Let’s talk about the elephant in the room—the fantasy pricing that’s running rampant in the coaching industry. You’ve seen it: coaches slapping sky-high price tags on their services, promising life-changing transformations that, frankly, don’t always deliver. This trend isn’t just setting clients up for disappointment; it’s setting coaches up for failure too. The truth is, when your product is intangible, the real value isn’t in the hype, it’s in the results.

The Illusion of High Price Equals High Value

There’s a dangerous myth floating around that the higher your price, the higher your perceived value. A lot of new coaches get sucked into this mindset, thinking that charging top dollar will instantly position them as industry leaders. But here’s the thing: slapping a premium price on your services doesn’t automatically make you an expert. In fact, it can do more harm than good if you can’t back it up with real, tangible outcomes.

Clients are smart—they know when they’re getting value and when they’re being sold a dream. Sure, a high price might attract attention, but if the experience doesn’t match up, you’re not just losing a client; you’re damaging your reputation. Remember, people talk, and in this industry, word of mouth can make or break you.

The Myth of “If They Don’t Pay, They Won’t Participate”

One of the most pervasive myths in the coaching industry is this idea that if clients don’t pay a lot, they won’t fully commit to the process. The thinking goes that higher prices lead to higher commitment. But let’s be real—commitment isn’t about the price tag, it’s about the connection and the value they’re getting from the experience.

I’ve seen clients who pay modest fees show up fully, ready to do the work, because they’re genuinely invested in their growth. On the flip side, I’ve seen high-paying clients coast through sessions without putting in the effort because the price they paid was more about status than substance. The truth is, commitment comes from the relationship you build and the value you deliver, not just the size of the check they write.

If you’re using high prices to force commitment, you’re missing the point. Instead, focus on creating a program that’s so engaging, so transformative, that clients want to show up—regardless of the price. Real commitment is about the work, not the wallet.

The Risk of Overpromising and Underdelivering

One of the biggest pitfalls of fantasy pricing is the pressure to overpromise. When you’re charging premium rates, there’s an unspoken expectation that you’re going to deliver something extraordinary. But what happens when the reality doesn’t live up to the hype? Your clients feel let down, and you’re left scrambling to justify your price point.

Overpromising and underdelivering isn’t just bad business; it’s unethical. You’re not selling a magic pill—you’re offering guidance, support, and expertise. If you can’t guarantee the kind of results you’re advertising, it’s time to reassess your approach. Your integrity and your clients’ trust are worth far more than a quick buck.

What True Value Looks Like When the Product Is Intangible

So, what does true value look like when your product is intangible? It’s about more than just flashy marketing and high-ticket prices. It’s about delivering real, measurable outcomes. It’s about the transformations your clients experience, the growth they achieve, and the changes they make in their lives because of your work together.

Value is also about transparency. Be clear about what your clients can expect from your services. Set realistic goals and manage expectations from the start. If you’re honest about what you can and can’t deliver, your clients will appreciate your integrity, and you’ll build a reputation as a coach who’s worth every penny.

How to Set Realistic and Ethical Pricing

Now, let’s talk about how to set prices that reflect the true value of your services without resorting to hype. Start by assessing the real impact of your work. What do your clients walk away with? How do their lives improve because of what you offer? Use this as a baseline to determine your pricing.

Next, consider your experience and expertise. If you’re just starting out, it’s okay to charge less while you build your reputation. As you gain experience and your results speak for themselves, you can adjust your prices accordingly. Remember, it’s better to have a price point that reflects where you’re at now, rather than one that’s based on where you hope to be.

Finally, be transparent. Don’t hide your prices behind endless sales funnels or high-pressure tactics. Put them out there for potential clients to see. When you’re upfront about what you charge and why, you build trust—and trust is what keeps clients coming back.

The Role of The Coaching Guild in Promoting Ethical Pricing

At The Coaching Guild, we believe in pricing that’s grounded in reality, not fantasy. We’re not here to sell you a dream; we’re here to help you build a sustainable, successful coaching practice that delivers real value. Our training programs emphasize ethical pricing practices, transparency, and delivering on your promises.



We teach you how to set prices that reflect the true worth of your services and how to communicate that value to your clients. With our support, you can build a practice that not only survives but thrives—because it’s built on integrity and real, tangible results.

Fantasy pricing might look good on paper, but it’s a ticking time bomb in practice. Don’t fall into the trap of thinking that high prices alone equal high value. Focus on delivering real outcomes, being transparent, and setting prices that reflect the true value of your work. When you do, you’ll build a coaching practice that’s not only successful but also sustainable and respected.

The Coaching Guild is a coach training program specifically designed to nurture dreamers, artists, creatives, outsiders, rebels, and good troublemakers. It is a multi-instructor, multi-disciplinary approach to training that prioritizes learning innovative foundational coaching skills and marketing training.

If you are interested in coach training done very differently, hit me up for a no-pressure, no BS, no trip, and fall into a sales funnel conversation. Let’s talk about what's possible for you as a coach.