Most coaches still hide their prices (and usually for a good reason).

I get it. Whether you’re new or have been doing this for a while, you probably have a good reason for hiding the price.

When you’re new, you’re still figuring things out, and putting a price out there feels like cementing it with a permanent marker.

Once it’s public, it feels permanent. You start worrying that changing it later will make you look inconsistent or unsure.

(Both you and I know that’s not true, but it’s a real fear.)

Psychologists call it social risk avoidance. This is the quiet instinct to protect your credibility before it’s ever questioned.

So what do you do? Well, you leave it blank and tell yourself you’ll add it later, when things “feel more settled”.

Now, if you’ve been doing this for a while, it’s a different kind of hesitation. It’s not that you’re unsure… It’s more about being strategic. 

You charge more because you’ve earned it. You want people to understand the story, the emotion, the transformation, before they see or hear the number.

And that used to make sense.

It worked when coaching was still new. Back when people needed help understanding what transformation even meant. But that’s not where the market is anymore. Most people already believe in coaching. They’re just trying to decide WHO they trust to help them with what they want.

What Used to Feel Strategic Now Just Slows People Down

People today have seen it all.

We’ve ALL seen the funnels. We’ve all scheduled the “FREE breakthrough calls.” And we’ve all seen the countdown timers that somehow reset every time you refresh the page 👀

Hiding your price used to give you a sense of control. You could set the stage, share the story, and guide the buyer through your process. But now it just feels sketchy.

People recognize the pattern before they even finish reading the headline.

And that’s where things start to shift. Curiosity fades when someone can predict what’s coming next.

The truth is, people just want to understand what you offer and what it costs without the extra steps.

That’s behavioral economics in motion. Behavioral economics refers to the way people make decisions when emotion meets logic. 

When they feel in control, they move faster. When they feel pushed, they pull back.

Think about walking into a store at the mall or checking out a car on a lot. The moment someone hovers over you, your shoulders tense up, and you think about leaving. But when they give you space, you relax, look longer, and actually enjoy being there.

(Side story: My wife and I went to a furniture store recently to look at couches. Even after we said we were just browsing, the sales rep kept squeezing his way into our conversation, trying to “help.” It got so annoying that, even though we were 100% ready to buy, we just walked out.)

People don’t walk out because they’re not interested; they walk out because the experience made it hard to stay.

It’s the same thing online. Every missing detail, every extra step, adds just enough friction to push people away.

Hiding the Price Makes People Hesitate

When someone lands on your page and can’t see the price, it creates a gap.

They start wondering whether the number varies from person to person, whether someone else got a better deal, or whether they’ll be treated differently if they try to negotiate.

Most people don’t like that game. They just want to know what it costs so they can decide for themselves.

And when that clarity isn’t there, momentum fades. They move on, find something or someone else, and by the time they think about you again, the emotional pull is gone.

That’s just how decisions work. People buy when the interest is fresh and the next step is clear.

When that window closes, even great offers lose their spark.

Showing the Price Helps People Plan Better

When you show your price, you give people a clear point of reference.

They don’t have to guess, or wait for a call, or fill out a form to find out the cost. They can see it, think about it, and make a decision.

That alone changes WHO you attract.

People who are serious about improving their situation don’t need to be chased. When they know the price, they can plan for it, budget for it, and work toward it.

That’s how you attract committed buyers who already act like clients before they ever pay you.

The way someone approaches a purchase tells you a lot about how they’ll show up once they’re inside. 

The person who’s intentional, who plans and prepares, is usually the one who’ll follow through and get results.

And the person who needs to be convinced, persuaded, or sold to is the one who ends up second-guessing, refunding, or the one giving you the most trouble.

When you think about it, showing your price is a type of filtering mechanism. It pulls in the right people and quietly filters out the ones who aren’t ready yet.

That’s what a confident business does. 

It makes it easy for the right people to move forward, and it doesn’t chase the wrong ones.

Because Clarity Gives Buyers the Confidence to Move

Clarity makes everything easier.

It sets expectations on day one. That alone cuts refunds, lowers complaints, and gives you the space to deliver at a high level.

When people see the price and the offer up front, they relax. They know what they’re walking into, and that confidence changes how they show up.

Some will invest right away. Others will book a call (if you offer or continue offering calls) just to confirm logistics. Either way, they’re already bought in.

And that kind of clarity upgrades who you attract.

You start bringing in people who plan, budget, and follow through. The ones who do the work, get the results, and leave the reviews that build your business.

Because confidence compounds.

Confident buyers follow through. They win. They refer. And that’s how your reputation scales without forcing it.

If you want help pairing that price with the message that attracts these kinds of clients, you can get in touch here.