Richmond DinhCreator & Founder of Tiny Challenges™

Why Some Coaches Charge 10X More..

27 Aug 2026 · 2 min

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1:54

In this video Richmond Dinh explains a three‑circle framework for setting coaching prices. The first circle, actual value, is the market‑rate baseline for the niche (e.g., therapist $80/hr, psychologist $150/hr, lawyer $250/hr, doctor $300/hr; general life coaching $80‑$100/hr, business coaching $250/hr). The second circle, situational value, reflects how context, scarcity, and niche specialization can raise prices (like a $1 bottle of water in a supermarket versus $5 at a bar or $10 in a hotel). Dinh advises coaches to niche down or limit supply to boost this value. The third circle, brand value, is the premium that a strong brand commands (comparing a $20 handbag from Kmart to a $30,000 Hermès). He argues that combining situational and especially brand value with the baseline allows coaches to charge substantially higher fees, potentially ten times the market rate. The video ends with a call to follow for more insights.

Chapters

What should you price your coaching offer at depends on where you sit in one of these 3 circles. So every coaching offer has an actual value. What does that mean? For example, if you're going to see a therapist, you might pay $80 an hour. If you're seeing a psychologist, about $150 an hour. A lawyer, $250 an hour. A doctor might be $300 an hour. So there's an actual value of the market rate of the niche that you're in right now. And so general life coaching will be about $80 to $100 an hour. So if you charge for a 12-week program, a 12 one-on-one calls, that might be a $1,000 offer. If you're business coaching, then you might be on $250 an hour, which may be a $3,000 course. So there's an actual value of every single niche out there. Now, if you have the second part, you can charge more, which is what I call situational value. What's situational value? If you buy a bottle of water in the supermarket, it'll cost you $1. If you buy the same water at a bar, it may cost you $5. If you buy that same bottle of water In a hotel room, it's gonna cost you $10. So the situational value allows you to increase price because the demand and supply ratio changes. So how do you change this in your coaching business? Number one, if you niche down and you're the only one selling that water, you can charge more. Or if you have a limited supply of what you're selling, you can charge more because you're changing the situation of what you are selling. But here's the third one which will give you the biggest price increase, which is your brand value. What is brand value? You can buy a handbag for $20 from Kmart. You can buy a handbag from a higher, better store for $100 or $1,000. Or you can buy a Hermès handbag for $30,000. The brand allows you to charge more. And so if you're a complete beginner with no situational value, no brand value, you can only expect to be charging a certain amount. But if you have some situational value, and more importantly, you have a brand, that gives you the sweet spot of how much you should charge. Follow for more.