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Coaching Proposal Template

Coaching is value-based pricing's natural home. Don't sell '12 sessions for $X' ā€” sell 'this transformation, delivered over 90 days.' Lead with the gap between current state and desired state, then your methodology to close it.

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What to include in your coaching proposal template

  • Discovery / chemistry call (often free, 30 min)
  • Defined transformation goal and success criteria
  • Session frequency and length
  • Between-session support (email, voxer, slack)
  • Tools and assessments included
  • Confidentiality and ethics framework
  • Cancellation and rescheduling policy
  • Outcome measurement and final review

How to price it

Life coaching: $150-$500/session, $1,500-$6,000 for 3-month packages. Executive coaching: $300-$1,500/hour, $10,000-$50,000+ per engagement. Position by experience and outcomes, not credentials.

Common mistakes to avoid

  • Selling sessions instead of transformations
  • Free unlimited support between sessions
  • Vague success criteria ā€” clients claim non-delivery
  • No commitment minimum (3-6 month packages drive results)
  • Pricing apologetically (you're the cheapest in the market)

Sample template content

Here's an example of what a complete proposal looks like for this niche. Use it as a starting point ā€” you'll fill in your own details when you create one.

Scope of Work

6-month executive coaching engagement for [Client]: Goal: [specific transformation, e.g., 'transition from VP role to C-suite'] Included: ā€¢ Bi-weekly 60-min coaching sessions (12 total) ā€¢ 360-degree feedback assessment ā€¢ StrengthsFinder or DISC assessment ā€¢ Voxer access between sessions (response within 24 hrs) ā€¢ Quarterly stakeholder check-in (with permission) ā€¢ Final retrospective and post-engagement plan

Sample Line Items

DescriptionQtyTotal
12 bi-weekly coaching sessions12$6,000.00
360-degree feedback assessment1$800.00
Voxer support & async coaching1$1,200.00
Stakeholder review & final plan1$600.00
Total$8,600.00

Sample timeline: 6 months

Terms & Conditions

Total engagement fee billed in 3 installments: 50% on signing, 25% at 60 days, 25% at 120 days. Cancellation requires 30-day notice; remaining sessions credited but unused fees not refunded. Confidentiality maintained per ICF code of ethics. No guarantee of specific outcomes ā€” coaching success requires client commitment to action. Missed sessions: 24-hour notice to reschedule. Late cancellations forfeit the session.

Frequently asked questions

ā–ø Should I do free discovery calls?

Yes, 30 min max. They qualify the client and let you both feel chemistry. But free 'sample sessions' that turn into therapy? No.

ā–ø How long should a coaching engagement be?

Minimum 3 months. Sustainable behavior change takes 90 days. Anything shorter is a consultation, not coaching.

ā–ø Should I guarantee outcomes?

No. Coaching is collaborative. Outcomes depend on client action. Frame your role as a partner in their work, not the deliverer of results.

Ready to send a winning coaching proposal template?

Use this template to create and send your proposal in under 2 minutes. Free to start.

Use this template now ā†’