How to Price a Coaching or Consulting Offer: A Simple Worked Example

By The Gravity Engine Funnels team. Updated 11 November 2026. 6 minute read.

Price is a statement about the result you deliver, not about the hours you work. Yet most experts set a price by guessing, copying a competitor, or taking what they earned in a job and dividing by hours.

Here is a cleaner way. It uses three inputs and one piece of arithmetic. All numbers below are an example, not a forecast. Replace them with yours.

Input 1: what the result is worth to the buyer

Ask what changes for the buyer if it works. Money earned, money saved, time back, a problem gone. Put a rough figure on it, even if it is only a range. If the result is worth AED 50,000 to a client, an offer at AED 9,000 is easy to defend. If it is worth AED 2,000, it is not.

Be honest about the value. Do not invent it to justify a price. If you cannot say what the result is worth, you have not yet defined the result.

Input 2: what you can actually deliver

Your capacity sets a ceiling no marketing can lift. Two numbers matter: hours per week you can give, and clients you can serve at the same time.

• Hours per week for clients: 10
• Hours each client needs: 2.5
• Clients at once: 10 divided by 2.5 = 4

Four seats. That number is a fact about your week, not a goal.

Input 3: what the market already pays

Look at five real offers for a similar buyer and a similar result. Write down the price, the length and what is included. Do not average them. Look at what they have in common and where yours is different.

One warning. A salary or a job listing is an indirect clue, not proof that people pay an outside expert. Treat indirect clues as hints and direct prices as evidence.

The arithmetic: your capacity ceiling

Take a 12 week program, 4 seats, priced at AED 9,000. Each cycle can bring in at most:

• 4 seats x AED 9,000 = AED 36,000 per 12 week cycle
• About 3 months (counting 4 weeks to a month), so a ceiling of roughly AED 12,000 a month at full seats

This is a ceiling, not a prediction. It assumes every seat fills every cycle. Real life does not.

A planning figure you can trust

For planning, use a lower fill rate. We use 60 percent in our own tool, and say so on screen. At 60 percent:

• 4 seats x 60 percent = about 2.4 clients per cycle
• 2.4 x AED 9,000 = about AED 21,600 per cycle, roughly AED 7,200 a month

Now compare that with the income you need. If the figure is too low, you have three honest levers: raise the price, add a seat by cutting the hours each client needs, or sell a second, different offer. Lowering the price is almost never one of them.

Same ceiling, different workload: compare two offers

Say you could sell the same expertise two ways. Both are examples, and a month is counted as 4 weeks.

• Offer A: 6 weeks, AED 3,000, 1.5 hours per client per week. With 10 hours you can serve 6 clients at once. Ceiling per 6 week cycle: 6 x AED 3,000 = AED 18,000, about AED 12,000 a month.
• Offer B: 12 weeks, AED 9,000, 2.5 hours per client per week. 4 seats. Ceiling per cycle: AED 36,000, about AED 12,000 a month.

The ceiling is the same. The work is not. Offer A needs 6 new buyers every 6 weeks. Offer B needs 4 new buyers every 12 weeks, which is about a third of the selling. Fewer, larger sales usually mean fewer conversations to win and more time to deliver well. The right choice depends on how easily you find buyers and how much you enjoy selling.

This is why you work out the capacity ceiling first. Two offers that look very different on a page can ask very different things of your week.

Pay in full or in parts

A payment plan changes when you get paid, not what the offer costs. If you offer two or three instalments, plan for the case where a later payment fails. Many experts offer a small discount to pay in full, which brings the cash in sooner and cuts the risk of chasing payments.

Common pricing mistakes

• Pricing by the hour, which caps you at your hours.
• Discounting to land the first client, then being stuck at that price.
• Copying a price from someone with a different buyer and a different result.
• Forgetting card fees, tax and refunds when you work out what you keep.
• Changing the price without changing the promise or the checkout, so the page and the payment disagree.

Test the price with real people

Say the price out loud to ten buyers at the end of a conversation. Watch what happens. Silence and a flinch tell you something. A question about what is included tells you something else. You are not trying to win an argument. You are collecting evidence.

In the free build, Gravity Engine Funnels looks up real prices for similar offers and shows you the sources. The checkout also refuses a page that was built for an older price, so a price change can never charge a different amount than the page shows. You can try it free.