People who pay, pay attention

Today I’m covering the topic of People Who Pay, Pay Attention.

I’ll share why people actually get better results when they pay a professional price for your services.

Why this is important

This is important because, as a business coach helping coaches get clients, I often encounter coaches who feel guilty for being paid for their services. It’s easy to think that it’s a kind thing to do.

But what I’ve discovered from doing the same several times on my journey, and working with lots of coaches who have done the same, is that there is huge power in charging for your services.

When you trust that people are naturally creative, resourceful and whole and you give them the decision to commit to making a change, you will start to see that People Who Pay, Pay Attention.

If you have the mindset of, “They haven’t got the money”, then really explore that.

Is it really true? Many people have said to me throughout different iterations of my business, ”Ooh I haven’t got that much money.” And the next week you see on social media that they’ve booked a holiday to Disney World in America.

So they did have the money, they just didn’t choose to invest it in the coaching, in themselves and in their goals. So 90% of the time it’s actually nothing to do with the money.

There are many reasons why people say, “I don’t have the money” and very few of them involve them not having the money.

It could be your offer. Their belief in you. The worry that they won’t see a return on their investment. Often, it’s also about not having the belief in themselves that this will work for them.

Why people paying a professional fee can lead to better results

So let’s dive into why people paying a professional fee for coaching can actually lead to better results for them.

1. Value perception

When a client pays a high price for coaching, they perceive more value in the service being offered. The perception of value often leads to a higher level of commitment from them and their motivation to achieve their desired results.

Clients who have invested in themselves through coaching are more likely to show up, participate fully, and do the work necessary to proceed.

I had a really good reminder of this just last week actually, when somebody contacted me and said, “I would love to do your 30 Day Offer to Market Programme” (which started last week). How about doing a skill swap?

We agreed that I would attend some of her workshops and she would attend my programme, and we made sure it was of equal value. I was really excited because I want what she has to offer and now I didn’t have to pay for it. And also because I wanted to work with her and knew I could help.

What I discovered was that she didn’t read my welcome email, therefore she didn’t attend our call because she didn’t realise it was on, and she hasn’t joined the community space and I haven’t seen her offer or all the things that I ask people to submit and share for feedback.

It’s not her fault. It’s mine. Because I forgot that People Who Pay, Pay Attention.

So it was another good reminder that even a skill swap can sometimes essentially rob that person of getting the results of your programme.

And it could also affect their perception afterwards, thinking “This was not valuable.”

They might say, “Oh, it didn’t really work for me.” Because they didn’t come to any of the calls. They’ve had zero interaction with me and because they didn’t log-in, read the welcome email, join the community, or submit anything for feedback. So it can also damage your reputation as well.

That was my learning this week. I haven’t done something like that for a long time. I never discount the price of my programmes. It was the first time I had done an exchange of services, and it was just another great reminder that sometimes it doesn’t quite work.

And I notice this a lot personally and with my clients. Being paid is actually about their decision in their mind that ”This will work for me and I will make it work.”

If we are robbing them of that and treating them like they have no access to resources or no access to create those resources, then we are essentially undermining them.

Of course, this isn’t every pro bono client. Sometimes there is a place for this as long as you are financially secure enough yourself to be able to provide pro bono coaching for people who really need it.

I have had two wonderful NHS leadership clients who showed up every single time with commitment to the process. They experienced a huge transformation. So it’s not always the case.

I’m talking about those people who may say they haven’t got the money, but really, if you think about it, they have probably got more money than you. They just don’t prioritise what you are selling enough to pay for it.

Often it is an emotional thing for you, the coach. It’s the fear of charging for your services, in case they don’t think it’s good enough or worth the price that you have charged.

You might also be convincing yourself that you don’t need the money. Or that you need the coaching hours and it’s not about the money. You are happy to just keep doing free coaching, so you can add towards your accreditation and experience.

But is it really true?

What is the real reason that you are undercutting your services?

2. Accountability 

The second reason that People Who Pay, Pay Attention is the accountability that you often get from higher priced coaching programmes.

As a coach, you are more likely to hold your clients accountable to their goals and ensure that they are taking the necessary steps to achieve them if they are a paying client.

This level of accountability is often missing from free coaching or from low cost price services. Lots of people wonder what the difference is, for example, between a membership and a group coaching programme.

A membership is way cheaper. The reason it is way cheaper is because there are usually lots of people in that programme.

It’s all on you to watch the videos, to implement it. Nobody’s giving you feedback. Nobody knows what your challenges are. No-one knows what your goals are – enough to question you, challenge you and keep you accountable.

3. Expertise

The third reason why People Who Pay, Pay Attention is your expertise.

Coaches who charge a high price for their services have often invested significant time and resources into their own education and training.

They have a deeper level of expertise and can provide their clients with more advanced strategies and techniques to achieve their goals.

Clients who work with highly trained coaches often experience faster and more sustainable results.

Have you invested in your expertise and training to date?

I bet you have.

I personally have spent a lot of money and a lot of hours training and becoming the expert that I am today. I genuinely now feel like the plumber who can come in and know exactly where to tap the pipe to get it working, versus the newcomer who faffs around for a while and can’t identify the problem.

All of that money that you have spent on your own development, and your experience to this point, will contribute to how you can show up and make a huge difference in this person’s life.

I’m super excited that I’ve just signed up to a high-level Mastermind, which starts this week. It’s a bit nerve-wracking as I know it’s time to level up.

I know that it’s a much smaller group, so there is going to be nowhere for me to hide. I know it’s time to grow my team so I can ensure a high level of service that I love to provide to my clients.

And I know that the coach I’m investing in has probably spent at least £60,000 on her own development, so I get to learn what she’s learned through all of her mentors. It’s an absolute bargain in my opinion.

Watch this space to see how this Mastermind and this levelling up will impact my own business because, for sure, People Who Pay, Pay Attention.

I have paid up and I will be paying attention in this Mastermind.

4. Commitment 

The next reason why People Who Pay, Pay Attention is commitment.

When clients invest a high price in coaching, they are making a significant financial commitment to their growth and development. This commitment often leads to a higher level of commitment to their goals and a willingness to do whatever it takes to achieve them.

Clients who have invested heavily in themselves are less likely to give up when faced with obstacles or challenges.

It’s easy to give up at the slightest hurdle when you haven’t paid and committed to go all in.

Paying for coaching is also a great qualifier.

If people aren’t prepared to pay for your service, they are likely to be the ones who don’t get a good result. If it’s career coaching you’re doing, for example, they might be the ones who half-heartedly moan that they’re unhappy versus the ones that actually want to do something about it.

So use this – People Who Pay, Pay Attention, as a qualifier.

You want to work with amazing, ideal clients who want to take action and who are going to take the process of working with you seriously.

5. Focus 

The next reason why People Who Pay, Pay Attention is focus.

When a client pays for your coaching, they are often more focused on their goals and the steps necessary to achieve them. They are less likely to be distracted by other priorities or obligations and can dedicate more time and energy to their growth and development.

They become less attracted to the shiny objects that can get in the way.

If we are not bought into something, then we will put every other obligation like “I haven’t got time” in the way.

We all get to choose how we use our time and if you look at, for example, how long you may be scrolling on your phone in the evenings, we have a lot more time available than we realise.

It’s about how we spend it and how much we are committed and have bought into doing something super focused with our lives.

And it’s the same for your clients.

In conclusion, People Who Pay, Pay Attention because they are the ones who are willing to invest in themselves and their growth and, most importantly, they’ve actually made a conscious decision to change.

They’ve put their money where their mouth is and said, “Yes, this is worth investing in. I am ready to make a change.”

So don’t feel bad about charging for your coaching.

When clients pay a high price for coaching, they perceive more value in the services being offered.

They receive a higher level of accountability.

They benefit from your expertise and all the money and time you’ve spent in your own development.

They make significant financial commitment to their growth and development.

All of these factors lead to greater levels of focus and motivation, resulting in better results and them being more likely to achieve exactly what they want from investing in you.

So, as a coach, it’s important to recognise the value of your services and charge accordingly. It’s about knowing that your client will benefit from the investment they make in themselves, whatever the exact end goal is that they come to you for.

It’s about trusting that they will go on this journey with you and they will get value from the time that you spend together.

Do It For The Coaching Industry

This is even more important than an individual issue.

In this industry, there is an undercutting of the profession which we don’t see in other industries. I don’t know lawyers who advise for free all day. Or accountants who take care of people’s tax returns for free. Nobody else undervalues their services in the way that so many coaches do.

If we are all doing that, then it’s really hard for people to take the industry and the service really seriously and show that this is worth paying for.

This is hugely transformational and it can have a tangible result.

Everything that we all do and all of the pro bono work given away (when it’s unnecessarily given away) is undercutting every other coach out there.

If you want to help more people access coaching… If you want to build a long-term sustainable coaching business… If you want this industry to be able to provide life-changing coaching for people, then we all need to start realising that People Who Pay, Pay Attention.

As I mentioned earlier, I know that there is a place for pro bono coaching for those who really need it and genuinely haven’t got the money to invest.

And I mean genuinely haven’t got rather than not really wanting to spend their money to invest.

It’s not a one size fits all, but it’s something that I’ve noticed throughout my business and in working with my clients, and I really want to help you to fully step into the mindset that your service is worth a high price.

You can create a massive change in someone’s life. That’s worth more than a one week holiday somewhere sunny (though of course that would be nice 😎).

I hope this article was helpful. Do drop me a DM on LinkedIn and let me know if this is going to change anything for you in your business or what your greatest insights were from today’s post. I would love to hear from you.

And, like I always say… Trust in yourself. Believe in yourself and be the wise gardener who keeps on watering the seed.

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If you’d like my help to make a difference AND make a living you can learn more about how I can help you here.




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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.