If you’ve ever stared at your prices and wondered “Is this too high? Too low? Will anyone even want to buy this?”, then you are not alone.

Whenever I help a client figure out a new offer with my coaching plan, there’s always the moment where they ask me about pricing.

“What do you think I should charge?”
“Can you help me with pricing my online course?”
“I was thinking [this number] as a price for online coaching, what do you think?”

Pricing worries come up for business owners at all level. I’ve seen it pop up with new entrepreneurs creating their first offer, and with seven-figure business owners who were creating something new.

Worrying Your Prices Are Too High? This helps:

Understanding Value: A New Perspective

When it comes to pricing, one exercise that has helped me immensely is listing things that I personally find overpriced. Why do people splurge on Chanel handbags or golf club memberships? Why am I happy to pay for a month at the gym just to access a sauna in the coldest months? Once you start looking around yourself so you become aware of how people who are NOT YOU handle their money, it’s a revelation.

Conclusion: People do have money to spend, and often, they choose to spend it on things that might seem unnecessary to others. So why not on your valuable offers?

People Have Money: This exercise highlights that many people will spend money that they want to spend. And when they choose to invest in something, a lot of people will find a way to get those benefits they dream of.
Shift in Mindset: By recognising this, you can shift your mindset from worrying about pricing to understanding that your offerings are worth it, and your price is NOT what will make the difference between “buy” or “don’t buy” with most customers.

Learn how to promote your offers the feel-good way

Facing Criticism: The Art of Letting Go

Let's talk about criticism. When you set a price, you might encounter people who question or criticise it. Some may even imply that you should be providing your work for free. But here's the thing: their opinions about your pricing aren't personal attacks on you.

Separate Yourself from Your Offer: People are entitled to their opinions about your offer, not about you as a person. There's a clear distinction.
Empowerment through Detachment: Realising this can free you from the burden of others' judgments and empower you to stand by your pricing decisions.

Offering free services might seem like a way to win people over, but it can often lead to being undervalued.

Respect Your Work: If someone only values you when you offer free services, they're not truly valuing your work.
Balance and Boundaries: It's important to balance generosity with setting boundaries, ensuring your professional worth is recognised.

Pricing Strategies That Actually Work

Most people either undercharge out of fear or overcomplicate their pricing. Here are some quick fixes to help you avoid pricing panic.

✅ How to price online coaching

For you as a coaching service provider, there is a limit on how much time you can put into your work.

Make sure you don’t just count your “work time”. Coaching services come with a bunch of hidden admin costs for regular emails, contracts, and client services. Make sure you value ALL your time.
Consider the value of your time limitations. You cannot take 1000 coaching clients (or can you? that would be a fun offer!), so play with the numbers a little and see how many people you need to reach your goal income.

✅ How to price an online course

Online courses can cost anything from $7 to $7000, so where do you start? Consider where the price sits in your range of offers, how much you’re supporting students, and how seriously you want them to think about what you offer.

Do not confuse the volume of content with the value of content. People are paying you to teach them something useful and solve a problem, not to provide the full encyclopedia of knowledge. Making their result faster is valuable, and sometimes that means you’ll edit.
Keep improving and updating prices. Your course is not the same forever. Every time you update its promo, get a testimonial, add new content, create a new resource, you can use it as an opportunity to re-promote and tweak your pricing.
Don’t be afraid of “de-valuing” your product too much: The world of online courses is so topsy-turvy that price rarely indicates value. Instead, focus on creating a price that commands respect and attention. If you’re creating a multi-offer environment, providing a killer product at a super low price can be someone’s first step to spending 1000s with you.

✅ **Why online courses are valued (if positioned correctly)**

Are online courses valued? Yes, absolutely! The key to how much your customer values your course is in how you present it to them.

Make a list of what makes your course excellent. Customer service, client results, production quality, great workbooks, online community, your experience, your teaching style? List it all, and be sure to tell your clients why they’re investing in a top product.
If you want people to pay attention, price can be a message. Most buyers have a line between “no-brainer” and “think twice before buying”, and may become more engaged if they’re thinking harder before they give you the yes.
Make sure you follow up. People often buy courses and forget about them, so you can boost their results and gain stronger client engagement with regular check-ins.

🎯 Remember, you don’t have to do this alone:

If you're struggling with pricing your coaching or courses, this is exactly what I help my clients with in 1:1 coaching."Curious to find out more? Click here to discover my simple offers.

Pricing Online Courses and Coaching: Strategies That Work