How to set your rates as a coach (without feeling guilty)

 

 

Setting your rates is one of the most sensitive issues when starting out in coaching.

• “Am I too expensive?”
• “Will people be willing to pay that price?”
• “Who am I to ask that?”

These questions are normal. But they quickly become an obstacle.

As a result, many coaches set their prices arbitrarily, or even too low. They quickly find themselves with a business that's barely profitable. In this article from Pay-coach, we'll explore how to define fair, consistent, and transparent pricing, without feeling guilty.
 

Calculate your break-even point

Before even talking about prices, we need to talk about economic reality. How much do you need to earn each month to live? This includes your personal expenses (rent, food, transport), your professional expenses and your financial goals.

Let's take a simple example: you need €2,000 net per month.

If you charge €50 per session, you must complete a minimum of 40 sessions, not including expenses.

In reality, you'll need much more. This is what's called the break-even point: the minimum you need to reach for your business to be viable. Without this calculation, you're navigating blindly, underestimating your needs, and risking burnout.
 

Include charges and non-billable time

This is a very common mistake. Many coaches only take into account the time spent in sessions. However, a large part of the work is invisible: preparing sessions, communicating with clients, creating content, administrative management, and prospecting.

All this time must be factored into your pricing strategy. Added to this are the costs: social security contributions, tools (software, platform, website), professional insurance, continuing education.

Example: you charge €60 for a one-hour session. But in reality, you spend a total of 2 hours between preparation and follow-up.

Your actual hourly rate drops to €30, even before deducting expenses.
 

Understanding perceived value

Price is not just a matter of calculation. It is also a matter of perception.

• A client doesn't buy an hour. They buy a result.
• The higher the perceived value, the more readily the price is accepted.

This value depends on several elements: the clarity of your offer, your positioning, your credibility and the promised transformation.

Two coaches can offer a similar session and have completely different prices. Why? Because one sells time, the other sells results.
 

Premium vs. accessible positioning

There's no single right price. It all depends on your positioning. An accessible positioning means lower prices, higher volume, and a wider audience. It's often easier to get started, but it can lead to a heavy workload and significant fatigue.

A premium positioning implies higher prices, fewer clients, and more structured support. This allows for better profitability and attracts more engaged clients, but requires greater clarity and credibility.

The problem is being caught between the two. Many coaches are neither truly accessible nor genuinely premium. Their offerings become unclear, they struggle to make sales, and their income remains unstable.
 

Moving beyond the “hourly rate” approach

This is a crucial turning point. As long as you bill by the hour, you limit your income. Your time is limited, your value is reduced to a specific duration, and your earnings are capped.

Conversely, a support-based approach makes it possible to offer programs over several weeks or months, to structure a path and increase perceived value.

For example, instead of selling a session for €70, you can offer support for €900 over three months. The client is no longer buying a single hour, but an overall result.
 

How to set your prices calmly?

To overcome doubt and guilt, it's essential to define your break-even point, factor in all your costs (time and expenses), clarify your offering, choose a consistent positioning, and build results-based offers. Price then becomes a logical consequence, not an emotional decision.
 

Pay-coach: setting your rates with clarity and confidence

At Pay-coach, we help coaches and aspiring coaches structure a profitable business from the ground up. Setting your rates shouldn't be a source of stress or constant doubt. It's a strategic step based on concrete elements. Setting the right prices isn't just about earning more. It's about building a stable, aligned, and sustainable business.

Pay-coach helps you transform your expertise into a clear, structured and profitable business.


Crédit photo Jelena Danilovic Istock