EP 115: Can Therapists Charge More for Coaching Than Therapy?

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Episode Summary: In this episode of Beyond Private Practice, Liz Fernandez debunks another common myth that holds therapists back: “Is it ethical for therapists to charge higher fees for coaching?” Many therapists feel conflicted about setting higher rates for coaching services, believing it may be unethical or unfair. Liz addresses this concern head-on, explaining the fundamental differences between therapy and coaching business models to help listeners understand why higher fees for coaching are justified and ethical.

Liz breaks down how the therapy model typically involves charging per session over an indefinite time frame, while the coaching model operates on a package basis, often paid upfront. She provides practical math examples to illustrate how coaching fees align with standard therapy rates, but with a different payment structure. Liz also discusses how coaching’s value lies in its goal-oriented, future-focused approach, which provides faster, tangible results for clients.

The episode concludes with a powerful mindset exercise to help therapists overcome guilt around charging higher fees. Liz encourages listeners to see their fees as an investment in the life-changing transformations they facilitate and provides steps to create structured coaching packages confidently.

Timestamps: 00:01 - Introduction & Free Webinar Reminder 00:56 - Why Therapists Worry About Charging Higher Fees for Coaching 02:41 - The Differences Between Therapy and Coaching Business Models 04:52 - Debunking the Myth: High Fees for Coaching Are Not Unethical 07:06 - Understanding the Value and Transformation of Coaching Services 09:36 - Leveraging Your Dual Expertise as a Therapist and Coach 11:20 - Mindset Exercise: Shifting Your Perspective on Pricing 13:50 - Invitation to the Therapist to Coach Collective & Wrap-Up

Key Takeaways:

• Business Model Differences Matter: Therapy and coaching operate under distinct payment structures, making higher fees for coaching ethical and justified.
• Focus on Value, Not Time: Coaching fees should reflect the life-changing transformation you provide, not just the hours spent in sessions.
• Practical Steps to Get Started: Liz shares a mindset exercise and pricing strategies to help you confidently charge for your coaching services.

Category: Therapist to Coach, Pricing Strategies, Coaching Business Ethics, Business Models

Keywords: Ethical pricing for coaches, therapist to coach transition, high-value coaching fees, coaching vs. therapy fees, pricing mindset shift, Therapist to Coach Collective, debunking coaching myths

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