Most Coaches Price Themselves Out of Success #businesscoaching

10 Feb 2026 · 1 min

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In this segment, Robin Waite walks coaches through a simple pricing exercise to expose why many price themselves out of success. He starts with a common goal—earning $100,000 annually, often to replace an unsatisfying job. Coaches then suggest a package price (e.g., $1,000). Waite divides the revenue target by the package price, yielding the required number of clients (100 in this example). He highlights that most coaches react with disbelief, recognizing that handling 100 concurrent clients is unrealistic both in terms of workload and client acquisition. This mismatch signals that the pricing is too low relative to the coach’s capacity, prompting a reassessment of package pricing to align revenue goals with realistic client loads.

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They want to earn $100,000 a year, perhaps to replace their income from their current job that they're unhappy in. And we start the pricing conversation and we say, okay, well, how much are you going to sell that package for? And they say $1,000. So we literally take the big number, the revenue, dream revenue, which they want to get, and divide it by the little number, the package price. But then we get our third metric then, which is the number of clients they've got to work with in order to get that $100K. In this case, it's 100 clients. And quite often this is the point where, you know, their eyes will pop out of their head and they say, oh my God, there's no way that I can work with 100 clients. Like, first of all, like, that's too many clients for me to work with concurrently. But second of all, like, where do I find them? That's, that's too much. And so what we're looking at is we've taken that vanity metrics, but it's, it's, it's relevant because it gives us direction. And we've worked out that our pricing is wrong because it doesn't give us that match up with the capacity that we've got.