173 | How to Price Your Coaching Services

If you’ve ever worried about charging too much, charging too little, or wondered whether anyone will actually pay your rates, this episode will help you think about pricing in a completely different way. In this episode, Joanna shares why pricing is about far more than picking a number. What if the real question isn’t “What will people pay?” but “What kind of business do I want to build?” Timestamps 00:00 - Why Pricing Feels So Hard 02:00 - The £5,000 Per Month Exercise 03:00 - Pricing as Business Design 04:00 - The Three-Part Pricing Framework 05:00 - Raising Prices Gradually 06:00 - Building Around Your Life 07:00 - Common Pricing Mistakes “Pricing isn’t just a number. It’s part of your business design.” - Jo Lott This episode is a reminder that sustainable pricing starts with clarity, not confidence. When you understand the business you’re trying to build, pricing becomes much easier. Useful Links A Blog Post: Coaching Pricing Strategy: Maximise Your Revenue and Build a Sustainable Business Dare Greatly in The Coaching Arena: In-person & Online mid-year Reset, June 2026 Learn about The Business of Coaching programme Signature Solution Course Download the Free Digital version of Coaches' Planner (NEW edition 2026) Free Essential AI Toolkit – 2 Must-Have Prompts for Coaches How to secure more coaching clients' free training Download the 12 ways to get clients now Connect with Jo on LinkedIn Rate and Review the Podcast If you found this episode of Women in the Coaching Arena helpful, please do rate and review it on Apple Podcasts or Spotify. If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: joanna@joannalottcoaching.com Enjoyed This Episode? Don’t Miss the Next One! Hit subscribe on your favourite podcast app to be notified each time a new episode of Women in the Coaching Arena.