When I first began coaching, my rates were less about strategy and more about self-worth.
I charged what I thought people would be willing to pay, rather than what my experience, time, and transformation were actually worth. It came from a place of fear – fear of being “too expensive”, of being rejected, or of not being good enough.
But what I didn’t realise then was that pricing is never just about money – it’s about self-belief.
From Self-Doubt to Self-Value
In the early days, I based my pricing on what felt safe, not what felt right.
It took years of inner work – mindset shifts, healing past trauma, and recognising my worth – to understand that my knowledge, insight, and experience had real, measurable value.
As I began to see the tangible results my clients were achieving – clarity in their business, refined offers, new clients, and renewed confidence – I realised something powerful:
A single session could be worth thousands, not because of the time spent, but because of the transformation it sparked.
That’s when I stopped trying to make my offers “affordable”.
I started pricing for the value and outcome, not the hour.
The Confidence to Raise Prices
Confidence doesn’t come before you raise your prices.
It comes after you see your clients thrive and realise your impact.
Once I saw the ripple effect of my work, I felt ready to charge more – and my clients responded to that energy.
I also learned that it takes the same effort to sell a £100 offer as a £10,000 offer.
The only difference? The audience.
When you’re speaking to clients who understand and value transformation, pricing becomes a reflection of alignment, not affordability.
Why I Stopped Offering Free Sessions
At the very start, I offered free sessions to gain experience.
But I quickly realised that free doesn’t equal commitment.
Clients who invest, even a little, show up differently. They value the experience because they have something at stake.
Free sessions might give you practice, but they won’t build the foundation of a sustainable business.
Overcoming Money Blocks
My biggest money block wasn’t fear of charging too much – it was fear of success.
Growing up, I learned to stay small. To not outshine others. To not be “too much”.
Through hypnosis and RTT therapy, I worked through those subconscious beliefs and finally allowed myself to believe that success was safe.
That mindset shift changed everything – my confidence, my energy, and ultimately, my income.
People Pay for Transformation, Not Time
Today, I don’t sell time. I sell transformation.
Whether it’s a 90-minute intensive, a 90-day accelerator, or a year-long mentorship, every offer is built around results.
Because clients aren’t paying for a session – they’re paying for the breakthrough, the clarity, and the transformation that session brings.
Practical Lessons for Coaches
- Do the inner work. Your self-worth will always influence your pricing more than your skill set.
- Stretch your comfort zone. Growth happens just beyond what feels safe.
- Be selective. Value your time and energy; not every client is meant for you.
- Communicate transformation clearly. Most pricing objections are really messaging issues.
- Don’t follow trends. Create your own lane. Price according to the value you bring, not the crowd.
Final Thought
There will always be someone who needs what you have to offer – your job is to find them, communicate your value clearly, and believe deeply in the transformation you provide.
Pricing isn’t about being the cheapest or the most expensive. It’s about being aligned, confident, and intentional with the value you deliver.
And when you truly recognise your worth, the world rises to meet it.
Name: Raimonda Jankunaite
Professional Title: Visibility & Speaking Coach | Founder, Women Thrive Media | Helping women build their stand-out personal brands and become unapologetic, sought-after speakers.
Bio: Raimonda Jankunaite is a visibility expert, speaking coach, and mentor, as well as the founder of Women Thrive Media. She is an international speaker and the publisher of the Women Thrive book series. Her mission is to empower women worldwide to step into their power, claim their spotlight, and speak their truth unapologetically. Raimonda specializes in helping women become confident speakers and influential thought leaders in their niche.
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