Get Paid What You're Worth: A Coach's Guide to Charging Confidently

Three years ago, I was doing web design for $70 an hour and thinking I was killing it.

Today, I close consulting clients at over $15,000 per month.

Same brain. Same work ethic. Same skills (well, better skills now — but the jump started before the skills caught up). The only thing that changed was what I believed I was worth.

And that's the whole game. Right there. That's the difference between a coach who's scraping by at $2K/month and one who's earning $20K. It's not strategy. It's not tactics. It's the number they've given themselves permission to charge.

I know this might sound like "mindset woo" to some of you. But I've watched it play out hundreds of times with real coaches making real money — or not making it. The coaches who believe they're worth premium prices, charge premium prices, and get paid premium prices. The coaches who don't... don't.

Let me show you how this works — and more importantly, how to start getting paid what you're actually worth.

Your Worth Is Not Connected to Your Sales

This is a massive paradigm shift that most coaches need to hear, especially those transitioning from being an employee to running their own business.

When you're an employee, someone else determines your value. They give you a salary. You accept it. Your worth is literally defined by someone else's decision.

When you're an entrepreneur, YOU determine your value. You set the price. You stand behind it. And the marketplace responds.

But here's where it gets tricky: if nobody buys your offer in the first week, your brain immediately says, "See? I'm not worth it. I should lower my price." And if you listen to that voice, you'll be discounting yourself for the rest of your career.

Your value is not connected to other people purchasing from you.

Read that again.

A slow sales week doesn't mean you're worthless. It means your marketing needs work, or your messaging is off, or you haven't reached enough people yet. It says nothing — NOTHING — about your intrinsic value as a coach and human being.

I had to learn this the hard way. Early on, every "no" on a sales call felt like a personal rejection. Like the person was saying, "You're not good enough." That's not what they were saying. They were saying, "The timing isn't right" or "I don't see the value yet" or "I need to talk to my spouse." None of those things are about my worth.

The Price Is a Story You Tell Yourself

Let me give you a window into how pricing psychology actually works.

Right now, in your head, there's a number that feels "safe" to charge. Maybe it's $100 a session. Maybe it's $500 for a package. Maybe it's $197/month for group coaching. Whatever that number is — it's not based on market research or competitive analysis or ROI calculations.

It's based on what you believe you deserve.

And that belief was shaped by your childhood, your upbringing, your relationship with money, the stories your parents told about rich people, and the culture you grew up in.

I grew up poor. My family didn't have money. And somewhere along the way, I internalized a story that said people who make a lot of money are taking advantage of others. That charging high prices is greedy. That I should be grateful for whatever someone's willing to pay me.

That story kept me charging $70/hour for far too long.

The breakthrough came when I started working with coaches who were charging 10x what I was — and delivering the same (or less) value. The difference wasn't their skills. It was their belief about what they were worth. They simply decided they were worth more. And the market agreed.

How I Went from $70/Hour to $15,000/Month

Let me walk you through the actual progression, because I think the details matter.

Stage 1: $70/hour web design. I was grateful for every client. I'd take any project. I worked constantly. I was exhausted and barely paying bills. But I told myself, "At least I'm not working for someone else."

Stage 2: $100-$200/session coaching. I started coaching on the side. My first clients paid $100 per session. I was terrified to charge even that. But they got results, and that gave me confidence to inch the price up.

Stage 3: $500-$1,000 packages. I stopped charging per session and started selling packages — "12-week coaching program for $500" or "90-day intensive for $1,000." This was the first big mindset shift: selling a transformation, not time.

Stage 4: $197/month recurring. I launched WCA as a group coaching program. $197/month, unlimited access. This was the game-changer because now I had recurring revenue. 50 members = ~$10K/month. And I wasn't trading hours for dollars anymore.

Stage 5: $900/month VIP. As my results and reputation grew, I added a premium tier. Smaller group. More access. Higher price. The people who wanted more were happy to pay more.

Stage 6: $3,500-$15,000/month consulting. This is where I am now for 1:1 work. And my clients at this level are generating multiple six and seven figures. They're happy to pay $15K/month because their ROI is 10-50x that.

Each stage required a new version of me. Not a more skilled version — a more confident version. Someone who believed a little more in what they were worth.

The Dawn Example: Proof That This Works

Let me tell you about Dawn, one of my coaching clients.

Dawn is in the health and wellness space. When she started working with me, she was charging modest prices and feeling guilty about every dollar. She had the skills. She had the results. But she didn't have the confidence to ask for what she was worth.

We worked on her mindset first — not her marketing. We tackled the beliefs holding her back. The fear of rejection. The guilt about charging. The imposter syndrome.

And then something shifted. Dawn started raising her prices. Not by a little — significantly. She started asking for multiple figures per client. And you know what happened? She's increased her monthly income every single month since we started working together.

Not because the market changed. Because she changed.

The Value Equation: Why People Will Pay You More Than You Think

Here's a principle that will permanently change how you think about pricing:

If the value of what you're selling is greater than what you're charging, people will pay for it gladly.

My consulting clients pay me five figures per month. Why? Because their returns are multiple six and seven figures. For them, I'm the cheapest investment in their business. The ROI is so obvious that the price isn't even a conversation.

This works at every level. If your $197/month coaching program helps someone go from $2K/month to $5K/month in revenue — that's $36,000 in additional annual income for $2,364 in coaching fees. That's a 15x return. At that ratio, your coaching is ridiculously underpriced.

So stop thinking about what you would pay. Start thinking about what the transformation is worth to your client. And price based on that.

How to Start Charging More (Today)

I'm going to give you a practical, step-by-step plan for increasing your prices. Not in six months. This week.

Step 1: Calculate the value you deliver.

What result do your clients get? Put a number on it. If you help coaches get 5 new clients per month at $500 each, that's $2,500/month in new revenue for them. That's $30,000/year. Your coaching should cost a fraction of that — not a fraction of a fraction.

Step 2: Set a new price that's 50-100% higher than your current one.

If you're charging $200/month, go to $300 or $400. If you're charging $500 for a package, go to $750 or $1,000. The jump should feel uncomfortable but not delusional.

Step 3: Practice saying it out loud.

Stand in front of a mirror. Say your new price. "The investment is $1,000." Say it 50 times until your voice doesn't shake. Until you believe it. Until it feels as natural as saying your name.

Step 4: Present it with confidence on your next sales call.

State the price. Pause. Don't justify. Don't apologize. Don't immediately offer a discount. Just let it sit. The silence is powerful. It communicates that you believe in your price — and that confidence is contagious.

Step 5: Repeat with every new client.

Grandfather existing clients at their current rate. New clients get the new price. Every 5 new clients, bump it up again. Your price should always be growing — just like your expertise.

The Abundance Mantra

I want to leave you with something that might feel cheesy but actually works: an abundance mantra.

Say this to yourself today: "I am worth getting paid abundantly for the value I bring to the table."

Repeat it. Write it down. Put it on your bathroom mirror. Make it the background on your phone.

Then do the exercise: visualize what your life looks like when you're earning $83,333 per month. That's a million dollars a year. What does your morning look like? Where do you live? How do you feel when you wake up? What kind of clients are you working with?

Paint that picture in your mind. Write down the details. Let your brain start to believe it's possible — because once your brain believes it's possible, your decisions start aligning with that reality.

This isn't just positive thinking. This is neuroplasticity. Your brain literally rewires itself based on what you focus on. Focus on scarcity, and you'll make scarcity decisions. Focus on abundance, and you'll make abundance decisions.

I went from $70/hour to $15,000/month. My circumstances didn't change first — my beliefs did. And yours can too.

Ready to Get Paid What You're Actually Worth?

Inside Wealthy Coach Academy, we work on both the mindset and the strategy of getting paid what you deserve. Every Monday, I help coaches raise their prices, strengthen their confidence, and build businesses that actually pay them well.

$197/month. And the first thing we'll work on? Making sure you never undercharge again.

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