How to Package and Price Your Coaching Services (with Examples!)

JessieStarting a Business 26 Comments

Life coaches. Business consultants. Fitness trainers. There are a million coaching topics, but there are really only two kinds of coaches:

Those who make a livable income, and those who don’t.

Here’s the thing—almost all coaches start charging by hour or by session, and that’s an okay start. But unless you’re a literal celebrity in your field, charging by session can only get you so far.

If you’re a full-time coach trying to grow, the easiest way to leap to the next tier is to stop delivering one-off services, and instead create coaching packages.

Why package your coaching services?

Imagine you want to learn how to play guitar so you can play a song at your sister’s wedding in a few months (awww). You don’t have time to mess around, so you decide to look into a teacher who can help you pick up the basics quickly.

As you research instructors, and you come across two listings. The first one says:

Guitar Lessons for Beginners – $50/hour

And the second one says:

The Guitar Starter Series – Start playing your favorite songs in just one month! $400

Both options are taught by experienced teachers, and each offer a 1-hour lesson each week. Sure, the second option is literally double in price than the first. But you want to learn guitar fast, and the second option ensures you’ll learn how to play a song quickly.

The same goes for coaching. Your clients have a specific problem. By packaging your services into a system that solves that problem, you can charge far more—even if it’s the same number of hours on your end.

Guitar teacher

Photo by Gabriel Gurrola on Unsplash

The two kinds of coaching packages

Once you get away from one-off sessions, there are really two main ways to package your services:

1) Focused on one result

As described in the guitar teacher example, the results-focused package is all about delivering a specific result in a specified amount of time. Each session is highly organized and planned out to ensure the client reaches their goal.

  • Pros: Typically a higher price point, and can eventually be scaled into a course.
  • Cons: If you do it right, each client will only need to buy this package once—because their problem will be solved at the end.

2) Ongoing results

Like an hourly rate, this package structure is priced based on time. However, unlike an hourly rate, the client must buy multiple sessions at a time. So, this might by a monthly rate, or even a 3-month or 6-month price. The purpose is to operate as a trusted advisor and accountability partner to your client. Long-term membership groups and clubs that people can subscribe to also fall into this category.

  • Pros: More consistent income, deeper client relationships, and may require less preparation before each session (since you might be working more on the fly).
  • Cons: It’s a bit harder to sell. Rather than a defined end goal, you’re delivering ongoing support to achieve lots of goals along the way. Unless you’re well-established as an authority in a given field, it can be tough to communicate your value.

Why it’s important to understand this distinction

Many people buy coaching packages with excitement, only to end up confused and unsatisfied. And it’s not because the coach did a poor job—they may have been great! But they didn’t set proper expectations.

When positioning your coaching or consulting package, you must make it clear if your content is results-focused or more in the ongoing-support camp.

If someone’s looking for a lot of structure and you start each session with “What’s on your mind?” they’re not going to be very happy.

And the opposite is true as well—if your client is facing different problems every week and you’re spending the whole time training on an unrelated topic, you can bet they won’t be around for long.

gift of hilary duff saying 'you don't understand'

Which one is right for your business?

It depends on what you want your business to look like.

If you enjoy getting a system down pat and teaching it to people, the focused-result path is going to work better for you.

If you enjoy building deep relationships and really getting to know someone’s business, becoming an ongoing supporter will fit you well.

Of course, you can always offer both. There are many ways you could structure this:

  • Maybe you take in clients via a results-focused package, and when they’re done you offer ongoing support.
  • Or you could offer ongoing support as your main offering, and a few times a year you run results-focused group coaching programs on specific topics.
  • Or eventually, you can scale everything from one-on-one to one-to many: You have a focused-result online course, and you then direct clients to continue working with you in an ongoing membership group.

Different clients want different things, and offering both allows you to make a higher income with the results package while maintaining long-term income with ongoing support.

How to build a focused-result coaching package your clients will love

I’m a strong believer in the fact that if you want to create a winning results-based coaching or consulting package, you must first ensure that you can get results in the first place.

This should go without saying, but many people want to coach so much, they’re willing to sell their advice without much first-hand experience. Not only is that bad business, but you won’t end with many satisfied customers (and that means no referrals).

If you want to coach on a topic that you haven’t done yourself, hit the pause button. Take these steps to to ensure what you’re coaching on will actually deliver—and that it’s addressing a real need:

1) Interview your target clients

What are their actual pain points around the topic you want to coach on? What do they want to learn? What solution would they pay good money for? Get face time with people in your target audience and find out what they have to say themselves.

2) Do the work yourself as a freelancer

If you’ve studied social media marketing but haven’t done much of it yourself, go get some social media clients. Learn it all first hand. You can’t coach from blog articles.

3) Teach something you already know instead

If you don’t want to freelance, choose a coaching topic that you’re already familiar with. Maybe you’re a vegan who can teach people how to put together killer beginner meal plans. Maybe you are an amazing organizer and can coach on clutter management systems. Examine your life experiences and ask, what do I know really well, even if it’s totally niche?

shelves organized by a professional organization coach

Photo by Jason Leung on Unsplash

Once you have a topic you understand well, it’s time to add structure. Here are the key decisions you’ll need to make as you plan your coaching package:

What’s the end result?

What result are you promising, and what steps will your client need to take to get there?

How long will it take?

Is this a three-session masterclass, or a 3-month training? How often will you meet, and for how long?

How much is one-on-one?

If it’s a group coaching program, will they have any individual time with you?

A results-based coaching package can often look a lot like an online course—except it’s live and highly personal. But like an online course, it’s a good idea to put together at least an outline of the content you’ll cover in each session.

How to create an ongoing support coaching package that clients stick with for years

neon sign that says 'stick with me'

Photo by Cory Bouthillette on Unsplash

A consulting service that offers ongoing support can be a golden way to stabilize your income and escape the feast or famine cycle that plagues so many solopreneurs.

The key is to have a system that continually offers new value. Here are a few different models you could follow:

The mentor

This is the most common approach that coaches take, essentially positioning themselves as a mentor to help their clients through whatever challenges they’re facing. This works best when your clients are following a similar life path that you’ve already walked, as they’ll be bringing random questions that require a depth and breadth of experience to answer well.

The accountability buddy

The accountability buddy checks in at regularly scheduled times to check how the client is doing and help them course-correct. You see this most often in the fitness coaching industry, but the basic idea can work with any client who needs some external motivation. This model is similar to a mentor, but you can position yourself as an accountability buddy without quite as much experience because the benefit you’re primarily giving isn’t your expertise, but rather motivation.

The community

One way to grow your practice away from being constrained by time is to build a group coaching community. This is a group of like-minded clients who not only look to you for expert advice, but are also able to help each other when you’re not around. This is highly valuable to the right clients. Be ready, though—this will require a different skill set than merely coaching. In this role, you’ll find yourself acting more as a community manager, and your time will be split between giving advice directly and sparking discussion so your clients can learn to give advice to one another.

Obviously, these models overlap all the time, and may even change as you go. But they’re models, and they’re solid tools for understanding what benefit you’re delivering as you flesh out your coaching concept.

Pricing your coaching services

Packaging your services allows you to charge more for your services not only because you’re likely delivering a more effective product, but also because you are drawing customers into a value-based mindset. They’re not thinking, “Oh no, I have to pay for ANOTHER session?” Instead, they’re weighing the cost against the benefits they’ll gain—and that’s exactly how you want your client to think.

Coaching is an investment with a return, after all.

Now, choosing the actual price can be a tricky thing. Benchmarks can be helpful, but also very inaccurate because they don’t take into account the varying factors from one coach to another.

But I know you want numbers… so here are some numbers

My first rule of running a service-based business: If you’re not charging at least $45 for your time, you’re not going to survive. This is because self-employed taxes are high, plus you have to account for the time spent winning a new client, and all the non-client work you do to stay afloat (admin, marketing, research, etc.).

But $45 is the ground floor minimum. Average coaching prices are around $200/hour, and can range into $1-2K if you’re a well-known expert. Here are some questions to ask to help you find the price that’s right for you.

gif of man looking at calculations

How much can your target client afford?

A business owner with a healthy income is used to investing in her business, and herself, and is likely to feel comfortable buying big-ticket coaching packages. In fact, she may shy away from services that are priced too low because of that nagging voice that wonders, What’s wrong with it?

On the other hand, a single mom caring for two kids on an entry-level income is not likely going to spend as much unless she reeeaally sees the value. She may, however, be more interested in a lower-priced, less-custom offering like group coaching for a specific problem she’s dealing with.

What’s your track record?

How much experience do you have, and how well can you prove that experience? Case studies, testimonials, official training, and certifications all help support your authority and help your client justify the cost. In general, the more of these trust signals you’re able to clearly present on your website, the more you can expect people to pay.

How invested do clients need to be to see results?

You want your clients to succeed. Obviously. And not only for the good feels—clients who see results are clients who give referrals, so it’s in your best interest to help them reach their goals.

But getting people to take action is hard, and great coaching alone isn’t enough. A high price tag can ensure your clients are engaged and ready to do the work. Julia Stewart from the School of Coaching Mastery puts it like this:

“When people buy a high-end service, they’re saying to themselves, ‘I’m worth it!’ That feeling is what they want. And when someone decides it’s time to get a life coach to help them upgrade their life, that feeling is a big part of their resolve.”

When people feel like they’re investing in themselves, they’re going to show up every. damn. week. People love buying things that make them feel like they’re moving forward. Don’t underestimate the sticking power of a bigger price tag.

Say it with confidence

When you settle on a price, state it with confidence. Sales calls take practice, but mastering the money conversation is the key to not only winning clients, but starting out each client engagement on the right foot. They want to feel confident in their purchase, and your communication will tell them whether or not they can be.

And you know, some people will hear your price and turn you down. That’s okay. In fact, if no one’s turning you down, it means your prices are too low. It’s okay to start low in order to get client testimonials, but I encourage you to move outside your comfort zone as quickly as you can. Make it your goal to get to the point where you’re closing only half of your sales calls. This will help you focus on higher-ticket clients who are going to be a better fit for what you’re offering.

Naming your coaching packages

Naming is half science and half art. You could title it “[topic] coaching” and call it a day, but this typically only works if you’re already known for your specialty. For most coaches and consultants, you’ll want something “sticky,” something more memorable.

Glenn White from Brandwatch has 5 golden rules for naming a product:

  1. It should be readable and writable
  2. It should be unique
  3. It should be short, punchy and memorable
  4. It should look good written down and sound cool to say
  5. It should evoke an emotion, feeling or idea

With that in mind, it’s time to start brainstorming. I love to start with word lists.

  • Write down all the words around the topic you consult on (e.g. fitness, sales, language learning).
  • Then, list words that describe the results of working with you (e.g. more clients, less stress, feel 10 years younger).
  • Next, write down all the emotions you want associated with your program (e.g. happy, glee, wise, smart).
  • Finally, find words that describe the structure of how you work (e.g. support, sidekick, results, on-call).

Start mixing and matching. Create a list of hopefuls. If you’re planning on creating a dedicated website for the program, do some domain name searches on GoDaddy to see if they’re taken. And of course, double-check that they’re not infringing on other people’s product names.

For naming and package structure inspiration, here’s a variety of package examples from full-time coaches and consultants:


Coaching package examples


Ash Ambirge’s Unfuckwithable Girlfriends

Ash Ambirge of The Middle Finger Project runs what she calls an “advisory group” named Unfuckwithable Girlfriends—a private Facebook group for freelancers. Not only is she giving advice in the group on the regular, but each week an expert freelancer teaches a new skill, which is a GREAT way to keep delivering value and ensure long-term subscription.

Sam Owens’s Relationship & Marriage Coaching

Sam Owens is a well-established relationship in the UK who coaches on a variety of relationship topics, including self-esteem and anxiety. While he doesn’t have an absolute timeline laid out for his packages (honestly, a tight timeline would be tricky with something as variable as relationship coaching), he knows his content well enough to give a clear estimate, saying that you’ll achieve your “coaching goals in 3-6 sessions,” and that “many do so in just 3-4.”

Kathleen Ventura’s 3 New Clients in 30 Days

Kathleen Ventura helps socially responsible businesses grow. In April 2018, she ran a group coaching program for just 15 people that had a defined timeline and a defined outcome. The experience included weekly group calls, a private Facebook group and an optional add-on of one-on-one coaching time.

Designed to Fit Nutrition Meal Plans

Designed to Fit Nutrition is a team of coaches who have productized their coaching into customized meal plans. You can choose the meal plan duration, and then you can expect email check-ins each week from their team. This pairing of product and email check-ins is a great way to offer coaching services in a way that cuts down on face-to-face time.

Lissa Duty’s Ultimate Social Media Training

Lissa Duty offers a few different coaching options for different needs, but her Ultimate Social Media Training is an 8-hour training customized to your business. Six hours go to Facebook, Twitter, and LinkedIn, and the last two hours focuses on your individual needs and answering questions.

How do you structure your coaching packages? OR, what’s the best coaching package you’ve ever bought?

Answer in the comments so others can see your recommendations!

Feature photo by rawpixel on Unsplash

Comments 26

  1. Love it. It’s written beautifully and gives so much value and useful information.
    I was hooked from the first moment and going to take action on all the advice that you give 🙂
    Keep up the amazing work!

    Issi xx

    1. Post
  2. i followed a training about ungoing coaching support. I noticed that is is hard to sell. Do you have any recourses about coaches who use this model and how they sell it? For me it was hard to sell, because i sell on results.

    1. Post

      Hey Amber! Great question.
      One person who comes to mind who specializes in this is Halley Gray of I haven’t taken her training myself, but you may want to poke around her blog.

      It sounds like you’re thinking of short-term coaching as results-driven, and ongoing as… something else. The truth is that both are sold on results. In an ongoing coaching relationship, you need to be delivering fresh breakthroughs (even if they’re minor) every session. The difference is you can’t outline all the results from the beginning, and this might be the problem you’re running into. It’s not like a defined training course, right?

      So to sell ongoing coaching, you need to show them the value from the beginning. This could mean selling them one session to begin with where you’re able to deliver a result or breakthrough of some kind, or even a free consultation where you deliver a tiiiiny breakthrough/piece of advice so they can see the value of working with you.

      One coach who does this well is She reached out to me after I commented on some webinar she hosted, and just casually offered a get-to-know-you session. It’s not a formal consultation or sales call, but she does explain what she does and what she can help with. It instantly built a level of trust with me. Getting coaching clients is all about building relationships. You usually need that one-on-one trust before winning over a potential client.

      Once you have a client or two, focus on getting great testimonials. This will make the sales process much easier.

      Another way to get ongoing clients is to add more value. Do all your clients get access to your private coaching Facebook group, where you deliver additional training/support each week and they get to meet each other? Do they get a private email newsletter with extra training? This is something that might come later, and it’s more along the lines of operating as a membership. But incredibly valuable for keeping people around.

      Hope this sparks some ideas!

      1. Thank you for your answer. Yes i think the challenge is first off all in my mindset, but i sell on result and ungoing is about solve problems along the way without knowing what kind of problems we will find along the way.

        And then i found out my clients don’t have problems anymore, they just want to grow to the next level. and that is a desire for results again.

  3. Very usable and invaluable information. Clarified a lot of questions I didn’t even know I had.

    Since I believe Questions are the answer, once the question you have is clear the answer or the teacher can appear.

    It also helped me to see how I can set up a program for results short term and long term. I think an interview process is definitely the way to start and then you can be a guide to achieving the reults they want both short term and long term.

    Being in a group of people wrestling with similar questions allows you to clarify your own challenges and thus break through. or at least this is how I c am going to position this.

  4. Very good article and a lot of useful information – thank you!
    I was looking specifically for a certain “coaching package” and how to price it but I haven’t found it in your article, so please apologise my direct question:
    How would you go about pricing a service of “matching” coaches and coachees for a larger organisation? Price per successful match? As a fixed monthly fee? Combination?
    Any ideas welcome!
    Thank you very much,

    1. Post

      Hi Norbert,
      Interesting question! That sounds like you’re talking about a finder’s fee. If the company is hiring you to bring in coaches for their employees, that would be like a recruiting fee. If a coach is hiring you to get a contract with a larger company, that’s like a referral fee. I’d research those terms specifically, as they can look vastly different based on circumstance.

      If I were in your position, I’d join some Facebook groups for coaches and/or people who are doing the same kind of “matching” work, and ask how they’re structuring it!

  5. Thank you for a very insightful and helpful article.
    I am building a coaching platofrm within the health and wellness realm. Many of my clients will have health issues. Is it taboo to include some humour to the name and content of my coahing packages? Obviously tastefully done. I feel like it will allow some lightness to the seriousness of the subject. I would love to hear your thoughts!

    1. Post

      Hey Cheryl! This is a great question. In general, I think humor (or humour 😉 ) can make just about any copy better. Even for serious or dark topics. The good rule of thumb is to make sure you’re laughing with the reader, not at them.

      Write a first draft with as much humor and joking as you like. Then, after you’ve written a draft of the page copy, ask–does this put you on the reader’s side? Have you perhaps been through something similar, so it comes off as commiserating instead of talking down to them? And if you haven’t been through something similar, is the tone empathetic or abrasive? You can always tone it back.

      Finally, if at all possible, have someone (ideally from your target market, but not necessarily) give it a read-through and let you know if anything sounds off.

      As long as you’re keeping your reader in mind and trying to make them feel welcomed and understood, it’ll be hard to go wrong!

    1. Post
  6. Hi Jessie, thanks for this article about focusing on results, not on sessions. Can you please do a follow up article digging deeper into a more unique names for the package? I would love more examples. Thanks!

    1. Post
    1. Post
  7. Hi Jessier. I liked the article a lot! I offer a Marketing Coaching Program that is 8 weeks (the new sweet spot) but I also offer ongoing coaching. It’s the ongoing model i am curious about. Do you have any specific advice on how to price the ongoing coaching package?

    1. Post

      Hi Dina, I’m glad it was helpful! I can’t offer any specific numbers because it is entirely dependent on you and your business. But in terms of structure, there are quite a few directions you could go. In general, you might charge by hour, by session, or by month. Personally, I’m a big fan of something like monthly coaching. This will allow you to create a predictable schedule (e.g. client A always meets you on Tuesdays at 2pm). It’s a bit of a harder sell, but especially if it’s designed for graduates of your 8-week program, then it’s a great way to keep them on long-term. When pricing anything though, I take into account how many hours it’ll take (including admin time) as well as my base price per hour (which depends on my experience and social proof).

      Hope this gives you a starting point 🙂

  8. I will be starting a business and mentor coaching business. As most of the clients that come to me are from a mentor stage.
    The transition base is what I’m interested in.
    And the packages I can offer.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.