As a fitness coach or entrepreneur, one of the most common questions that arise is whether or not you should list prices on your website or sales page. The answer varies depending on the type of product or service you’re offering, but let’s break it down for you so you can make an informed decision that benefits both you and your prospective clients.
1. High-Ticket Offers: Transparency is Key
When it comes to high-ticket services, such as a mastermind, year-long mentorship, or other premium coaching offers, yes, you should definitely display the price upfront.
Why? Well, as a coach who offers premium-level services, you don’t want to waste your time or your potential client’s time if the price point is a shock to them. By listing the price clearly, you attract clients who are already prepared for a significant financial commitment, and you avoid awkward, uncomfortable conversations later.
For example, when I charge $15,000 for my mastermind program, I want to make sure that those interested are excited about the investment—not surprised by it. Having the price upfront helps weed out individuals who aren’t ready for such an investment and allows the people who are to come to the conversation excited and ready to commit.
By being transparent with the price, you ensure you’re attracting the right person—someone who values the transformation you offer and is confident about their ability to make the financial commitment.
The Bottom Line for High-Ticket Offers:
- Yes, list the price on your sales page.
- Be very specific about who this offer is for.
- You’re looking for “hell yes” clients, not maybes or people who need heavy convincing.
2. Low-Ticket Offers: No Need to Hide Prices
For lower-priced offers like self-paced courses or DIY fitness programs, it’s a good idea to display the price directly on your sales page as well. These offerings typically range from $100 to $500, and people generally expect transparency with these types of products.
Having the price visible makes it easier for potential clients to make a decision without the need for back-and-forth discussions. If they’re interested, they can click, pay, and get started with little friction.
3. Mid-Tier Offers: A Case for Application Pages
The situation gets a bit trickier when we’re dealing with mid-tier offers, such as one-on-one coaching priced between $250 to $500 per month. At this price point, it’s important to prequalify clients before you get into pricing discussions.
Here’s why: One-on-one coaching requires a deeper level of commitment from both parties. The relationship is more intimate, and you need to ensure the client is the right fit before you dive into pricing. For this reason, I recommend using an application process. This process allows you to gauge their commitment level, assess whether they are truly ready for the transformation, and provide a more personal touch.
During the application, you can set expectations by using language that suggests the coaching is an investment. For example, adding questions like, “On a scale of 1-10, how committed are you financially, emotionally, and energetically to making this change?” will help filter out anyone who might be expecting a low-cost solution.
While I don’t recommend placing the exact price on the application page for these mid-tier offers, it’s important to make sure that the applicant knows this is going to be a significant investment.
The Bottom Line for Mid-Tier Offers:
- Yes, use an application to qualify potential clients.
- Set expectations by indicating this is a financial commitment.
- Get on the phone with them to ensure it’s a good fit for both parties.
4. Avoid the Bait and Switch: Be Clear on What You Offer
Whether you are offering a high-ticket mastermind, a mid-tier coaching program, or a low-ticket DIY course, clarity and transparency should be your priority. Never use hidden prices to bait potential clients into a conversation. This approach can lead to distrust and make people feel uncomfortable, which will ultimately harm your reputation and your business.
For high-ticket items, clients should know what they’re walking into, and for lower-tier offers, the price should be clear to allow for easy decision-making.
5. Final Thoughts: Pricing Should Align with Your Energy
At the end of the day, how you present your pricing on your sales page should align with the energy and type of service you’re offering. If you offer something high-end, be confident about the price and upfront about who it’s for. If it’s a lower-tier service, make it easy for potential clients to jump in without hesitation.
For mid-tier coaching, create a sense of exclusivity by prequalifying clients and managing expectations early on. This way, you create a business that not only attracts the right clients but also leads to smoother sales conversations.
In summary:
- High-Ticket Services: Yes, list the price. Be specific about who it’s for.
- Low-Ticket Offers: Yes, list the price for easy decision-making.
- Mid-Tier Services: Use an application process and set expectations for investment, but avoid listing the price outright.
Don’t forget to foster a culture of commitment and confidence—when your ideal clients feel ready to invest in themselves, they’ll come to you excited, and that’s when the magic happens!
