The famous marketing expert, Dan Kennedy, says that he has his chiropractor clients practice explaining their fees into a mirror, until they can do it without giggling. If you giggle when you explain your executive coaching fees, then you and these chiropractors have something in common: you don’t appreciate the value to your clients of the services that you provide.

Value Is in the Eye of the Client

One of the first things you need to realize when you set your executive coaching fees is that the value of your service is based on your client, not on you. For example and whether it seems fair or not, helping a CEO from a Fortune 15 company increase their effectiveness by 15% is worth a lot more than helping a mediocre salesman increase their productivity by 300% — like 10,000 times more, yes 10,000 times! Now I am not suggesting that you charge 10,000 times more, but if you are actually the primary cause of that improvement, your fees for executive coaching should reflect it.

But what if Your Executive Coaching Fees Don’t Make You Giggle?

If you don’t giggle, then there are two options. Either you have figured this out already and you have moved to value-based pricing, or you underestimate the value of the services you provide to your clients. And if the second option is true, it is only a matter of time before your clients begin to discount your services as well.

Are You Willing to Tie Your Success to Your Client’s Success?

I will agree that your client’s success ultimately rests in their hands. But making your client’s success the basis for your executive coaching fees, changes your perspective. Frankly, there is nothing like total commitment to your client’s success to make you earn those fees, and to give you the edge needed to achieve your own greatest success, as well.

Hope you took some great value out of this post today! I’d love to hear your feedback, so make sure you leave a comment with your thoughts or questions. And also, you can click on the Twitter button below to retweet this article… Thank you!

Dave Iuppa
JTS Advisors Strategy and Accountability Coach