to justify your pricing. You’re no longer selling time—you’re selling a transformation. Focus on the outcome and the journey. Clients will gladly pay more when they believe you can help them achieve their goals more quickly.
How to Price Coaching Packages as an Expert
As a high-level coach or consultant, your pricing should reflect your authority, credibility, and results. You may have written a book, been featured in the media, or built a well-known brand. You have a proven track record of helping clients generate substantially higher profits than you’re charging them for consulting. Here’s how to price coaching packages at this level:
- Use value-based pricing: charge based on the return on investment (ROI) you create, not the number of calls.
- Price range: $10,000 to $50,000+, depending on your client base and transformation offered. Becoming massively known and influential can drastically raise this number. As an example, Tony Robbins charges $1,000,000 per year for personal coaching.
- Retainer or performance-based models: consider flat monthly fees with performance bonuses tied to results.
At this level, you’re offering high-touch, customized solutions. You’re not competing on price—you’re positioning yourself as a trusted partner with a proven track record.
Boost Your Pricing Power with Authority
If you want to charge premium rates, you need to position yourself as a premium coach. That means building trust and credibility that justifies your pricing. Here’s how:
1. Publish a Book
Publishing a book helps you establish authority. It proves that you’ve organized your thoughts, created a process, and committed to a result. Use your book to explain your coaching philosophy, outline your framework, and share client case studies. Include your book in your package or offer it as a bonus for booking a consultation.
When someone Googles a problem, and you literally wrote the book on the subject, you’re the expert they trust.
2. Get Featured in the Media
Media features build trust instantly. A client who sees you on the cover of News Wire Magazine or reads where you’re mentioned in a business publication is more likely to see you as an expert.
Don’t just post the logos of places you’re featured. This generates ZERO traffic or SEO boost for you. Instead, create a /featured/ section on your website and publish short summaries about each website, magazine, podcast, TV show, etc., where you’re featured (as long as they mention you by name and link to your website).
Don’t copy the feature word-for-word. Instead, use AI tools to rewrite the article in first-person format. Summarize what the feature said about you, add your thoughts, and link to the original article. This builds SEO, positions you as a thought leader, and helps new visitors understand your story.
Read the full article about How to Maximize SEO From Media Features and follow the steps to boost the value of each site you’re featured on! This is great for you, and also for the media outlet that publishes an article about you.
3. Raise Rates as You Grow
Pricing is not static. Every 3–6 months, review your testimonials, update your proof, and raise your rates accordingly. If your calendar is full, your pricing is too low. If you’ve recently been featured or published a book, increase your pricing to reflect that credibility.
When you become too busy to take on new clients, consider raising your prices and possibly even letting go of clients you don’t enjoy working with.
Final Thoughts on How to Price Coaching Packages
Knowing how to price coaching packages is about understanding your value, clearly communicating your offer, and backing it with proof. Whether you’re a beginner, intermediate, or expert, there’s a roadmap you can follow to increase your income over time.
Start where you are. Build proof. Publish your work. Showcase your expertise. And raise your rates as your value increases. Clients will pay more when you believe in your worth—and price accordingly.
