How to Set the PRICE for Your Coaching Package

When you tell someone the price for your coaching, there are usually two problems:

1. They don’t have the budget for it
2. The value that they’re paying for is not quite clear

In this article, I’m going to talk about three things that will help you with setting the price for your coaching:

1. Get into why pricing tiers will solve a lot of your problems by having multiple offers at different price ranges
2. We will talk about why the key to pricing is that you start with a high ticket offer
3. Why is that

It’s because you only need a handful of clients to do this full-time, you don’t need a massive audience to find those clients.

High-Ticket Offer

Another benefit to starting with your high ticket offer is something that’s called Price Anchoring. Once someone hears your high ticket offer, your lower-tier prices might look like a great deal.

Think about Starbucks. They offer medium, large, and extra-large drinks, and most people opt for a large drink because it looks like a much better deal than the extra-large or even the medium.

So when you start with your high ticket offer, you’re set to perception for your services and this is what’s called price anchoring. As you can see, there are many advantages to starting with your high ticket offer but also building up different price tiers.

In the rest of this article, I want to talk about how you can Implement that and find the right pricing for your coaching packages.

Pricing Tiers

Let’s start with three pricing tiers that are quite commonly known: Silver, Gold, and Platinum.

1. Your Platinum Tier could be your one-on-one coaching which is for clients who have the money to invest into working with you just alone.
2. Your Gold Tier could be your group program which is for people who don’t have the budget for working with you one-on-one or maybe they don’t need that much time from you every week or every month.
3. Your Silver Tier could be where you take the same program that you take people through in your one-on-one coaching or your group approach and you turn that into a course that people can buy

What I found is that by having this three-tiered pricing strategy, there’s something, there’s an offer that works for virtually anyone.

If somebody really wants to work with you and really wants to learn what you know, then having different tiers allows them to find something that fits their budget. Maybe they can’t invest into working with you one-on-one but they have the budget to either buy your course or join your group.

When it comes to determining the prices for each of these tiers, you want to start with the Platinum price with your highest ticket offer. As we mentioned earlier, that helps with price anchoring but it also helps you calculate the exact price numbers for everything else that you offer.

For example, here is a screenshot from Stephanie’s website who is a marketing coach and business mentor. You can see how she lists her one-on-one coaching first and then her lower-tiered offers including her group coaching program.

In my example:

• I work with businesses and people one-on-one
• I also have my weekly Video Creator Mastermind for people who want to work with me in the group
• I have my membership site for people who just want to access the material that I create

You don’t have to write your prices on your website. Some coaches prefer to reveal the prices on their discovery calls or sales calls and even offer individualized prices depending on who they speak to and what they’re working on.

For example, here’s a screenshot from another coach’s website.

Her name is Coach Christina, a stress reduction and wellness coach. She doesn’t write her coaching prices either.

I think if you’re just starting, then you don’t have to reveal your prices yet because you might still tune your prices or learn how people react to your offerings. But later when you’re fully booked and want to filter out certain clients in advance, it could be a good idea to set your prices upfront on your booking calendar or your website.

Now that you have a few ideas on how you can create three tiers for your pricing and where to start with your tiers, we really need to talk about the exact number and price that you want to give to each of your offers.

Determining Your Price Range

Pricing is really just about the value that you create.

Here’s a simple exercise that I like to do:

“If people could press this red button and they would have the exact body of their dreams, people would pay tens of thousands, hundreds of thousands, or if they can afford it even millions of dollars to push that button. But of course, in the real world, it takes time it doesn’t happen instantaneously.”

So you can’t charge as much as you would in a fantasy world with that red button but you now have a clear idea of the value you’re creating when you help somebody achieve that result. However, that value gets slightly reduced because it takes longer to achieve that goal.

Here’s another really important question that you have to ask yourself when it comes to pushing that red button, you have to know who it is that will be pushing that button.

Let’s go back to the dream body example, a dad working a regular job has a completely different figure in mind than for example a Hollywood actor. When you write down your price ranges, you have to understand who you will be working with. Different people have different budgets and attach different values to different things.

Getting in shape for a Hollywood actor might even be a business expense or investment because they need to have a certain physique for their next role compared to someone dating in their 30s, they don’t have to look like a Hollywood Superstar. But for them getting in shape means having better chances at dating.

If you don’t know who should be pushing your red button, then read this article next where I help you find out who your ideal coaching clients could be.

You can do two exercises to find out the price:

1. You can do this exercise with the red magic button
2. You also do the same exercise again thinking about who will be pushing that button

The third thing you want to think about when you set the prices for your coaching packages in your different tiers is the return on investment.

If you want to have an easy time selling your coaching then you have to charge less than the value.

In business and investing, this is a quite obvious calculation. If somebody pays me $2,000 per month but they earn $5,000 per month then that’s an easy profit.

Sometimes coaches get really stuck on pricing the value that they create for people because they’re looking for an objective way to calculate that but the reality is that people attach different values to different things.

For example, if you help somebody get really good skin, there are people out there who’ve been struggling for years or maybe even all their lives to get clear skin. Now, you can’t objectively put the value on how much is it worth having clear skin but to someone suffering from that like:

• Their confidence might suffer
• They don’t go dating and they are single and feel alone because of that

So just helping somebody get really beautiful good skin could mean:

• Changing their life
• Improving their confidence
• Helping them go dating again
• Maybe even improving their confidence at work or asking for a promotion

All those things can have a ripple effect just because you’ve helped somebody get beautiful healthy skin.

So to really make this work for you and to find out your price for your coaching, you have to use all of these three techniques:

1. You have to do the red button mental exercise
2. You have to ask yourself who it is that will be pushing that button
3. You have to know the value that they attach to the outcome

Then you want to make sure that you charge way less than the value that they’re getting out of it.

I like to think of a 5x or even 10x ROI if I can offer that.

For example, if somebody pays me and my team $220,000 to help them build their personal brand that might sound like a lot but if you know that we’re building a business that generates six-figure income, then now it makes sense. Because they’re getting a 5x ROI on what they’re investing.

And now that you have your price for your high ticket offer, your Platinum Tier offer, you can calculate discounted rates for your Golden Tier and your Silver Tier like the following:

• You could offer a group program at half the price
• You can create an online course that teaches the same things for $200 or $100 whatever makes sense to the value you’re creating and to your audience

So next time when you tell somebody the price for your coaching package, you now start with the Platinum offer with the highest price which is your price anchoring. But you also have other tiers available to them depending on:

• Their goals
• Their budgets
• What they need from you

In the previous article, we talked about how to create a coaching package that your future clients will absolutely love and in this article, we talked about how you can price your coaching packages effectively.

The next thing to do now is you need to go out there and find clients. I’ve already written an article here to explain one of the best ways to attract High-ticket clients for your coaching.

My Three Takeaways

1. Sometimes people don’t understand the value of your coaching, so it’s not just about budget—make sure they see why your offer is worth it.
2. Especially when you’re starting out, it’s okay to keep prices flexible and personalized. You can refine your pricing as you learn more about your audience’s response.
3. People pay for the value you bring to their lives, whether that’s clearer skin, better relationships, or more confidence. If the transformation is worth it, they’ll invest.

And don’t forget to subscribe on my YouTube channel, @creategrowprofit