5 Reasons I Decided to Charge More as an Executive Function Coach
- Sean G. McCormick
- Oct 6
- 6 min read
Updated: Oct 7
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Many executive function coaches undercharge and end up exhausted trying to keep up with the client load so they can hit their income goals.
This article explains 5 clear reasons to raise your rates so you can attract committed clients, protect your energy, and build a sustainable coaching business.
What You'll Learn in This Post:
If you’ve ever looked at your bank account and wondered why you feel overworked and underpaid, this post is for you.
Many executive function coaches keep their rates too low because they’re afraid that charging more will scare clients away.
What actually happens?
They attract the wrong clients, work too many hours, and slowly burn out.
Charging more allows you to manage your energy and build a practice that is sustainable.
In this post, you’ll learn 5 reasons why raising your rates not only boosts your income, but transforms your entire coaching practice and professional growth. 👇
Why Charging More as an Executive Function Coach Matters
Pricing sets the tone for how your business operates.
It reflects how you value your time, your expertise, and the impact you create.
When your rates match the quality of your work, you establish a sense of professionalism that clients can feel immediately.
Higher pricing also shifts your mindset from survival to strategy.
You start thinking like a business owner instead of a freelancer trying to fill every available hour.
That change influences everything from how you market your services to how confidently you speak about your results.
Why Executive Function Coaches Struggle to Charge More
1: They think lower prices make them competitive
Coaches often assume that charging less will attract more clients.
It sounds logical until you realize that low rates usually attract low-commitment clients.
They cancel last minute, forget sessions, or vanish mid-program.
The problem is your pricing signaling that your service isn’t high value.
2: They put others’ needs before their own
Many educators turned coaches are natural helpers.
That generosity is admirable, but when you undercharge, you eventually run on fumes.
You can’t pour from an empty cup.
Sustainable rates help you maintain energy and enthusiasm for your clients over time.
3: They rationalize staying small
You’ve probably heard this voice:
“Now isn’t the right time. The economy is bad. I’ll raise my rates later.”
That later rarely comes.
Meanwhile, your expenses go up, and your motivation goes down.
Raising your rates is rarely about timing.
Rather, it ties heavily into self-worth.
Before we get into the reasons you should charge more, let’s get one thing straight:
Raising your rates creates the conditions for you and your clients to succeed.
When you raise your rates, you step into the role of a true professional who values both the craft and the clients they serve.
5 Reasons You Should Charge More as an Executive Function Coach
Reason 1: People value what they pay for
Think about it.
When you book a hotel, do you go for the cheapest one with questionable reviews, or do you look for a place that feels safe, clean, and comfortable?
Clients are no different.
Parents don’t want the cheapest coach.
They want someone they can trust to help their child make real progress.
Higher pricing signals:
quality
commitment
confidence
It tells clients you take your work seriously, and they will too.
Reason 2: You can focus on quality, not quantity
Working with fewer clients at a higher rate means you can give each student the time and energy they deserve.
Instead of juggling eight sessions a day at a $50 rate, you can work with four students a day at $100 and still hit your income goals.
That leaves room to:
prepare thoughtfully
send updates to parents
have extra you time during the day
actually enjoy your work
If you prefer a video on this topic, watch my YouTube video How to Make EF Coaching a Real Job where I go further into charging for your value, setting a base price, raising rates for new clients, and more👇
Higher rates help to manage your energy so you can bring your best self to every session.
Reason 3: Higher prices attract more committed clients
Let’s be honest...
Clients who invest more show up differently.
They keep appointments, follow through on strategies, and respect your time.
Low-fee clients often see coaching as optional, not essential.
By setting your rates at a level that reflects your expertise, you filter for clients who are serious about change and ready to do the work.
Reason 4: It allows you to reinvest in your business
When you charge sustainable rates, you can invest in better tools, training, and systems that elevate your service.
That might mean upgrading your note-taking software, hiring an assistant, or attending professional development events.
For example, the community at EFCA is filled with 100+ executive function coaches who invested in themselves and now gain support, guidance, and resources as they grow their business.
And if you're just starting out and want to get EF coaching certified, my certification program guides you through the foundations of how to work with clients and get your coaching business started.
Investments like these ripple out to your clients.
Clients get a smoother, more professional experience, and you continue to grow as a coach.
Reason 5: You build a business that lasts
Low pricing leads to burnout.
High pricing builds stability.
When your rates align with the time, effort, and emotional labor you give, coaching becomes something you can do for years...not months.
You’ll have the margin to take a vacation, save for retirement, and say no when your calendar is full.
Sustainability is what keeps good coaches in the field long enough to make an impact.
The Bottom Line
When your pricing reflects your expertise, everyone wins.
Here’s a quick recap of the 5 reasons to charge more:
Clients value what they invest in and take the process seriously.
Higher rates let you focus on quality over quantity.
You attract clients who are ready to follow through and grow.
Sustainable pricing allows you to reinvest in your growth and systems.
Fair rates prevent burnout and create long-term stability.
Hope this helps! 🤙🏻
FAQs
How can I tell it’s time to raise my rates?
If you’re constantly booked, turning people away, or feeling drained after every workday, it’s a strong sign your rates no longer match your value. When demand and exhaustion are both high, an increase is overdue.
What if families say they can’t afford my new rate?
Not every client will be the right fit, and that’s okay. The clients who truly value your service will find a way to invest, and you’ll be able to deliver stronger results when you’re not stretched too thin.
How often should I review my pricing?
Evaluate your rates at least once a year. As your experience, demand, and results grow, your pricing should evolve to match the level of value you bring to your clients.
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About Me
Hey! I'm Sean 👋
I'm a former public school special education teacher who realized that executive function skills are more important than knowing when George Washington crossed the Potomac.
Since then, I've made it my mission to teach anyone who will listen about how to develop these key life skills.
In 2020, I founded Executive Function Specialists to ensure all students with ADHD and Autism have access to high-quality online executive function coaching services. We offer online EF coaching and courses to help students and families.
Realizing I could only reach so many people through coaching, in 2021 I started the Executive Function Coaching Academy which trains schools, educators, and individuals to learn the key strategies to improve executive function skills for students.
In 2023, I co-founded of UpSkill Specialists, to provide neurodivergent adults with high-quality executive function coaching services.
When not pursuing my passions through work, I love spending time with my family, getting exercise, and expanding my brain through reading. You can connect with me on LinkedIn.