There’s an influential coach who wrote a book on coaching over ten years ago that sells for $40 to this day. The hardcover is even double that.

Other books in the coaching genre tend to cost $12-$15. Yet this particular book has roughly 2,000 reviews and a 4.7 star rating…

And the book’s price tag was high before the ratings and reviews came in.

I meet so many coaches who set their prices based on what others are doing. Coaches who price their service as a short term commodity as opposed to value that ripples out into the future. And I meet so many coaches who are still charging by the hour, because that’s what they learned in their coaching certification program.

The majority of these coaches will never have the impact they want to have, and they’ll never be able to create an amazing lifestyle for their family—two of the biggest reasons coaches get into coaching.

The $40 book pays for itself in value. Meaning, just one of the insights if applied, can lead to a 10X return on investment. Which is why people don’t have a problem paying 3-4 times what they pay for other books.

What if your coaching did that?

I’m always contemplating how can I create a distinction or insight for someone, in a single conversation, that would be worth $10,000—or $100,000—to them?

Or how can I inject fresh ideas, concepts and embodiment into my group coaching sessions each week that are worth far more than I’m getting paid?

Which is why I get very little price resistance from clients—and working with me isn’t cheap. It’s not meant to be, because it’s value that ripples out far into the future...