It's a startling statistic that deserves attention: approximately 78% of coaches hide their prices online. This widespread practice has become so commonplace that many coaches never question it, simply following what they see industry leaders doing.

But what if this "standard practice" is actually sabotaging your coaching business?

The Hidden Cost of Hidden Prices

Imagine this scenario: You walk into a clothing store where not a single item has a price tag. Instead, there's a sign that reads, "Contact an associate to discuss pricing." Would you shop there or immediately turn around and leave?

Most of us would choose the latter. Yet somehow, this exact approach has become the norm in the coaching industry.

When you hide your prices, you're unintentionally sending several problematic messages to potential clients:

You lack confidence in your value. When you're hesitant to publicly state what you charge, it suggests uncertainty about whether your services are worth the investment.

You don't respect their time. Your ideal clients are likely busy professionals with packed schedules. Forcing them to book a call just to discover if you're in their budget demonstrates a lack of consideration for their most precious resource: time.

You're prioritizing your conversion tactics over their experience. Let's be honest—many coaches hide pricing because they believe they need a chance to "handle objections" before revealing costs. This sales-first mindset often backfires by creating an uncomfortable dynamic from the start.

The Psychology Behind Pricing Transparency

The fear of displaying prices usually stems from several concerns:

"Potential clients will be scared off by my rates"

If your rates would scare away a prospect before a conversation, they were unlikely to convert after the call anyway. Price transparency actually helps qualify leads, ensuring you're only speaking with prospects who are prepared to invest at your level.

"I need to explain the value before revealing the price"

Your website and content should already effectively communicate your value proposition. If they don't, that's a separate issue to address—not a reason to hide pricing.

"My competitors don't show their prices"

This presents a perfect opportunity to differentiate yourself through transparency. When everyone else is creating friction in the buying process, your clarity becomes a competitive advantage.

The Irony for Coaches

There's a particular irony when coaches hide their pricing. Think about it:

If you're a confidence coach, yet you're not confident enough to publicly own your value...

If you're a business coach teaching clients to charge their worth, yet you're hesitant to display your own rates...

If you're a mindset coach helping clients overcome limiting beliefs, yet you're acting from a scarcity mindset about pricing...

The disconnect is not just noticeable—it can actively undermine your credibility.

How Transparency Transforms Your Client Relationships

When I guide my clients to shift toward price transparency, they initially feel anxious. But the results consistently surprise them:

Higher-quality consultations: When prospects know your pricing upfront, those who book calls are already comfortable with your investment level, leading to more productive conversations.

More aligned clients: Transparency attracts clients who value honesty and straightforwardness—qualities that typically make for better coaching relationships.

Increased perceived value: Counter-intuitively, visible pricing often enhances perceived value. Psychology research shows that uncertainty tends to reduce perceived value, while clarity increases it.

Reduced time waste: No more spending precious hours on calls with prospects who were never going to be able to afford your services.

Improved client respect: Starting the relationship with transparency sets the tone for mutual respect throughout the coaching process.

Implementing Pricing Transparency Effectively

If you're convinced it's time to stop hiding your prices, here's how to implement this shift effectively:

1. Create Tiered Pricing Options

Instead of a single take-it-or-leave-it price, consider creating different investment levels that serve various client needs. This approach:
Acknowledges that clients have different budgets and requirements
Provides clarity while maintaining flexibility
Creates natural upsell pathways

2. Clearly Articulate Value at Each Price Point

For each pricing tier, clearly explain:

What's included (number of sessions, resources, access)
Specific outcomes clients can expect
Why this option might be right for certain clients

3. Offer a Low-Risk Entry Point

Consider creating a lower-priced diagnostic or assessment offering that gives clients a chance to experience your coaching with less financial commitment. This approach:

Reduces the perceived risk for new clients
Demonstrates confidence in your ability to deliver value
Creates a natural pathway to your higher-ticket offerings

4. Address Common Questions

Alongside your pricing, proactively address questions prospects typically ask:

Payment plan options
Refund policies
Expected timeframes for results
How you measure success

5. Include Social Proof Specific to Value

Strategically place testimonials that specifically mention the return on investment clients have experienced. These testimonials are most powerful when they directly address concerns about pricing.

Real Results from Real Coaches

The coaches I work with who have implemented pricing transparency consistently report surprising outcomes:

A mindset coach who feared she'd lose business actually increased her bookings by 35% within two months of publishing her prices

A business coach who created tiered pricing options found that 40% of clients chose his premium package—higher than the middle option he expected most to select

A wellness coach who added a low-risk entry offer saw 60% of those clients upgrade to her comprehensive program

Moving Beyond Industry Norms

Just because 78% of coaches hide their prices doesn't mean you should follow suit. The coaching industry is evolving, and clients increasingly value transparency, efficiency, and respect for their time.

By breaking free from outdated practices like hiding pricing, you position yourself as a forward-thinking coach who prioritizes client experience over sales tactics. You attract clients who value transparency and are ready to invest in themselves without unnecessary hoops to jump through.

If you've been hiding your prices simply because "that's how it's done," consider this your permission to do things differently—and watch how it transforms not just your client acquisition process, but the entire dynamic of your coaching practice.

Ready to Transform Your Coaching Packages?

If you're ready to create coaching packages with transparent pricing that actually converts better than the old "hide-and-seek" approach, my Dream Client Package Builder provides a complete framework. It's helped hundreds of coaches develop compelling, clearly-priced offers that attract aligned clients who are ready to invest.

Remember: in a world where coaches hide their value, transparency doesn't just stand out—it signals confidence, respect, and professionalism. Exactly the qualities your ideal clients are looking for.

What's your experience with pricing transparency in your coaching business? Have you been hiding your prices or displaying them proudly? Share your thoughts in the comments below!

Why Hiding Your Coaching Prices Is Costing You Clients (And What To Do Instead)