7 Tips on Creating Coaching Packages and Pricing

Like, how do you actually decide what to offer — and what to charge — without feeling like a total fraud or undercharging your soul away?

I remember sitting at my kitchen table with a notebook, scribbling random numbers next to session lengths and fancy package names like “Transformation Jumpstart” or “Mindset Reset.” I had no clue what I was doing. Just vibes.

But after a few client misfires, pricing regrets, and way too many hours tweaking Canva graphics, I figured some stuff out. Here’s what I wish someone told me before I launched my first coaching packages:

1. Start With the Results, Not the Features

Don’t just slap together a package based on how many Zoom calls you’re willing to do. That’s what I did at first — and clients were like “…cool, but what do I get out of it?”

Focus on outcomes. Are you helping them get clarity on their next career move? Launch a side hustle? Finally get their mornings under control? Lead with that. The deliverable is transformation, not time.

If you’re not sure where to begin, check out this guide on how to choose your coaching niche knowing the result you help people achieve starts there.

2. Create a Signature Offer First

Before you offer a whole buffet of services, start with one signature package. Something you feel really confident delivering — your bread-and-butter transformation.

I wasted time juggling custom packages for every new lead. It was exhausting. When I finally focused on just one core offer (a 6-week mindset coaching sprint), it simplified everything. Messaging, marketing, and pricing got easier overnight.

It also made it easier to attract coaching clients online  because my offer was clear and compelling.

3. Offer Tiered Options (But Not Too Many)

People like choices — but not too many. I used to offer five packages. Chaos. Now I stick to three:

• Starter: For folks dipping a toe in.

• Core: My main transformation journey.

• VIP: For people who want faster, deeper results.

This way, clients can self-select based on where they’re at. And yes, some folks will go for the VIP. I was shocked when it happened the first time.

Curious about the pros and cons of different formats? Here’s a great breakdown of one-on-one vs group coaching to help you decide how to structure each tier.

4. Anchor Your Prices Emotionally and Strategically

Ah, pricing. This part used to give me hives. I didn’t want to be “too expensive,” so I undercharged. Know what happened? People didn’t take it seriously.

I learned this the hard way: pricing isn’t just math — it’s positioning. Charge based on the value of the outcome, not how many hours you’re on a call. If your coaching helps someone land a $10K raise or stop feeling like trash every Monday, that’s worth something.

Also: add tax. Add buffer. And leave room to raise your rates later.

This gets even easier when you’re using the right tools. If you’re managing everything yourself, look into automating bookings and payments for coaching — it’ll help streamline your workflow and keep your pricing clear.

5. Include Boundaries in the Package Details

At first, I made the mistake of being too available. “Unlimited Voxer support,” I said. Yikes. That quickly turned into 3 a.m. voice notes and burnout.

Now? Every package has clear boundaries: how often we meet, when I reply to messages, how to book calls, etc. Clients appreciate structure. You’ll thank yourself later.

If you’re planning to sell packages consistently, make sure your offer page is strong. This breakdown on writing a high-converting coaching sales page will show you how to position your value without overgiving.

6. Test, Tweak, Repeat

Your first package probably won’t be perfect — and that’s fine. Mine definitely wasn’t. I changed the title three times, reworded the description every other week, and kept adjusting the price based on what people said in discovery calls.

Listen to your clients. Pay attention to what questions they ask or what objections come up. Use that feedback to make your offers clearer and stronger. Treat your package like a living document — it’ll evolve.

7. Don’t Apologize for Your Pricing (Seriously)

This one’s big. Stop justifying your rates. I used to ramble on about why I charged what I did, as if I needed permission. Nah. You’re bringing value. You’re saving people time, energy, maybe even years of trial and error.

Own it. Say your price and pause. No nervous laughter. No “but we can work something out…” Say it like you believe it — even if your voice shakes a little.

Conclusion

Creating coaching packages and pricing that feels good and sells takes some trial and error — and that’s okay. You’ll find your rhythm, and more importantly, your people.

And hey, if you’re still staring at a blank pricing page, just start with one offer you believe in. That’s all you need to begin.