Why “High Ticket Coaching” Might Be Hurting More Than It’s Helping

 “High ticket” used to mean premium. Personal. Deeply supportive.
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Now it often means pressure, overpromising, and a £5k price tag on something you’re not even ready for.
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I say this not just as a coach but as someone who’s been burned by the high ticket dream myself.

Let me tell you a story…
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A while back, I invested in a high ticket coaching program. £5,000 upfront. The promise? “We’ll help you build a premium coaching offer and close clients at high ticket prices fast.”
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Sounded great.

Until I found myself spending £500 a day on ads… taking sales calls with people who had zero clue who I was or what I was about.
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Every call felt awkward. As soon as I mentioned the price, people vanished.
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And there I was, hours deep into creating a cringeworthy VSL (video sales letter) reading a script that felt like someone else entirely. It wasn’t my voice. It wasn’t my style.

But it was supposed to “convert.”
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Spoiler: it didn’t.

What I realised was this: I wasn’t building a business that reflected me. I was building a funnel to chase the elusive high ticket sale.

The Problem Isn’t High Ticket. It’s the Fast Track.

Charging more for a high-value coaching experience is absolutely valid. But not when the only goal is to “sell high ticket” before you’ve even found your footing.

There’s this pressure now to jump straight to £3k or £5k offers… even if you haven’t clarified your message, tested your method, or worked with enough people to feel confident.

It skips the real work that builds a great coach and a sustainable business.

The people booking calls with me? They could sense something was off.
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Because I was showing up in a way that wasn’t me, I was following a formula that might work for some, but definitely didn’t work for someone trying to build trust, not just transactions.

When your marketing is a copy-paste funnel that could belong to anyone, clients won’t feel connected. And if there’s no connection, no trust… the sale won’t happen. (Or worse it will, and they’ll regret it.)

There’s a lie floating around the coaching world: that if your offer isn’t “high ticket,” you’re not serious.
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But here’s the truth: some of the most successful, fulfilled, and in-demand coaches I know aren’t chasing £10k months with VIP-only containers. They’re doing great work with clients they care about, charging fairly, and building a business that fits their life.
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Let’s Bring Back ‘Right Fit’ Coaching
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What if we stopped obsessing over “high ticket” and started focusing on right fit?
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Right fit for you. Right fit for the client. Right timing, right price, right support.

Not everyone is ready for a premium program and not every coach is ready to deliver one. And that’s not failure. That’s just being honest.

So… How Should You Price Your Coaching?
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If “just charge high ticket” isn’t the answer, what is?

Here’s a more grounded, sustainable way to approach pricing without the pressure, cringe scripts, or identity crisis.

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1. Price Based on Clarity, Not Confidence

Too many coaches undercharge because they don’t feel confident yet. But pricing shouldn’t be based on how loud your imposter syndrome is today.

Instead, base it on the clarity of what you offer and the outcome you help people achieve.

Ask yourself:

• Do I know the problem I solve and for who?
  
  
• Do I have a process that works, even if it’s evolving?
  
  
• Can I clearly articulate the transformation someone will walk away with?
  
  

If you’re solid on those, you’re in a good place to charge a fair, results-backed price.

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2. Start with What You Can Back Up

If you’re early in your journey, it’s okay to start with pricing that allows you to get reps in.
That doesn’t mean undercharging to the point of burnout. But it does mean offering something that gives people value while giving you valuable experience.

Think:

• Beta rounds
  
  
• Founding client rates
  
  
• Shorter commitments with clear deliverables
  
  

This builds confidence, testimonials, and proof of concept—before you go big.

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3. Make Sure Your Delivery Matches the Price

Price doesn’t just reflect what you offer it reflects how you deliver it.
If you’re charging £2k+ but your onboarding is a mess, check-ins are inconsistent, and your systems are a headache… people will feel the gap.
But if your delivery feels seamless, personal, and pro even a mid-range offer can feel premium.

Look at things like:

• Onboarding experience
  
  
• Communication (how and how often?)
  
  
• Support systems (calls, messages, check-ins, resources)
  
  
• Client results + retention
  
  

The smoother your experience, the more confident you’ll feel in your price.

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4. Test, Learn, and Adjust

Pricing isn’t permanent. It’s not a tattoo.
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Test a price for 3-5 clients. Gather feedback. See how it feels. Did people bite quickly? Did you feel resentful delivering at that rate? Were the right people signing up?

Then tweak it. Improve it. Evolve it.
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Most successful coaches adjust pricing many times before they hit the sweet spot.

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5. Forget What Everyone Else is Charging

You don’t need to charge £5k to be legit.
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You don’t need to copy someone else’s offer stack.
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You do need to create something that works for you, works for your people, and feels good to sell and deliver.

When in doubt, ask:
👉 “Would I buy this at this price, with what I know it includes?”
👉 “Would I feel excited, not stressed, delivering this at this price?”

That’s your sweet spot.
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Final Final Word:
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You’re allowed to grow into your pricing. You’re allowed to change it. You’re allowed to build your business your way without chasing “high ticket” just because the internet said so.

Start where you are. Build what’s aligned. Deliver what’s great. The right price will follow.

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