Pricing Mindset for Coaches

Never again feel guilty for charging what your services are worth.

Pricing Mindset for Coaches is an online course created to help coaches overcome their insecurities when it comes to their price levels, so that they can confidently quote the prices that their services are really worth, without being sucked into a whirlpool of impostor syndrome, second-guessing, and self-doubt.

Right now, you may be finding it hard to charge for your services the very same prices that you see other coaches charging for theirs, or even to charge at all. 

And you may be feeling any, or several of the following:

  • That what you help achieving maybe isn’t worth that much money.
  • That maybe you aren’t as good, or as experienced as a coach as the ones who are charging premium prices are.
  • That maybe what you’d like to charge per session may be unreasonably high.
  • That maybe what you’d like to charge for your full package may be too much of an ask.
  • That you may fail the people who invest to work with you, and that may not be able to achieve the results that they were hoping to achieve.
  • That by pushing to make a sale, you may be putting your clients in a difficult financial situation.
  • And the list goes on…

But there’s no need to feel that way. Have you ever wished...

  • That when you need to quote your prices to a prospective client, you could do so confidently, feeling absolutely sure that what you’re charging is a fair price?
  • That you could confidently push back when you’re told that “you’re too expensive”, instead of being sucked into a whirlpool of second-guessing and self-doubt?
  • That you could bring yourself to believe that your dream prices are fair, and that you’re not being greedy or any sort of a scammer?

If so, this program can help you...

  • Confidently charging profitable prices.
  • Never again feeling guilty, deceitful, or like an impostor when charging the prices that your services are really worth.
  • Understanding what really makes a coaching service valuable, and what are the only two requirements that your services must meet to be premium-price worthy (they’re probably a lot simpler than you think).
  •  Understanding what is the minimum price that you must realistically charge to keep your business afloat, and why you must never compare coaching prices to salaries, or the prices of other services.

What you'll find inside:

Course Curriculum


  • Why pricing is important for business   (11:33)
  • Why mindset is important when it comes to pricing   (8:35)

Addressing sources if pricing insecurity

  • Introduction to sources of pricing insecurity   (5:29)
  • My services aren't worth the money   (25:55)
  • I'm not good enough to charge this much   (11:17)
  • What I'd like to charge per session seems too high   (34:35)
  • My packages' ideal prices seem too high to me   (10:17)
  • My potential clients won't be able to achieve the transformation   (5:50)
  • My potential clients cannot afford my services   (4:52)

Niche selection impact on pricing

  • Why choice of niche is crucial when it comes to pricing   (6:21)

Pricing and the mindset of... clients

  • Pricing and client psychology   (22:24)
  • Let's talk about discounts   (9:58)

“You’re too expensive!”

  • Expect to hear it, it's normal   (13:27)
  • How to deal with it in a sales call   (16:50)
  • How a particular down-sell can help   (7:24)

This program is for you if:

  • You feel insecure when you quote your prices to potential clients.
  • You dread sales calls for the fear of being perceived as "salesy" and deceitful.
  • You dread being told that you’re too expensive and keep second-guessing if that might really be the case.
  • You keep comparing your prices to the salaries that others are making, or to how much other service providers are charging per hour.
  • In some situations, you may even feel guilty about charging anything at all.

This program is not for you if:

  • You already feel confident when quoting your profitable, dream prices.
  • You don’t feel particularly bothered when your told that you’re too expensive.
  • You’re not willing to do the work independently. This is a course, not a consulting project nor a coaching package.


Frequently Asked Questions

Will this program help me finding my ideal price?

No. Although we do calculate what would be your minimum viable price in one of the modules, that’s not your ideal price; that’s just your floor price. 

This isn’t a course about how to price. This is a course about changing the way you think about charging for your services, and building your confidence to be able to charge the prices that you want to charge, without feeling guilty, or feeling that you may be taking advantage of others, or feeling like an impostor.

Are you a certified coach?

No. I never studied to be a coach, I studied business. I completed a management degree at the Católica Lisbon School of Business and Economics (2003), and a full-time MBA at IESE Business School in Barcelona (2009).

The knowledge I share in my courses is a result of my business education, extensive reading, and experience gained through my work in business planning and analysis at multinationals Siemens and Novartis, strategic marketing consulting at Simon-Kucher & Partners, and running my own small business.

Why should I trust you instead of a certified coach?

Well, if what you’re looking for is advice on how to coach, you shouldn’t. You’ll be able to find other instructors more qualified to do that.

What I’m qualified to help with, is the business side of your coaching business. I’m definitely not your best option when it comes to learning how to coach. What I’m good at, is creating a successful business and marketing strategy. 

To be clear, please note that I’m not promising to help you defining how you will coach your clients. What I will help you with, is becoming a better business owner, by helping you identify who your ideal target clients are, and what your coaching package should include to be highly desired by them.

I’ll help you put together a session plan and its content, but I won’t help you figuring out how you will actually coach anyone. Teaching you how to become a better coach is outside my scope of expertise. 

When will have access to the course contents?

Immediately after you purchase.

For how long will I have access to the program?


Will you help me completing the work?

I’m afraid not; the course is priced assuming that you will work independently. You may ask clarification questions in the course’s comments section, but there’s no coaching or consulting component included.

What if the course doesn’t work for me, or it isn’t what I expected?

I want all my students to be happy with the course. If you’re not satisfied with your purchase, you can ask for a no-questions-asked refund for the first 30 days of joining. 

To recap, this program will help you:

  • Figuring out what is behind your fears of quoting your prices.
  • Developing strategies to overcome your price-related mental blocks.
  • Figuring out what is the absolute minimum price for which you must sell your services (this is not your ideal price!), and why coaching must be sold for premium prices.
  • Stop comparing your prices to salaries and other service providers’ fees.
  • Understanding what it really takes to be able to charge a premium price.
  • Understanding why a widespread mistake in niche selection may prevent your business from ever succeeding.
  • Understanding how your price levels impact the mindset of your prospective clients.
  • Knowing how to respond when someone says that you’re too expensive.
  • Developing a strategy to be able to get clients who would otherwise be too afraid to invest in your program to still work with you.

Why should you enroll today?

Enroll now, and stat working towards finally being able to guiltlessly quote your premium prices, knowing that what you are asking is nothing more than the fair value of the services that you deliver.

30 Days Money Back Guarantee

I want my students to be happy with their purchases.

If for any reason you’re not happy with yours, feel free to request a no-questions-asked refund within the first 30 days of your purchase.

No catch. No need to show proof that you’ve completed 6 months of work in those 30 days, nor do any sort of ritual dance under a full moon. Just ask for a refund, and you’ll get your money back.

Disclaimer: Nothing on this page, website, or course is a promise of guaranteed results. All the materials shared are provided for information purposes only, and your results may differ depending on a multitude of factors. Any statements related to income are examples of what may be possible, but it’s not possible to make guarantees regarding results. All business activities entail risks, and no action should be taken solely based on the information published in this course or website. The publisher is not responsible for your sales, income, or any other performance as a result of the actions you take based upon the information provide on this course, or on the publisher's website. The publisher is not entering into any kind of practitioner/client relationship with course buyers or website visitors.

Note: After pressing the “Enroll in course” button, you will be redirected to Teachable’s terms of use and privacy policy will be applicable.

Copyright 2022 Jupiterworld Unip. Lda.