You're Not Too Expensive: How to Stop Discounting Your Coaching Rates In an Uncertain Economy

Coaching business pricing during economic uncertainty is where a lot of coaches quietly come undone. Not publicly — there's no announcement, no decision point. It happens in small moments. A potential client mentions money is tight and you immediately offer a discount. Someone ghosts after hearing your rate and you spend three days wondering if you should lower it. You start pre-emptively apologizing for your prices before anyone has even asked.

In this episode, we're breaking down what's actually happening in those moments — because it's rarely about the economics and almost always about the story underneath them. We're covering how to tell the difference between appropriate flexibility and people-pleasing yourself out of a sustainable business, what the research tells us about how clients actually make purchasing decisions during economic downturns, and the specific internal work that lets you hold your rates with confidence rather than apology.

This isn't about being rigid or tone-deaf to genuine financial hardship. It's about getting honest about when you're responding to a client's reality and when you're responding to your own fear. Those are two completely different situations — and they require two completely different responses.