You’re charging less than you could.
It doesn’t matter what you charge right now. If your clients are paying you for “coaching”, that’s costing you.
The coaching industry has a dirty secret.
It tells you that charging more is a confidence problem. Work on your self-worth. Clear your money blocks. Sharpen your positioning. Find your niche. Believe in yourself a little more and the fees will follow.
I’ve watched a lot of coaches do that work – for years. Some of them have done more inner work than the clients they’re trying to serve!
And most of them are still charging what they charged before.
That’s not why coaches undercharge.
Coaches undercharge because they’re solving the wrong size problem.
Your client brings you the problem they’re comfortable naming. Like a difficult direct report, a hire that isn’t working. Their calendar. Or their energy.
And you’re good, so you help them. And then they come back next month with another one.
But there’s something deeper. The decision they’ve already made and can’t take back. The partner they need to remove. The number they’ve been showing the board that isn’t real. The thing that ends the company, or the marriage, or the reputation they spent thirty years building.
They can’t see it. Or they can see it perfectly well and they won’t look at it.
Either way, you’ve been coaching them for eighteen months and it has never once come up.
That’s a $250,000 problem.
- The moment you put one of those on the table, enrollment stops being persuasion. When a leader sees the real size of what’s in front of them inside the first conversation, you don’t have to sell. Plus, renewals are effortless because of the size of the problems you solve.
- You can stop worrying about your differentiation. No client really cares what certification you hold or how many assessments you’re accredited in. They care about the thing that’s going to cost them their company, their board, or their marriage.
- And pricing takes care of itself. A client facing a quarter-of-a-million-dollar problem doesn’t flinch at a $50,000 engagement. They flinch at a coach who doesn’t understand the size of the problem.
Higher fees are what happens when you work on things that matter.
Love. Rich