If you’ve ever worried about charging too much, charging too little, or wondered whether anyone will actually pay your rates, this episode will help you think about pricing in a completely different way. In this episode, Joanna shares why pricing is about far more than picking a number.

What if the real question isn’t “What will people pay?” but “What kind of business do I want to build?”

Timestamps

00:00 - Why Pricing Feels So Hard

02:00 - The £5,000 Per Month Exercise

03:00 - Pricing as Business Design

04:00 - The Three-Part Pricing Framework

05:00 - Raising Prices Gradually

06:00 - Building Around Your Life

07:00 - Common Pricing Mistakes

“Pricing isn’t just a number. It’s part of your business design.” - Jo Lott

This episode is a reminder that sustainable pricing starts with clarity, not confidence. When you understand the business you’re trying to build, pricing becomes much easier.

Useful Links

A Blog Post: Coaching Pricing Strategy: Maximise Your Revenue and Build a Sustainable Business

Dare Greatly in The Coaching Arena: In-person & Online mid-year Reset, June 2026

Learn about The Business of Coaching programme

Signature Solution Course

Download the Free Digital version of Coaches' Planner (NEW edition 2026)

Free Essential AI Toolkit – 2 Must-Have Prompts for Coaches

How to secure more coaching clients' free training

Download the 12 ways to get clients now

Connect with Jo on LinkedIn

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If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: joanna@joannalottcoaching.com

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