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...

Here's what no one tells you about pricing: it's not really about the numbers. You can research your competitors, run the calculations, and land on a rate that makes perfect sense on paper — and still feel a knot in your stomach every time you say it out loud. That knot? It's not about the math. It's about identity, worthiness, fear of rejection, and a whole lot of stuff you probably absorbed long before you ever became a coach.

In this episode, I'm going deeper than the usual tactical pricing conversation. I'm sharing my own money story — from growing up in a low-risk-taking household where money was tight and carefully budgeted, to billing out at high rates as a corporate lawyer while battling imposter syndrome, to undercharging for years when I started my coaching business because I hadn't yet done the inner work. I'll walk you through what finally shifted for me, why undercharging isn't humble (it's often just hiding), and how to start owning your value — not just intellectually, ...