THE COACH TRAP: Pricing Psychology (Why Most Coaches Get This Wrong)
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THE COACH TRAP: Pricing Psychology (Why Most Coaches Get This Wrong)
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Most coaches are pricing themselves out of the clients they actually want.
Not because they’re too expensive…
But because their pricing signals the wrong things.
In this episode, Dan and Greg unpack the psychology behind pricing and why it’s one of the biggest levers in your coaching business. From the Veblen Effect to the Decoy Effect and the Rule of 100, you’ll learn how subtle shifts in how you present your offers can completely change how they’re perceived.
This conversation goes beyond tactics. It challenges the belief that cheaper is better and shows why premium pricing—when done right—builds trust, increases commitment, and attracts higher-quality clients.
You’ll learn how to structure your offers so clients naturally lean toward your premium option, why discounting often backfires, and how to position your coaching around outcomes rather than sessions.
If you’ve ever second-guessed your pricing, struggled to attract serious clients, or felt stuck competing on price, this episode will give you a new lens on how to approach it.
It’s time to stop leaving money on the table and start pricing with intention.
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