• Blog
• January 31, 2026

Money Shame As A Coach: Pricing, Worth, And Fear

Money Shame As A Coach: 
Pricing, Worth, And Fear

Let’s talk frankly about something most coaches whisper about: 
’money shame’.

In my career, I’ve undercharged, over-delivered, and avoided stating my fees out loud. 
I lied to myself it was “about service”. 
Actually it wasn’t. It was my fear.

Common patterns I see (and lived):

- Pricing based on what you’d personally want to pay, not on the value or market. 
- Discounting the moment someone hesitates or ask for it. 
- Feeling guilty for wanting a sustainable, even abundant, business.

What I learned since then I made the shift:

1. Separating worth from price.
 My price is a business decision, not a verdict on my value as a human.

2. Practicing the sentence.
 Saying my fee out loud until my voice stopped shaking.

3. Saying no! 
 Letting people walk away without rescuing them with a discount.

The truth is: Healthy pricing is not greed. 
It is what allows you to keep doing this work without burning out or resenting your clients.

About the Author:
This article was written by Dr. Michael Heah, Chairman of the Malaysian Association of Certified Coaches (MACC). A pioneer and thought leader in the coaching field, Dr. Heah is widely recognized as Malaysia’s Father of Coaching, dedicated to advancing the practice and professionalism of coaching across the region.