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3 Shifts Coaches Need to Make to Start Getting Paid What They’re Worth

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Sixteen months ago, I was staring into my computer screen with bloodshot eyes ready to give up.  Between serving my clients, generating leads and managing my business, I was burnt out.  That voice in my head started saying, “Just give up and go back to your corporate job.”

Taking a step back, I was in search of the “one thing” that would allow me to keep my doors open.  Not charging enough for my services was the glaring issue.  Some clients were only paying $75 dollars per session.  While comical now, at the time I struggled valuing the services provided to my clients.

The industry saying is, “Take your rates and double it.” The way coaches are currently undervaluing themselves, most coaches need to increase their rates 3-7 times.  

With my back against the wall, I decided to increase my fees by five times.  It transformed my business.  For that to occur, three shifts had to be made in how I was operating in my business.  

Here are the three same shifts I see my clients needing to make as well:

1. Start believing

Coaches who don’t believe in their market and people willing to pay them what they’re worth, attract broke clients.  Coaches that believe people are willing to pay for high ticket programs, start attracting clients willing to make big investments in their future.

The biggest struggle coaches have is believing in their own marketplace.  The result is that they attract people that aren’t willing to invest in themselves.  Without believing people will pay for their services, those people will never come into their lives.

“It was better to focus on the good and what we had than to focus on what we had lost and were losing.” – Paul McManus

2. Leveling up their network

Jim Rohn said, “You’re the average of the five people you spend the most time with.” The same goes for a coaching business.  Who are the five clients you spend the most time with?  Who are the five leads you are spending the most time with?

When telling coaches to raise their rates, I usually hear, “I know that I am undercharging for my work but no one will pay me what I’m worth.”  The truth is that they are just spending time with the wrong people.  A prosperous business is directly correlated with the people the coach is networking with.  Most coaches aren’t spending enough time with the right people.

Often, coaches are waiting for permission to level up their network.  That with enough hard work, someone will invite them into the club where the next tier of clients are waiting.  That is never going to happen.  

The coach needs to make the first move for those relationships to ever grow.  Doing so will give them the opportunity to flourish and potentially result in long term working relationships.  Which will allow the coaches to take their business to new levels—along with their rates.

3. Changing the sales conversation

It is ingrained in coaches to help fix the problems for others.  Unfortunately, fixing problems rarely equates to getting paid what they’re worth.  Prospects wanting to resolve their problems want it done quickly and at a bargain rate.  They want the coach in and out so they can focus on more important things—like creating their vision.

Coaches need to spend more time focusing on the vision of the prospect instead of the problem.  More questions should be asked to get a better understanding of what the client is seeking for their lives.  The coach needs so to show how the program will help make that prospect’s vision a reality.

“Your life is controlled by what you focus on.” – Tony Robbins

The result will be the prospect viewing the coach’s services as an investment.  When investing, the prospect won’t want to buy something cheap.  They will want to get the best product because they are working on making their vision a reality.

These are the three shift coaches need to make to start getting paid what we’re worth.  With the extra cash flow, coaches can start leveraging that money to free up their most important asset—time.  They can spend more time prospecting high quality leads, create more momentum to continue to grow and build the business they set out to create when first starting.

If you are a coach, which shifts do you need to make in your business? Leave your thoughts below!

Image courtesy of Twenty20.com

Benjamin Tyler is the founder of Client Enrollment Academy.  Where he shows coaches and consultants how to attract quality leads and attract them into high ticket programs, so they can build the business they set out to create at the start.

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Success Advice

Why One-Size-Fits-All Leadership Will Always Fail (and What Works Instead)

The surprising truth about leadership styles that can make or break your team’s success.

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Why one-size-fits-all leadership doesn’t work
Image Credit: Midjourney

Leadership has always been as much about people as it is about performance. Ken Blanchard, in his influential book, “The One Minute Manager”, put it simply: different strokes for different folks. (more…)

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Success Advice

What Every New CEO Must Do in Their First 100 Days (or Risk Failure)

Your first 100 days as CEO could define your entire legacy, here’s how to make every move count

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leadership tips for new CEO
Image Credit: Midjourney

When Tim Cook took over from Steve Jobs at Apple, the world watched with bated breath. Jobs wasn’t just a CEO; he was a visionary, an icon, and a legend of innovative leadership. (more…)

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Entrepreneurs

The Leadership Shift Every Company Needs in 2025

Struggling to keep your team engaged? Here’s how leaders can turn frustrated employees into loyal advocates.

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Bridging the gap between employees and employers
Image Credit: Midjourney

In workplaces around the world, there’s a growing gap between employers and employees and between superiors and their teams. It’s a common refrain: “People don’t leave companies, they leave bad bosses.”

While there are, of course, cases where management could do better, this isn’t just a “bad boss” problem. The relationship between leaders and employees is complex. Instead of assigning blame, we should explore practical solutions to build stronger, healthier workplaces where everyone thrives.

Why This Gap Exists

Every workplace needs someone to guide, supervise, and provide feedback. That’s essential for productivity and performance. But because there are usually far more employees than managers, dissatisfaction, fair or not, spreads quickly.

What if, instead of focusing on blame, we focused on building trust, empathy, and communication? This is where modern leadership and human-centered management can make a difference.

Tools and Techniques to Bridge the Gap

Here are proven strategies leaders and employees can use to foster stronger relationships and create a workplace where people actually want to stay.

1. Practice Mutual Empathy

Both managers and employees need to recognize they are ultimately on the same team. Leaders have to balance people and performance, and often face intense pressure to hit targets. Employees who understand this reality are more likely to cooperate and problem-solve collaboratively.

2. Maintain Professional Boundaries

Superiors should separate personal issues from professional decision-making. Consistency, fairness, and integrity build trust, and trust is the foundation of a motivated team.

3. Follow the Golden Rule

Treat people how you would like to be treated. This simple principle encourages compassion and respect, two qualities every effective leader must demonstrate.

4. Avoid Micromanagement

Micromanaging stifles creativity and damages morale. Great leaders see themselves as partners, not just bosses, and treat their teams as collaborators working toward a shared goal.

5. Empower Employees to Grow

Empowerment means giving employees responsibility that matches their capacity, and then trusting them to deliver. Encourage them to take calculated risks, learn from mistakes, and problem-solve independently. If something goes wrong, turn it into a learning opportunity, not a reprimand.

6. Communicate in All Directions

Communication shouldn’t just be top-down. Invite feedback, create open channels for suggestions, and genuinely listen to what your people have to say. Healthy upward communication closes gaps before they become conflicts.

7. Overcome Insecurities

Many leaders secretly fear being outshone by younger, more tech-savvy employees. Instead of resisting, embrace the chance to learn from them. Humility earns respect and helps the team innovate faster.

8. Invest in Coaching and Mentorship

True leaders grow other leaders. Provide mentorship, career guidance, and stretch opportunities so employees can develop new skills. Leadership is learned through experience, but guided experience is even more powerful.

9. Eliminate Favoritism

Avoid cliques and office politics. Decisions should be based on facts and fairness, not gossip. Objective, transparent decision-making builds credibility.

10. Recognize Efforts Promptly

Recognition often matters more than rewards. Publicly appreciate employees’ contributions and do so consistently and fairly. A timely “thank you” can be more motivating than a quarterly bonus.

11. Conduct Thoughtful Exit Interviews

When employees leave, treat it as an opportunity to learn. Keep interviews confidential and use the insights to improve management practices and culture.

12. Provide Leadership Development

Train managers to lead, not just supervise. Leadership development programs help shift mindsets from “command and control” to “coach and empower.” This transformation has a direct impact on morale and retention.

13. Adopt Soft Leadership Principles

Today’s workforce, largely millennials and Gen Z, value collaboration over hierarchy. Soft leadership focuses on partnership, mutual respect, and shared purpose, rather than rigid top-down control.

The Bigger Picture: HR’s Role

Mercer’s global research highlights five key priorities for organizations:

  • Build diverse talent pipelines

  • Embrace flexible work models

  • Design compelling career paths

  • Simplify HR processes

  • Redefine the value HR brings

The challenge? Employers and employees often view these priorities differently. Bridging that perception gap is just as important as bridging the relational gap between leaders and staff.

Treat Employees Like Associates, Not Just Staff

When you treat employees like partners, they bring their best selves to work. HR leaders must develop strategies to keep talent engaged, empowered, and prepared for the future.

Organizational success starts with people, always. Build the relationship with your team first, and the results will follow.

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Entrepreneurs

What Makes an Entrepreneurial Leader? Traits of the World’s Best Innovators

Inside the mindset of entrepreneurial leaders who transform risk, passion, and vision into world-changing results.

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entrepreneurial leadership skills and traits
Image Credit: Midjourney

When you think of Richard Branson (Virgin Group), Bill Gates (Microsoft), Steve Jobs (Apple), Rupert Murdoch (News Corporation), and Ted Turner (CNN), one thing becomes clear: they are not just entrepreneurs, they are entrepreneurial leaders. (more…)

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