Why Life Coaching Advice Was a Mistake for My Practice
Life coaches love to say, “Charge your worth.” They push high-ticket sales, packaged sessions, and premium pricing models under the guise of self-respect. When I started my private practice, I took some of their advice. It didn’t align with my values, and I quickly realized it wasn’t the right fit for my work. Here’s what I learned about ethical pricing, the pitfalls of life coach business tactics, and why I ultimately took a different approach.
The Life Coach Pricing Mentality
Life coaching is an unregulated industry, and many coaches operate under a business-first mindset. (To explore the implications of this lack of regulation, click here). Unlike therapy, which is guided by ethical and professional standards, life coaches often emphasize financial gain above all else. Two of the most problematic pricing strategies I encountered were:
- Charging “My Worth” Instead of Market Value
- Selling Package Deals Instead of Individual Sessions
These strategies weren’t just ineffective—they didn’t align with the client-centered approach I wanted to uphold.
Why “Charge Your Worth” Is a Problematic Mindset
The phrase “charge your worth” is frequently thrown around in life coaching circles. (For a deeper understanding of this concept, read this article). The idea is that setting high prices reflects self-confidence and ensures financial success. But there are several fundamental problems with this approach:
- Clients Decide Value, Not Coaches
What a service is worth depends on what clients are willing to pay—not on a coach’s self-perception. (For insights into the unregulated nature of the life coaching industry, read this article). Therapists and counselors base their fees on industry standards, demand, and accessibility, not arbitrary self-esteem pricing. - It Prioritizes Money Over Client Needs
When I first implemented higher fees, I noticed that it created an unnecessary financial barrier for some clients, making it harder for them to access the care they needed. - It Creates Barriers to Access
Mental health care should be accessible. The “charge your worth” mentality disregards the financial realities of struggling individuals who may need help the most.
Why Package Deals Don’t Work for Therapy
Another common life coach tactic is selling sessions in bulk—five, ten, or even twelve at a time. The logic? Clients who prepay are “committed” to their transformation.
Here’s why package deals don’t work in mental health services:
- Commitment to Recovery Fluctuates
Healing isn’t linear. Sometimes, clients need support for a short-term crisis. Other times, they need ongoing care. Forcing them into prepaid packages creates unnecessary pressure. - Sessions Should Happen When Needed, Not Because of a Payment Plan
I noticed that clients who had prepaid packages often scheduled sessions just to “use up” what they had purchased, even when they didn’t have urgent therapeutic needs. It felt transactional rather than meaningful. - It Undermines Client Autonomy
Therapy should empower clients to seek support as needed, not lock them into a financial agreement that dictates their healing process.
The Ethical Alternative: Sliding Scale Pricing
After realizing the downsides of life coach pricing models, I shifted to a sliding scale system—an approach commonly used in therapy but absent in life coaching. (Learn more about ethical practices in therapy by reading this article). A sliding scale allows:
- Clients with lower incomes to access care at reduced rates.
- Greater financial flexibility while maintaining fair compensation.
- A more genuine therapist-client relationship built on trust, not financial pressure.
How Ethical Pricing Strengthened My Practice
Since moving away from high-fee, package-based structures, my practice has benefitted in several ways:
- Better Client Relationships: Clients feel comfortable discussing finances without shame, leading to more honest conversations. If you have questions or need guidance, feel free to contact me.
- Increased Retention: Instead of forcing commitment through financial transactions, clients stay because they see real value in the therapeutic process.
- More Meaningful Work: I’m no longer preoccupied with financial structures. My focus is entirely on helping clients heal.
Final Thoughts: Life Coaching vs. Therapy Pricing
Life coaches are trained to sell, not to heal. Their pricing models reflect this, often prioritizing income over impact. While high-ticket coaching might work in self-improvement programs, it’s not suitable for mental health services.
If you’re a therapist or counselor considering life coach business strategies, think twice. Ethical pricing isn’t just about financial success—it’s about accessibility, trust, and true client-centered care.