Get Your Price Right

How to Position Your Value as an Executive Coach and Get Paid Well

In the world of executive and leadership coaching, your pricing isn’t just a number — it’s a signal. It communicates your credibility, your confidence, and the caliber of results you deliver.

Yet, many talented coaches struggle to set fees that reflect their true worth. Why? Because pricing feels personal. It can trigger imposter syndrome (especially if you're new to coaching), comparisons, and fears about “scaring clients off.”

But here’s the truth: If you want to be taken seriously as a high-impact coach, you need to charge accordingly.

Whether you’re just starting out, newly qualified, or growing an established coaching practice, positioning your value and pricing yourself well is key to sustainability and long-term success.

Understand What You’re Really Selling

Executive or leadership coaching isn’t just about powerful conversations or creating space to think.

You’re helping leaders:

• Make better decisions
• Lead high-performing teams
• Navigate complex change
• Deliver measurable business impact

You’re not charging for your time. You’re charging for transformation.

When you clearly articulate the ROI of your coaching — like increased leadership capacity, strategic clarity, or improved stakeholder management — you shift the conversation from cost to value.

Choose the Right Client to Serve

Serving a niche audience where you already have experience adds credibility — and value. Niche specialists consistently command higher fees.

Ask yourself:

• Who am I best positioned to serve — emerging leaders, women in tech, C-suite executives?
• What kind of outcomes do I consistently help clients achieve?
• What is the strategic value of those outcomes to their business or career?

Clarity in who you serve = Confidence in how you price.

Offer Packages, Not Just Hours

Hourly rates are familiar, but packages create structure, demonstrate value, and increase your earning potential.

A compelling coaching package might include:

• A clear duration and number of sessions
• Tools or diagnostics (360 reviews, personality assessments)
• Email or message support between sessions
• Progress tracking or executive summaries
• Optional add-ons (e.g. stakeholder interviews, team facilitation)

Clients are more likely to commit — and pay a premium — when they understand what’s included and what outcomes to expect.

Position with Confidence

If you flinch or hesitate when quoting your rates, clients will too. Instead, speak with grounded confidence and focus on outcomes.

Try this:

• Instead of: “My rate is £250/hour...”
   Say: “My leadership coaching program starts at £5,000 for a 3-month engagement, which includes X, Y, and Z.”
• Instead of: “Does that sound okay to you?”
   Say: “This program is designed to help with A and B, so you can achieve C. How does that sound?”

Own your value. Speak to results, not just time.

Price for Growth, Results & Credibility

Low pricing doesn’t just hurt your income — it can hurt your positioning. High-performing leaders and organisations expect to invest in quality.

If your pricing feels too low, you risk being perceived as inexperienced or less credible.

Raise your fees when:

• You’ve built a strong track record of results
• You’ve developed your own IP or methodology
• You’re serving more senior clients
• You’re regularly getting referrals

Don’t wait until you’re fully booked. Price for where you’re going, not just where you are.

Final Thought: You Set the Standard

The way you price teaches your clients how to value your work. If you don’t take yourself seriously, why should they?

There’s real power in charging well — not just for your business, but for your clients’ commitment, your energy, and your ability to deliver transformational coaching without burnout.

So, instead of asking:  

“What will people pay?”

“What should I charge?”

Ask:  

“What is the transformation I help create truly worth?”  

“What kind of clients do I want to attract?”  

“What kind of coach do I want to become?”

Then price accordingly.

Ready to Get This Right?

Book a Complimentary Clarity Call with Jackie