The Price Conversation: What to Say, Whether to Post Your Rates, and How to Pre-Qualify with Confidence
There's a moment in almost every discovery call that makes coaches sweat. The conversation is going well, there's real connection, they're clearly interested — and then they ask the question: "So, how much does it cost?" Suddenly your confidence evaporates. You start talking faster, over-explaining, justifying. Maybe you hear yourself offering a discount before they've even responded.
The price conversation is where most coaches lose their footing — not because their rates are wrong, but because they haven't learned how to hold their ground. This episode is about changing that — and about setting up your process so you're not caught off guard in the first place.
We're covering three different approaches to when and how you share your pricing: putting it on your website, waiting until the discovery call, and the "third door" option I use — pre-qualifying with an application form. I'll walk you through the pros and cons of each, including why putting your prices on your website might cost you the chance to offer alternatives to people who could still be great clients. Plus, I'm sharing exactly what to say when someone asks about your rates, how to handle pushback, and the inner work that makes all of this easier.
This is part four of our five-part series, "The Conversations That Build Coaching Businesses."
In this episode, I cover:
- Why the price conversation is so uncomfortable (and why it's not really about the number)
- The stories and fears underneath our pricing discomfort
- Three approaches to when you share your price: on your website, on the call, or through pre-qualifying
- The hidden cost of putting your prices on your website — you lose the ability to down-sell or offer alternatives
- How I use an application form to pre-qualify and set expectations without losing the conversation
- Other creative ways to pre-frame pricing before a discovery call
- Why having multiple offers at different price points gives you flexibility (and keeps potential clients in your world)
- How to say your price without apologizing, over-explaining, or rushing to fill the silence
- What to do when they push back — specific language for common objections
- The inner work behind confident pricing conversations
- A note on pricing integrity: payment plans, down-sells, and intentional generosity
LISTEN TO FULL EPISODE HERE
Series episodes:
- Episode 90: How to Get More Coaching Clients Through Referrals (Without Feeling Salesy)
- Episode 91: How to Network as a Coach (Even If You Hate Networking)
- Episode 92: How to Follow Up After a Discovery Call That Didn't Convert (Without Feeling Salesy or Desperate)
- Episode 93: The Price Conversation: What to Say, Whether to Post Your Rates, and How to Pre-Qualify with Confidence ← You are here
- Episode 94: The Difficult Client Conversation
Resources & Links:
Author & Host
Wendy McCallum
Business Coach for Coaches, Burnout & Alcohol Coach for High Achievers
I’m Wendy McCallum — a coach, mentor, and former lawyer who’s spent the last 15 years helping people build lives and businesses they actually want to wake up to. When I first left law, I had no guidebook for how to do this coaching thing. I floundered — hard. I undercharged, overthought, and overinvested in shiny solutions that didn’t really move the needle. But every mistake taught me something, and eventually, I built the kind of coaching practice I once only dreamed about — one that’s profitable, sustainable, and full of work I truly love. Today, I coach two kinds of people: ✨ Busy professionals who are ready to make big, meaningful changes — whether that's finding balance, recovering from burnout, or rethinking their relationship with alcohol. ✨ And newer coaches who are building their businesses from the ground up and want a clear, sustainable path forward without all the gimmicks and noise. Whether I’m helping someone simplify their business or reclaim their personal life, the heart of my work is the same: giving smart, capable people the clarity, encouragement, and real-world tools they need to move forward — in a way that feels good, not overwhelming. If you’re ready for something better — in your work, your life, or your business — you’re in the right place. And I’m so glad you’re here. IMPORTANT: Blog content including Wendy's podcasts are for information purposes only and not intended in any way to be health advice. Please see full Terms of Use, by clicking on the link in the footer of this page, for details.
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