Updated July 16, 20267 min read
Written by Malcolm Reid Sr
Founder, President & CEO of ProGlobal Business Advisors
TL;DR
Price coaching packages on the value of the problem you remove, not on your hours. Work out what the constraint costs the client per month, then charge a fraction of it. In practice that means $500–$2,500 a month for group work and $1,500–$10,000 for one-to-one. Charge monthly, in advance, with a defined scope.
Start with what the market pays
Pricing in this profession is unregulated and inconsistent, so it helps to know the actual ranges before reasoning about your own. In the US market in 2026:
- Group programme or mastermind: $500–$2,500 per month
- One-to-one advisory retainer: $1,500–$10,000 per month
- Hourly: $150–$500 per hour
- Project or intensive: $5,000–$50,000 depending on scope
Those are wide because the spread reflects operating experience and outcome, not delivery time. The coach at $8,000 a month is not doing four times the hours of the one at $2,000.
The arithmetic that sets your number
Value pricing is often taught as mysticism. It is not — it is subtraction. Work out what the client's constraint costs them per month, then take a defensible fraction of it.
If a client turns over $80,000 a month and is priced 20% below market, that gap is $16,000 a month. A $4,000 a month engagement that closes it in a quarter returns several times its cost, and both of you can see the sum. If you cannot do that arithmetic for a prospect, you do not have a pricing problem — you have a diagnosis problem.
You are not selling sessions. Nobody has ever wanted a session. They want the thing that exists on the other side of it.
Leave hourly behind
Hourly billing has one fatal flaw: it pays you more for being slow. The entire value of an experienced advisor is speed — spotting in one meeting what would otherwise take nine months. Hourly pricing charges the client least exactly when you are worth most.
It also caps you at your calendar, which makes every subsequent conversation about scaling impossible. Move to monthly retainers with a defined scope, or fixed-price engagements with a defined outcome.
How to structure the package
- Anchor on the outcome, not the deliverables. 'Owner out of the quoting seat in 90 days' is the product; the calls are logistics.
- Define the scope, and define what is outside it. Unlimited access sounds generous and is how coaches end up resenting their best clients.
- Bill monthly, in advance. Payment on completion means you carry the client's cash-flow risk for free.
- Set a term with a review point — 90 days is common — rather than open-ended or rolling with no checkpoint.
- Offer at most three options. More than that and buyers stop deciding and start deferring.
- Put a floor in and hold it. Your floor will be tested by the exact client you should not take.
Why most coaches underprice for years
Two reasons, and neither is market-driven. The first is that they price from their own cost base — what feels like a lot of money to them — rather than from the client's return. The second is fear: a low price feels like a safer way to hear yes. It is not. Low prices attract clients who do not implement, and clients who do not implement produce no results and no referrals, which keeps your price low. The loop is self-sealing.
The correction is not a bold round number. It is a better diagnosis. When you can tell a prospect precisely what their constraint costs them each month, the price stops being a negotiation and becomes arithmetic.
One honest caution
Value pricing only works if you can actually deliver the value. Charging $10,000 a month against a problem you have not solved before is not confidence, it is exposure. Price at the level of your evidence, and let the evidence raise the price.
How much should a new business coach charge?
Usually $500–$2,000 a month for one-to-one work, at the low end of the market, until there is a track record. Not free, and not $10,000 — your price should sit level with your evidence.
Should coaching packages be monthly or one-off?
Monthly, for anything structural. Real change — pricing, founder dependency, a sales process — takes a quarter or more, and a one-off intensive rarely survives contact with the client's normal week.
How do you raise your coaching prices?
Raise it for new clients first, keep existing ones on their current rate for an agreed period, and make the case with the outcome rather than an apology. If nobody ever pushes back on your price, it is too low.
Key takeaways
- Price against the client's return, not your hours or your comfort.
- US 2026: $500–$2,500/mo group, $1,500–$10,000/mo one-to-one.
- Hourly pays you for being slow — leave it early.
- Underpricing attracts clients who don't implement, which keeps you underpriced.
About the author
Malcolm Reid Sr
Founder, President & CEO of ProGlobal Business Advisors
Malcolm Reid Sr is the founder, President and CEO of ProGlobal Business Advisors. Before founding the firm he spent more than 25 years in operating leadership, and by his own account generated over $1 billion in sales across the companies he led. He now advises business owners and trains the advisors who do this work.
- 25+ years in business and sales leadership
- $1B+ in sales generated across companies led (career total)
- Founder of ProGlobal Business Advisors, Columbia, Maryland