You became a coach because you wanted to help people.
You invested in your training. You developed the skills. You may have already helped friends, family, coworkers, or your first few clients create meaningful change.
But building a coaching business is a different skill set.
Knowing how to coach is one thing. Building a business around it is another:
- What to charge
- How to position your offer
- How to find clients
- How to confidently ask people to invest in working with you
That is where many talented coaches get stuck.
You Have Probably Already Tried To Fix This
You've probably searched for answers.
"What should I charge?"
"Should I charge by the session or by the package?"
"When should I talk about money?"
"Where do I even find clients who will pay?"
Ask five coaches and you might get five different answers. And suddenly, instead of feeling more confident, you're wondering:
Am I undercharging? Overcharging? Or just doing this completely wrong?
The problem isn't a lack of information. It's conflicting information. There are endless opinions on how to build a coaching business, but much of that advice is designed for coaches at different stages, with different offers, different audiences, and different goals.
So instead of a clear path forward, you're left trying to piece together a business from everyone else's advice.
Brendon Burchard, the world's #1 high performance coach, has built a nine figure coaching business, written six New York Times bestselling books, and personally coaches Olympic athletes, CEOs, and billionaires. He's also personally trained thousands of coaches, and he sees the same five points trip people up, regardless of their background or niche.
Which Of These Five Are You Living Right Now?
Check yourself against these five challenges. As you read each one, ask yourself: "Is this something I'm dealing with right now?"
Challenge One
Waiting Until You Feel "Qualified Enough" to Charge
You know you can help people. But you keep telling yourself you need a little more experience before you can confidently charge for your coaching. So you keep preparing, instead of coaching.
Understand what clients are actually investing in. Expertise in someone's exact situation isn't what makes them hire a coach. It's whether that coach can help them think more clearly and move forward. You don't need more expertise to start charging. You need to understand what you're actually being hired to do and the value you bring.
Challenge Two
Letting Your Own Money Fears Set Your Price
You pick a price based on what feels comfortable to you. Then someone hesitates, and you immediately wonder if you're charging too much. So you lower your price. But your discomfort isn't necessarily telling you what the market will pay. It's telling you how you feel about asking for money.
Separate your internal fears from actual market reality. Your hesitation about a price is not the same as the market's response to it. The fix isn't finding a number that feels safe to say out loud. It's shifting the conversation away from cost and toward the value and transformation your coaching provides.
Challenge Three
Trying to Build Everything Before You Have Clients
You start thinking you need a website. Then a podcast. Then social media. Then an email list. Then a course. Then another offer. Suddenly, you're incredibly busy, but you're still waiting for your first real coaching clients.
Get one thing working before you build the next. You don't need an entire coaching empire before you prove that people want what you offer. You need to know what comes first, what can wait, and where to put your energy while you're starting out.
Challenge Four
Selling Yourself Instead of Selling the Transformation
When you're trying to convince someone you're a great coach, it's tempting to lead with everything you've accomplished. Your certifications. Your experience. Your story. Your credentials. But your potential client isn't really asking "how impressive is this coach." They're asking "can this person help me."
Shift the focus from proving yourself to communicating the transformation you help create. People don't invest in coaching because they want more information about you. They invest because they want something in their life to change. The coaches who fill their practice are the ones who learn to talk about the result, not the resume.
Challenge Five
Waiting for Clients Instead of Knowing How to Find Them
You've priced your offer. You believe in what you do. But you're still just waiting: waiting for a referral, waiting for someone to stumble onto your website, waiting for the phone to ring. Hope is not a client acquisition strategy, but it's what a lot of beginning coaches default to.
Learn an actual process for finding clients, not just hoping they find you. Your first clients rarely come from a perfect website or a big audience. They come from a specific, repeatable process, one most beginning coaches have never been taught.
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Most beginning coaches recognize themselves in at least two or three of these. Tap the ones that sound like you to see where you stand.
The Fix
Finally, A Clear Path To A Paying Coaching Business
Whatever your number, here's the good news: none of these challenges mean you're not cut out to be a coach. They mean you just need to learn some business building skills.
Brendon Burchard has personally trained thousands of coaches over the course of his 25 year career. Now you can get the mindset, money, and business principles beginning coaches need to move past these common challenges in his complete Life Coaching Class, so you can start building with greater clarity and confidence.
Brendon Burchard
The World's #1 High Performance Coach
"I built a $200M coaching business from scratch. This class is the blueprint. If you want to become a successful coach, this is how!"
Instant access to over 7 hours of expert instruction, plus a bonus clarity call with a certified coach to help you get started. Backed by a 30 day money back guarantee.
What Happens When Coaches Actually Fix These
It usually starts the same way. Terri had already been through a string of coaches and courses before landing here:
"I went down a rabbit hole with coaches and courses that do not teach like this. This is solid gold. This is helping all of us establish a business. Invaluable."
Terri M.
Then something shifts, usually somewhere in the first few hours of watching. Yliana described it right after finishing:
"I just finished this training and am blown away by the value and clear roadmap given by Brendon. Thank you!"
Yliana G.
For some, that clarity turns into something bigger over time. Dan put it simply:
"What started as an experiment turned into an impactful career."
Dan K.
And it's not an isolated result. Bill, who has worked alongside other coaches trained by Brendon, sees the same pattern repeat:
"Coaches personally trained by Brendon Burchard are phenomenal."
Bill C.
That is not luck. It is what happens when you get a proven method instead of trying to reverse engineer one on your own. Here is exactly what is inside the class that gets you there.
Three Modules. One Complete System.
Everything Brendon used to build his own $200M coaching business, broken down into three modules you can watch, revisit, and apply as you build your own.
Module One
Foundations and Mastery
Learn the mindset, method, and money of life coaching.
- A simple framework for guiding real coaching conversations
- How to understand the psychology that helps clients change
- How to build a curriculum clients can understand and use
- What to charge and why coaches are paid for outcomes, not hours
- How to lead sessions with the energy that creates momentum
Module Two
Program and Sales
Build a coaching offer that gives people a clear reason to say yes.
- What to charge and why coaches are paid for outcomes, not hours
- How to shape an offer around meaningful transformation
- Why coaching packages create more value than isolated sessions
- The practical math behind a sustainable coaching practice
Module Three
Scaling and Marketing
Create a simple path for reaching and serving more people.
- A practical marketing strategy for growing your coaching work
- How to use personal branding and Zoom to reach higher-paying clients
- The weekly practices that build visibility and client momentum
- How established coaches structure offers that can grow with them
