How To Price Your
Signature Coaching Program

Signature Coaching Program Pricing

Why charge a premium?

People who pay more pay attention. They also take action and get excellent results. When they get excellent results, they tell their friends and they give you glowing testimonials!

If a medical doctor in private practice can earn a high salary while using drugs to mask symptoms, why not you? You also help people with their health. The health transformation you provide is not what the mainstream medical system can provide.

How much should you charge?

Expenses: How much are your business and personal expenses? How much do you need to earn to cover that plus taxes, savings and more? Add it up and you’ll know how much you need to earn.

Hours: Plan out the number of hours you’ll need to show up. Add at least 20% because you’ll underestimate the time you need. It happens to us all.

Clients: How many clients would you like to fit into your calendar? The crucial question is, how many clients can you enroll every month?

Expenses / Clients = Minimum Price
If you need $6,000 and you can enroll 4 clients, the minimum you can charge is $1,500.

Add at least 20% to the minimum price. Then round the number up because you’re unlikely to hit full capacity right from the start.

Round up your prices:
Pricing numbers usually look like this: $1,297, $1,499, $1,800.
Pricing numbers should not look like this: $1,293, $1,492, $1,893.72.

When’s a good time to show the price?

If you’re getting too many discovery calls with less than 30% of them buying, you can show the price tag on your website to weed out the people who may not be ready to invest.

If you like to have more discovery calls, you only share the price on the call. Show the price after you show the value and people will be more willing to invest.

Signature Program Payment

Here are some payment ideas for you:

• Offer no payment plans, only accept full payments.
• Mention your payment plan only when people ask for it.
• Do not give too many options, only offer a full payment and a split payment.
• No payments beyond the program duration. A 3 month program has 3 payments, not 6.
• Split payments with additional cost to cover for transaction fees.
• Split payments without additional cost.
• Use services where you get the full sum up front and your clients can have a payment plan.

There’s no best way, do what feels good to you.

Single Payment:

If you present your signature program as the best fit solution for them, price is less of an issue. When people see and understand the value of your signature program, they will find the money to pay for it in full.

When people invest more money up front, they’re more committed and this increases their odds of success significantly. Their hearts will go where they placed their money!

You’ll get all the funds up front and it’s good for your cash flow.

Payment Plans:

If you provide payment plans, make sure the billing is automatic. Also, send out automated emails to remind your clients. In your emails, include your name, your company name and the name of your program. Some people may forget what they paid for so it’s good to remind them. If they forget, they might call their credit card company to cancel their payments to you. You want to prevent that ahead of time.

Set up alerts for failed payments. It happens when people update their credit card numbers. Create an action plan to get back the payment if your clients miss them.

Bonus points if you add a few sentences to reassure that they made the right choice. Encourage them and let them know they’re on track to the health transformation they always wanted.

Sessions & Packages

Many health coaches start by selling their service by the sessions or with packages.

Sessions:
It’s the same as charging by the hour. People will compare your services with other services in another industry. It’s not a fair comparison but people do that all the time.

Packages:
It’s the same as selling sessions, except you sell a few more sessions at once. Same thing, it’s easy for people to make unfair comparisons. If you offer 12 sessions, some people may even ask you to do just 4 sessions so they can spend less.

Courses vs Coaching

Courses:

• Selling with a web page. (Need excellent copywriting.)
• Long feedback loop. (Due to lack of engagement.)
• More tech and complex analytics.
• Need more audience for enough profits.
• Lower trust and lesser connection.
• Completion rate is only 15%.
• Refund rates can exceed 10%.

Group Coaching:

• Discovery calls to enroll clients. (Need simple conversation skills.)
• Short feedback loop. (Due to high engagement.)
• Simple tech and basic analytics.
• Small audience but higher profit.
• Higher trust and more connection.
• Completion rate is high.
• Hardly anyone will ask for a refund.

Did you notice the people telling you to create courses are the same people trying to sell you courses about creating courses or software for courses?

What if you already created a course?

Don’t dump it! You can repurpose it into a coaching program or leave it as a bonus resource for your clients. Support them by answering their questions between the group coaching calls.

That’s how a course becomes a group coaching program! Now, you can transform the health of your clients and charge higher. When they pay more, they’re more committed and they’ll get the results they want. When that happens, they’ll write glowing testimonials for you and tell their friends about your service.

DIY Health?

Health issues are too complex for DIY. It could be okay for other simpler topics. I don’t recommend you to create a DIY course. How long do you want your clients to try stuff on their own? Haven’t they suffered enough?

Sometimes, all they need is a health coach like you to encourage them to take some small steps towards their healing. A DIY course doesn’t do that. You can add automated alerts and they can help but they can’t replace your human touch.

Instead, create a course as the main content of your group coaching program and support your clients along their journey. You can do some live calls and messaging support with an app or email.

A $300 DIY course sounds expensive. A $1,500 group coaching program seems reasonable. It can be the same material. Just position it differently and add support to it. Now you can charge 5 times more and deliver more value. Now you can see it’s easier to 5x your price than to 5x your audience.

Health coach or digital marketer?

You became a health coach because you love solving chronic health issues. If you’re like most health coaches, you enjoy connecting with people on discovery calls and coaching calls.

If you change your revenue model to sell courses, your daily activities would be like a digital marketer instead of a health coach. Even if you succeed at it, how would that make you feel?

Serving More People

You became a health coach because you want to help as many people as possible. Serving more people doesn’t mean you need to have many clients. Not everyone is suitable to be your coaching client.

You can enroll fewer premium clients and help them get transformational results, instead of many customers buying some low end offer and getting little to no results.

When you earn more, you can invest in more top quality content. You’re serving people who benefit from your free content. Some will end up investing a premium to work with you.

What’s your work capacity? How many clients can you serve? With a signature program, you can enroll only a few clients and that’s enough to exceed your income goals without working longer hours.

What Are They Buying?

When your clients enroll for your signature program, what are they really buying?

They like your personality and everything about you but they’re buying a desired outcome. The thing that gets them results is not you, it’s your signature program. You created your program and it’s a system that helps your clients get to their desired results for their health.

That’s good news!

Which means you don’t have to do 100% of the delivery. You don’t have to be the one coaching in every session. You can hire a co-coach to support you. Train them on your program and they can run it without you.

You don’t even have to hire them full-time. Part-time co-coaches will do. There are many health coaches who are great at health coaching but don’t like the business and marketing side. They’ll be happy to help you.

Don’t be in a hurry to hire a part-time co-coach. Start off by coaching your clients, learn from the feedback and take notes. With that, you can train another co-coach to help you run your program.

More Content

This blog post is part of the Signature Coaching Program series:

• How To Create Your Own Signature Health Coaching Program
• How To Create Your Own Signature Group Coaching Program
• How To Price Your Signature Coaching Program

At first, I wanted to write a blog post about creating a signature coaching program. Then, the ideas kept following and it became this series of content.

Are You Ready To Enroll Your Dream Clients?

Thank you for reading all the way here. I hope this blog post was helpful for you.

Reading alone won’t get you any results. If you like to do this on your own, go through this blog post, take notes then work on them one at a time.

If you want to create your own signature health coaching program and you want it done better and faster, I can help you. DM me on Instagram or click on the link below to find out more about the Client Enrollment System.