“It’s too expensive.”

This is the most common objection. It means the perceived cost outweighs the perceived value for them. Do not immediately lower your price. Instead:

• Reframe Value: Shift the focus from cost to investment and return. “I understand the investment feels significant. Let’s look at what this investment prevents – years of academic struggle, stress, potential need for tutoring later, impact on college applications. It’s an investment in building lifelong skills that pay dividends far beyond academics.” Use examples: “While an hour of coaching is [Example: $150], we’re not just selling hours; we’re providing a structured program over [Example: 12 weeks] designed to create lasting habit change, which is much more valuable than short-term fixes.” If you have packaged pricing, break down the hourly equivalent to show value, but always tie it back to outcomes.
• Break Down the Investment: If quoting a package (e.g., [Example: $1500 for 10 sessions]), break it down weekly or monthly to make it seem more manageable. “That [Example: $1500] investment breaks down to [Example: ~$125 per week] over our typical program duration. Less than a few lattes a day, for skills that impact a lifetime.”
• Offer Options: Present your tiered packages again, highlighting a lower-cost option if available, but always contrasting it with the added value of the higher tiers.

”I need to think about it.”

This often masks another objection (cost, spouse approval, timing). Ask clarifying questions to uncover the real reason:

• “That’s perfectly understandable. To help me understand where you’re at, what specifically about our conversation or the program did you want to think more about? Is it the investment, the schedule, or something else?”
• “What information would be helpful for you to make a decision?”
• If it’s about discussing with a partner: “Great, perhaps we could schedule a brief call with both of you? I’d be happy to answer any questions they might have.” Set a clear follow-up time.

”Competitor X is cheaper.”

Avoid the urge to discount or criticize competitors. Focus on your unique value proposition (UVP) and differentiation:

• “Yes, pricing varies in the market. We often find that differences reflect the coach’s specific training, specialization (like working specifically with ADHD or twice-exceptional students), our structured curriculum, or the level of support provided between sessions. While I can’t speak to their specific program, here’s what sets our approach apart…” (Highlight your UVP - e.g., proprietary curriculum, parent involvement strategy, specific assessment tools used, guaranteed response times).
• Reinforce your value proposition and outcomes again.

”What kind of results can we expect?” (Value Objection)

This indicates the parent needs more clarity on the ROI. Be specific and realistic:

• “Results vary by student, but our program is designed to target specific challenges like [mention their child’s specific issues discussed earlier - e.g., initiating tasks, managing long-term projects, organizing materials]. Typically, parents report seeing improvements within [Example: 6-8 weeks] in areas like [give specific examples - e.g., fewer missing assignments, better time management for homework, increased confidence in approaching schoolwork].”
• Share aggregated results or anonymous case studies: “One student struggling with procrastination saw homework completion rates increase by 50% within a semester.” (Use data if you have it).
• Manage expectations: Coaching is a collaborative process and requires student and parent buy-in. Emphasize that you provide the tools and support, but consistent effort from the student is key to achieving results.

Conclusion

• Preparation is paramount: Know your value, costs, and anticipate objections.
• Listen actively to uncover the real reason behind a price objection.
• Reframe cost as an investment in the child’s long-term academic and personal success.
• Differentiate your service based on your unique value, not just price.
• Use social proof and specific examples of results to build confidence.
• Consider tools like PricingLink (https://pricinglink.com) to make your pricing presentation clear, interactive, and professional, which can proactively address objections about complexity or lack of options.

Confidently handling coaching pricing objections is a skill that improves with practice. By understanding the underlying concerns, preparing thoroughly, and clearly articulating the profound value of executive functioning coaching, you can navigate these conversations successfully, build stronger client relationships, and grow a thriving practice that makes a real difference in students’ lives. Implement these strategies, refine your approach, and watch your confidence – and conversion rates – increase.