How to Be a Working Coach #35: Beyond the Hourly Rate: Building Revenue Streams & Upsells That Actually Work
Published 6 months ago • 7 min read
Hi Reader!!
It actually happened out of frustration. My client asked me to drive an hour and 20 minutes from my home office to his office, and I realized that that meant I couldn't schedule an appointment before or immediately afterward.
So, in a panic, I said, "Well, I'm happy to come to you, but I do have to charge you my in-person rate."
Enough time has now passed to reveal that I didn't have an in-person rate. I just wanted to discourage the possibility of in-peroson coaching.
But the client didn't blink. He said immediately, "That's fine, just send us an invoice." Never even asked what the in-person rate was.
I decided to charge for all three of the coaching slots that this in-person coaching would require, and to see what happened.
A few days later, he paid it.
Welcome to "How to Be a Working Coach," Issue #35.
In this issue, I suggest that the secret to running any sustainable coaching practice isn't finding more clients - it's building multiple revenue streams from the clients you already have. Perhaps "secret" is too mystical, but here's what I know: the healthiest coaching practices generate income from multiple sources, not just "I charge X for coaching sessions."
Introduction: What Are You Actually Selling?
Most coaches think they're selling coaching sessions. But clients aren't buying your time - they're buying solutions to problems that keep them up at night. They might struggle with their boss, feel stalled in their career development, or experience deep dissatisfaction with their professional trajectory. Relieving that pain is why clients hire coaches.
This distinction changes everything about how you structure and price your services.
The Ivy Lee Lesson: Pricing Solutions, Not Time
The groundbreaking public relations executive Ivy Lee teaches us something crucial about value-based pricing. When Charles Schwab brought Lee in to improve his executive team's productivity, Lee met with each executive and gave one piece of advice:
"At the beginning of every day, write down three things that must be accomplished that day. Don't stop working until they're done."
A few months later, productivity and revenue had skyrocketed. When Schwab checked in on the progress, he sent Lee a check for $25,000.
Ivy Lee (photographer unknown)
This was not an hourly pricing strategy…it was a solution-based payment.
Working Coaches MUST address a real problem or felt need for their clients. Coaching thrives when real-world situations are being addressed.
The Two Critical Questions
Lee's story points working coaches toward two essential questions:
What specific problem are we solving? (Not "what coaching are we providing?")
Should I charge for the result or the structure of the engagement?
This is the core business development challenge every working coach faces: defining your signature solution and then building additional value around it.
Let's explore several ways to add value with minimal extra effort.
Strategy #1: The Assessment Revenue Stream
The Dual Revenue Model
Assessment tools offer two distinct income opportunities that most coaches underutilize:
Revenue Stream 1: The Assessment Markup
Most assessment companies offer wholesale pricing to certified coaches, with a typical markup of 100-200% from wholesale to retail price. For example, a $150 wholesale Harrison Assessment becomes a $300-$ 450 client charge.
Revenue Stream 2: Debrief and Integration Time
2-3 hours of debrief sessions at your standard coaching rate
Integration planning and follow-up conversations
Custom development recommendations based on results
The Pre/Post Assessment Strategy
Choose assessments that can change over time to create additional natural upsell opportunities:
Example Package Structure:
Initial assessment and debrief: $500
6-month coaching engagement: $4,800
Follow-up assessment and progress review: $400
Total package value: $5,700 vs. $4,800 coaching-only
The best part about this scenario is that it only adds an hour or two to the total time invested in delivering the package, but the revenue increases by almost $1,000.
Strategy #2: Service Delivery Upsells
The In-Person Premium
Virtual coaching has become standard, but in-person sessions remain premium offerings. This is one of several service upgrades that a working coach might consider adding to their package.
My In-Person Structure:
Standard coaching: Base rate
In-person coaching: Base rate + travel premium + preparation time
Typical premium: $100-300 per session, depending on location
Why This Works:
Travel time reduces availability for other clients
In-person preparation often requires additional planning
Face-to-face interaction provides different value for specific conversations
Honestly, I prefer coaching from my office - the premium reflects my preference
The Technology Service Upsell
Many clients want coaching support but lack the time or skill to manage the technology. Working coaches can consider including fees for the deployment of these digital assets.
Recording and Transcription Services:
Professional session recordings with edited transcripts
Client investment: $50-100 per session
Value: Clients can review insights and commitments between sessions
Digital Convenience Package:
Session scheduling and reminder management
Follow-up email summaries and action items
Progress tracking and goal management
Monthly investment: $200-400
The Expanded Access Model
Some clients need coaching support outside standard business hours.
Example: The Early Bird Executive. I know a coach who offers 4:00 AM coaching sessions twice monthly for a particular client. This executive's schedule only allows pre-dawn coaching calls.
Service: Extended hours availability
Premium: $150 per early morning session
Value: Accommodation of the executive's impossible schedule
Strategy #3: Engagement Structure Variations
The Signature Program Approach
Instead of selling individual coaching sessions, create signature programs that solve specific problems.
Example Program Structures:
"Executive Transition Intensive" (3 months)
Pre-program assessment and stakeholder interviews
8 bi-weekly coaching sessions
360-degree feedback process
Transition plan development
90-day follow-up check-in
Investment: $6,500
"Leadership Pipeline Development" (6 months)
Individual executive coaching (monthly)
Team effectiveness sessions (quarterly)
Leadership competency assessment
Succession planning consultation
Investment: $12,000
The Modular Add-On Strategy
Build additional services that naturally complement your core coaching:
Team Coaching Add-Ons:
Monthly team effectiveness sessions: $800-1,200 per session
Quarterly leadership team retreat facilitation: $2,500-5,000 per day
Team assessment and development planning: $1,500-3,000
Organizational Consultation:
Leadership pipeline assessment: $3,000-8,000
Culture diagnostic and planning: $5,000-15,000
Change management coaching support: $2,000-5,000 per month
Strategy #4: The Retainer Model
Ongoing Strategic Partnership
Move beyond project-based coaching to ongoing strategic relationships.
Executive Advisor Retainer Structure:
Monthly retainer fee: $2,000-5,000
Includes: 2 formal coaching sessions + unlimited email/text support
Quarterly strategic planning sessions
Access for urgent leadership challenges
Leadership Development Retainer:
Support for multiple leaders within the same organization
Monthly group coaching + individual sessions as needed
Organizational development project support
Annual investment: $25,000-75,000
One side note I will offer is that retainers are not an option for a coach delivering their first engagement inside of an organization. You'll likely need to have worked with several clients already inside a company before a retainer structure will be a viable option.
Strategy #5: Training and Development Revenue
Workshop and Speaking Add-Ons
Leverage your coaching expertise for group learning experiences.
Leadership Workshop Development:
Half-day workshops: $2,500-5,000
Full-day intensives: $5,000-10,000
Multi-day leadership retreats: $10,000-25,000
Speaking and Training:
Keynote presentations: $3,000-15,000
Training program development: $10,000-50,000
Train-the-trainer programs: $15,000-40,000
Digital Product Development
Create scalable resources that support your coaching practice.
Assessment and Diagnostic Tools:
Custom leadership assessment development
Team effectiveness diagnostic tools
Career transition planning resources
Educational Content:
Online leadership development courses
Coaching methodology training programs
Industry-specific development resources
Integration: Connecting Multiple Streams
Let's tie all this together now. After all, upsells work best when they actually move the client closer to why they came to coaching in the first place.
Building out a customer journey map that gives you a plan for how your client will grow or move forward as they work with you can help you decide which upsells make the most sense for each client.
The Client Journey Revenue Map
Map how different revenue streams support client development over time:
Months 1-3: Foundation Building
Core coaching engagement: $4,800
Leadership assessment: $500
Total: $5,300
Months 4-6: Skill Development
Continued coaching: $4,800
Team coaching add-on: $2,400
Total: $7,200
Months 7-12: Strategic Application
Executive advisor retainer: $18,000
Quarterly team sessions: $3,600
Total: $21,600
Total Year 1 Client Value: $34,100 vs. $9,600 coaching-only
Common Multiple Stream Mistakes to Avoid
The Overwhelm Trap
Don't try to launch all revenue streams simultaneously
Focus on mastering one additional stream before adding another
Ensure each stream aligns with your core coaching expertise
The Complexity Problem
Keep service descriptions clear and easy to understand
Don't create so many options that prospects become confused
Each revenue stream should feel like a natural extension of your coaching
The Pricing Misalignment Issue
Ensure add-on services reflect appropriate value premiums
Don't undercut your core coaching rates with cheap add-ons
Maintain pricing integrity across all service offerings
This Week's Challenge: Revenue Stream Development
Part 1: Current State Analysis (30 minutes)
Calculate what percentage of your revenue comes from introductory coaching sessions
Identify which clients might benefit from additional services
List any informal add-ons you're already providing for free
Part 2: Revenue Stream Brainstorming (45 minutes). Generate ideas for each category:
Assessment Integration: What tools could enhance your coaching process?
Service Delivery Variations: How can you customize delivery to meet different client needs?
Engagement Structure Options: What signature programs could you create?
Ongoing Support Models: Which clients might value retainer relationships?
Part 3: Implementation Planning (30 minutes) Choose ONE additional revenue stream to test:
Define the service clearly
Set pricing based on value and time investment
Identify 2-3 current or past clients who might be interested
Plan how you'll present this option in future discovery calls
Part 4: Outcome Pricing Experiment (15 minutes) Think like Ivy Lee: For your following client conversation, practice articulating:
The specific problem you solve (not the coaching you provide)
The outcome they'll achieve (not the process you'll follow)
How success will be measured (not how many sessions you'll have)
If your coaching is not solving the client's presenting challenge, additional revenue will be a steep challenge. But with every success comes more opportunity, and with every opportunity comes options to increase the revenue your coaching practice generates
Upcoming: Next week in "How to Be a Working Coach", we'll explore "Closing Without Pressure" - advanced techniques for converting discovery conversations into committed clients while maintaining authentic relationships.
What topics would be most helpful for you to dive into? Let us know.
Cheers,
Jonathan Reitz & the Working Coach Labs Team
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