Coaching is a tricky sell.
For a client to say, Yes, I’ll pay X dollars for coaching support from you, the client needs to know (and feel!) the value they are going to get from you.
And to get to that point, where a client is ready to sign up, there are interactions with you, your online material, and what others say about you that a potential client will need to evaluate.
This is is a sales process in simple business terms.
If posting fees on your website helps the process along, enables the client to see the value of working with you, and improves your ability to sign up new clients, then YES, post fees.
But for most new coaches, I don’t think posting fees is a good move because a big part of the value you bring will happen in the intro call. Seeing your fees on your website will lead the client to evaluate your services too early.
Also, since your business is new and the leads will vary, I’d rather you work on getting to know new clients well and showing them the value in your first session (so-called sales call).
- You could meet a client wanting to start a business with one year goals and you help them for a whole year with monthly calls.
- You could meet a client who is changing jobs and needs focused help 2x per week to transition in the next three months.
Your intro call is key.
Should you post fees to be transparent?
Transparency is good. Honesty is good. You should share your fees.
I think that for many new coaches, fees are a confusing topic and it’ll be better for your closing rate and to engage in a powerful coaching session — one that’s going to look at the big picture for the client where transformation will occur.
Once that call is made, I think it’ll be a better space to make a fitting coaching offer with all the details – fees, calls, assessments, check-ins, laser sessions, etc.
See this The Mountain Sketch for Your Initial Coaching Session for tips on that initial session.
Basically assess the client’s needs first, then offer a well thought-out solution after.
Posting Fees On Your Website Isn’t As Important as Other Things
When it comes to attracting new client leads via your website, I’ve found it better to focus on other things like:
- well-written testimonials that show you’re good at coaching
- copy that highlights the benefits of coaching
- educational/inspirational articles that show your intelligence, knowledge and wisdom
- credibility indicators from your past work and accomplishments like leadrship roles held or books written
I wrote a lot about website content in The Coaching Website Guide.
Three situations when posting fees could be beneficial …
Sometimes posting fees on your coach website could make sense, like:
1. You post fees to be more exclusive and eliminate time-wasters. You’re getting a lot of leads and need to reduce them.
2. You quote a fee for a specific offer that wouldn’t necessitate a phone call to commit. For example, booking a life strategy session for $200 or signing up for a 30-day challenge at $125.
3. You target clients in an area similar to coaching (like therapy), and you want to differentiate your fees — claiming a coaching approach is better, so you quote fees 20% higher.
For most coaches seeking one-on-one clients who have needs that vary widely, I think it’s a better move to know the candidate and their needs first.
Make sure that prospective clients can see, feel, smell, and taste the value you provide as a coach.
You need to make sure that they understand what they’re getting and why they should hire you, and it there should be something big and worthwhile by enrolling as your client.
The harsh reality is that people aren’t exactly looking for a coach, but what a coach can bring, such as solutions, outcomes, change, a better future in life, work, health, and relationships.
Help them see and feel that in a big way with website content that gest them to reach out to you and a powerful call that they can wholeheartedly commit to.
This is what The Coaching Website Guide is all about.