You're on a discovery call. The conversation is going beautifully. They're nodding, leaning in, saying “this is exactly what I need.” Then they ask: “So, what do you charge?” Your stomach drops. You hear yourself say a number — and it's lower than the one in your head. Again.
You're Changing Lives. Your Pricing Should Reflect That.
James: “I undercharged for my first year of coaching. I was terrified that if I charged what the work was worth, people would laugh. They didn't laugh. They just went to the coach who charged more and assumed they were better. This worksheet is the maths I did to stop undervaluing my own transformation.”
The Premium Pricing Worksheet walks you through the exact calculation to price your coaching based on the transformation you deliver — not your comfort zone, not your competitor's rates, and not what you think people will pay.
It's free. It takes 20 minutes. And your next discovery call is coming — be ready for it.
What Changes When You Complete This Worksheet
Not pricing theory. Not “charge your worth.” What actually shifts in how you sell.
Quote your fee without flinching
When you've done the maths and you KNOW your price is backed by the value of the transformation, the number comes out of your mouth differently. Confident. Calm. Non-negotiable.
Stop competing on price
The worksheet shows you exactly why the coaches charging 3x your rate aren't 3x better — they just understand value-based pricing. You're about to understand it too.
Attract clients who are ready to invest
Low prices attract price-shoppers. Premium prices attract committed clients. The worksheet helps you make the shift — and shows you why your current clients might actually be HAPPIER paying more.
Know your income goal isn't a fantasy
The reverse-engineering section takes your desired annual income and shows you exactly how many clients at what price gets you there. For most coaches, it's fewer clients than they think.
Handle "that's too expensive" with grace
The objection reframe scripts in Section 3 give you word-for-word responses for the three most common price objections. Not pushy. Not defensive. Just honest about value.
Stop resenting your own business
Undercharging breeds resentment. You start cutting corners, dreading calls, wondering why you left corporate. Premium pricing lets you show up fully for every single client.
James ‘Skywalker’ Franklin
Former burnt-out bank manager • Founder, The Freedom Reset
When I started coaching, I charged $150 per session. I picked the number because it felt “reasonable.” Not because I'd done any maths. Not because I understood the value of what I was delivering. Because I was scared.
A mentor asked me a question that changed everything: “What's the cost to your client of NOT solving this problem?” I did the calculation. For most of my clients — executives earning six figures, losing sleep, heading towards divorce or breakdown — the cost of doing nothing was tens of thousands a year. In health bills, lost productivity, relationship damage.
I was charging $150 to help them avoid a $50,000 problem. No wonder they didn't take it seriously.
I rebuilt my pricing using the worksheet you're about to download. Tripled my rate. My conversion rate went UP, not down. Clients showed up more prepared, did the work, got better results. Premium pricing wasn't about my ego — it was about their commitment.
If you're a coach who flinches when someone asks your rate, this worksheet will show you the number you should be saying — and exactly why that number is right.
What Coaches Are Saying
From coaches who've used the worksheet. Results reflect individual effort and circumstances.
“I was charging $75/session and wondering why I was burning out. The worksheet showed me I needed 12 clients a week just to hit a modest income. I'm now at $250/session with 6 clients a week and earning MORE. Should have done this two years ago.”
Nina P.
Wellbeing Coach, Early Reader
“The "cost of inaction" calculation was a revelation. I'd never framed my coaching in terms of what my clients LOSE by not working with me. My discovery call script completely changed after filling in Section 2.”
Steve R.
Leadership Coach, Early Reader
“I raised my prices 40% the week I completed this. First prospect after the increase said yes without blinking. I nearly cried on the call. Not from the money — from the relief.”
Amara K.
Career Transition Coach, Early Reader
You Might Be Thinking…
"My niche can't afford premium pricing."
That's the most common objection — and the most revealing. If your clients genuinely can't afford premium rates, the worksheet will show you that clearly (and help you find clients who can). But more often, "they can't afford it" is really "I'm afraid to ask." The worksheet helps you tell the difference.
"I'm not experienced enough to charge more."
The worksheet prices based on transformation delivered, not years in business. If your clients get results, you're experienced enough. Some of the highest-charging coaches I know have been in business less than two years. They just did the maths.
"Won't raising prices lose me clients?"
Some, yes. The ones who were never truly committed. But here's what the data shows: premium-priced coaching attracts better clients, produces better outcomes, and leads to more referrals. You'll work less and earn more. The worksheet shows you exactly how that maths works.
Your Next Discovery Call Deserves a Different Number
Every time you quote below your value, you train clients to undervalue the transformation. Every time you flinch, they feel it. The worksheet takes 20 minutes. The confidence it builds lasts for every call after.
Download it. Do the maths. Know your number. Say it with conviction next time someone asks.