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 c...
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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