Joanna Lott Coaching

People who pay, pay attention

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The Powerful Mindset for Coaches to Attract Committed Clients

Table of Contents:

Why This Mindset Matters for Coaches
The Power of Perceived Value
Accountability Leads to Results
Leveraging Your Expertise
Fostering Commitment and Focus
The Coaching Industry Needs Your Mindset Shift


As a business coach helping coaches build thriving practices, I’ve noticed a common pattern: many coaches feel guilty about charging professional fees for their services. They believe offering discounted or free coaching is a kind gesture, but this mindset can actually undermine their clients’ success. In this post, I’ll share why adopting the mindset that “People Who Pay, Pay Attention” is a crucial mindset for coaches to attract committed clients and achieve transformative results.

Why This Mindset Matters for Coaches

a blackboard with a white chalk cloud and the words mindset: build a successful coaching business

When you charge a professional fee for your coaching services, you demonstrate that you value your expertise and the transformative power of your work. By trusting that your clients are naturally creative, resourceful, and whole, you empower them to make a conscious decision to invest in their growth. This powerful mindset for coaches creates a dynamic where clients who pay attention and commit to the process are more likely to achieve their desired outcomes.

The Power of Perceived Value

  1. Value Perception: When clients pay a higher price for coaching, they perceive greater value in the service being offered. This perception of value often leads to a higher level of commitment and motivation to achieve their desired results.
  2. Full Participation: Clients who have invested in themselves through coaching are more likely to show up, participate fully, and do the work necessary to progress. They understand that their investment represents a commitment to their growth and development.

Accountability Leads to Results

  1. Holding Clients Accountable: As a coach, you are more likely to hold paying clients accountable to their goals and ensure they take the necessary steps to achieve them. This level of accountability is often missing from free or low-cost coaching services.
  2. The Difference Between Memberships and Group Coaching: While memberships offer affordable access to resources, group coaching programs provide personalized feedback, accountability, and support to help clients overcome specific challenges and achieve their goals.

Leveraging Your Expertise

Investing in Your Knowledge: Coaches who charge high prices for their services have often invested significant time and resources into their own education and training. They possess a deeper level of expertise and can provide clients with advanced strategies and techniques for achieving their goals.

  1. Faster and Sustainable Results: Clients who work with highly trained coaches often experience faster and more sustainable results, leveraging the expertise their coach has acquired through continuous learning and development.

Fostering Commitment and Focus

  1. Financial Commitment: When clients invest a higher price in coaching, they make a significant financial commitment to their growth and development. This commitment often leads to a higher level of dedication to their goals and a willingness to do whatever it takes to achieve them.
  2. Prioritizing Growth: Clients who have invested heavily in themselves are less likely to give up when faced with obstacles or challenges. They become more focused on their goals and less distracted by other priorities or obligations. This results in dedicating more time and energy to their personal growth and development.

The Coaching Industry Needs Your Mindset Shift

whatever it takes attitude for coaching business success

Undervaluing coaching services is a common issue in the industry. It can make it difficult for people to take the profession seriously. By recognizing the value of your services and charging accordingly, you not only benefit your clients but also contribute to elevating the coaching industry as a whole. Here are some key points to consider:

  • Other professionals, such as lawyers and accountants, do not undervalue their services in the same way that many coaches do.
  • Unnecessarily providing pro bono coaching can undercut the efforts of other coaches and devalue the industry.
  • While pro bono coaching may be appropriate for those genuinely in need, it should not be the norm for clients who have the means to invest in themselves.
  • By charging professional fees, you demonstrate that coaching is a valuable service that can create tangible, life-changing results for clients.


Adopting the mindset that “People Who Pay, Pay Attention” is a crucial mindset for coaches to attract committed clients and achieve transformative results in their coaching practices. When clients invest in themselves by paying a professional fee, they:

  • Perceive greater value in your services
  • Receive a higher level of accountability
  • Benefit from your expertise and continuous learning
  • Make a significant financial commitment to their growth
  • Become more focused and dedicated to achieving their goals


Recognize the value of your coaching services and charging accordingly. You’ll not only empower your clients to achieve success but also contribute to elevating the coaching industry as a whole. Trust in your ability to create massive positive change in your clients’ lives. This is a transformation that is worth far more than a one-week holiday in the sun.

Remember, as a coach, your role is to be the wise gardener who continues to nurture the seed of growth within your clients. Embrace this powerful mindset for coaches, and witness the transformative impact it has on your business and the lives of those you serve.

Get the Love and Support You Need

If you’d like help to make a difference AND make a living, you can learn more about how I can support you in my Business of Coaching Programme.

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You can also listen to all my new content on my podcast Women in the Coaching Arena

Hi, I’m Jo, and I’d love to help you on your coaching journey. I spent 20 years in corporate HR but faced challenges balancing work and family. Refusing to settle, I ventured into coaching, seeking financial success aligned with my values. Overcoming limiting beliefs, I developed strategies to attract clients, leading to the creation of my Reliable Results Path. Now, I support coaches in achieving their goals through my Business of Coaching program. My values of honesty, personalization, and courage guide me, fostering a community of impactful coaches who believe in inclusivity and making a difference. More about me




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Hello and welcome! I’m Joanna Lott, and I’m passionate about empowering qualified coaches like you to build brilliant businesses.