The Coach's Journey - build a coaching business with integrity

#104: Why I Stopped Selling Coaching by the Session... And What I Learned When I Sold By Periods Of Time Instead

Jul 3, 2025

Selling coaching by the session can limit impact. A shift to time-bound packages enhances client engagement and fosters deeper commitment. Explore how this approach builds trust, accountability, and real transformation. Robbie shares insights on having candid money conversations, setting ambitious goals, and avoiding a session-counting mindset. Learn to view coaching as a partnership on a journey rather than just a service transaction. Plus, discover resources for creating a sustainable coaching business.

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ANECDOTE

Robbie's Early Coaching Packages

Robbie initially sold coaching in fixed 6-session packages charging £180 total.
He faced awkwardness when clients needed extra sessions and wondered about fair charging.

ADVICE

Sell Time, Not Sessions

Sell coaching over fixed time periods instead of sessions to build flexibility.
Allow clients to request extra sessions without awkward pricing talks when needed.

INSIGHT

Time-Based Goals Enhance Clarity

Setting coaching goals by time period increases clarity and ambition.
Clients understand what success looks like over months better than after fixed sessions.

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What if the way you sell your coaching is getting in the way of the coaching itself?

In this solo episode, Robbie shares how his thinking and practice around selling coaching packages has evolved — from charging by the session, to selling time-bound coaching engagements that prioritise impact, flexibility and real transformation.

This candid, behind-the-scenes reflection covers everything from awkward money conversations to powerful client breakthroughs — and invites coaches to rethink how they price and package their work. Drawing from his own business journey, the coaching he’s received, and the coaches he's supported, Robbie lays out a compelling case for selling periods of time, not sessions.

Whether you’re new to coaching or looking to grow a more sustainable, generous practice, this episode will help you:

Reflect on how your current engagements are serving you — and your clients

Explore how time-based engagements can build trust, accountability and transformation

Set ambitious goals with clients in ways that feel natural and expansive

Avoid the session-counting mindset that can limit both coach and client

See how changing the way you package your coaching can change the value clients see in it.

Embrace the idea of being a companion on your client’s journey — not just a service provider

With honesty and nuance, Robbie invites you to experiment with what works for you — and to create coaching offers that feel both nourishing and powerful.

Download Robbie’s ebook, An Introduction to The Coaching Business Flywheel, here.

For more information about Robbie, visit https://www.robbieswale.com/

Read more about The Coach's Journey at www.thecoachsjourney.com.

Music by My Good Man William: listen on Spotify: https://open.spotify.com/artist/4KmeQUcTbeE31uFynHQLQg

To support the Coach's Journey, visit www.patreon.com/thecoachsjourney and to join the Coach's Journey Community visit www.thecoachsjourney.com/community.

THINGS ROBBIE MENTIONED THAT YOU MIGHT BE INTERESTED IN

The video version of this episode: https://www.youtube.com/watch?v=BzeyK2yvWOI

Episode #8, containing this and lots more nuts and bolts of coaching: https://www.thecoachsjourney.com/podcast/robbie-on-structure-first-conversations-marketing-price

Joel Monk on The Coach’s Journey Podcast: https://www.thecoachsjourney.com/podcast/episode-6-joel-monk-conversations-at-the-cutting-edge-of-coaching