Selling one-off coaching sessions? That’s easy.
You help someone for an hour, they say thanks, maybe leave a review and then they vanish. Been there. That used to be my whole business. But it wasn’t sustainable. I was always chasing the next client, the next invoice. Honestly? It was exhausting.
It wasn’t until I figured out how to sell recurring coaching subscriptions that things finally clicked.
The Big Mindset Shift: Stop Selling Time, Start Selling Transformation
At first, I was just selling hours. “Book a 60-minute strategy session for $197.” That worked, kinda. But it kept me stuck in a loop. I had no predictability, and if I took a week off? No income. Fun.
The change happened when a client told me, “I wish I could just work with you long-term… like, monthly.” Ding ding ding. That’s when I realized people weren’t buying a session, they were buying a result. A transformation. And that takes time, trust, and consistency.
So I started packaging my coaching differently. Instead of one-off sessions, I created monthly subscriptions focused on outcomes. Career coaching, leadership development, confidence building — whatever the niche, the focus was progress over time. If you’re still choosing your direction, check out this guide on how to choose your coaching niche.
Build a Framework, Not Just a Price
Here’s the thing: people need to know what they’re getting. If you just say “$500/month for coaching,” it feels vague. Sketchy, even.
Instead, I built out a simple framework:
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Two sessions per month (Zoom or phone)
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Access to me via Voxer or email between sessions
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Monthly check-in workbook or action plan
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Personalized goal tracking
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A clear outcome or theme (like “Get Your First 3 Clients” or “Build a Confident Speaking Voice”)
That structure made it feel real — like a true program, not just a subscription to me. If you need help shaping your offer, here’s a great breakdown on creating coaching packages and pricing.
Make It Easy to Commit, Easy to Stay
At first, I forced clients into 3- or 6-month contracts. Mistake. People hesitated. It felt like a trap.
Now? I offer month-to-month plans with easy cancellation — but here’s the twist: I frame it like a journey. I say upfront, “Most clients stay 3–6 months to really see results.” That sets the expectation without pressure.
Bonus tip? Use a simple subscription tool like Stripe, Kajabi, or MemberVault to automate billing. Manual invoicing was a nightmare, trust me. You can streamline this even more by automating bookings and payments for coaching, which has been a game changer for me.
Sell the Ongoing Support, Not the Session
In my marketing, I stopped talking about sessions and started talking about safety nets. That feeling of “someone’s got your back.” Because that’s what recurring coaching actually gives people — support when things get messy.
Here’s how I position it now:
“This isn’t about one conversation. It’s about having consistent guidance and accountability as you grow. You’re not doing this alone anymore.”
That hit people hard — especially overwhelmed solopreneurs and career changers. They didn’t want another one-off advice session. They wanted a partner. If you’re not sure how to convey that in your messaging, take a look at these tips on writing a high-converting coaching sales page.
Don’t Forget to Show Off the Journey
One last thing that really helped? Sharing transformation stories. I’d highlight a client who went from zero confidence to landing a dream job after 5 months of coaching. Or the one who doubled her rates in 90 days.
These stories (with permission, of course) showed potential clients what was possible. Not instantly but over time. And that’s what a subscription is: time-based results. If you’re wondering how to present yourself better in the long term, here are some key strategies to scale your coaching business.
Conclusion
Looking back, switching to recurring coaching subscriptions changed my business and honestly, my sanity. I stopped hustling for every dollar and started building real relationships. If you’re coaching right now and still doing one-offs? Give this a shot. It might just change everything.
