Large clock with woman climbing the face - selling coaching

The Case for Selling Coaching Programs and Not Hourly Sessions

It can be difficult to know how to market your services effectively. One key decision you will need to make is whether to sell your coaching services by the hour or as a program. In this article, we will discuss why marketing your coaching as a program is a better approach than selling hours.

First, let’s define the two approaches. Selling hours is straightforward – you charge clients a certain amount of money for each hour of coaching you provide. This can be a simple and easy-to-understand approach, but it also has some significant drawbacks. One major issue is that it can create a disincentive for clients to make progress. If they feel like they are “using up” their purchased hours, they may be less likely to take action on your advice and recommendations.

On the other hand, marketing your coaching as a program takes a different approach. Instead of selling hours, you offer a program that includes a set number of sessions or modules. Marketing your coaching as a program places their focus on the achieved specific goal or set of goals, and the support, guidance, and accountability throughout the process,

What to Consider

There are several reasons why marketing your coaching as a program is a better approach than selling hours. Here are a few:

  1. Clearer value proposition: When you sell coaching by the hour, it can be difficult to communicate the value of your services to potential clients. They may wonder how many hours they will need, how much progress they can expect to make, and whether it will be worth the investment. In contrast, a coaching program has a clear value proposition – it is designed to help clients achieve a specific goal or set of goals, and it includes specific tools and resources  to help them get there.
  2. Greater commitment from clients: When clients invest in a coaching program, they are making a commitment to themselves and to you as their coach. They are signaling that they are serious about making a change and that they are willing to put in the work to achieve their goals. This can create a stronger relationship between you and your clients, and it can also help to motivate them to take action and make progress.
  3. More revenue potential: While selling hours can provide a steady stream of income, it also has a ceiling. There are only so many hours in a day, and only so many clients you can work with at any given time. In contrast, selling coaching programs allows you to leverage your time and expertise to serve more clients and generate more revenue. You can create additional programs at different price points to appeal to a wider range of clients, and you can also offer additional services or products to supplement your coaching programs.

You are More than Your Hourly Rate

You offer resources, often email or text support between sessions (depending on your program) and you are their partner in reaching their goal. Working with you is an experience – a journey.  

I often like to compare this to buying a book.  

When we buy a book for the journey it takes us on.  We don’t look to see how many pages it has and base its price on each page.  So our clients should not base our coaching just on the number of hours we have scheduled with them.  


 Marketing your coaching as a program is a better approach than selling hours. It provides a clearer value proposition, creates greater commitment from clients, offers more revenue potential, confirms your value as a coach.   

With the system in Coach’s Harbor it is easy to set up your programs to make sign-up seamless

Similar Posts