What's the difference between a $20 coach and a $200 coach?

The difference between charging $20 an hour and $200 an hour isn’t just about skill. It’s about positioning, confidence, and knowing your value. 

When you charge low rates, you attract price-sensitive clients who see you as just another expense. But when you raise your prices, you attract clients who respect your expertise and are willing to invest in real results. 

☹️ The $20/hour Mindset: The Time-for-Money Trap

At $20/hour, you’re playing the affordability game, pretty much a race to the bottom. 

Real talk: You’re probably undercharging not because your skills aren’t valuable, but because you’re afraid people won’t pay more. 

• You attract bargain-hunters. These clients are looking for the lowest possible price, not the highest quality. They see you as an expense rather than an investment.
• You’re stuck trading hours for dollars. Your income is limited to how many hours you can physically work. If you want to make more, you have to work more. There’s no leverage.
• Your expertise is undervalued. If you charge low rates, people assume your services aren’t that valuable, even if you’re amazing at what you do. Pricing influences perception.
• You get exhausted. Working long hours for low pay isn’t sustainable. You’ll eventually hit a wall of burnout.

You’re probably focused on being “affordable,” which might seem like a good thing at first. But, affordable usually means attracting clients who are shopping for the cheapest option, not the best option. These clients tend to micromanage, haggle over prices, and expect a lot for a little.

At this rate, you’re trading time for money, which means your income is capped by how many hours you can work. Want to make more? You have to work more. And that’s a fast track to burnout.

😀 The $200/hour Mindset: Owning Your Value

At this level, you’re not selling your time. You’re selling your expertise, strategy, and results. Clients are investing in the transformation you help them achieve. 

Higher-paying clients tend to be easier to work with. They value what you do, respect your time, and trust your expertise. They’re not nitpicking your rates. They’re focused on the outcome. 

Plus, when you charge more, you don’t need to overload your schedule with clients just to make ends meet. You work with fewer, higher-quality clients.

When you charge $200/hour (or more!), here’s what shifts:

✔ You stop selling your time and start selling results. Clients aren’t paying for an hour of your time. They’re paying for the transformation you help them achieve. They care about outcomes, not minutes.

✔ You attract serious, committed clients. Higher-paying clients are looking for expertise. They respect your time, follow your advice, and don’t nickel-and-dime you. They want a premium experience and are happy to pay for it.

✔ You position yourself as an expert. Experts don’t charge $20/hour. They set premium prices because they know the value they bring. When you confidently charge more, people assume you’re better and they’re willing to invest.

💡 Ask yourself: Are you pricing based on what you think people can afford? Or are you charging based on the value you actually bring? What’s the real impact of your work? How much is it worth to your clients? If you're delivering $200/hour results, why not charge accordingly?

Step-by-Step How to Make the Shift From $20 to $200/hr

1. Stop thinking like an employee and begin thinking like a consultant. Employees get paid for hours worked. Consultants get paid for solutions delivered. If your work generates thousands (or even millions) in value, why would you charge hourly at all?

2. Package your services for value, not time. Instead of selling hourly work, create offers that focus on results. For example, if you’re a coach, don’t sell 1-hour sessions. Sell a 90-day transformation program.

3. Improve your positioning & messaging. Higher rates require stronger positioning. Your website, social media, and consultations should reflect your authority, expertise, and value, not just your availability.

4. Own your price with confidence. The first time you tell someone your new rates, you might feel terrified. That’s normal! The key is to say your price without flinching. Confidence is everything.

5. Focus on attracting the right clients. Not everyone will pay premium rates and that’s okay. Instead of trying to convince low-budget clients to pay more, focus on marketing to people who already value quality solutions.

TLDR ...

☹️ The $20/hour mindset: Focuses on being affordable, attracting clients who want to pay less, and competing on price. You're trading time for money.

😀 The $200/hour mindset: Positions you as an authority. Clients pay for your knowledge, strategy, and results, not just your hours. You attract higher-quality clients who value your expertise.

Now...which are you operating at?