Your Prices Are Too Low
Nerissa Golden 
Wondering why customers still aren't buying your very affordable offer? Maybe your too cheap!
Pricing is one of the most uncomfortable parts of running a coaching or consulting business.
Many coaches set their prices based on what they think people can afford, not on the true value they deliver. They fear charging more will scare clients off. But the opposite is often true: pricing too low can actually repel the very clients you want to attract.
Here’s why — and how to fix it.
1. Coaching Is a “Like to Have,” Not a “Must Have”
Unlike a plumber, doctor, or accountant, a coach isn’t something people need to hire. Coaching is a choice — an aspirational investment made by people who want to grow, evolve, or achieve faster results.
That means your service must feel valuable, premium, and capable of delivering transformation.
When your pricing is low, it sends a conflicting message:
“This looks interesting… but can it really deliver the kind of results I want?”
People associate higher prices with higher value. When you undercharge, potential clients may question your credibility, even if your content and experience are top tier.
2. Low Prices Create Misalignment
Think of it this way: you’re delivering a high-value, life-changing service — but your pricing says “entry-level.”
That creates a disconnect. The people who resonate with your message and respect your expertise are expecting a higher investment.
So when your offer comes in too cheap, it feels “off.” They hesitate — not because they can’t afford it, but because something doesn’t add up.
They might say,
“I love what you share, but I’ll think about it.”
What they’re really thinking is,
“I expected this to cost more. Maybe it’s not as powerful as it sounds.”
It’s better for someone to say, “I need to budget for this,” and return later — than to walk away because your price didn’t match your perceived value.
3. Pricing Shapes Behaviour
Low prices attract clients who are looking for bargains — not transformation.
When someone invests meaningfully, they show up differently. They take the work seriously. They commit to doing what it takes.
By pricing too low, you unintentionally attract clients who want quick wins or discounts — the same people who are least likely to complete the process or get results.
Remember: transformation requires commitment. Commitment often starts with investment.
4. You’re Undervaluing the Experience You Bring
As a coach or consultant, you’re not just selling time. You’re selling your experience, insight, frameworks, and the shortcut your clients get by learning from you instead of figuring it all out alone.
If your pricing doesn’t reflect that, you’re telling the market you don’t fully value your own expertise.
And if you don’t, why should they?
5. Set Prices That Match the Transformation
Let’s make this practical.
Ask yourself:
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What is the transformation worth to my ideal client?
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How much time, money, or emotional energy will this save them?
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What do they gain on the other side of working with me?
If your coaching helps a client land a £10,000 contract, improve their relationships, or overcome burnout — why would you price it like a gym membership?
Base your pricing on value delivered, not hours spent.
6. Remember: People Buy Clarity and Confidence
Clients don’t just buy coaching. They buy the confidence you project about your value.
If you hesitate or sound apologetic about your price, they feel it. If you confidently state your fee and hold your ground, you communicate certainty — and that certainty is attractive.
You can say:
“This programme is a significant investment — and it should be. It’s designed to create real, lasting change. I want you to be sure you’re ready to do the work.”
That kind of statement positions you as a leader, not a service provider.
Final Thought
Pricing is not just about numbers — it’s about alignment.
When your pricing reflects the value and transformation you offer, you attract clients who respect your work, trust your expertise, and are ready to invest in themselves.
Let your prices match your promise. The right clients will rise to meet them.
Next Step:
If you’re ready to reset your pricing with confidence, check out our Fix Your Money Mindset course.