Handling Refund Requests for Coaching Services

The first time someone asked for a refund for one of my coaching packages, I stared at the email like it was a breakup letter. I’d poured so much energy into helping that client. My first reaction? Frustration. Then self-doubt. Then a whole internal spiral about whether I was cut out for this work.

But here’s the truth: refund requests are part of the game, especially in coaching. It doesn’t mean you’re bad at what you do. It just means humans are messy, expectations get misaligned, and sometimes, people just change their minds.

1. Set Clear Expectations From Day One

One of the best lessons I learned early on? A refund policy is your friend. It’s not cold or untrusting — it’s respectful and professional.

After one particularly painful refund request (for a 6-week program halfway through), I realized I had zero terms in place. Nothing about refund deadlines, satisfaction guarantees, or cancellation processes. Total rookie move. Now, every offer I create includes:

• A clear refund policy written in plain English

• Deadlines for requesting refunds (usually within the first 7 days)

• Conditions that must be met (like completing the first call or assignment)

Just having that on the sales page filters out a lot of issues later. People know what they’re agreeing to. If you haven’t already, make sure your policies align with the essentials in 9 legal considerations for online coaching.

2. Stick to Your Policy (But Be Human)

There was a time I refunded anyone who asked, even outside my terms. I felt guilty — like keeping their money made me the bad guy. But then I started getting walked all over. One client completed the entire course and asked for a refund anyway. I caved. My gut still twists thinking about it.

Now, I stick to my policies — but I lead with compassion.

If someone reaches out, I reply with kindness first. Something like:
“Thanks so much for reaching out. I’m sorry to hear it didn’t meet your expectations. Let me walk you through our refund policy and see how we can support you.”

Sometimes, I’ll offer a partial refund or a free future session if they’re just feeling overwhelmed. But I don’t compromise the integrity of my boundaries anymore. You can be kind and firm.

If you need help preparing for these kinds of conversations, read how to handle coaching client objections it changed the way I show up when people push back.

3. Use Refunds as Feedback, Not Failure

This one took the longest to accept: a refund doesn’t mean you failed. It’s feedback — sometimes harsh, but always useful.

After one client bailed two weeks into a mindset coaching program, I asked what didn’t feel aligned. She said the pace felt too fast, and she didn’t feel supported between sessions. It stung, but guess what? I adjusted my program. Added weekly check-ins. The next round? Better results and better testimonials.

Every refund request gives you a chance to reflect:

• Was the client a wrong-fit from the start?

• Could my onboarding have been clearer?

• Did I overpromise on results?

Sometimes the answer is “they weren’t ready” — and that’s valid too. But when you treat refund requests like feedback, you grow instead of shrink. Refining your process might even mean creating better coaching packages and pricing that set clearer expectations from the beginning.

4. Protect Your Energy and Reputation

It’s easy to get caught in the emotions of refund drama. But here’s what’s helped me stay grounded:

• Keep all communication written (email, not DMs)

• Don’t get defensive, even if their tone is harsh

• Take 24 hours before responding if you feel triggered

Also, always assume other potential clients might see how you handle these things. Be professional. Protect your brand. I’ve had people come back later and rehire me after I handled their refund respectfully.

That’s why I believe having automated systems matters too. Tools that support you behind the scenes (like scheduling, contracts, payments) can make refund cases smoother to handle. I recommend checking out 11 best pieces of advice on scaling your coaching business — scaling includes protecting your emotional energy.

5. Refunds Don’t Define Your Value

This one’s for you if you’re spiraling after a refund: it doesn’t mean you suck.

You’re not a scam. You’re not a fraud. You’re running a real business, and refunds are just part of the ride. Some people won’t vibe with your coaching style. Some won’t do the work and blame you. Some are just not ready. That’s not on you.

Take the lesson. Refine the offer. Move on.

And remember: for every refund request, there are five silent clients who loved working with you and just didn’t say it out loud. Keep showing up. Keep growing. And when you’re ready to bring in more aligned clients, start with how to attract clients for coaching who are the right fit from day one.