How I Stopped Giving Away My Coaching For Free
- Sean G. McCormick
- Jul 8
- 5 min read
Updated: Jul 28
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If you’re an executive function coach who has ever said,
“I’ll just do this one for free,”
this post is for you.
You’re passionate about helping people. Coaching might even feel like a calling.
But there’s a pattern that’s quietly sabotaging your business: You’re giving it away.
Not charging (or undercharging) doesn’t make you generous...it keeps you invisible, burned out, and broke.
And, it trains your clients to devalue the exact work that can transform their lives.
Let’s talk about why this happens and exactly how to stop it. 👇
Why Your Coaching Rates Reflect Your Impact
When you charge appropriately for your coaching, you’re making a statement:
My time is valuable, and my expertise matters.
You can’t help more students, create better resources, or serve your mission long-term if you’re running on empty.
And clients tend to respect and follow through more when they’ve paid for the service.
When you own your value, you attract people who value the work too.
Remember that you're building a legacy, not just your business.
3 Reasons Coaches Give Their Work Away For Free
Reason 1: They feel uncomfortable charging for their expertise
Many EF coaches come from education, where you’re paid the same no matter how hard you work.
Negotiating rates? That’s brand new territory.
It can feel awkward, even wrong, to ask for more than you were paid in the classroom.
Reason 2: They have internalized limiting beliefs about money
Maybe your family didn’t talk about money.
Maybe they talked about it in a way that made you feel guilty for wanting more.
If you’ve ever caught yourself thinking,
“I don’t want to be greedy,”
or
“I’m scared they’ll think I’m in it for the money,”
that’s worth examining.
If you want to challenge your limiting beliefs, download my limiting beliefs worksheet to uncover negative thought patterns and reframe them into empowering beliefs instead.
Reason 3: They’re afraid of being ‘too expensive’
In an effort to be affordable, many coaches set their prices low.
But ironically, low pricing can turn people off.
Clients often equate higher prices with higher value.
As the saying goes,
People who pay, pay attention
If you want to look like a professional, price like one.
4 Steps To Stop Undervaluing Your Coaching
1. Start noticing your language around money
Pay attention to what you say or think when someone asks your rate.
Do you:
Downplay it?
Apologize?
Avoid the question?
All of those are red flags.
Even saying
“I’m just getting started, so I’m not charging yet”
trains you to believe you’re not worthy of payment.
Watch for phrases like:
“It’s no big deal”
“Happy to help at no charge”
“This won’t take long”
These sound generous but slowly chip away at your confidence.
Catch yourself in real time and reframe:
“My rate is $150 an hour, and I’m excited to see how I can support your student.”
2. Accept that your work is priceless, but still charge
There’s no price tag for teaching a student to advocate for themselves or get their first A in years.
That’s life-changing.
But charging $125, $150, or even $200 per hour is entirely reasonable for that kind of value.
Most of the coaches that have taken the Executive Function Coaching Certification Course are charging $100 or more per hour, and many of them are charging $150 or more with some above $200 an hour.
Remember: tutors charge $80/hour to reteach algebra.
You’re teaching life skills that ripple into adulthood.
That’s worth investing in.
If you find yourself hesitating, remind yourself that charging fairly allows you to keep doing this work and show up at your best.
3. Use structure to reduce discomfort
You can use techniques like:
Put your rate on your website.
Create a clear pricing page with FAQs that help people self-qualify before a call.
Use scheduling software that includes a short intake form to screen for alignment.
Some coaches in my certification program even add a line like,
“Coaching starts at $150/hour”
right on their contact page.
This reduces surprises and filters out the bargain hunters.
One coach I worked with added her rates to her calendar tool and immediately noticed a drop in unqualified leads, and an increase in committed ones.
4. Limit what you offer for free
A single free session? Great.
A free consultation with a clear pitch at the end? Smart.
But don’t slide into “I’ll just help them out a bit” territory.
That leads to resentment and broke-coach syndrome.
Your time is a limited resource, so treat it that way.
If someone asks for free help, you can say,
“I’d love to support you. Here’s a link to book a paid session, and if you’re looking for free resources, here’s my guide/blog/video.”
Give them a path forward, but don’t hand over your expertise for nothing.
The Bottom Line
Want to stop giving away your coaching for free? Here’s your cheat sheet:
Notice your limiting beliefs about money
Set a clear rate that reflects your value
Make your pricing visible so clients self-select
Offer free work only with a purpose and a limit
Hope this helps! 🤙🏻
Want support in appropriately charging for your coaching?
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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.